CARTILS | TrendCluster 2013
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The Cartils Trendcluster '13 presents key insights from global trend research, highlighting five major trend clusters: collaboration, respect, enrichment, balance, and experiential focus. It emphasizes a shift from individualism to group efforts, with an increasing demand for transparency, craftsmanship, and sustainable consumption. The document encourages embracing a mindset that prioritizes community, quality over quantity, and emotional connection in consumer behavior.
CARTILS | TrendCluster 2013
- 1. TRENDCLUSTER’13 CARTILS Branding & Packaging Design Consultants constantly conducts world wide trend research for internal inspiration purposes. Hereby, all forecasts of the leading international trend resources are taken into account. The ultimate clustered overview for 2013 is now also available to inspire you. Enjoy the CARTILS TRENDCLUSTER ’13!
- 4. SMALL. THE NEW BIG See the Triodos Bank campaign:
- 5. SOURCES Trendslator (Hilde Roothart), Mood’13; HAVAS; Thefutureinstitute; Mindsets; Appletizer; Bright; Frislicht; Trendwolves; Trendwatching.com; Trendhunter; Lifesignsnetwork; Ubercool.com; Coolhunting.com; Uncoolhunting.org; Springwise; Faith Popcorn; Mashable.com; Style-vision; Team PSFK; WGSN; Design-options.com; The Future Laboratory; tnty.com; Lidewij Edelkoort; Trendstop.com; Trendoscope.com; Sense Worldwide; Iconoculture; Marian Salzman; Gbn.com; Synovate, Futureeyes weblog; Lulublog; Davidreport.com; Secondsight; Marketingfacts.com; Molblog.com; Rowan Gibson; Frankwatching.com; Technotrends; Dutch Cowboys; Futurist.com; Plausible futures; Futurist.eu; John Naisbitt; Dream company; Faceyourpockets.com; Tobloom; Fridgewatcher.com; Ilikethewayyouart.com; Molblog; Signs of the Time; Eye; BrandChannel; Packagingworld; Contagious; The Coolcollector; Euromonitor; Studio Zeitgeist
- 6. Extravert / Change TRENDCLUSTER ’12 In the year 2012, the following trendclusters were signaled: 1. FEMINISE INITIATE WE instead of ME FEMINISE Me We Individual Social 2. FOCUS Focus on small scale 3. CONTROL OPTIMISE The transparant living lab FOCUS CONTROL 4. OPTIMISE Get the best out of life 5. INITIATE We can do it on our own Introvert / Conservative Motivational frame of reference
- 7. Extravert / Change TRENDCLUSTER ’13 FEEL This year, grouping reveals 5 major trendclusters: 1. COLLABORATE COLLABORATE Me We Individual Social Life is a co-production 2. RESPECT Focus on the ‘real thing’ 3. ENRICH ENRICH BALANCE RESPECT From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
- 8. Extravert / Change TRENDCLUSTER ’13 FEEL We saw clusters growing, disappearing and coming-up 1. COLLABORATE COLLABORATE Me We Individual Social Life is a co-production 2. RESPECT Focus on the ‘real thing’ 3. ENRICH ENRICH BALANCE RESPECT From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
- 9. Extravert / Change TRENDCLUSTER ’13 1. COLLABORATE COLLABORATE Me We Individual Social Life is a co-production 2. RESPECT Focus on the ‘real thing’ 3. ENRICH From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
- 10. “TOGETHER, WE WILL MAKE SMALL THE NEW BIG” The era of individualism lies behind us. We move from ‘keeping up with the Joneses’ to ‘make it happen with the Joneses’. We feel the urge to be part of a group, creating a safe haven that protects us from isolation in the wild world. We combine efforts, at work and in our private lives, while using social media to stay in touch with wider circles and to coordinate contacts in the physical world. A new mind-set is introduced, focusing on sharing responsibility instead of taking it. COLLABORATE
- 11. URGE TO BE PART OF A GROUP COLLABORATE
- 13. COLLABORATE
- 14. COLLABORATE
- 16. See Heineken’s ‘Your Future Bottle Design’ video COLLABORATE
- 17. COLLABORATE
- 18. TOGETHER FOR A BETTER WORLD See the Vitoria Blood Donation video COLLABORATE
- 19. See the Stella Maris video COLLABORATE
- 20. SUMMARY COLLABORATE URGE TO BE PART OF A GROUP: SAFETY, NO ISOLATION COMBINING EFFORTS AT WORK AND AT HOME SOCIAL MEDIA TO STAY IN TOUCH WITH WIDER CIRCLES AND COORDINATE CONTACT IN THE PHYSICAL WORLD TOGETHER FOR A BETTER WORLD SHARE RESPONSIBILITY COLLABORATE
- 21. Extravert / Change TRENDCLUSTER ’13 1. COLLABORATE Life is a co-production COLABORATE 2. RESPECT Me We Individual Social Focus on the ‘real thing’ 3. ENRICH From ‘MORE!’ to ‘BETTER’ RESPECT 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
- 22. “TO A DIFFERENT ECONOMY. ONE THAT’S FAIRER. MORE HUMANE” RESPECT
- 23. FOCUS ON THE REAL THING The world around us is changing rapidly! It’s time to stand still and focus on our small local worlds. We are rethinking our thoughts and start realizing which aspects really matter in live. Things like honesty and sincerity. We long for brands showing transparency; full frontal or even naked. We are reconsidering our hectic (digital) lives and, now more than ever, start appreciating elements from the past like craftsmanship and dedication. In this way we stay connected to the origin of the products we buy. RESPECT
- 25. RESPECT
- 27. RESPECT
- 28. See the Stella Artois video RESPECT
- 29. See the Budweiser ‘Project 12’ video RESPECT
- 32. See the McDonalds ‘Behind the scenes’ video RESPECT
- 33. RESPECT
- 34. See the Dove ‘Photoshop Prank’ video RESPECT See the Bodyform video
- 36. RESPECT
- 37. RESPECT
- 38. SUMMARY RESPECT FOCUS ON THE REAL THING; APPRECIATE CRAFTSMANSHIP AND DEDICATION TRANSPARENCY FULL FRONTAL; GO NAKED INVEST IN THE LOCAL WORLD; ON A SMALL SCALE BASE RESPECT
- 39. Extravert / Change TRENDCLUSTER ’13 1. COLLABORATE Life is a co-production Me We 2. RESPECT Focus on the ‘real thing’ 3. ENRICH From ‘MORE!’ to ‘BETTER’ ENRICH 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
- 40. “THE THINGS YOU CAN DO. THE POWER IS IN YOUR HANDS” We no longer want ‘more’, we want ‘better’. It’s time to invest in ourselves; to follow (free) courses and gather inspiration in order to be up-to-date. It’s not the ‘Big Data’ we’re looking for; it’s ‘Better Data’. We appreciate it when brands are helping us to narrow down all information we receive on a daily base. It’s all about focusing. Due to the online information overload, ‘offline’ will be the new luxury. ENRICH
- 42. ENRICH
- 43. See more on ‘Wine that Loves’ ENRICH
- 45. ENRICH
- 46. CREATE OPPORTUNITIES See the Code.org video ENRICH
- 50. ENRICH
- 51. SUMMARY ENRICH GOODBYE ‘MORE!’, WELCOME ‘BETTER.’ WE CAN CONTROL OUR OWN LIVES FILTERED DATA IS WHAT WE ARE LOOKING FOR; FROM BIG DATA TO BETTER DATA CREATE OPPORTUNITIES FOR OTHERS TO DEVELOP INFORMATION OVERLOAD; OFFLINE IS THE NEW LUXURY ENRICH
- 52. Extravert / Change TRENDCLUSTER ’13 1. COLLABORATE Life is a co-production Me We Individual Social 2. RESPECT Focus on the ‘real thing’ 3. OPTIMISE BALANCE From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
- 53. “WHAT YOU DO EVERY DAY DOES MAKE A DIFFERENCE” We realize that our world is unsteady. But, more important, we know that we can make a difference. Our consumption pattern has lost its balance. It’s time to become aware of how we consume, what we throw away and start searching for alternatives. We re-use products and go for the ‘green’ solutions. We long for the natural process and ‘imperfect’ food, which brings us closer to nature. BALANCE
- 55. AWARE OF WHAT WE THROW AWAY See the Studio Roosegaarde & Heijmans video BALANCE
- 56. BALANCE
- 57. BALANCE
- 58. BALANCE
- 59. RE-USING PRODUCTS Concept: Colorless Coca Cola can by Ryan Harc BALANCE
- 60. See the HomePro video BALANCE
- 61. LONGING FOR THE NATURAL PROCESS More information on Ugly Foods BALANCE
- 62. See the Bee Local video BALANCE
- 63. SUMMARY BALANCE URGE FOR MORE CREATES A WORLD THAT IS OUT OF BALANCE BALANCE IN CONSUMPTION PATTERN IS GONE AWARE OF WHAT WE THROW AWAY LONGING FOR THE NATURAL PROCESS AND ‘IMPERFECT’ FOOD BALANCE
- 64. Extravert / Change TRENDCLUSTER ’13 FEEL 1. COLLABORATE Life is a co-production Me We Individual Social 2. RESPECT Focus on the ‘real thing’ 3. ENRICH From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
- 65. “WE LIVE IN A WONDERFUL TIME” We are tired of all adversity. We read about it in the paper and see it on the news. If we want to change the world we live in, passion and love for others is a precondition. Celebrate creativity, that’s what brings us further. Enjoy being alive and focus on the nice things that are being made. It’s not only about knowing and possessing, it’s about experiencing! FEEL
- 67. See the Coca Cola ‘Security Cam’ video FEEL
- 69. See Heineken’s ‘The Candidate’ video FEEL
- 70. I WANT TO FEEL I’M ALIVE! FEEL
- 71. See the Dance Pony Dance video FEEL
- 72. FROM POSSESING TO EXPERIENCING Speakeasies: The Franklin Mortgage & Investment Co. FEEL
- 73. FOCUS ON THE NICE THINGS See the Artis Zoo video FEEL
- 74. FEEL
- 75. See the Diet Coke video FEEL
- 77. CELEBRATE CREATIVITY See the Rijksmuseum ‘Our Heroes are back!’ video FEEL
- 78. See the Absolut Unique video FEEL
- 79. See the Strongbow Startcap video FEEL
- 80. SUMMARY FEEL TIRED OF ALL ADVERSITY LONGING FOR PEOPLE WITH PASSION FROM ‘KNOWING’ AND POSSESSING TO ‘EXPERIENCING’ CELEBRATE CREATIVITY! FOCUS ON ALL THE NICE THINGS BEING MADE!
- 81. SMALL. THE NEW BIG You have just been inspired by the CARTILS Trendcluster’13. Please do contact our strategic team at CARTILS for more information: strategy@cartils.com Lianne van den Berg-Weitzel MSc, Strategy Director Rik Olthof MSc, Brand Strategist 1. COLLABORATE Life is a co-production 2. RESPECT Focus on the ‘real thing’ 3. ENRICH From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’
- 82. SMALL. THE NEW BIG The images used in this presentation are screenshots or other images that were available on the Internet. As such, the copyright for them is most likely owned by the company or corporation that produced it. For the composers of this presentation it was impossible to retrieve all these copyright owners and ask for permission to use the imagery. Images . are used purely to illustrate this observation of consumer trends and were taken from publicly accessible sources. If any party feels treated disrespectfully or abused by our approach, please contact us at: strategy@cartils.com