2018未来100：我们预测今年的100个趋势（英文版）_200页-17mb

2018 Future Report Summary

Core Content

The 2018 Future Report explores emerging trends across various industries, with a focus on cultural shifts, technological innovations, and their impact on consumer behavior and brand strategies. It highlights the growing importance of diversity, the rise of new career paths, and the integration of advanced technologies such as AR and AI into everyday life.

Main Topics & Key Insights

1. The Female Gaze

• Trend: Increased focus on women's influence in media and storytelling.
• Examples:
  • Wonder Woman became a cultural milestone, showcasing a female-led superhero film and a female director.
  • Projects like Girlgaze aim to support women in visual storytelling.
• Key Insight: Brands should ensure their visual language reflects nuanced female perspectives to connect with modern audiences.

2. Intersectionality

• Trend: Growing emphasis on diversity and inclusion in media and business.
• Examples:
  • Twitter appointed a VP of intersectionality.
  • Condé Nast launched them, an LGBTQ-focused publication.
• Key Insight: Companies must address layered challenges in diversity to avoid public backlash and better serve younger, more diverse audiences.

3. New Millennial Careers

• Trend: Emergence of new career paths driven by digital culture.
• Examples:
  • Microinfluencers and on-demand personal videographers are becoming popular.
  • Doulas are gaining traction as a high-end personalized service.
• Key Insight: The digital age enables self-promotion and personalized services, leading to more innovative career options.

4. Religious Resurgence

• Trend: A renewed interest in religion amid social and economic changes.
• Examples:
  • In China, religious practices are resurging with government tacit support.
  • In the US, evangelical Christians played a role in the election of President Trump.
• Key Insight: Brands must approach religious themes carefully to avoid cultural appropriation and ensure authenticity.

5. IRL Dating Apps

• Trend: Shift from virtual to in-person dating experiences.
• Examples:
  • Bumble launched The Hive, an IRL pop-up event.
  • A new dating app focuses on immediate, real-life connections.
• Key Insight: Users are seeking real-world interactions, prompting a rethinking of digital dating strategies.

6. Streaming Wars

• Trend: Streaming services challenging traditional media models.
• Examples:
  • YouTube and Facebook are entering the streaming space.
  • Niche platforms like Shudder and Brown Sugar cater to specific genres.
• Key Insight: Streaming companies are diversifying content and disrupting the traditional entertainment landscape.

7. Interactive Storytelling

• Trend: Consumers are engaging with non-linear, interactive media.
• Examples:
  • Netflix introduced interactive shows like Puss in Boots.
  • Soderbergh's Mosaic offered an interactive murder mystery experience.
• Key Insight: Interactive storytelling is reshaping how audiences consume media, offering a more personalized experience.

8. Data Democracies in Entertainment

• Trend: Use of data analytics to improve representation in media.
• Examples:
  • The Geena Davis Inclusion Quotient (GD-IQ) analyzed gender representation in films.
  • Streaming services like Netflix are more reflective of audience diversity.
• Key Insight: Advanced data tools can help media companies better reflect the diversity of their audiences and inspire activism.

9. Creativity Meets AI

• Trend: Artists are integrating AI into their creative processes.
• Examples:
  • Wayne McGregor's +/- Human combined AI and dance.
  • AI is being used in fashion and art to enhance human experience.
• Key Insight: AI can provide new perspectives and enhance creativity, even as concerns about its impact persist.

10. Kid Influencers

• Trend: Young children are becoming influencers.
• Examples:
  • KidToyTesters and Ava Ryan are notable examples of child influencers.
  • Shows like The Return of Superman have contributed to the rise of kid influencers.
• Key Insight: Brands must adapt to the influence of Generation Alpha, who are growing up with digital technology.

Tech & Innovation Highlights

11. AR Reaches Mass

• Trend: Augmented reality (AR) is becoming mainstream.
• Examples:
  • Apple and Google introduced AR tools for mobile devices.
  • Retailers like Gap and Lowe's are using AR for in-store experiences.
• Key Insight: AR is transforming consumer interactions and is expected to become as essential as websites.

12. Internet of Eyes

• Trend: Smart cameras and visual recognition technology are becoming more prevalent.
• Examples:
  • Facial recognition is now used in smartphones and security systems.
  • Smart cameras are being integrated into everyday objects like fridges and light switches.
• Key Insight: Visual recognition technology is enhancing consumer engagement and data collection in retail and marketing.

13. Internet of Ears

• Trend: Voice-activated technology is becoming a key part of daily life.
• Examples:
  • Smart speakers like Amazon Echo and Google Home are widespread.
  • Products such as fridges and lamps are being voice-enabled.
• Key Insight: Voice technology offers deeper brand engagement and convenience, with potential for significant customer value.

14. Femtech Revolution

• Trend: Female-centric health technology is on the rise.
• Examples:
  • Products like Flex are designed to meet women's physical needs.
  • Female entrepreneurs are leading the development of femtech innovations.
• Key Insight: There is a growing market for products that cater specifically to women's health and wellness needs.

Conclusion

The 2018 Future Report underscores the transformative power of technology and the evolving cultural landscape. It emphasizes the importance of diversity, authenticity, and innovation in shaping the future of industries ranging from entertainment to retail. Brands that adapt to these trends and understand their audiences' needs will be best positioned to succeed in the coming year.