The 2019 edition of one of our favorite trend reports - JWT Intelligence's annual forecast of 100 trends to watch in the coming year - is out.
Yes, it really covers 100 trends across 10 broad categories. The chart below (click to enlarge) shows 5 of the categories and around 50 of the tracked trends.
JWT Intelligence is part of the giant advertising and marketing group J. Walter Thompson. So it's no surprise they focus on consumer trends.
But they also cover other types of trends, including a couple of work related ones:
Trend 96 - Workanomics - suggests:
"Reduced working hours, even down to a four-day work week, could become the reality for most workers this century."
Trend 36 - Freelancer First Services - is described as:
The writing is on the wall (including the acres of exposed brickwork of rapidly mushrooming WeWork co-working spaces). As self-employment continues to explode, a wave of freelancer-first networks and platforms is emerging, offering help and advice to self-employed workers.
But most are consumer oriented trends.
Some are the usual suspects and carry overs from prior years. For example there are several trends about the long tracked shift to experiences.
Of these, our favorite is trend 72 - Wanderlux - which is described as:
“Luxury used to be about gold, marble and chandeliers, big lobbies and glitzy hotels. It’s now about the experience. It’s about the destination. It’s about what I, as a guest, am getting out of this from an educational point of view and an emotive point of view ...”
Some are new and unusual. Bread 2.0 (trend 44) is an example:
“Carb” was a dirty term in the health and wellness world for a long time. But even with the gluten-free mania that’s sweeping the scene, a new generation of bakers is repopularizing bread, taking it in a healthier—and more inventive—direction.
We didn't know bread was gone, much less gone and back.
Always fun to read, the report is well worth wading through for anyone interested in trends.
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