What’s In Store For 2017? J. Walter Thompson’s Innovation Group Forecasts The 100 Trends Shaping The Future

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From (Dis)ability Advertising to Platonic Dating Apps, the third annual “Future 100” report previews the top 100 defining trends of consumer behavior for 2017


So what makes the 2017 consumer tick? What would the 2017 horoscope for consumer behavior look like? We hope Future 100 offers brands, marketers and consumers alike the answers to those questions.

Today, J. Walter Thompson’s Innovation Group unveiled its third annual Future 100 report.

Future 100: Trends and Change to Watch in 2017 helps readers keep a tab on emerging consumer behavior with 100 original trend predictions from the Innovation Group. Sliced across 10 categories, each trend is delivered in digestible snapshots that explore how the trend is already showing up in consumer behavior today, signs that it’s growing more popular and an original analysis on why brands and marketers should be paying attention.

From trends like “Vagina-nomics” and “Artificial Nature” to “Tech vs. the Trolls” and “Halal Tourism,” Future 100 foresees a 2017 full of new frontiers for consumers and new opportunities for brands.

Lucie Greene, Worldwide Director of the Innovation Group, said of the report: “Keeping up with shifts in the world today means keeping a pulse on what’s happening, and also anticipating what’s to come. So what makes the 2017 consumer tick? What would the 2017 horoscope for consumer behavior look like? We hope Future 100 offers brands, marketers and consumers alike the answers to those questions.”

The 10 lenses under which the trends are categorized are: Beauty, Brands & Marketing, Culture, Food & Drink, Health, Lifestyle, Luxury, Retail, Tech & Innovation, and Travel & Hospitality.

Highlights include:

  • “Marijuana: The New Rosé?” – Today, women in the marijuana market are looking beyond remedies for menstrual pain. In fact, marijuana may be on its way to overtaking wine as the hip indulgence of choice.
  • “Second Skin” – Much of the visible appearance of aging skin can be attributed to loss of elasticity. Researchers are uncovering new materials that create a “second skin” to restore natural tautness. Scientists at MIT and Harvard have created an invisible layer of polymers that produces dramatic results in initial tests.
  • “AI Art” – There’s been plenty of talk of artificial intelligence replacing taxi drivers through self-driving cars, and even making white-collar professionals redundant – but will AI also replace artists?
  • “Trippy Travel” – In past decades, countercultural types flocked to the coffee shops of Amsterdam to sample legal marijuana, but today’s aspiring psychonauts are traveling farther afield. In the past few years, tourism around ayahuasca, a potent psychoactive brew of vines and leaves used as traditional spiritual medicine among the indigenous residents of Amazonia, has exploded.
  • “Retail Naturalism” – Technology brands are evolving retail concepts away from cold and minimal shops toward something friendlier and more natural.

You can download the full report, including all 100 trends here: https://www.jwtintelligence.com/trend-reports/

Predictions from Future 100 reports often hit the nail on the head. Later in December, the Innovation Group will explore how last year’s trends played out in 2016 in a series of posts on the J. Walter Thompson Intelligence website.

The Innovation Group is J. Walter Thompson’s futurism, research and innovation unit. It charts emerging and future global trends, consumer change and innovation patterns –translating these into brand insights. It offers a suite of consultancy services, including bespoke research, presentations, co-branded reports and workshops. It is also active in innovation, partnering with brands to activate future trends within their framework and execute new products and concepts.

The Innovation Group is part of J. Walter Thompson Intelligence, a platform for global research, innovation and data analytics at J. Walter Thompson Company. It houses three key in-house practices: SONAR™, Analytics and the Innovation Group. For more information, please visit http://www.jwtintelligence.com and follow us @JWTIntelligence.

J. Walter Thompson Company was founded in 1864 and has been making pioneering solutions that build enduring brands and business for more than 150 years. Today under the leadership of Global CEO Tamara Ingram, the company has evolved to include several global networks including J. Walter Thompson Worldwide, Mirum and Colloquial.

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