Super smart, super stressed: JWT gazes ahead to 2013

By By Frank Chung | 4 December 2012
The JWT report spotlights 'The Super Stress Era', 'Intelligent Objects' and 'Going Private in Public', among other trends.

JWT has released 10 Trends for 2013, its eighth annual forecast of the key trends that will impact consumer mindset and behaviour in the year ahead.

The forecast covers topics including the rise of 'smart' everyday objects such as Google Glasses and the evolution of smartphones into 'de facto fingerprints'. It also highlights the rising awareness around the impact of stress on health and well-being and how businesses are addressing it.

JWT director of trendspotting Ann Mack said: "In our forecast of trends for the near future, new technology continues to take centre stage, as we see major shifts tied to warp-speed developments in mobile, social and data technologies.

"Many of our trends reflect how businesses are driving, leveraging or counteracting technology’s omnipresence in our lives, and how consumers are responding to its pull."

The report also addresses the changing nature of privacy in the social media age. According to the press release: "In an era when living publicly is becoming the default, people are coming up with creative ways to carve out private spaces in their lives.

"Rather than rejecting today's ubiquitous social media and sharing tools outright, we’re reaping all the benefits of maintaining a vibrant digital identity while gradually defining and managing a new notion of privacy for the 21st century."

The 10 Trends for 2013 report is the result of quantitative, qualitative and desk research conducted throughout the year and includes input from nearly 70 JWT planners from over two dozen markets, as well as interviews with experts and influencers from sectors including technology, health and wellness, retail, media and academia.

The trends covered: 'Play As a Competitive Advantage'; 'The Super Stress Era'; 'Intelligent Objects'; 'Predictive Personalisation'; 'The Mobile Fingerprint'; 'Sensory Explosion'; 'Everything Is Retail'; 'Peer Power'; 'Going Private in Public'; 'Health & Happiness'; and 'Hand in Hand'.

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