The technology industry continues to exercise enormous cultural and economic power, but finds itself entering unknown territory on multiple fronts. Markets that have long been overlooked or misunderstood are about to get their due. Advertising and marketing are embracing aspects of femininity that were previously taboo. And consumers are seeking new forms of escapism, fantasy and insight.
If there’s anything to be learned from this year, it’s that change comes rapidly, and often from unexpected places. While trends like “Brexterity” (#62) and “Political Consumers” (#37) reflect a world inevitably shaped by political storms, trends such as “Civic Data” (#12) or “Generation Z Arts Platforms” (#06) point to a future that’s propelled by immense creativity and the power of consumers. As more sectors embrace the unknown, it’s these forces that will drive industry forward.
The technology industry still continues to exercise enormous cultural and economic power, but finds itself entering unknown territory on multiple fronts. In “Silicon Soup” (#17), we look at how Silicon Valley brand perceptions are blurring as companies encroach on each other’s territory. Airbnb is fighting for hearts and minds amid regulatory crackdowns in “Travel Action” (#28). Responding to cultural criticism, tech brands are investing in novel ways to prevent online abuse, as seen in “Tech vs the Trolls” (#14), while also helping families carve out tech-free time with “Wi-Fi Disruptors” (#13). Even in the beauty sector, we see consumers worried about how light from screens affects skin (#60).
The Future 100. J. Walter Thompson Intelligence.
To access the complete report click to visit
J. Walter Thompson Intelligence.