When your website discusses marketing, tech and creative trends and happenings of every stripe, it’s almost mandatory to indulge in a bit of divination at the beginning of each year.
Here are our best guesses as to what will affect marketing, retail, content marketing, social media, tech and just about anything else we do in 2016.
Here we go…
For the good
Tom Knox began his tenure as IPA President by announcing that the IPA would promote and encourage advertising as a force for public, culturally enriching, good.
He even listed the campaigns that embodied these ideals in 2015. Many of them demonstrate impressive return on investment, as well as a worthy message. The ROI lines up with study after study showing that people like brands who do a bit of good, and is likely to ensure this trend continues well into 2016.
Here’s one we might have mentioned once or twice: Always Like a Girl
We can expect the data privacy consumers want and need to clash with global governments’ growing desire to inspect any and all data from our lives. Despite the massive data storage infrastructure these capabilities require, a necessity that grows exponentially as more and more of our daily life migrates online, governments seem hell bent on removing data privacy that can keep consumers safe.
WhatsApp was temporarily banned in Brazil at the end of 2015, an event that is likely to be repeated across the globe. Maybe even in the UK. A proposed surveillance law has tech giants fighting against it, but whether the appeal works is yet to be seen.
That said… Ashley Madison, the adultery website whose data was leaked in 2015, has actually grown its user base. Maybe privacy won’t be such a big deal after all.
Luxury + Tech = Ubiquitous luxury
It’s a contradiction in terms, but that’s what’s going to happen. Apparently.
Tech is making everything more accessible to everybody, and with that in mind mass prestige or “masstige” services are predicted to be on the rise.
Services like Flytographer, for instance.
It’s no secret that the most-liked instagrammers use professional standards of photography and styling to create supposedly “candid” snapshots of their life. If you want to share your on-trend lifestyle moments, but can’t afford celebrity stylists, it can be frustrating to see your own efforts look so drab and unpolished in comparison.
This, from Chinese professional footballer Mika Chunuonsee, was almost certainly taken by a pro. He doesn’t deny it, either.
For lesser mortals, this is where Flytographer comes in. The service connects you with a professional photographer no matter where you are in the world, saving the expense and fuss of hiring one to follow you everywhere. It also expands your range beyond creative selfie angles, so there’s that too.
If your Instagram pictures need to look catalogue perfect; little squares of carefully constructed white lies, everything else has to be ~*authentic*~
A range of growing lifestyle trends have authenticity at their foundation.
Overall this is focused on a healthy/clean lifestyle, which will push more brands to jump on board and embrace “real” lifestyles.
The consumer desire for authenticity spans from food and diet, ‘natural’ cosmetics and fashion and even celebrity Twitter accounts in which they’re offered glimpses of celebrity ‘real life’.
Already this desire for authenticity is having an impact.
Traditional junk food brands are scrambling to demonstrate that their ingredients come from real plants and animals, exploiting the idea that natural = healthy to their benefit.
McDonald’s coupled with YouTuber Doug Armstrong for a series of videos showing exactly what goes into a McDonald’s burger, one of which has around 1.5 million views. Many brands are likely to produce similar content in 2016.
In 2016 brands will either continue to add new products to their line (think Coca Cola Life) to catch up with increasingly health-conscious consumers, or else cast their existing products in a new, wholesome light (think McDonalds).
“Authentic” beauty, i.e. beauty achieve through a healthy lifestyle rather than cosmetic products, will continue to grow, facilitated by lifestyle blogs and the ease of passing trends through social networks.
Everything will veer closer to the real, natural, organic and authentic. Except on instagram, where it will be filtered.