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This report represents only a small snapshot of our trend analysis for 2013. If you are inspired to explore these trends and others in more detail, then please contact us to experience our more than twenty-five 2013 reports, one-day strategy workshops, industry- and audience-focused cultural insights and real-time activation approaches that can help you synchronize your brand with the latest high energy shifts in culture.
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2013 Trends Snapshot
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As we look toward a new year, the sparks & honey team has identified 54 trends that will shape business and popular culture in 2013 and beyond. Based on our Culture Mapping Platform and new scoring methodology, we have created the following trends snapshot.
I invite you to explore this report and share it with others. Over the next 12 months, these trends will inspire marketing executives, entrepreneurs and innovation experts and lead to the development of new startups, brand transformation, product design and branded content.
This report represents only a small snapshot of our trend analysis for 2013. If you are inspired to explore these trends and others in more detail, then please contact us to experience our more than twenty-five 2013 reports, one-day strategy workshops, industry- and audience-focused cultural insights and real-time activation approaches that can help you synchronize your brand with the latest high energy shifts in culture.
s&h 2013 Trends Snapshot
54 TRENDS
We've identified “Now,” “Next” and “Future” trends within 18 categories ranging from Art to Travel. "Now" trends are those with high energy and can be leveraged in the present; "Next" trends will begin to manifest towards the end of 2013 and gain traction through 2014; "Future" trends are fringe signals that will play out in 2015 and beyond.
In This Report
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s&h 2013 Trends Snapshot
We track and analyze thousands of cultural data sources in real time, incorporating live data feeds from numerous APIs as well as hundreds of offline sources. Using a proprietary Culture Mapping Platform, we monitor cultural bursts, identify clusters of activity and trends, score their energy levels, project their lifespans and analyze their cultural resonance. This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions.
Our platform incorporates three different frameworks to structure and contextualize raw data:
CONTENT NETWORKS
ENERGY SCORE&
PREDICTION SCORE
DNA
A mapping system used to model dynamic, interconnected webs of cultural activity.
The Energy Score is rated on a scale of 1-5. It reflects the speed of reach and volume of buzz, and incorporates a ranking of influencer activity that includes reach, resonance and relevance.
A unique set of attributes that describes the core concepts of each trend.
same-sex marriageequalitycorporate supportloveacceptance
ENERGY
PREDICTIONThe Prediction Score is rated on a scale of 1-40. It reflects anticipated duration of a trend.
Methodology
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BEAUTY
BOOKS
DESIGN
FASHION
FINANCE
FOOD
GAMING
HEALTHY LIVING
MOVIES
MUSIC
SCIENCE
SPIRITUALITY
SPORTS
TECHNOLOGY
TRAVEL
INTERNET CULTURE
EDUCATION
NOW NEXT FUTUREART
THE NEW KINKO’S TRANSFORMABLE DESIGN
CAMERA READY
REAL-TIME REMIX CONNECTED PAPER
DIGITAL EDUCATION SLIDING SCALE UNIVERSITY
TAILOR ON DEMAND INVISIBILITY
THE SHARING ECONOMY VIRTUAL GOODS EXCHANGE
GMO FOOD FIGHT THE NEW SPEAKEASY
DIGITIZED REALITY OPEN SOURCE REVOLUTION
QUANTIFIED HEALTH THE IKARIAN DIET
EFFORTLESS CONTENT GESTURECON
4D EXPERIENCE IMMERSIVE CINEMA
ARTIST AS ENTREPRENEUR HACKSTRUMENTS
ELECTIVE BIONIC SURGERY HANDMADE HUMANS
RISE OF THE NONES ARTIFICIAL SOUL
THE DIGITAL STADIUM SAFETY TECHNOLOGY
AMBIENT DOCUMENTATION SOCIALLY AWARE ROBOTS
ARMCHAIR EXPLORATION PERSONAL VEHICLES
BIOISM ARTIST AS DATA INTERPRETER
REMATERIALIZING
MICROBIAL BEAUTY
SELF-MADE CELEBRITIES
THE TECHNOLOGICAL DIVIDE
MAGIC MIRRORS
PATCHWORK NATION
AUTOMAT 2.0
GAMING AS SPORT
ANCIENT FITNESS
MEMES INSPIRING CULTURE
LUXURY THEATERS
COLLABORATIVE CREATION
THE MICROBIOME
EXPLOSION OF CONSCIOUS MEDIA
ATHLETE ENTREPRENEURS
AUTOMATED LIFE
2013: A SPACE ODYSSEY
THE NEW AESTHETIC
2013 Snap Shot Overview
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DIY PLASTIC SURGERY
s&h 2013 Trends Snapshot6
54 Trends for 2013: Now, Next & Future
s&h 2013 Trends Snapshot
THE NEW AESTHETIC ARTIST AS DATA INTERPRETER
Now
Next
Future
TREND DNA
virtual meets physicaldigitalcomputersglitch+9 more
The language of digital culture is driving a movement and style that fetishizes the computer aesthetic. The New Aesthetic sits at the intersection of the virtual and physical, exploring the visual language of technology such as glitch images, Google Street View, photography and data visualizations. Look for this idea to continue to spread throughout the art and design world.
Algorithmically determined design processes are increasing in sophistication, pointing to the future proliferation of generative data-driven art systems that use robotics, mathematics and mechanical elements to create.
BIOISM
Innovations in microbiology are allowing artist-scientists to increasingly use nature as canvas and medium. New living art captures the beauty of microscopic organisms as they evolve and incorporates living matter as an aesthetic element.
Next Future
SCORES SCORES SCORES
microbiologybiomimicrynaturescience+ 7 more
TREND DNA
data artalgorithmssystemsgenerative+ 10 more
TREND DNA
Art
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PREDICTION
ENERGY
PREDICTION
ENERGY
PREDICTION
ENERGY
s&h 2013 Trends Snapshot
MICROBIAL BEAUTY DIY PLASTIC SURGERY
Now
Next
Future
TREND DNA
microbiomebalanceinternalskin+ 15 more
Following the publication of the Microbiome study, new forms of microbial-based beauty and health regimens develop and become popular with the mass market.
Home beauty technology, including laser hair removal and skin exfoliation, will become more accessible, making at-home cosmetic procedures a reality.
CAMERA READY
Social media and the age of pervasive HD photography are driving a culture of “perfect beauty.” Innovations that allow individuals to present a camera-ready image all the time will begin to enter the market.
Next Future
SCORES SCORES SCORES
social mediasurveillanceimage management+ 5 more
TREND DNA
technologyDIYspahome+6 more
TREND DNA
Beauty
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PREDICTION
ENERGY
PREDICTION
ENERGY
PREDICTION
ENERGY
s&h 2013 Trends Snapshot
SELF-MADE CELEBRITIES CONNECTED PAPER
Now
Next
Future
TREND DNA
ebooksself-made celebrityDIYpublishing platforms+ 10 more
Driven by the ease of ebook publishing, a wave of self-made celebrities will continue to top the bestseller list. Major publishers will tap into these rising stars in search of their next big hit.
A new wave of books will be packaged in print + digital bundles with highly customizable reading options. Print editions will include sensor-based bookmarks that let the digital device know what page the reader is on in the paper format.
REAL-TIME REMIX
With the interactive nature of and instant feedback to ebooks, authors and publishers will be able create new narratives and edited versions on the fly based on reader behavior.
Next Future
SCORES SCORES SCORES
feedbackcustom contentremixinteractive+ 5 more
TREND DNA
analogsensorscross channelprint+ 7 more
TREND DNA
Books
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PREDICTION
ENERGY
PREDICTION
ENERGY
PREDICTION
ENERGY
s&h 2013 Trends Snapshot
REMATERIALIZING TRANSFORMABLE DESIGN
Now
Next
Future
TREND DNA
analogtactileinterfacephysical+10 more
Following the explosion of headphone culture, more brands and designers will create physical products to enhance or embody the virtual digital lifestyle so consumers can enjoy a tactile, tangible object as part of their digital consumption.
Transformable designs like digital wallpaper and customizable furniture will bring the easily modifiable aesthetic of the virtual world into the real world. Enabled by intelligent projectors, surfaces and materials, the physical will become digital.
THE NEW KINKO’S
Makerspaces will continue to pop up in cities across the country, similar to the emergence of Kinko’s during the desktop publishing explosion.
3D printing and similar technologies will also drive a locally distributed manufacturing movement, allowing for small-batch production and customization, with possible broad-ranging implications for mass manufacturing and imports from China.
Next Future
SCORES SCORES SCORES
3D printingcustomizationmass manufacturing+10 more
TREND DNA
transformable productssensorscustomized aesthetic+ 5 more
TREND DNA
Design
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ENERGY
PREDICTION
ENERGY
PREDICTION
ENERGY
s&h 2013 Trends Snapshot
THE TECHNOLOGICAL DIVIDE SLIDING SCALE UNIVERSITY
Now
Next
Future
TREND DNA
tabletsdigital divideiPadclassroom technology+ 10 more
As more schools require students to bring in their own laptops and tablets, the divide between the “haves” and “have-nots” is becoming more pronounced. While low cost tablets like the Aakash 2 may offer a viable solution to this imbalance, look for this situation to drive conversation around the future of education.
Schools are considering charging by major - less for those that lead to in-demand jobs (technology, engineering) and more for those that instill less marketable skills (art history, philosophy). This same idea is being entertained by lenders. Ivy League students (who are less likely to default) would be charged lower interest rates than students at community colleges and for-profit schools.
DIGITAL EDUCATION
Technology is revolutionizing education from the networked, group learning of “massive online open courses” to software that makes learning fun and engaging for young learners. Look for a surge in enrollment for both free and paid online schools and a continued flow of technology into all levels of classrooms.
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
MOOCnetworked learningsoftwareonline schools+ 15 more
loansin-demand jobsfinancenew model+ 5 more
Education
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PREDICTION
ENERGY
PREDICTION
ENERGY
PREDICTION
ENERGY
s&h 2013 Trends Snapshot
MAGIC MIRRORS INVISIBILITY
Now
Next
Future
TREND DNA
sensorsexperienceinteractiveRFID+ 6 more
RFID sensor-embedded mirrors are enhancing the retail experience, offering detailed real-time information about in-store items. Intelligent mirrors also allow customers to instantly change the colors of clothing they are trying on, providing an effortless and interactive live shopping experience.
A new technology based on the properties of fish skin is promising the possibility of a true invisibility cloak. The rapidly growing practice of biomimicry - design based on nature’s principles - is inspiring numerous innovations that are transforming industries from transportation to architecture to fashion.
TAILOR ON DEMAND
3D printing and laser cutting technology are revolutionizing custom clothing production, offering on-demand personalized apparel. Look for brands to offer their collections, fabrics and patterns as raw material to be “hacked” and customized by consumers at point of purchase.
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
3D printinghacked brandsproduct customizationon demand+ 8 more
biomimicryfashion technologynaturesci-fi+ 5 more
Fashion
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PREDICTION
ENERGY
PREDICTION
ENERGY
PREDICTION
ENERGY
s&h 2013 Trends Snapshot
Now
Next
Future
TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Finance
THE SHARING ECONOMYPATCHWORK NATION VIRTUAL GOODS EXCHANGE
Due to economic constraints and lack of job growth, an economy of sharing and barter services will grow and penetrate the mainstream. Look for both community and commercial ventures to offer access to tools, space, services and media.
Products and services that serve the growing segment of patchwork careerists, slasher-workers and micro-entrepreneurs will proliferate.
As digital, social and other virtual goods and currencies become increasingly important, look for a marketplace to trade virtual goods and alternative currencies to emerge.
freelancingco-workingslashermicro-entrepreneurs+ 5 more
bartercommunityshared servicesmillennial+ 8 more
currenciesdigital goodsvirtual money+10 more
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s&h 2013 Trends Snapshot
Now
Next
Future
TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Food
GMO FOOD FIGHTAUTOMAT 2.0 THE NEW SPEAKEASY
Vending machines move out of the break room as automated food systems - like sophisticated food delivery machines and robotic chefs - proliferate in areas familiar and unexpected, offering both convenience and a novel dining experience.
While the fight over labeling GMO foods has hit the mainstream and become increasingly heated, a new twist has entered the story. An initiative out of England is looking to genetically modify harmful moths to create muted offspring which die off before they reach maturity. Opponents say that this experimental process will have a number of harmful unintended consequences, potentially leading to a surge in other types of pests.
In the face of New York and other cities' new "pro-life" restrictions on unhealthy habits like soft drinks and smoking, a new speakeasy culture will emerge, offering private clubs and spaces where individuals can indulge in rich foods and banned vices.
pro-lifeindulgencevicesrestrictions+ 10 more
GMOfood historyorganicheritage+ 5 more
automationrobot chefsvendingconvenience+ 5 more
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s&h 2013 Trends Snapshot
Now
Next
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TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Gaming
GAMING AS SPORTDIGITIZED REALITY OPEN SOURCE REVOLUTION
Once considered a fringe pastime, professional video gaming competitions are poised to become a mainstream phenomenon. Major League Gaming is a driving force in this movement - its Fall championship could draw over 15,000 attendees and millions of online viewers.
Real world-virtual world hybrids will drive innovation in video games, combining digital functionality with the open palette of the physical world.
The Android-based $99 OUYA gaming system is challenging the traditional console model with a low price point, hackable hardware and free-to-try streaming games. The game development process is being upended as well; an open development policy will democratize game creation, allowing producers big and small to compete.
augmented realityhybrid gamingphysical interactiongesture recognition+ 3 more
gamingcompetitioneventssports+ 5 more
open sourcehackingfree-to-trystreaming+ 10 more
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PREDICTION
ENERGY
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ENERGY
PREDICTION
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s&h 2013 Trends Snapshot
Now
Next
Future
TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Healthy Living
QUANTIFIED HEALTHANCIENT FITNESS THE IKARIAN DIET
minimalismexerciseback to basicseffectiveness+ 6 more
quantified selfbig datafrictionlesssensors+ 10 more
traditionlife extensionlocal foodlifestyle+ 7 more
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Economic hard times and a drive for simplicity is driving a “back to basics” exercise movement. Enthusiasts use body weight-bearing routines and everyday objects as equipment.
Sensor networks and big data will be used to pioneer systems and methods to seamlessly solve personal and public health issues. Moving beyond the Quantified Self movement, data-health practices will become commonplace and integrated into everyday life.
Whole grains, locally-grown produce, goat milk products and slow-paced lifestyles, including extensive napping, come to the forefront as science validates the life-extending practices of the residents of the Greek island of Ikaria.
PREDICTION
ENERGY
PREDICTION
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PREDICTION
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s&h 2013 Trends Snapshot
Now
Next
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TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Internet Culture
EFFORTLESS CONTENTMEMES INSPIRING CULTURE GESTURECON
Internet memes have had a major impact on popular digital culture, but their influence is extending into realms such as fashion and mainstream television. Nyan Cat is just the first meme to have its own pop-up store.
Services like the content-simplifying app Summly and the Google Now intelligent personal assistant are helping users effortlessly find and digest content and information. With an ever-increasing amount of content online, consumers will come to expect such custom experiences.
In an ever more visual culture, body language takes on new importance. Look for new user interfaces that rely on "gesturecons"-- physical movements with digital meaning.
fashionpop culturememesdigital culture+ 20 more
algorithmsintelligentneural netsdata+ 15 more
gesturesvisual languagesymbolscommunication+ 10 more
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s&h 2013 Trends Snapshot
Now
Next
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TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Movies
4D EXPERIENCELUXURY THEATERS IMMERSIVE CINEMA
Driven by the rise of home-and device-based viewing, theaters will offer more amenities such as bars and full-service dining in a move to differentiate the viewing experience and re-capture audiences.
Immersive 4D movies will create sensory experiences that can’t be duplicated in home theaters. Motion, scent and tactile experiences will engage viewers with a whole new layer of detail.
As fully immersive and reactive virtual reality technology becomes increasingly sophisticated, gaming will merge with the traditional cinema experience. In-theater scanners will digitize audience members as they arrive for a screening and the audience member's avatar will be inserted into the film as a character.
experience designfull servicesmall luxuriesmobile-free zone+ 5 more
sensorytactilescentexperience+ 5 more
immersive entertainmentvirtual realitygaminginteraction+10 more
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s&h 2013 Trends Snapshot
Now
Next
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TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Music
ARTIST AS ENTREPRENEURCOLLABORATIVE CREATION HACKSTRUMENTS
Crowdsourcing and artist-fan creations will create new collaborative releases and live experiences that blur the line between musician and audience. Since creating remixes and cover versions of songs and videos has become second nature for consumers, this reciprocal interaction will become an expected part of the creative dynamic.
As streaming continues to dominate the marketplace, artists will develop new product packaging, designs and experiences that fans will feel compelled to buy. With declining sales and lower royalties from streaming, artists will need to become creative entrepreneurs to make ends meet.
Hacked instruments and new musical interfaces will make new creative performances possible and lower the barrier to entry for new musicians, offering intuitive music creation experiences. Novel sounds and genres will be born out of this offshoot of the Hackdesign movement.
experiencedesignpackagingnovelty+ 5 more
Hackdesigninterfacecustomizationperformance+ 5 more
collaborationremixinteractivefan culture+ 10 more
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s&h 2013 Trends Snapshot
Now
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TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Science
ELECTIVE BIONIC SURGERYTHE MICROBIOME HANDMADE HUMANS
The real impact of our microbial ecosystem is being revealed by new research. Healthcare and CPG companies will develop innovative methods for healing and balancing our bodies and environments using microbes.
Innovations in prosthetics, bionics and biological enhancement are helping the disabled in ways never seen before. Taking a cue from elective plastic surgery on one hand and doping on the other, biohackers will take these technologies in radical new directions in the effort to create superhuman-like abilities.
As a preventative measure against overpopulation and global warming, scientists are calling for "designer humans," physically smaller people who will have less impact on the environment. Look for new developments in this area in genetic engineering.
microbiomehealthbeautybalance+7 more
bionicsprosthetics biohackingaugmented humanity+ 10 more
genetic engineeringdesigner humansglobal warmingoverpopulation+ 5 more
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s&h 2013 Trends Snapshot
Now
Next
Future
TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Spirituality
RISE OF THE NONESEXPLOSION OF CONSCIOUS MEDIA ARTIFICIAL SOUL
Content that explores the intersection of science and spirituality, metaphysics and mysticism accelerates in popularity as cultural factors drive a search for meaning and technology makes this once-niche media category accessible to all.
A new “non-religious” spiritual movement will take hold, capturing the growing number of new atheists and millennial “nones” who do not follow any religion.
As humanity and technology continue to intertwine and robots become more intelligent, issues will arise around who and what is human - and who and what has a spirit.
onenessnew age scienceconsciousness+ 10 more
atheismreligionnonesbelief+ 8 more
technologyrobotssingularityspirit+ 6 more
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s&h 2013 Trends Snapshot
Now
Next
Future
TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Sports
THE DIGITAL STADIUMATHLETE ENTREPRENEURS SAFETY TECHNOLOGY
Athletes, whose professional careers are typically short, are becoming active entrepreneurs, with involvement in businesses (Dwyane Wade/Court Grip), direct investments (Shaquille O'Neal/Tout) and franchising (Peyton Manning/Papa John's). More athletes will follow suit.
With elite recruitment of athletes as young as 10 or 11 years old, arguments around sports and safety, especially concussions, will become more pronounced. New products and technologies will be introduced to safeguard athletes’ well-being at the same time that professional sports leagues consider rewriting the rules of the game.
entrepreneurshipinvestingpersonal brandnew retirement+ 12 more
screen culturesecond screensocial viewingdigital+ 7 more
youthtechnologyrulesrecruitment+ 9 more
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Second screens invade stadiums and arenas, offering entirely new interactive experiences that rival or surpass the highly digital home viewing experience.
PREDICTION
ENERGY
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s&h 2013 Trends Snapshot
Now
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TREND DNA
Next Future
SCORES SCORES SCORESTREND DNA TREND DNA
Technology
AMBIENT DOCUMENTATIONAUTOMATED LIFE SOCIALLY AWARE ROBOTS
Home (and life) automation will become commonplace with the proliferation of sensor-enabled connected devices that use the smartphone as the hub to manage thermostats, lighting, entertainment equipment and household appliances.
As devices like always-on wearable cameras enable continuous life-logging, automated documentation will drive a culture of personal celebrity and effortless, 360 degree memory management.
Cloud connected artificial intelligence units with facial recognition capabilities learn about the humans they are interacting with by accessing social data and responding with appropriate information, potentially revolutionizing high-touch industries like customer support and certain kinds of intensive repetitive therapeutic areas.
personal celebritymemory managementdocumentationwearable+ 5 more
frictionlesssensorsmobileautomated+ 10 more
artificial intelligencesocial datacloud computingfacial recognition+ 5 more
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s&h 2013 Trends Snapshot
Now
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Next Future
SCORES
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TREND DNA TREND DNA
Travel
ARMCHAIR EXPLORATION2013: A SPACE ODYSSEY PERSONAL VEHICLES
As a slow economy continues to put a dent in pleasure travel and lifelogging technologies like wearable cameras become more pervasive, new platforms for travelers to catalogue and share their experiences with "armchair explorers" will emerge.
With Virgin Galactic’s first space tourism flight scheduled for next year and a host of space exploration programs taking flight (from NASA’s Venus In-Situ Explorer to China’s unmanned moon landing), 2013 is the year of space travel.
Experimental single passenger cars, driverless vehicles and modular personal transportation systems will grow in popularity amongst urban dwellers. Vehicle-to-vehicle communication will become more prevalent, offering a safer driving experience.
space tourismexplorationNASAIndia+ 10 more
lifeloggingexplorationeconomyplatforms+ 5 more
driverlessmodularurbansafety+ 7 more
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s&h 2013 Trend Report 25
About sparks & honey
We move with the speed of a newsroom, analyzing huge amounts of cultural data in real time. Using a proprietary Culture Mapping Platform, we identify cultural bursts, score their energy levels, project their lifespans and analyze their cultural resonance.
This data is aggregated into what we call Content Networks, a mapping system used to model dynamic webs of cultural activity. These Content Networks help brands understand and connect with popular culture in order to make more strategically informed business decisions.
We monitor for both fast moving cultural buzz and signals of longer term change, enabling us to identify both cultural waves ripe with immediate opportunity (Fast Culture) and foundational shifts -- the impact of which will play out over time (Slow Culture).
s&h 2013 Trend Report
INDUSTRY REPORTS
REAL-TIME CONTENT
Proven methodology for creating, approving, launching and distributing content rapidly to take advantage of cultural moments.
• Competitive Assessment Report
• “Future Of” Report
• In-Depth Industry Report
• Innovation Report
• Media & Technology Usage Report
• Up & Coming Celebrity Report
STRATEGY WORKSHOPS
Deep-dive sessions where we focus on innovation opportunities for your specific brand based upon fringe signals and cultural conversations.
25+ report-types that help you translate high-energy cultural moments into valuable opportunities for your brand including:
Looking For More 2013 Trends?In addition to the identification of broad macro level trends, sparks & honey offers a wide variety of capabilities that can be leveraged for strategic planning, innovation, marketing communications and content development:
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