The 7 cultural themes set to shape 2016
Late last year, the brightest minds within the global Wunderman network were asked a simple question. How will 2016 shake out?
The responses are in and it quickly became apparent that a single macro trend and several cultural themes are shaping up to have a huge impact in the year ahead.
The macro trend
Consumer behaviour is driving technological change. They can see glimpses of the world as it should be but are frustrated by the world as it is. Brands that can substantiate their claims with honest interactions, exceptional customer service and genuinely useful innovations will flourish. Brands that can make it deeply personal too will triumph.
The seven cultural themes
The Internet of Things is the new DIY
- Death of ‘authenticity’
- Innovation does not equal usefulness
- All brands are global (and local)
- Made for the medium
- Digital empathy
- CIO & CMO harmony
No one can predict the future, but these are some of the smartest bets we’ve seen. One thing we do know is that the best way to correctly forecast the future is to create it.