Trends Reports in the News
What’s Next in 2013: A Lesson in Trendspotting with Marian Salzman
By Ronald R. Urbach, Jan. 10, 2013
“Spotting industry trends and making forecasts for a year ahead is a challenge, especially in an age of constant change and technological developments,” says the writer in his introduction to a Q&A with world-renowned trendspotter and Havas PR CEO Marian Salzman. In her answers, Salzman illustrates her process for identifying trends (pattern recognition), the future of wireless (including apps for voting), the most important trend in her 2013 forecast (“Co”), personal brands and the coolest object in her office right now, among many other topics.
What’s Up for 2013
By Laura Atkinson, Dec. 30, 2012
In this look ahead at the new year, The Sunday Times features a few of Marian Salzman’s forecasts about 2013. “Native” is now the ultimate proof point; “in an increasingly virtual world, knowing where something—or someone—is from will become an obsession,” the paper attributes to Salzman. It also highlights her belief that “co” (the age of collaboration) will rise in 2013 and her prediction that we’ll see more “daddy” stereotypes as more fathers than ever are raising children. “Like the housewives of the past,” says the article, “daddy bloggers are set to become the big consumer demographic.”
Millennials Say ‘No Thanks’ to 9-5
By Camille Tuutti, Jan. 3, 2012
The traditional 40-hour workweek might soon grow more flexible, with more people setting up a home office and working at different times of the day and night, says this piece. Among other sources, the writer quotes @erwwpr’s “Big Little Book of Nexts,” which alluded to this shift, saying, “Generation Y … will upend the traditional workday, as the digital generation works anywhere, anytime. Look for 2012 to be the beginning of an era in which notions of time are divided differently, especially when we all know work nowadays is a 24/7/365 proposition.” These changes are attributed primarily to millennials’ tastes, which sway toward jobs that are more flexible and permissive of social media use than those that pay better.
Doomsday Forecasts Aside, Changes Coming in 2012
By Jim Nolan, Jan. 1, 2012
This New Year’s Day piece takes a look at what 2012 what might hold in terms of politics, arts and culture, sports and the environment—that is, if we make it through 2012 alive. “Haven’t you heard?” asks this reporter. “The world is supposed to end this year—at least if you’re prone to a misinterpretation of the Mayan calendar, Nostradamus, or remain a never-say-we-won’t die-hard follower of debunked doomsday cleric Harold Camping.… For the remaining 99.9999 percent of us, 2012 will likely last until, well, 2013.” @erwwpr CEO Marian Salzman is given the floor in the feature’s arts and culture section, which pulls from the agency’s “The Big Little Book of Nexts.” Featured here are Salzman’s predictions that the organic versus non-organic debate will reach a fever pitch and that people will look to digitally detox.
The Five Biggest Trends for Post 50s in 2012
By Erica Smith, Dec. 31, 2011
Asked to expound on the baby boomer–specific trends included in @erwwpr’s largest-ever trend tome, “The Big Little Book of Nexts,” CEO Marian Salzman talks about the demographic growing more technologically savvy, re-feathering their empty nest with jobless children, leaning on medical information found online, and falling in line with the movements toward privacy and mindfulness. She talks also of out-of-work boomers returning to school, digitally. “You can see this as a negative challenge, or a really big opportunity to rewrite the rules of who you are,” Salzman told Huff/Post50. “I actually think that residential empty nesters, the newly divorced, the newly single, are looking to do a complete life change.… We no longer write off 50, 60 or even 70. We see this as the new next stage.”
From M&M, Dec. 20, 2011
Cherrypicking @erwwpr CEO Marian Salzman’s global trend predictions for 2012, this article focuses on the movements toward cloud computing, more sex, digital detoxes and graydar, among others. Graydar, by the way, is a metaphoric construct meant to denote the hue du jour, as our work and home lives blur to gray and a quarter of the population reaches age 65 or older. Look for that older generation to try to connect with younger generations through something Salzman has dubbed “Brand-Me Down,” whereby more brands will bridge two generations with nostalgic campaigns. They’ll be designed to work both ways: Mom will take daughter to Tiffany to shop for a string of pearls, and daughter will take Mom to Topshop to pick out on-trend clothes.
Retreat from Reality: Cheap Thrills to Lighten a Dismal Year?
From The Economist, Dec. 15, 2011
This entry from The Economist’s forward-looking blog, Cassandra, looked to @erwwpr CEO Marian Salzman’s economic-specific trend predictions for 2012. Featured forecasts include the havoc that financial woes will wreak on romance as men remain unemployed and disheartened, manufacturers’ increased focus on the 65-or-older market and the proclamation that Mumbai is the new Dubai in terms of opulent spending. Also highlighted here: less reality-TV watching and more carnal behavior. As the down economy leaves couples with less to do, they are turning more often to the bedroom. Salzman’s proof: Sales of lubricants, condoms and toys? All up.
Still No Jetpacks, but Telemedicine, Personalized Medicine Are the Future, Says Study
By Matthew Arnold, Dec. 5, 2011
MM&M homed in on @erwwpr’s healthcare trends for 2012 from its “annual crystal ball–gazing white paper,” this year called “The Big Little Book of Nexts.” Summarizing predictions in that report about telemedicine, personalized medicine, medical tourism and others, the article also quotes Larry Mickelberg, chief digital officer of Havas Worldwide Health, a Euro RSCG company, who expects that “[t]he transformation of health will continue to accelerate, getting bigger as companies scale beyond traditional borders and also smaller as more targeted therapies and communications come to the fore. The result is the creation of live global ecosystems of data, help and service. We have the opportunity to marry these new streams with more traditional health communications and power better health experiences.”
“5 Big Trends for Education in 2012-13″
By James Marshall Crotty, Nov. 21, 2011
Right off the bat, the author of this Forbes piece confesses his lifelong interest in—and simultaneous skepticism of—those he calls “futurists” but allows that the predictions in the newest trendspotting tome from Marian “bear reading.” Dissecting the agency’s education predictions, he summarizes trends that run the gamut from the elementary school classroom—think tablets that teach Mandarin Chinese and yoga—to the Ivy League campus, now expanding from Cambridge to Mumbai (where Harvard Business School has broken ground on a new program) and France (where Nicolas Sarkozy is earnestly plotting a French Ivy League).
“Authenticity, Heritage, and Playfulness: Euro RSCG Predicts Ad Trends for 2012″
By Emily Tan, Nov. 17, 2011
The Chinese will curate booming fine art collections, Indonesians will double their middle class and Indians will be living in “The New Dubai.” These Asia-Pacific-specific trends, among others, were cherry-picked for a CampaignIndia article that mined the 150-plus trends in @erwwpr’s “The Big Little Book of Nexts.” Adding to the report’s trends, Euro RSCG’s chief digital officer for Asia, Andrew Knott, spoke to this magazine about SoMe trends in Asia, saying, for instance, “Social media is the centre of gravity for digital marketing in China.… [T]he Internet had surpassed TV, for the first time, in terms of influence and engagement in China. It’s a really, really big deal.”
“What Will 2012 Bring for Marketers?”
From Marketing (Australia), Nov. 14, 2011
Before setting any marketing decisions in stone for 2012, businesses would be wise to take a gander at Euro RSCG Worldwide PR’s latest annual trends report, “The Big Little Book of Nexts: Trendspotting for 2012.” At least that’s the word from the staff at this Australian pub, which writes, “While your marketing budgets are being allocated, take a minute (or ten) to review Euro RSCG’s predictions for the year to come.” Of particular interest to the magazine were the agency’s thoughts on cloud computing, the keyboard as mediator and communicator, and how the era of “me” is giving way to the era of “we,” among others.
From Thomas Cook Travel magazine, November 2011
Marian leads the pack of trend analysts chosen by this U.K. magazine to give their forecasts for 2012. She cites “ethnic tourism” and “a full-on push for TV on the Internet” and says 2012 will be “the beginning of an era where notions of time are divided differently.… [T]he traditional ‘agrarian’ workday will be upended by the digital generation’s ability to work anywhere, anytime.”
“Ad Agency X-Factor”
From Financial Review BOSS, February 2011
The 2011 Trends Special of Australian Financial Review BOSS gets to the heart of Marian’s staying power on lists of the world’s top trendspotters. (Among other milestones, this profile notes that The Wall Street Journal “cited her as the first advertising professional to use online focus groups.”) “I crave cross-tabulations and get pleasure from writing algorithms to isolate interesting segmentations,” Marian says, explaining how she makes sense of data. “I’m also a news junkie and comb the Internet for relevant facts and figures that put meat onto the bones of any trend stories… My goal is to stay on top of what may be next and why.”
“Euro RSCG’s Salzman Makes Her 2011 Predictions”
By Tonya Garcia, Dec. 22, 2010
What’s hot and what’s not for 2011? PRNewser runs Marian’s “Hot 100” list and calls out some of its favorites: On the hot list: Sunday news programs, kitten heels, niche gyms, Mariah Carey’s unborn children and Fort Greene, Brooklyn. And from her “Nots” list? Russian spies, harem pants, sending e-cards, LeBron James and Las Vegas. Read the PDF for the entire list.
“Veteran Visionary’s Annual Forecast: Trendspotter Extraordinaire Salzman Discusses Her Outlook for 2011″
By Marian Salzman, Dec. 17, 2010
In this bylined piece, Marian first looks back at some forecasts from among her almost two decades of noting what’s ahead for the coming year. Then she goes in-depth when discussing her 11 trends for 2011, and she gives quick looks at what’s next in two dozen additional areas—everything from the legal pot trade to wind power to “reunion dating.”
“Looking Ahead: The Big Trends of 2011″
By Diego Vasquez, Dec. 3, 2010
In a Q&A on the Media Life website, Marian, trendspotter and president of Euro RSCG Worldwide PR, North America, talks about how she identifies trends, which ones from 2010 panned out and why trendspotting is important. No doubt it’s always changing. To the question “What are the challenges in forecasting trends in a new year?” she answers: “The geopolitical situation is wildly turbulent. Think about WikiLeaks and the pressures between the Koreas. They are breaking news that may reshape some minds and mood. WikiLeaks has me obsessing on infoglut [information overload]. We are drowning in the findings. Enough is too much.”
“Predictions: America’s Frustrated Middle Class”
From The Economist, Dec. 2, 2010
The blog that accompanies The Economist’s The World in 2011 predictions calls out one of Marian’s forecasts for next year, Mad as Hell—and Only Getting Madder. (In a nutshell, that trend says that 2010 upped the ante for making Americans angry and that today’s 24/7 news and blogosphere amplify the hottest people and topics, which continues to add fuel to the fire.) In introducing the full text of that trend, the blog writer says, “Interestingly what she foresees coincides with the opinions of Arianna Huffington, who reckons the United States risks becoming ‘a third-world nation.’ ”
By Emma Brockes, Dec. 1, 2010
Marian is one of the world’s top trendspotters—which doesn’t mean reading palms, tea leaves or tarot cards. She has built a life and a career around seeking information, creating buzzwords, and distilling observations and taking them mainstream, all of which has led to the release of her annual trends forecast for the past two decades. Once dubbed “Mystic Meg of the business world” by the British tabloids, says the writer of this profile in BMI Airway’s in-flight magazine, Marian has always led a busy, enthusiastic life, which has informed her trendspotting (the writer calls that “part study, part intuition”). What’s next? Marian sees people wanting to unplug, leading to more resorts offering media-free destinations.
“Euro RSCG Sees Hot Tempers, DIY Trending 2011″
By Greg Hazley, Dec. 1, 2010
“Salzman says the ‘smart money’ is on a BP reputation turnaround next year. ‘Having shelled out a fortune in compensation and having been on a long-term diet of humble pie, there’s a fair chance that a rebooted BP will be a wiser and more responsible company,’ she said, wondering if the millions of Americans who seek reinvention themselves allow corporations to do the same.” Marian was talking to O’Dwyer’s about the “Reinvention, Part II” trend in her annual trends report, and she discussed a few more of her 11 trends for next year in this article.
“21 Trends of the Tenties”
From Financial Review BOSS, February 2010
Marian was one of two global trendspotters asked to contribute her predictions to this Australian pub’s article. She gave her top trends for 2011, from No. 1 (“Criss Without the Cross: The hyperpolarisation of communities brings more and more voluntary segregation, as lines are drawn based on our awareness of our neighbour’s opinions and affiliations. However, crossovers will emerge—individuals whose consensual thinking and good ideas counter the trend.”) to No. 11 (“The Rise of Emo-Bling: ‘Cool’ cultures are warming up. Bling is about conspicuous displays of sparkly consumer goods; emo-bling is about conspicuous displays of emotion. Even government leaders are less formal with each other. Taking an ‘emo-risk’ can win hearts—think Michelle Obama—but it can also annoy. Watch for more emotional expressiveness.”).
Marian Salzman: “Local Will Be the New Global”
By Ian Burrell, Jan. 4, 2010
Marian “is not afraid to tell things as she sees them,” according to this profile in The Independent. Topics she covers in this interview about trends in media for 2010 range from the future of print newspapers and commercial television to instant messaging (“here to stay”) and Rupert Murdoch (“‘I don’t know if it’s geography or personal pull but a man is making a market here and I don’t feel that influence,’ she says, referring to the way the British media breathlessly responded to The Times’s online paywall plans and the attempted resuscitation of MySpace.”).
“From Meltdown to Mobs, the Changing Shape of Things to Come”
By Sarah Freeman, Dec. 29, 2009
“Predicting trends is not an exact science,” says this article in the Yorkshire Post. “However, for the last 15 years, Marian Salzman has earned something of a reputation for having her finger on the pulse long before anyone else.” The Post focuses on Marian’s trends for 2010—but also gives insights about the trendspotter herself, including her first experience in Britain in the 1970s.
“Fewer Actors, Other Trends You’ll See in 2010″
By Suzanne Vranica, Dec. 28, 2009
Advertising is experiencing the effects of the recession in profound and dynamic ways. With experts predicting that the ad industry will be affected by the downturn well into 2010, retailers and marketing agencies are responding by getting aggressive and creative. Marian, president of Euro RSCG Worldwide PR, North America, tells The Wall Street Journal how employee-centered marketing campaigns present a new creative front in the industry’s struggle to stay ahead of the slumping economy.
“What’s New for the Teenies? 50 Trends for 2010″
By Fleur Britten, Dec. 27, 2009
From a return to neighborly potlucks to remembering how to relax by escaping the digital buzz away from the city, Marian contributes her predictions to a Sunday Times roundup of the most important trends of the coming year. The trend of returning to tradition extends to improving ourselves through education and regaining an emphasis on what’s important in life, even as reality TV and instant Internet fame spin out of control. “‘Fame will become infamy,’ Salzman warns. Citing recent examples such as Octomom, Balloon Boy and the White House reality-TV couple, she predicts we’re entering an anything-goes universe.”