JWT augurs the future

Singapore - JWT released its third compilation of ten forecasted trends predicting a future that includes women, blue, transparency, localisation, delayed gratification but not age.

Detailing its case, the report says people will be more willing to wait for customised products and services as opposed to commoditised 'Instant Getification'. People will get used to the lack of privacy online yet this transparency might become 'translucent' as recruitment agencies turn to social networking sites in their hiring process precipitating a 'clean up' as the current online generation gets ready to join the workforce.

Other key points include its hunch that consumers will be more inclined to go local as a backlash against globalisation with the recent spate of health scares and together with travel getting harder with burgeoning fuel prices and heightened security measures. Blue branding will reign as water crises develop and 'green-washing' fears take root in society. Healthcare, it adds, will continue to advance leading to another trend of traditional demographics benchmarks like gender and age becoming irrelevant when attempting to segment audience - making behavioural targeting a better marketing gauge.

It also predicts the two hegemonic powers, US and China, are likely undergo reality checks to prevent the 'popping' of the economic bubble.

The annual report is part of a paid service from JWT.