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It’s the end of the ‘noughties’, the beginning of a new decade. We approach 2010 having lived through the worst economic meltdown in the last 80 years. The waves have been felt in every aspect of life — political, social and ecological. At a time of unprecedented uncertainty, how can we best navigate the waters? Two globally-renowned trendspotters tell us which currents to watch for.

MARIAN SALZMAN
The author of 15 books and a regular trend blogger and columnist, Salzman is the top communications officer for the Euro RSCG brand globally. Fifteen years ago, she foresaw the transition from ‘information superhighway’ to ‘information supertollway’. In 2000, she recognised that online friendships based on common interests would be a marketers’ dream. In 2005, she predicted the rapid global spread of disease, with its resultant xenophobia.

Cross Without the Criss
With growing awareness of our neighbours’ opinions and affiliations, voluntary segregation will drive the hyperpolarisation of communities. However, independent ‘model crossovers’ will emerge — individuals who will counter the trend by feeding in good ideas and consensual thinking.

Go Community!
To counter hyperpolarisation, we have ‘hyperlocalisation’ — the marketing buzzword for 2010. As individuals seek out like-minded communities where they feel valued, brands will benefit from the direct contact they can make online.

Beware the Mobmedia, the New Bullies
We meet friends in the internet playground, but are increasingly exposed to virtual bullying. Growing access to personal data makes us easy targets for bureaucratic and marketing bombardment. Flash mobs are just a click away.

Heading Off Angst
As life expectancy grows in the developed world, there will be an increased emphasis on brain health. Expect to see the increased use of protective headgear for adults and children, more safety legislation and a new emphasis at health clubs and spas to keep our brains as healthy as our bodies.

Hands-On Inspiration for Insourcing
In the knowledge economy, we are ever more removed from the nuts and bolts of life. However, we’re reluctant to lose our practical skills: expect to see an increased interest in using and maintaining them. Fixing things — from growing vegetables to mending a bicycle tyre — is the key to peace of mind.

In-Your-Face Honesty
Sickened by years of deceit, the public has a new, sharp appetite for the values of honesty, trust and fairness. Time to fess up.

ANN MACK
Director of trendspotting, JWT, Mack oversees global trendspotting for one of the largest ad agencies in the world. She helps clients turn shifts in the zeitgeist into opportunities — in digital technologies, retail, globalisation, philanthropy or the environment. Mack spotted the ‘small movement’ (smaller signifies better) and the mobile device becoming the preferred hub for digital activity.

Visual Fluency
In today’s attention-scarce economy, people prefer the graphic synthesis of information to reading material. The shift from words to images will grow and we’ll see increasingly innovative ways to explain and illuminate complex topics. The roles of people who work in communications will continue to overlap and hybridise.

Location-Based Everything
A multitude of geo-targeted applications help people find everything from restaurants to cash machines, petrol stations and retail deals. As more location-based services and advanced mapping technologies hit the market, the conversation becomes, ‘Where I am’. Relevant real-time messaging and interaction based on location becomes the new micro targeting.

The Devil Wears Packaging
Under the eco-spotlight, brands in every category will retool their packaging to find solutions that reduce, reuse, recycle, remove and renew. Consumers will notice and appreciate these changes. Watch for low-tech ideas that involve a rethink of the status quo.

Trickle-Up Innovations
Products designed for emerging markets are increasingly filtering in to the developed world, where consumers welcome them as cheaper and simpler alternatives to existing choices. These innovative products will find global success.

Entrepreneurship Blooms
As unemployment remains high in many parts of the globe, a new class of entrepreneurs is on the rise. Small businesses will be the ‘green shoots’ that ultimately help economies to recover. Career reinvention, too, is spurring entrepreneurship.

Retooling for an Ageing World
Watch the increase in demand for senior-friendly services and products, as the world’s population grows older and strives to live independently. Businesses — traditionally obsessed with youth — will retool in a bid to increase their share of the burgeoning senior market.

For more information visit mariansalzman.com, jwtintelligence.com