According to JWT, major trends for 2009 include the energy race, which will heat up as nations, corporations and research institutions compete to find cheaper, renewable and more eco-friendly energy sources; simple pleasures, which cash-strapped consumers will favor over extravagant indulgences; and a new “we over me” attitude toward addressing social problems.
Other key trends cited in the report “10 Trends for 2009” include:
- Redistribution of Power: 2009 and beyond will see widespread power-structure shifts in the political, economic and social spheres.
- The Mobile Device as the Everything Hub: As the availability of wireless broadband expands and the cost of advanced phones drops, the mobile device will become the preferred hub for digital communications.
- The Small Movement: Everything is getting smaller, from stores to cars to mobile technology to packaged goods.