JWT released their 2013 trends summary back in December. But it is still worth to have a look at what they say will be the backbone for consumer markets throughout the year - and actually the mega-trends that are at their roots and will be expanding beyond this year.
One of the mega-trends that actually goes across the selected ones is the increasing embedment of technology in our day to day life - not only from a business perspective, but as an enabler of "me-time", family and social interaction and leisure. It is curious how JWT even includes it in the sensorial trend, saying it will be an enhancer of that trend. But we shouldn't forget about business, and the "peer-to-peer" trend means that digital and social is a lot more than just media, it provides a backbone for business models (in case you have been distracted on this). This mega-trend is here to stay, and you should be well positioned to play on it for years to come, on its several dimensions.
Then, of course, you have a strong "me-culture" mega-trend that has been around for the last years - one about senses, about expressing one's creativity, about leaving a balanced, healthy, happy life. One that says, "I am what I am", and I need to make sure I am well, living my life the way I want it to be lived, touching the outside world with my own personality and ideas. This mega-trend won't disappear in the next few years (believe me), and is actually being enhanced by the interaction with the "technology embedment in life" one.
I think that the last mega-trend that I would like to highlight is about "location-me". The name is not intuitive (sorry for that, my fault), but it lives on a very simple platform - for years, the consumer had to move around to go shopping, experience culture, practice sport. What we see nowadays, is that the world around us actually starts coming to us - smartphones and tablets make you have social interactions at your fingertips, as well as news, online shopping opportunities,... But also, retail is seeking to change your purchasing moments - you won't have to go to a store anymore, businesses will try to get to you in unexpected / out-of-the-ordinary situations, because, as JWT says, "everything can be a retail channel". I think this one is slowly emerging, and it will only become more powerful in the years to come.
Now, if you still didn't do it, have a look at the summary of JWT's 10 trends for 2013 at http://www.slideshare.net/jwtintelligence/jwt-10-trends-for-2013-executive-summary
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