Batuka, Lytro and fat taxes: trends JWT says we'll see in 2012

Whily admittedly US and UK-centric (the report is based on qualitiative, quantiative and desk research with over a thousand participants in the UK and US) the report also incorporates input from nearly 70 JWT planners across more than 20 markets, giving it a global flavour.

Campaign sifted through the insights presented to identify 12 of what struck us as the most interesting trends on the horizon.

Curbing food waste

Governments are getting serious about food waste around the world. Manufacturers in the UK are no longer allowed to use “sell by” dates – the cause of about US$19 billion worth of food tossed annually in the UK. Meanwhile in India, the government is trying to rein in traditional lavish weddings in a bid to stave off food scarcity.

Fat taxes

States are not only clamping down on food waste, they’re watching their consituents' waistlines as well. In a bid to halt obesity, Hungary introduced an added tax for foods with high fat, salt and sugar content, while Denmark has added a tax for high saturated-fat foods. Similar legislation has been proposed in Australia and the UK, and more countries are expected to follow.

Antique eats

The heritage trend has made its way to food, at least in the UK. From posh cuisine at Hesteon Blumenthal that heralds from a bygone era, to everyday consumers preparing pheasant, venison and wood pigeon. “Heirloom” foods (produce that is an older variety, genetically distinct from commercial products) are also on the rise

Batuka

Launched in Spain in 2005, Batuka is primed to be the next international dance-fitness craze. Relying heavily on Latin American inspired moves, it also incorporates wellness philosophy, good nutrition and a positive outlook.

BYOD (Bring your own device)

Embracing the notion that everyone totes devices around, businesses are formulating policies that will allow workers to bring their own devices, while airlines and hotels are delivering audio and video

Gen Z

It’s time to stop moaning about Gen Y and move on... to Gen Z. Born after 2000 and weaned on smartphones, these kids are the first true digital natives. They are also more brand aware than any generation before, by the age of three, these children can recognise almost 100 brands.

Hydration stations

Several US campuses and the towns of Concord, Massachusetts and Bundanoon in Australia have all made moves to ban the sale of bottled water in an effort to save money, cut the use of plastic and reduce their ecological footprint.  In return, water stations have started cropping up where people can refill reusable bottles.

Lytro

Early this year, startup Lytro is releasing a new kind of camera that takes “living pictures” that can be refocused by both the photographer and viewers after the image is recorded. At a starting price similar to digital point-and-shoots, it’s being touted as the next photographic leap.

Motivational objects and printable web

Although users are consuming eBooks, movie and music downloads by the thousands, there is still a desire for tangibility which has inspired the trend to motivational objects – physical items that accompany digital property. A few bands have started experimenting with t-shirts and even cassette box sets that all come with a download option to give consumers a perception of value. Similarly, there is a desire to solidify information on the web into physical print. "Printastagram" turns Instagram photos into stickers, flipbooks and magnets and the "Little Printer", turns smartphone data into receipt-sized daily digests. Stationary, by the way, is also enjoying a resurgence.

Remaking “made in China”

With brands like Haier and Li-Ning expanding internationally, it’s time to change the perception that “made in China” means poor quality, copycatting and lack of trust.

Smaller SKUs & stripped down services

Food and beverage brands are moving away from mega-sizes and bulk offerings and are starting to offer smaller sizes at minimal prices to target cost-sensitive consumers. Heinz, for example, has introduced a 300 ml ketchup pouch for US$0.99. The service industry meanwhile is experiencing a similar trend where fitness centres and hotels offer no-frills basic services for less.

Solar gets simpler

Manufacturing giant 3M plans to start selling solar see-through film designed to be easily applied to any window. The film reduces heat and generates power – a square metre is enough to charge an iPhone under strong sunlight. Dow Solar is also introducing a solar shingle that blends in with traditional asphalt shingles, is easier to install and durable enough to walk on.