Thought Leadership

Blowback to the Future: The Trends That Will Shape 2017

December 2016

Trends 2017As the affluent, the comfortable and the successful have had a ball throwing around, and profiting from, terms like “innovation” and “sharing economy,” a massive percentage of the world’s population has felt left out and passed over. These same people are starting to suspect that all this fabulous change is coming at their expense. And they’re ready to show the people, fixtures and forces they blame what “disruption” is all about. That’s why “blowback” is the trend that pierces all others in Havas PR’s newly released forecast for next year, “Blowback to the Future: The Trends That Will Shape 2017.”

Some blowback will be personal (think: relationships, lifestyle), but a lot will be on a much bigger scale, and it may not always be pretty: People are more energized to act against what they don’t want than for what they do want, and that can be seen in our agency’s 17 global trends that cover everything from how we’ll eat, dress and decorate our homes to how we’ll feel about gender, politics and our life and times.

“Several of the trends in this year’s report serve as a commentary on the unintended consequences of major events like the Brexit vote and the U.S. election,” says world-renowned trendspotter Marian Salzman, author of the report and CEO of Havas PR. “In times of major upheaval, it’s all the more important for brands, businesses and organizations, and perhaps even whole societies, to recognize what is happening so that we can respond wisely. The good news is that the prevailing sense of ‘enough already’ is there to be harnessed by astute commercial, social and political entrepreneurs.”

Click here to download a copy of “The Trends That Will Shape 2017.”

11 Trends for 2016

December 2015

trends2016cover_web“This year, we have seen an incredible rise in what our agency calls localism, a focus on all things local but with a backdrop of 24/7 global awareness thanks to worldwide connectivity,” says Marian Salzman, CEO of Havas PR North America. “But that is just one way we’re all trying to manage and control a totally chaotic world. We’ll also become more fearful and uneasy about looming threats, whether that’s keeping children out of harm’s way, tech addiction, climate change or any of hundreds of other worries.”

Unease is the übertrend in the 2016 edition of Havas PR’s annual trends report. Below are brief descriptions of a few other trends we discuss for the near future:

1. Tech Addict, Control Thyself. The Amish might be right: Tech can draw people apart. Expect to see programs of cyber self-control becoming as common as diets and exercise programs.

2. The Golden Age of B.S. The Internet and social media are democratizing free speech, but facts and truth matter increasingly less in what is being said. It turns out that most people are satisfied with some form of truthiness.

3. What’s Renewable Will Be New Again. Many Americans aren’t sure how worried to be about climate change, but they’ll be inspired to act with consumer-oriented renewable technologies. Look for new areas of tech lust to open up.

Click here to download a copy of “11 Trends for 2016.”

10 Trends for 2015

December 2014

Trends are what fuel the story of the future; they are our hunch about where we believe or hope we’re headed. In this year’s report, our agency calls out the 10 trends that we think will be key to anticipating what’s next, including one übertrend: While Havas’ report two years ago noted the coming rise in “co-” words (co-create, co-parent, copreneur), for 2015 our agency is calling out “self-” as the overriding idea.

Here is a sneak peek at three other trends:

1. Bugged About Bugs. Natural biological bugs are the bigger threat to emerging countries, but cyberattacks with deliberately engineered digital bugs will worry developed countries.

2. Safe Eating: What’s Left? Sugar, soybeans, gluten, salt … Big Food will see its tobacco moment, with greater regulation of and higher taxes on suspect foods and drinks.

3. The Call of What’s Wild. The rise of urbanization has led to a craving for “wild” things, from book themes to vacations in rugged spots to the reintroduction of predators in their natural ecosystems. For debt-laden millennials, though, mobile devices (and Occupy?) might need to satisfy those impulses.

Click here to download this year’s report.

BeCause It Matters

September 2014

This report from Havas PR analyzes the thoughts and habits of 23,510 consumers from 14 countries related to issues of conscience and how that trend is advancing. Data from Havas Media/Havas Meaningful Brands encompasses a survey sample of 30,000 adults from 20 countries; the Havas PR Global Collective commissioned an additional two countries for a total sample of 31,000 and analyzed all the data. Among the top findings:

  • Conscientiousness is a growing aspiration worldwide.
  • Women are likely to be more responsive to conscientious messaging than men.
  • Least effort rules. (Consumers like the idea of being conscientious but are most likely to engage in conscientious behavior that requires little or no additional cost or effort from them.)
  • People in developing economies have strong conscientious aspirations.

The overwhelming evidence that conscientious behaviors and aspirations are increasing through time across countries—although some would say most of us still don’t care enough, based on the holdout groups that Havas PR’s analysis identified as conscientious rejecters—shows that a different mind-set is taking hold.

Our report is actually 15 distinct papers: one global and one each for the 14 countries (Australia, Brazil, China, France, Germany, India, Italy, Mexico, Poland, South Korea, Spain, the United Arab Emirates, the United Kingdom and the United States).

Havas personnel, clients, prospects and the media can download a copy of any of the reports by filling out the form below.

Storytelling 6 Ways: How to Tell Compelling Brand Stories—and How PR Can Help

March 2014

Brand storytelling is hardly a new concept. Even when advertising, packaging and in-person experiences were the sole touch points for marketers and consumers, companies created characters, tales—even full-blown plots—to communicate their product qualities and brand values to their audiences. What is new? The emerging technologies and tools that require a constant creation of content to fuel a variety of channels.

In this latest white paper from the Havas PR Global Collective, we share six ways to tell compelling brand stories and give powerful examples for each—from Domino’s Pizza’s “Pizza Turnaround” in the “Own Up” section to Expedia’s “Find Your Understanding” in the section we call “Tug Heartstrings—but Tread Carefully.” The role of PR in helping to identify, shape and promote brand stories lies not only developing and driving a storytelling content strategy but also in getting those stories to the appropriate storytellers through their longtime relationships with editors, writers and journalists. For more, click here.

The Real Newscape

Summer 2013

The raw material of journalism is news—new information, or new perspectives on familiar information. The same applies to PR.

Journalism looks for information and angles that will generate attention-grabbing headlines; so does PR. Journalism aims to craft relevant information into interesting articles that will hold people’s attention and shape their opinions; so does PR.

Journalism is being forced to adapt to a media environment in which consumers can quickly flit among outlets that satisfy their needs for information, entertainment and interaction; so is PR.

Both journalists and PR practitioners have to know and do what it takes to engage the interest of their audience.

Being newscrafters is part of Havas PR’s innovative positioning as future creators, working to originate the next headline. We know that creativity, real time and trends are redefining news. Click here to discover 10 trends shaping the way news is made and 10 social platforms transforming PR and brand marketing—plus much more that’s determining how news is created and consumed.