Press Releases

HAVAS PR’S ANNUAL TRENDS REPORT READS MIND AND MOOD OF A WORLD THAT’S HAD ‘ENOUGH ALREADY’

After Many Twists and Turns in 2016, the Award-Winning Agency Predicts Impact of Upheaval on the New Year

NEW YORK CITY— Dec. 1, 2016—World-renowned trendspotter Marian Salzman and the Havas PR team today released the forecast for next year in the form of 17 global trends that cover everything from how we will eat, dress and decorate our homes to how we will feel about gender, politics and our life and times (in two words: fighting mad). Havas PR’s annual trends report, Blowback to the Future: The Trends That Will Shape 2017, which can be viewed and downloaded here, is a much sought-after guide and an end-of-year reading tradition for many brands and marketers who, come January, want to shift their focus on the good, the bad and the ugly in order to better understand the mind and mood of consumers around the world.

“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 Marian Salzman, CEO of Havas PR North America and author of the report. “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. One thing most people aren’t doing is responding calmly; that’s why 2017’s ubertrend is blowback. The good news is that the prevailing sense of ‘enough already’ is there to be harnessed by astute commercial, social and political entrepreneurs.”

Havas PR trends from years past have been proven correct again and again, including the rise of 2010’s universal brain-health movement and the predicted (and now studied) connection between smartphones and cancer-causing agents. See also: 2011’s prediction that more stringent legislation would be introduced around brain damage suffered by football players (fast-forward to the 2015 film Concussion); the prediction of a new class of prebiotic supplements in 2014; and too many other predictions-come-true to list.

The 17 trends for 2017 are:

  1. Boiling Points: The predicted blowback may not always be pretty: People are more energized to act against what they don’t want (whether it be Airbnb or Donald Trump) than for what they do want.
  2. Echo Chambers: Even though a diversity and plurality of insights and opinions is only a click away, nobody is listening to anyone with a different POV these days.
  3. Going Ethnographic: When real insights are needed, a survey is no substitute for close personal contact with ordinary people in ordinary places.
  4. Jekyll Technology: As more tech evangelists champion innovation’s ability to replace real workers, they risk welding suspicion of innovation to the economic uncertainty of declining jobs.
  5. Cell Phone Health Scare: With the number of smartphone users worldwide currently over two billion and growing, there’s a massive market shaping up to investigate and treat the ailments that will certainly emerge.
  6. Rediscovering Privacy: Expect the demand for greater privacy to grow, much to the benefit of those brands and businesses that get it and help facilitate it.
  7. Scatalogical Gets Logical: Menstruation, urine and poop transplantsare all part of today’s TMI media diet.
  8. Confused Men: The big trend driving the malleability of manhood: Men’s underlying anxiety about what is manly now and who the heck decides?
  9. Confusing Women: What do women expect now and what do they feel is expected of them? How they align, balance and reject those answers will form a roiling, ongoing dialogue.
  10. Dressed for Zuckerberg Success: The more billionaires and tech stars wear T-shirts and jeans, the more a vest and open-collar dress shirt look like last-century throwbacks.
  11. Sugar Showdown: The public’s burgeoning interest in “clean” food has left even less room in our diets for “dirty” sugar.
  12. Pleased to Meatless: There are big bucks waiting for companies that can satisfy the appetites of burger aficionados with a conscience.
  13. Unstoppable E-Tail: Knowing that consumers always have their mobiles on, retailers will increasingly be using in-store beaconsto deliver promotions and offers to browsing shoppers.
  14. Huge Hygge: Our nostalgic quest for the warmth and comforts of food, friends and connections (which the Danish call “hygge”) is perhaps one reason why “Make America Great Again” resonated the way it did.
  15. Pedal Power to the People: A growing numbers of mayors and citizens are trying out bicycles as a smart way to tackle their mobility problems—and get a little exercise at the same time.
  16. Life Hacks: For marketers, tracking life hack searches has to be one of the smartest new product hacks available.
  17. The (Elusive) Beauty of Simplicity: This trend is about craving and attempting simplicity rather than attaining it. It’s about buying Dave Bruno’s “The 100 Thing Challenge” rather than actually owning only 100 things. And let’s face it, that’s good news for many marketers.

“As a trendspotter, you don’t just predict a trend,” says Salzman. “You also have to predict that trend that will stem from a previous trend, or an unexpected event. Needless to say, a Trump presidency will shape our future in more ways than any pundit could tell you.”

“The Trends That Will Shape 2017” is available for download in the Brainfood section of havaspr.com/us, alongside previous trends reports, agency white papers and a trends FAQ with Salzman.

About Havas PR
Our call to action is “Connected,” and our commitment is to the Future First. As the North American earned-media and buzz agency within French holding company Havas, we’re part of the Havas PR Global Collective. Headquartered in New York City with offices in the three P’s—Pittsburgh, Phoenix and Providence—Havas PR North America is one of the most awarded agencies of our size in the U.S. For more information, go to us.havaspr.com.

HAVAS PR CELEBRATES 40 YEARS OF PUBLIC RELATIONS INNOVATION AND CHARITABLE GIVING

The PR Group Launched in 1976 as Creamer Dickson Basford—and Is Commemorating with a Year of Giving, Donating $400K to Mark 40 Years

NEW YORK CITY—March 1, 2016—Award-winning New York–based agency Havas PR North America will mark its 40th anniversary with “$400K for 40,” a pledge to donate $400,000 worth of man hours in support of worthwhile organizations during the period of March 1, 2016, to March 1, 2017.

Havas PR, founded on March 1, 1976, as Creamer Dickson Basford (CDB), continues to root its work in community and culture. In honor of this historic anniversary, each Havas PR North America office will provide pro bono services to organizations in its home city or region. The full list is still being formed, but initially the New York office will work with the Bob Woodruff Foundation, the Phoenix-based team will collaborate with Tucson Values Teachers, and the group in Pittsburgh will work with New Sun Rising and University of Pittsburgh Cancer Institute, among others.

“Even considering our long and storied history, there’s no denying that this is a landmark year in an extremely exciting time for Havas PR,” said Marian Salzman, CEO, Havas PR North America. “Now, on the day of our 40th birthday, we’re so proud to lean in to our charitable culture with our pledge of ‘$400K for 40’—and I’m excited to engage this group in the initiative, knowing that every member of the Havas PR North America team will throw themselves into the efforts wholeheartedly.”

In its 40-year history, some truly exceptional public relations professionals have been part of CDB, which over the years segued to Kratz & Jensen, Magnet, Euro RSCG Worldwide, and finally to Havas PR. It has been the home of many public relations firsts and innovations, including Salzman’s popularization of the “metrosexual man” more than a decade ago; and the agency’s long-held belief that “Local is the new global,” preceding the popular notion of global community by years.

As Havas PR North America, the group will mark the major milestone with several initiatives that give a fond nod to its past while looking to the future. Salzman and the Havas PR team will author a book, Agile Public Relations, scheduled to debut before Christmas from AMACOM. Salzman will also serve as judge for PR industry awards the One Show and as jury chair for D&AD for one of the Havas founders, Jacques Séguéla, this spring.

Havas PR North America is one of the most honored agencies of its size nationally and regionally, with more than 375 honors in the past seven years. It has been decorated for its client campaigns, its creativity, its consulting, its CSR efforts, its efficiency of communication, its reputation, its business performance, its agency initiatives, its staff and much more.

About Havas PR North America
Havas PR lives and thrives in New York City and three promising P’s—Phoenix, Pittsburgh and Providence—as well as Boston and Washington, D.C., proving through those offices’ successes that the “Local is the new global” trend (which we spotted many years ago) has truly come to life. We’re newscrafters and buzz builders who launch and nurture brands that people admire, adore and emulate. To learn more about the agency and its award-winning work, visit us.havaspr.com.

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