CARTILS Branding & Packaging Design Consultants conducts research every year on the consumer trends that can affect packaging design. This presentation is the full presentation. Should you wish to receive more information about the CARTILS | TrendCluster 2014, please do not hesitate to contact info@cartils.com

1. CARTILS Branding & Packaging Design Consultants constantly conducts world wide trend research for internal
inspiration purposes. Hereby, all forecasts of the leading international trend resources are taken into account.
The ultimate clustered overview for 2014 is now also available to inspire you. Enjoy CARTILS TRENDCLUSTER ’14!

2. This was
the year
2013

3. PRIVACY
PROTEST BIRTH
DEATH
VICTORY
CONTROVERSE
DISCOVERY
HUMAN RIGHTS
HUMILITY
LOCAL PRIDE
ACTS OF KINDNESS
This was
the year
2013VIRAL VIDEO’S
NSA

4. Trendslator (Hilde Roothart), Mood’14; HAVAS;
Thefutureinstitute; Mindsets; Appletizer; Bright;
Trendwolves; Iconoculture; Trendwatching.com;
Trendhunter; Lifesignsnetwork; Ubercool.com;
Coolhunting.com; tnty.com; Uncoolhunting.org;
Springwise; Faith Popcorn; Mashable.com; Style-
vision; Team PSFK; WGSN; Design-options.com;
The Future Laboratory; Frislicht.com; Lidewij
Edelkoort; Trendstop.com; Gbn.com; Marian
Salzman; Sense Worldwide; Trendoscope.com;
De Trendrede; Zukunftsinstitut; Adjiedj Bakas;
SOURCES
Synovate, Marketingonline.com; Futureeyes
weblog; Lulublog; Contagious; Futurist.com;
Davidreport.com; Dutchcowgirls; Secondsight;
Marketingfacts.com; Frankwatching.com; Rowan
Gibson; Technotrends; Dutch Cowboys; Plausible
futures; Christine Boland; Futurist.eu; Dream
company; John Naisbitt; Tobloom; BeBright;
Signs of the Time; Fridgewatcher.com; Eye;
BrandChannel; Studio Zeitgeist; True Ideas;
Packagingworld; Trendbible; Martin Lindstrom;
Euromonitor; Steven v.d. Kruit; The Coolcollector

5. Introvert / Conservative
Me We
Extrovert / Change
CARTILS TRENDCLUSTER™ ’14
This year, grouping reveals 5 major TrendClusters
CARTILS Trend Framework

6. Introvert / Conservative
Extrovert / Change
Me We
COLLABORATE
ENRICH
FEEL
BALANCE
RESPECT
COLLABORATE
ENRICH
EXPERIENCE
EXPLORE
RESIZE
CARTILS Trend Framework
Compared to 2013, we saw clusters growing, grouping, disappearing and coming-up
CARTILS TRENDCLUSTER™ ’14

7. Get to know them and learn more about their view on the world:
These are
today’s
people

8. Their way of thinking:
Pioneering
towards the
future

9. Introvert / Conservative
Extrovert / Change
Me We
TRENDCLUSTER ’14
RESIZE
1. RESIZE
From global village to local world
2. ENRICH
3. COLLABORATE
4. EXPLORE
5. EXPERIENCE

10. RESIZE
Towards a
small scale and
personal world
Small scale life. We need a world we all can understand.
Therefore we prefer a small and organized society in which
we can shake hands. In this society at least we know the
people who make our products and deliver our services.
We’re looking for a local identity, local craftsmanship and fair
products. Living a life on a small scale makes it easy to share
responsibilities. We’ve become to realize that a sustainable
world can be built on local initiatives. Things are crystal
clear. We go from a global village to a local world.

11. RESIZE
Looking for a
local identity

12. RESIZE

13. RESIZE

14. RESIZE
See the Volvo XC70 commercial ft. Zlatan Ibrahimovic

15. RESIZE
Handmade,
fair products

16. RESIZE
Handmade,
fair products

17. RESIZE
Crafts &
innovation

18. RESIZE
Sustainable
worlds, built on
local initiatives
Starbucks Colorado

19. RESIZE
Sustainability;
young & trendy
Nike’s concept store in Shanghai

20. RESIZE
Sustainability;
young & trendy

21. RESIZE
SUMMARY: RESIZE
From a global village to a local world
In a small scale world it’s easy to share
responsibilities with each other
We need an organized world we all can
understand, in which we can shake hands
We’re looking for fair products, quality and
craftsmanship, combined with innovation
Sustainable worlds are built on local
initiatives, sustainable becomes trendy
Pioneering towards
the future
Pioneers don’t start on a global
scale. They begin small

22. Introvert / Conservative
Extrovert / Change
Me We
TRENDCLUSTER ’14
1. RESIZE
From global village to local world
2. ENRICH
Controlling peace of mind
3. COLLABORATE
4. EXPLORE
5. EXPERIENCE
ENRICH

23. ENRICH
It’s a hectic world we live in. We’ve been constantly
encouraged to do, learn, create and share. But now we are
questioning the established rules. On one hand we are open
for innovations, however on the other hand… danger lurks
behind every corner and the only ones who can protect us
against it are we ourselves or the people we trust. We’re
looking for security and ways to limit our digital footprints
and tracks. We know that (online) innovations can enrich our
personal lives, however we also become more and more
aware that (offline) quality time provides us peace of mind.
I’ll invest in
my personal
development
and health care

24. ENRICH
Controlling
peace of mind

25. ENRICH
Away from our
hectic lives

26. ENRICH
Functional
products

27. ENRICH
“Consciously”
fulfilling needs

28. ENRICH
“Consciously”
fulfilling needs

29. ENRICH
Healthy
‘snacking’

30. ENRICH
Stay in control,
drink responsibly

31. ENRICH
Total lifestyle
assistance

32. ENRICH
Total lifestyle
assistance

33. ENRICH
Innovations that don’t
involve a major
lifestyle change
Teddy the Guardian

34. ENRICH
Benefits vs.
privacy…

35. ENRICH
Limit digital
footprints

36. ENRICH
Cool to not
always be
available

37. ENRICH
App-switching

38. ENRICH
See Salve Jorge’s ‘Offline Glass’

39. ENRICH
SUMMARY: ENRICH
Peace of mind for people who are constantly
being encouraged to learn, create and share
We are “consciously” fulfilling our needs
Innovations offering total lifestyle assistance
are liked, however without lifestyle change
Security: limit digital footprints and tracks
Offline life is used to differentiate from the
mainstream within network: app-switching
Pioneering towards
the future
Pioneers need a mental and
physical wellbeing

40. Introvert / Conservative
Extrovert / Change
Me We
TRENDCLUSTER ’14
1. RESIZE
From global village to local world
2. ENRICH
Looking for peace of mind
3. COLLABORATE
Allies based on shared challenges
4. EXPLORE
5. EXPERIENCE
COLLABORATE

41. COLLABORATE
The future is a challenge in which we all will join forces.
We look for allies for the individual occasion, based on
shared interests and needs. More and more, people will
pool their data, their profiles, preferences, in groups to
shape new goods and services. Value can be created without
money, personal belongings show increased market value.
In this new world we don’t buy but share our goods and work
with unused materials instead of producing new products.
We’ve become to realize that we don’t have to wait for the
government to make a move, we can fulfil our own needs if
we team-up with other individuals.
We are part of a
bigger picture,
let’s make the
best out of it!

42. It’s a challenge.
Let’s join forces!
COLLABORATE

43. COLLABORATE

44. COLLABORATE
TomNod.com

45. COLLABORATE
Collaborate
for the occasion

46. COLLABORATE
Companies
joining forces

47. COLLABORATE
Companies
joining forces
See the Absolut Blue Room

48. COLLABORATE

49. COLLABORATE

50. See the Coca-Cola sharing can:
COLLABORATE
Easy to share
products

51. Don’t buy
but hire
COLLABORATE

52. Using
unused ‘stuff’
COLLABORATE
Makeover plans for Paris’ metro stations

53. Market value
for personal
possessions
COLLABORATE

54. COLLABORATE

55. COLLABORATE
SUMMARY: COLLABORATE
The future is a challenge
in which consumers will join forces
Collaborations for the individual occasion,
based on shared interests and needs
We don’t buy but hire goods and services
Instead of producing new products,
unused materials are deployed
Create value without money; personal
possessions show increased market value
Pioneering towards
the future
The future is a challenge in
which we have to team up

56. Introvert / Conservative
Extrovert / Change
Me We
TRENDCLUSTER ’14
1. RESIZE
From global village to local world
2. ENRICH
Looking for peace of mind
3. COLLABORATE
Allies based on shared challenges
4. EXPLORE
Curiously exploring new boundaries
5. EXPERIENCE
EXPLORE

57. EXPLORE
We’ve become curious about the boundaries of space and
time. We want to live out our dreams, make the impossible
true and are interested in developments that go beyond our
imagination. When it comes to technology, we take
inspiration from nature. Technology should serve mankind;
augmented reality is how they call this at Google. The hype
about Google Glass can be seen as an indication of the
interest in bringing technology closer to the body, if not, to
integrate smart technology to the brain / sensory organs.
Consumers have long been willing to make modifications to
their body. Body hacks will be growing in a soft version.
It’s a can-do
mentality,
let’s go for it

58. Curious about
the boundaries
of space & time
EXPLORE

59. Make the
impossible true
EXPLORE

60. See the Heineken ‘The Odyssey’ commercial
Explore your
potential
EXPLORE

61. EXPLORE
See the Heineken authenticity claim:

62. Start exploring
new worlds
EXPLORE

63. Start exploring
new worlds
EXPLORE

64. EXPLORE

65. EXPLORE
Explore a
new taste

66. Augmented
humanity
EXPLORE

67. EXPLORE
Integrate smart
technology in
the body
See Rex, the world’s first bionic man

68. EXPLORE
SUMMARY: EXPLORE
Innovative technological companies
try to move boundaries
Products and services that go beyond
imagination: make the impossible true and
start exploring new worlds
Augmented humanity:
technology to help mankind
We try to integrate smart technology
in our sensory organs / body
Pioneering towards
the future
Let’s go for it.
Reach for the boundaries!

69. Introvert / Conservative
Extrovert / Change
Me We
TRENDCLUSTER ’14
1. RESIZE
From global village to local world
2. ENRICH
Looking for peace of mind
3. COLLABORATE
Allies based on shared challenges
4. EXPLORE
Curiously exploring new boundaries
5. EXPERIENCE
Hands-on prosumption of your life
EXPERIENCE

70. EXPERIENCE
Experience the world in a different way. We are looking for
extraordinary experiences that can add quality to our existence.
We undergo culture during the holidays and start looking for
extreme nature. We’ve become to realize that it’s a world of
ever-present screens we live in. As a reaction on this passive
‘screen world’, we see a growing desire to engage in hands-on
creative activities. We like to trigger our senses. Watch the
spread of fabrication laboratories (fab labs) giving inventors,
innovators and DIY-ers the tools to work with. In addition,
‘prosuming’ the combination of production and consumption, is
opening up new dimensions with the rise of 3D printing.
We are
consciously
collecting
experiences

71. EXPERIENCE
Extraordinary
experiences add
quality to life

72. Undergo culture
during extreme
journeys
EXPERIENCE

73. EXPERIENCE

74. EXPERIENCE
Meet new
people

75. EXPERIENCE
Meet new
people

76. EXPERIENCE
Stores
delivering
experiences

77. EXPERIENCE
Products
delivering
experiences

78. EXPERIENCE

79. Hands-on
creative activities
EXPERIENCE

80. EXPERIENCE

81. Prosuming
EXPERIENCE

82. 3D printing
for all
EXPERIENCE

83. 3D printing
for all
EXPERIENCE
3D printed designs by Iris van Herpen

84. SUMMARY: EXPERIENCE
Welcome to the experience society!
We are looking for an extraordinary
experience, adding quality to our lives
Undergo nature / culture during
extreme journeys and holidays
We have the desire to engage
in hands-on creative activities
Fabricate! Prosuming is opening up new
dimensions with the rise of 3D printers
Pioneering towards
the future
Pioneers want to create the
future of experience

85. Pioneering towards
the future
1. RESIZE
Pioneers don’t start on a global scale. They begin small
2. ENRICH
Pioneers need a mental and physical wellbeing
3. COLLABORATE
The future is a challenge in which we have to team up
4. EXPLORE
Let’s go for it. Reach for the boundaries!
5. EXPERIENCE
Pioneers want to create the future of experience

86. The images used in this presentation are screenshots or other images that
were available on the Internet. As such, the copyright for them is most likely
owned by the company or corporation that produced it. For the composers of
this presentation it was impossible to retrieve all these copyright owners and
ask for permission to use the imagery. Images are used purely to illustrate
this observation of market trends and were taken from publicly accessible
sources.
If any party feels treated disrespectfully or abused by our approach, please
contact us at: strategy@cartils.com
You have just been inspired by the
CARTILS|Trendcluster ’14. Please do contact our
strategic team at CARTILS for more information:
Lianne van den Berg-Weitzel MSc, strategy director
Rik Olthof MSc, brand strategist
l.vandenberg@cartils.com