This document provides a summary of trends for 2013 across various industries based on insights from trend analysts and companies. Some of the key trends mentioned include corporations rebooting and refocusing on their core purpose, a move towards more localized and sustainable food production, the growth of peer-to-peer lending and crowdfunding replacing traditional banks, education shifting to focus more on skills and online/immersive experiences over traditional degrees, and nearly all objects becoming "smart" with embedded sensors and connectivity.

1. TREND SNACKS
2013

2. We’ve handpicked these Trend Snacks to
bundle the most interesting trends for 2013
and snack them up for your convenience. It is
not an exhaustive list, but should first and
foremost give you inspiration, thoughts and
new ideas for the year that just started. Enjoy.
(Mar lies de Gooijer - Wilmar Alex Tax )
Strategists Brand & Interaction @IN10
IN10 | Kratonkade 7 | 3024 ES Rotterdam | The Netherlands | +31(0)10 22 14 600
www.in10.nl - www.in10.nl/weblog - www.in10.nl/fb - www.twitter.com/in10

3. BACK TO BASICS
ON A SYSTEM LEVEL
TOTAL REBOOT
ECONOMY OF NATURE

4. CORPORATE
Companies will have to regain control, be
proactive and not reactive; develop an
alternate vision resulting in a different
strategic direction; and delete everything that
doesn’t fit the purpose. Fast. Literally
rebooting the company.
(CTRL ALT DLT )

5. NATURE
“We are discovering that nature (...) is the
foundation of our existence.”
Hilde Roothart
( ...and not the economy) Trendwatcher

6. The Story of Milk.
Corporate film reminding FrieslandCampina employees and its
stakeholders of one the magic of mother nature: milk.

7. FINANCE
“Entrepreneurs are lending money to each
other and are thereby taking over the role of
banks (who are reluctant to finance startups).”
Adjiedj Bakas
( Growth of peer2peer Trendwatcher
ban king, crowdfunding)

9. EDUCATION
The future of education will be much more
open and accessible to anyone with a curious
mind. With a focus on immersive online
experiences that hone in on targeted skills
rather than bloated degrees from educational
institutions.
Chase Jarvis
(back to skills & curiosity) Creative Mind

11. FOOD
“One of the trends for 2013: Don’t waste food
(or money).”
Marjolijn Kamphuis
(Today’s leftovers = Foodzy
tomorrow’s food)

13. FOOD
Food companies will invest more money in
regional production.
Nestlé
(M ake it where you sell it)

14. THE RAW REAL
REVIVAL OF THE WORKING CLASS
URBAN HOME GROWN
NO FRILLS

15. Wir sind Handwerker.
German film to promote craftsmanship as the pillar of the economy

16. YOUTH
“Roughness spreads towards all parts of
popular culture. Fight clubs are getting
popular. In parks, we see youngsters fighting
as a sport, leaving yoga groups. On Tumblr we
see more and more pictures of people with
bloody wounds and scars. Art and culture are
totally trashed and cheap.”
Tom Palmaerts
(From flower to root) Trendwolves

19. FOOD
“Many agree that on the dinner plate of the
future the meat or fish component plays a far
less prominent role. This frees up room on the
plate for other products and ingredients.”
Marjolein Wintjes
Trendwatcher
(From flower to root)

20. ALL SMART &
CONNECTED
SEAMLESS & IMMERSIVE
SMART HOME SMARTPHONE

21. SMART OBJECTS
Embedded technology will show up where you
least expect it: utility poles, door handles,
sidewalks (...). Any place they can jam a sensor to
capture data, or let you quickly gain information
about location, situational awareness.
(And imagine our body as Mashable
one big smart object)

25. NEW MEDIA RULES
TV AS A TRAFFIC DRIVER
ARTIFICIAL SCARCITY
NICHE SOCIAL MARKETING

26. OmniTV
TV is increasingly consumed through multiple
screens. 34% of Dutch
people watch TV on a laptop, 16% on a tablet
and 9% on a smartphone.
TV and tablet together are the drivers for
online brand search.
Intomart GfK
(From TV as a screen to screens as
devic es with multiple purposes)

28. NETWORKS
Now that everyone is on Facebook, marketeers
can make the difference through niche, shared
interest social media. And we’re not talking
2012’s stars like Pinterest or Path, but also the
likes of Untappd, CafeMom, Endomondo.
( Everybody and all brands
alr eady are on Facebook)

30. SCARCITY
Scarcity will become a USP and a way to stand
out from the crowd.
Youngworks
(Codewords &
li mited editions galore)

33. READING TIPS
http://www.millwardbrown.com/ChangingChannels/2012/Predictions/#dp2013-02-header
http://www.psfk.com/2012/12/2013-trend-predictions.html
http://blog.youngworks.nl/youngworks/top-10-jongerentrends-voor-2013
http://www.adformatie.nl/nieuws/bericht/tv-kijken-via-tablet-populairder/
http://blogs.hbr.org/cs/2012/12/six_social-digital_trends_for.html
http://mashable.com/2012/12/06/tech-trends-2013/
http://www.bakas.nl/2012/12/10/trends2013/
http://www.trendrede.nl/
http://www.secondsight.nl/trendwatchers/highlights-2013-and-beyondevent/
http://trendwatching.com/briefing/
http://www.personeelzaak.nl/blog/2012/11/14/op-naar-een-campagne-voor-de-nederlandse-ambachtseconomie/
(Have a prosperous 2013!)