Here at RPM the strategy team has compiled a report highlighting 10 key trends for the year ahead. They are compiled from working knowledge, desk research and a range of other studies. Trends do not sit in isolation. Key factors such as hyper-connectivity, increased consumer assertion and the need for more immersive and more credible experiences are some of the most common themes that weave throughout our trends. Keep an eye on our blog this year for further insight to this year’s trends.

1. 2014 TRENDS

2. Introduction
Here at RPM the strategy team has compiled a report
highlighting 10 key trends for the year ahead.
They are compiled from working knowledge, desk
research and a range of other studies.
Trends do not sit in isolation. Key factors such as
hyper-connectivity, increased consumer assertion
and the need for more immersive and more credible
experiences are some of the most common themes
that weave throughout our trends.
Keep an eye on our blog this year for further
insight to this year’s trends.

3. 2014 TRENDS
Contents
Humanised Brands
Real Not Big
Real Connections
Disconnecting
Gen Z Can-do
Me, Me, Me
Our Data, Our Way
Truly Connected Digital
Holism
Heightened Luxury Desire
Contact
Sources

4. Humanised Brands
Humans ultimately communicate to connect to one
another. These communications are not always positive
or pleasant, and in fact human nature dictates it is hard
to trust those who have no flaws or weakness. In an era
of heightened expectations to build trusted connections,
brands are therefore trying more than ever to behave
like people.
Examples: Domino’s acknowledge both good & bad
feedback in a transparent way in their Pizza Turnaround
live stream in Time Square, New York. Jet Blue gave back
extra leg room and free unlimited snacks in economy in a
campaign rallying people to ‘Air on The Side of Humanity’.

5. Real Not Big
Greater value is being placed on the real, local & crafted
in direct rejection of the artificial, global & mass-produced.
Consumers are turning away from traditional displays
of materialism. The result? Knowledge and story-telling
are becoming increasingly vital to brands in creating
meaningful connections with their customers.
Example: Timberland’s “nutritional label” on box answers
consumer desire for product life stories.

6. Real Connections
Under increasingly busy working conditions people have to
build a life in the evenings and on weekends – contributing
to a lifestyle in which relaxed informal moments are valued
more than ever before. People want to take advantage of
their scarce free time, and ensure it is spent wisely.
Examples: Pub Film Nights across the On Trade offer
consumers richer experiences in outlet on drab weeknights.
Puma also championed pub sports and After Hours Athletes
through their Puma Social Clubs.

7. Disconnecting
Despite the availability of everything-all-the-time in
our hyper-connected world, we just can’t consume it all.
The expression ‘digital vacation’ is entering the lexicon
for a generation who recognise that hyper-connectivity
is affecting the quality of human interactions, eroding
attention spans, swallowing valuable time – even
disrupting sleep.
The notion of content ‘filters’ has always been crucial to a
brand’s content strategy, but never more so than now. Expect a
return to content ‘craft’, long form and high production values
as well as brands playing on the need to disconnect.
Example: ‘No Wi-Fi’ benches which block Wi-Fi signals
within a five-metre radius were erected in central Amsterdam.
Urging people to ‘take a break’, they were sponsored by KitKat.

8. Gen Z Can-do
Whilst Gen Y were raised with a sense of optimism and
told their future presented limitless (often unachievable)
opportunities, for Gen Z born into a recession the gap
between possibility and practicality has closed.
The evolution of skills and technology means consumers
can put themselves at the heart of their own consumption,
forcing brands to step up their act on the promise of being
consumer-centric.
Example: Nissan Idx, a co-created concept car in line with
the emerging discuss-design-buy model of consumption
where Gen Z not only expect to have choices but to
influence them also.

9. Me, Me, Me
People are behaving like the CEOs of their own lives,
demanding everything to be delivered as and when
they want it. This hunger for tailored, personalised
communications and flexibility in the consumption
of information has created a new set of standards for
consumer engagement.
Examples: Asda are trialling an ultra convenient online top-up
shop solution allowing shoppers to pick up their goods on the
way home from work from their nominated tube station and on
the same day of purchase. H&M allow viewers to seamlessly
purchase items directly from their TV’s via Delivery Agent’s
TV-commerce platform.

10. Our Data, Our Way
In the midst of the debate surrounding big data, what has
become clear is that people like to be in control of their
own data in a way that suits them. People don’t want to
feel like companies are holding their data and using it
like Big Brother.
Mark Zuckerberg has called Snapchat, the time limited content
sharing site, “a super interesting privacy phenomenon.”
It’s important to understand the value exchange of consumers’
privacy and earn trust through providing data-informed
solutions of genuine value.
Example: Pensar’s DNA 3D, where data based on consumer
anatomy can be used to create shoe design.

11. Truly Connected Digital
Human integration with digital technology has become
ever more ingrained in daily life. We expect our
understanding of multiscreen media consumption to
break away from the sofa-bound TV analogy. Instead it will
take in multi-screen and contextual interactions in which
physical worlds are enhanced through digital content and
the purchase cycle is resolutely ‘always-on’.
From the way innovative technology like the much-hyped
iBeacons bring real world digital interactions to life in-store, to
primetime TV that has us all shouting into our apps as we watch,
the lines are getting very blurred.
Example: iBeacons technology is being taken into account for
Coca-Cola in 2014 with eyes in-store and on-trade to create real
world digital interactions.

12. Holism
The appeal of a longer, healthier life has never been more
pronounced. As consumers are increasingly aware that
what they do and what they consume affects them both
mentally and physically, it is becoming more and more
important for brands to associate themselves with
a healthy and ethical lifestyle.
Example: Atlantic’s in flight audio guided meditation is
designed to ease the stress and anxiety associated with
air travel.

13. Heightened Luxury Desire
The desire to feel like a one percenter remains despite
economic upheaval. The luxury market continues to
demonstrate that it is recession proof as the desire for
special treatment and luxury products endures. The rich
to poor gap continues to grow further, heightening the
consumer desire and aspiration for luxury.
As the luxury market continues to embrace accessibility
we will see more innovation in the core principles of luxury.
Example: Sailor Jerry and Jeffrey West ‘stewed, shoed and
tattooed’ bespoke shoe creations at Selfridges push the
boundaries for the unique and exclusive.

14. Produced by the RPM Strategy Team
Click here to visit the RPM Blog and see more on these trends in 2014
For more information contact John Viccars – Head of Strategy
john.viccars@rpmltd.com

15. Image Sources:
Contents Page
Humanised Brands - http://www.fastcompany.com/1768899/
Real Not Big - http://ecodesign.lboro.ac.uk/index.php?section=256
Real Connections - https://www.puma.com/social/events/puma-social-pool-party-april-14
Disconnecting - http://whatnext.bcm.com.au/2013/2013-159/kit-kat-wifi-free-zone/
Gen Z Can-do - http://www.autoblog.com/photos/nissan-idx-freeflow/
Our Data, Our Way - http://www.yankodesign.com/2013/06/03/3d-shoes-footloose/
Truly Connected Digital - http://www.youtube.com/watch?v=sUIqfjpInxY
Holism - http://blog.esky.bg/wp-content/uploads/2012/05/Virgin-Atlantic2-500x365.jpg
Heightened Luxury Desire - http://www.apetogentleman.com/apeish/sailor-jerry-x-jeffrey-west-limited-edition-shoes/
Content
Humanised Brands - http://pilotpmr.com/is-social-media-affecting-brand-loyalty/
Real Connections - https://www.puma.com/social/events/puma-social-pool-party-april-14
Real Not Big - Image Left: http://ecodesign.lboro.ac.uk/index.php?section=256 Centre: http://twicsy.com/i/AgVzMc Right: http://community.timberland.com/earthkeeping/our-footprint
Disconnecting - http://adsoftheworld.com/media/ambient/kit_kat_free_nowifi_zone?size=original
Gen Z Can-do - http://www.autoblog.com/photos/nissan-idx-freeflow/
Our Data, Our Way - http://www.yankodesign.com/2013/06/03/3d-shoes-footloose/
Truly Connected Digital - http://www.youtube.com/watch?v=sUIqfjpInxY
Holism - http://blog.esky.bg/wp-content/uploads/2012/05/Virgin-Atlantic2-500x365.jpg
Heightened Luxury Desire - http://www.apetogentleman.com/apeish/sailor-jerry-x-jeffrey-west-limited-edition-shoes/
For more information contact John Viccars – Head of Strategy
john.viccars@rpmltd.com