Don't be so 2015: top trends for 2016
An edit of the trends, I think are set to impact 2016.
Everyone in the consumer world has and are talking about the top consumer/cultural trends for 2016. But for all the consultants and trend forecasters, this is all old news. In fact, the big guns are working on 2018/2020! In any case, I thought I'd give you a little personal rundown of the trends that I think will really be important in 2016. I've created a strict edit because who has time to read a hundred trends?! But I have put references/links below, if you'd like further reading.
Enjoy your glance into the future through my eyes!
Trans-ition
This is more than Caitlyn Jenner winning Woman of the Year, in 2016 we're see that stark gender binaries will no longer hold the importance that they did before. Man, woman, boy, girl – it's irrelevant. Going forward it's about a combination of the two, as well as playing with our gendered ideas.
2015: Caitlyn Jenner wins Woman of the Year
2016: & Other Stories uses transgender models and team for its campaign, and Target decision to get rid of gendered aisles will be commonplace occurrences with an increase of genderless fashion, perfume and (the most impactful) toys
A change in fears
If, 2015 was all about millennials worrying about missing out, then 2016 is the year where we have a serious fear of being offline. As digital and almost digital natives, experiences seem to not count unless they detailed and documented via social media. It doesn't matter what platform – as long as it is digitally recorded and liked. It's the modern day (but more addictive) equivalent of a holiday slideshow.
2015: FOMO, also known as fear of missing out
2016: FOLO, also known as fear of living offline
Green is the word
Weed. It's gone mainstream and brands and consumers alike are accepting the recreational use of marijuana and that it has true economical value. In 2016, we'll see the growth of experiences around ganja, remember that lovely wineries tour that your parents did last year? Well, get ready for the rise of weederies. You heard me, green is officially the new black.
2015: the beginning of breaking down the sigma of weed
2016: casually cannabis-ing
Blurred lines
The blurring of boundaries continue with theatre, cinema and immersive art blending with gaming and virtual realities. Streaming, downloading and on-demand has changed how we consume TV, while Secret Cinema has changed the way we watch films, Google Street View will allow art lover to explore galleries online and even operas are going digital (The Telegraph’s partnership with the Glyndebourne festival, which allows viewers to stream the show).
2015: going to the theatre/opera
2016: streaming operas, interactive version of The Hunger Games in London and an immersive screening of The Goonies planned in New York
Wonders of/for women
Technology-meets-menstruation and inclusive ideas of beauty. Beauty isn't a square box, where those that don't fit in are disregarded. 2016 is the year that diversity really takes hold and amputated limbs, genetic conditions, scars, freckles and whole lot more are celebrated. The poster girls for this inclusion movement are: Winnie Harlow America’s Next Top Model with vitiligo, disabled model Jillian Mercado, prosthetic-limb-rocking Brit pop star Viktoria Modesta and New York model Melanie Gaydos with a genetic disorder that affects the growth of her hair and teeth.
2016, also holds a full spectrum of beauty with the boundaries between 'general' and 'ethnic' products being broken down. So, say hello to more makeup shades and more options for curly, coily and kinky hair types.
Also, freckled friends can look forward to photographer Brock Elbank's gallery shows featuring close-ups of full-freckled models in Sydney and Berlin, hopefully in 2017.
And in the vagina world? Things just got tech savvy. Welcome Elvie, “your most personal trainer”, which is an egg-shaped device that is hooked up to a smartphone app to help you track your Kegel exercises. And then, there's the Looncup menstruation cup, which also works with an app to let you track and analyse your periods.
2015: a slightly more rigid ideal of beauty
2016: embracing and (more importantly) promoting beauty in all forms, colours and shapes
A new standard of fitness
Gym and sports facilities were once a small add-on for hotels and workplaces. But 2016 is the year of fitness-tourism, working out at work and raving while you sweat. Health initiatives are taking off globally at airports, health and wellbeing retreats are on the rise, and it's no longer acceptable to just provide a bog standard gym. It has to be cool, high-end, boutique and fun – think, 1Rebel, Soulcycle, Voga.
2015: the growing rise of athleisure, fitness and sports are seen as a nice add-on
2016: athleisure is a standard, like WiFi, fitness, sports and general wellbeing facilities are now the new essential
Links/ references
2016 trend information:
Trans-ition:
A change in fears:
Green is the word:
Blurred lines:
Wonders of/for women:
A new standard of fitness:
http://www.ibtimes.com/wellness-tourism-explodes-500-billion-industry-1799648
http://www.welltodolondon.com/wellness-takes-flight-with-healthy-initiatives-at-airports/
http://www.welltodolondon.com/trend-watch-hotels-are-responding-well-to-the-modern-day-tourist/
http://www.telegraph.co.uk/promotions/events/11522907/Move-over-yoga-Voga-has-arrived.html