Since 2014 is still fresh, we’d like to present our report on some of the most relevant cultural and marketing trends for the year ahead. We hope this report will provide you with rich context to better understand our industry, our audiences and where the world is heading. http://zambezi-la.com/culture/2014-bites-special-edition-trend-forecast/ Enjoy & feel free to share with your peers.

1. 2014
TREND
FORECAST
1
Wednesday, February 5, 14

2. “The future is already
here, it’s just unevenly
distributed.”
- William Gibson
2
Wednesday, February 5, 14

3. WHY
TRENDS?
Conventional marketing often ignores the wider context of culture. Not at Zambezi. We
practice cultural planning - gathering cultural knowledge and insights in order to build
brand equity by creating cultural currency.
We make brands future-ready by understanding the larger shifts in society that impact
our clients and their businesses. Cultural planning defines the brand’s larger role in
society and provides cultural relevancy.
We hope this distillation of some of the most pertinent trends (not fads) for 2014 will
provide context to help brands to compete in culture - not just in their respective
categories. Whether you want to ride the next tidal wave or tap into a counter trend, we
hope this report will help keep you and your brand relevant and ready for the year ahead.
3
Wednesday, February 5, 14

4. TABLE
OF
CONTENTS
MINDFUL SOCIETY
DIGITAL DETOX
MAKER MOVEMENT
SMALL IS COOL
GUILT-FREE STATUS
STUFFOCATION
NEW LEARNING CULTURE
QUEST FOR BETTERMENT
CURRENCIES OF CHANGE
CULTURE-JACKING
BRAND FANS
BRANDED POV PROJECTS
REFRESHING HONESTY
NEW NORMAL
FEMALE FRONTIER
SECRECY REIGNS
PHYGITAL
VISUAL DELICIOUSNESS
FSTR
HELPFULL
PLAYSUMERS
CURATED CURIOSITIES
DIGITAL ANONYMITY
ONE-TO-ONE REALIZED
4
Wednesday, February 5, 14

5. HOW TO USE
THIS REPORT
RESOURCES
Anywhere you see a purple
play button
click on it and
it will bring you straight to a video
that further explains the example
Anywhere you see a MORE > link,
click on it and it will bring you to a
source that will give you more cool
information on the example
5
Wednesday, February 5, 14

6. MINDFUL SOCIETY
*
As the world becomes ever more fast-paced and people are grappling with increasingly unhealthy
relationships with their digital devices, there is a movement towards the mindful, the present and the
the here-and-now. People are realizing that really being present and enjoying the moment is the
biggest present they can give themselves. Practices of truly being in the moment regardless of
circumstance and focusing on pairing intention with attention are on the rise. The phrase ‘Be Here Now’
means more than it ever has before.
EXAMPLES
WHIL -
Billionaire Chip Wilson, founder and chairman of yoga-inspired athletic
apparel company Lululemon, recently launched a site that encourages visitors to
turn off the brain for 60 seconds by visualizing a dot. “The hour-and-a-half yoga
break is too much for most people, getting away from the chaos of work and
technology even for one minute is all you really need to feel refreshed.”
MORE >
Wednesday, February 5, 14
JOMO - So long, FOMO. As social media is seemingly taking over people’s daily
lives - especially now that has morphed into a subliminal marketing tool, people
are finding real, genuine joy in 'missing out.’ Similarly, there is a rising “slow
movement”—not just slow cook, but slow run, slow bike—to slow down and enjoy
the sights that are right in front of us, instead of being preoccupied with those
that aren’t.
MORE >
*Stylesight
6

7. DIGITAL DETOX
*
Having access to everything in the palm of our hands, literally, has become a way of life. Being able to
shop, communicate, and work on-the-go has arguably changed the pace of modern life for the better,
but it’s also diminishing the time we have to ourselves. People are looking more and more to escape
from the constant noise and disconnect in creative ways, leaving time for free-flowing imagination,
opportunities to make real, in-person connections and get back in tune with themselves.
EXAMPLES
CAMP GROUNDED - Camp Grounded is a place where grown-ups can go to
unplug, getaway and, in their words “be kids again.” The rules at CG are simple:
no phones, computers, tablets or watches; work talk, discussion of people’s ages
and use of real names were prohibited. Schedules and work-jargon are also
eschewed for an off-the-grid weekend of pure unadulterated fun.
MORE >
PHONE STACKING - A game that takes place usually over a meal or any social
gathering in an attempt to get everyone to actually interact with each other as opposed
to being glued to their phones. Everyone in the group must give up their phones and
place them in a pile, stacking them on top of one another. The goal is to then see who
can go the longest without their device. This game is becoming increasingly popular
among adults and teenagers alike.
MORE >
Wednesday, February 5, 14
*BSSP
7

8. MAKER MOVEMENT
*
The maker movement describes the upsurge in communities with a desire to learn how to make
physical things. From traditional crafts and DIY projects to 3D printers and digital design suites, people
are getting genuine satisfaction from actually making something with their hands (as opposed to
digitally). Dwindling manufacturing in the US and parts of Europe has arguably helped this revival, and
has helped transform everyday hobbyists into viable economic players.
EXAMPLES
ETSY - With short-form documentaries, Etsy’s Hand Made Portrait series
uncovers the story behind the makers and introduces viewers to creative people
both within and beyond Etsy’s community. Starting in 2008, this series was the
pioneer of “maker videos” — introducing artists and craftspeople from around the
world, exploring their spaces, and investigating how they make, what they make,
and why it matters.
CRAFT SERVICES- Everyone knows the best gifts are the ones that come
straight from the heart, or the hands. That’s why Zambezi started Craft Services.
Artists both from Zambezi and from the larger Los Angeles community created
handmade goods for good. All work was displayed at a Holiday-themed silentauction. 100% of the proceeds went to 826LA. 826, the brainchild of author Dave
Eggers, is a non-profit organization dedicated to supporting students with their
writing skills
*Stylesight
Wednesday, February 5, 14
8

9. SMALL IS COOL
*
Modern consumers are all about authenticity. But, often times, finding authenticity and feeling a real
connection to the mass-produced, the mainstream or the corporate is difficult. That’s why, whether its a
brand, a service or a product, consumers will increasingly think small in years ahead. Rather than
turning to big retailers to get the cheapest deals, micro-entrepreneurs will want products with meaning
and will seek out unique and more authentic experiences.
EXAMPLES
MADE MOVEMENT - The Made in America brand once embodied
SMALL BUSINESS SATURDAY - As an answer to the chaos of Black
ruggedness and a kind of strait-laced patriotism, but recently it has morphed into
a symbol of artisanal design and environmental sustainability. The artisanal
version of Made in America got another boost last April, when three former bigtime admen launched Made Movement. Their e-commerce site, Made Collection,
is all about shopping with a mission and, of course, features only Made-in-theUSA products.
Friday, when people line up outside big box retailers like Target, Wal-Mart and
Best Buy hoping to snag products they often don’t even know they want (or
need) for a great deal, American Express created Small Business Saturday back
in 2010. Since then, they have continued to promote small businesses across the
country in the name of boosting the American economy and creating jobs.
MORE >
Wednesday, February 5, 14
MORE >
*BSSP
9

10. GUILT-FREE STATUS
*
Consumers can no longer escape an awareness of the damage done by their consumption to the
planet, society, or themselves. But a mixture of indulgence, addiction and conditioning mean that most
can’t substantially change their consumption habits. The result? A never-ending guilt spiral. This creates
opportunities for brands that combine tackling this guilt spiral with consumers’ endless status seeking.
Guilt-free brands and products can help consumers escape this pervasive guilt spiral while still
delivering on that status.
EXAMPLES
NATURALLY CLICQUOT - The champagne company has begun
TESLA - The Tesla Model S sedan luxury electric vehicle began shipping to
investigating ways to make their signature box more eco-friendly, consumerfriendly and useful. In a project called Naturally Clicquot, Veuve has developed
the first ever 100% biodegradable, isothermal champagne package in history.
The new, space-age-motif is made of eco-friendly potato starch and is
isothermal, meaning it can keep your bottle of Veuve cold for up to two hours
outside a fridge. It even comes with a handle.
MORE >
MORE >
Wednesday, February 5, 14
Norway, Switzerland and the Netherlands in August 2013, with right hand drive
models scheduled for March 2014. In September 2013 the Model S was the bestselling car in Norway, where electric car drivers can use bus lanes to skip past
traffic jams. The Tesla was named Car of the Year in 2013 - it’s the ultimate ecofriendly status symbol, giving owners the best of both worlds.
*Trendwatching
10

11. STUFFOCATION
*
The shift from stuff to experiences is arguably the most important cultural trend of the 21st century. In
the 20th century, happiness meant material goods and a materialistic value system. Fast forward to the
21st century: Whether we’re worried about our carbon footprints, the status anxiety that comes with
meritocracy and materialistic consumption, or just that all of this stuff is giving us ‘affluenza’ - mass
production and consumption are causing mass depression. We’re entering a post-materialist era where
people are learning to love living with less and are focused on collecting moments, not things.
EXAMPLES
EXPERIENTIAL WEDDING REGISTRIES - In the name of collecting
CRAZY GOLF - Bompas & Parr, creators of immersive flavor based
moments, not things, newlyweds-to-be have caught on to the idea of
experiential wedding registries. Basically, instead of asking friends and family for
a new set of china or a wine decanter, they’re asking people to pay for them to
have experiences. Better Ever After, a NYC based company, offers adventures
from learning to brew your own beer to a kayaking adventure in the city.
experiences ranging from an inhabitable cloud of gin and tonic to a chocolate
climbing wall, invited fans out to use their golfing prowess to conquer the seven
wonders of London realised as cake inspired obstacles on the roof of Selfridges.
The 9-hole mini golf course explored Bompas & Parr’s utopian vision of a cakecentric London. As with all Bompas & Parr events, the idea was to give attendees
a visceral experience designed to be shared.
*Contagious
MORE >
MORE >
Wednesday, February 5, 14
11

12. NEW LEARNING CULTURE
*
Learning isn’t just happening in the classroom anymore. People of all ages, creeds and occupations are
embracing learning as a passionate lifetime pursuit. Everything from learning a new language or a new
craft to honing a life skill is fair game. Communities, leveraged by technology and social media, are
popping up all over the world. The idea is to encourage, support and empower people to grow and
learn from one another. Learning is the new black.
EXAMPLES
SKILLSHARE- Skillshare is an online marketplace for offline classes where
CODE.ORG - Code.org is a non-profit dedicated to expanding participation in
users can post classes about everything from crocheted jewelry to how to invest
your first $10,000. Their motto is “learn anything from anyone” which means that
on Skillshare, everyone is a teacher. Their mission is to reunite learning with
education and make it accessible to every single person on this planet. The idea
is that anyone can learn anything, at any age, at an affordable cost, anywhere in
the world.
computer science education by making it available in more schools, and
increasing participation by women and underrepresented students of color. They
want every student in every school to have the opportunity to learn computer
programming and believe that computer science should be part of the core
curriculum in education. So far, 24 million people have learned code - even Chris
Bosh.
MORE >
MORE >
Wednesday, February 5, 14
*BSSP
12

13. QUEST FOR BETTERMENT
*
Every year after the holidays, consumers the world over make resolutions and promises to improve their
behavior. But, as we all know, consumers looking to break ‘bad’ lifestyle habits often run up against a
wall: themselves. In 2014, these consumers will turn to brands, products and services that parent, police
and yes, even constrain their free will as they search for personal betterment.
EXAMPLES
KITCHEN SAFE- The Kitchen Safe is a gadget intent on holding you to your
saner decisions. A food-safe jar, it looks like any other kitchen container with its
chunky body and screw-on lid. Unlike them, though, the lid won't just come off
any time you get the hankering for another bite. Instead, it remains sealed,
depending on how much time you set it to stay locked, That way, you can finally
stick to your resolutions of just one cookie per day.
MORE >
Wednesday, February 5, 14
BREAK YOUR FACEBOOK - This app temporarily locks users out of
Facebook. How it works: You decide how long you’d like to stop using Facebook.
The app randomly generates a secure password. You use the new password for
Facebook without saving or memorizing it. Next, you get a secure link, which will
remind you of your password on the date of your choice. On that date, you will
be able to log back into Facebook. Great for focusing on your studies, work,
significant other, etc. Not so great for the land of Zuckerbergia.
MORE >
*Trendwatching
13

14. CURRENCIES OF CHANGE
*
Consumers are really trying to improve their overall lifestyle in 2014, but a blend of high costs, inertia
and (in)convenience mean action is doesn’t often happen. That’s why brands that return to a familiar
incentive - discounts and deals - will be welcomed. 90% of consumers value the role that brands play in
enabling their personal goals.* (Edelman Brandshare, October 2013)
EXAMPLES
airBALTIC - the airBaltic Burn The Miles app gives rewards to frequent fliers
who jog enough to burn off the same number of calories as miles they’ve flown.
Those downloading the app are challenged to match every mile they fly with a
calorie burned in the space of 24 hours after they land, tracked using the
smartphone’s built-in accelerometer. If they manage to do so, they will be able to
win further prizes.
MORE >
Wednesday, February 5, 14
BEIJING SUBWAY - Beijing's plastic-bottle scavengers get an automated
rival with the city’s reverse vending machines that pay subway credits in
exchange for returned containers. More than 100 recycle-to-ride devices have
been installed in an attempt to reduce the environmental impact of the informal
bottle collection business and improve the profits of the operator.
MORE >
*Trendwatching
14

15. CULTURE JACKING
Things happen at warp speed these days. Pop culture moments make headlines faster than we can
often even keep up with them. Brands who are agile, act in real-time and take advantage of these major
moments have already seen major success. The magic formula for such success is not only to comment
on cultural happenings, but capitalize on them and make them relevant to spread the brand message.
EXAMPLES
ARBY’S - Arby's stole the social media spotlight at this years Grammy Awards.
JOHNSON & JOHNSON - When Prince William and Kate Middleton first
The sandwich chain's post about Pharrell Williams' sartorial selection ("Hey
@Pharrell, can we have our hat back?") was a responsive-marketing coup de
grâce, with 75,000 retweets and more than 40,000 favorites by Monday
morning. When it comes to responsive marketing to celebrity antics, the best a
brand can hope for is a response from A-lister himself. And that's exactly what
Arby's got when Pharrell asked on Twitter, "Y'all tryna start a roast beef?"
left the hospital holding their son, they were greeted by a collective cooing not
just from the media and the fans, but from advertisers, too. Prior to the birth,
Johnson & Johnson put an ad out on Facebook featuring their Head-to-Toe Baby
Wash, a Johnson & Johnson product. It featured a baby in a bathtub with a crown
made of bubbles with the caption, “Congratulations to the royal couple on their
brilliant news.”
MORE >
MORE >
Wednesday, February 5, 14
15

16. BRAND FANS
Peer endorsement is the number one purchase influencer across all categories. Brands who realize the
potential in their fan bases and let the most enthusiastic customers feel like they are a part of cocreating and bringing the brand to life will continue to see success. Brands should leverage existing fans
to further spread their brand halo and, in turn, create new, devoted fans.
EXAMPLES
A1 -
The 100-year-old brand decided to reward their most die-hard fans. A1
asked fans to demonstrate their devotion with online contests, ranging from
painting a Mona Lisa replica with only steak sauce to creating an original song
about the condiment. Submissions for each challenge were accepted via
Instagram. The rewards for participants ranged from an A1 Card that guaranteed
the user delivery of the sauce anywhere in the world on 24-hour notice, to
getting to eat steak at baseball games and Live Nation concerts.
MORE >
Wednesday, February 5, 14
FREE PEOPLE - The clothing company Free People uses Instagram to
showcase fans as models on their website. Titled fpme on the site, Fans upload
pictures of themselves in their favorite Free People items. These pictures are
posted on the Free People website and shoppers can see how the clothing looks
on real people.
MORE >
16

17. BRANDED POV PROJECTS
Brands experimenting with branded content have found that when you stand for something you really
stand out. Those who are unafraid to be polarizing and express what they stand for will continue to find
increased success, as consumers will appreciate initiatives that bring a genuine brand message and
point of view to life.
EXAMPLES
PATAGONIA COMMON THREADS - Patagonia’s Common Threads
TOMS MARKETPLACE - Tom’s Marketplace is a platform for social
project asks that you think about what you “deeply need” and not what you
“vaguely want.” As a means of reducing overconsumption, the Common Threads
Initiative asks that consumers pledge to reduce and only buy what they need. It
urges people to repair what is broken, reuse it, sell it or pass it on to someone
who needs. They can also return worn-out items to Patagonia.
entrepreneurs to make a difference in the world. It carries more than 200
products from 30 different suppliers. Each item sold on the site has a story and
portions of the proceeds go back to the community it was made in.
MORE >
Wednesday, February 5, 14
MORE >
17

18. REFRESHING HONESTY
*
Today’s consumers are more savvy than ever. Marketing and advertising has become pop culture that is
consumed by the masses, and the masses are quick to detect any signs of false messaging, branding or
advertising. Hence, consumers will be pleasantly surprised by brands (and their campaigns) that are
honest and transparent. Those that can do it with a sense of humor will be doubly successful.
EXAMPLES
NEWCASTLE - The British brewer has always excelled at skewering
irritatingly transparent marketing tactics (see: their famous No Bollocks
campaign), and it recently set its sights on the Big Kahuna itself—the Super Bowl.
The faux teasers launch an "If We Made It" campaign, celebrating the Super Bowl
commercial the brewer would have made—if it had been able to afford one.
MORE >
AMERICAN EAGLE - American Eagle has said goodbye to Photoshop in its
latest campaign. In ads for its young women’s lingerie line, Aerie, models strip
down and bare their flaws, as tiny as those flaws might seem to the rest of us.
The company says that it wants to promote more realistic standards for their
teen and preteen customers.*
MORE >
*Trendwatching
Wednesday, February 5, 14
18

19. NEW NORMAL
*
In 2014, powerful forces will continue to erode traditional expectations around the traditional ‘family
unit’. This year, be prepared for a tipping point that brings in a whole range of new normal. Pop culture
forces (music, television, etc.) have paved the way for acceptance of all kinds of love, relationships,
family styles and values. The idea of “normal” is being completely redefined.
EXAMPLES
CHEERIOS - In 2013, a heartwarming commercial for the popular cereal
HBO’S ‘LOOKING’ -
featured a biracial family sparked a lot of conversation and a startling amount of
racist reactions, proving that the New Normal is still being molded and
acceptance, for some, can be slow to start. This year, Cheerios isn’t backing
down. In fact, they’re coming back for their first-ever Super Bowl ad that brings
back the same biracial family.
While television has, in recent years, offered a growing
cast of gay characters on shows from Modern Family to Orange is the New Black
to The New Normal, (cancelled last May), few series focus solely on the nuances
and complexity of contemporary gay relationships. This has all changed,
however, with HBO’s new series Looking, a half-hour drama exploring the lives of
three gay men in San Francisco.
MORE >
MORE >
Wednesday, February 5, 14
*Trendwatching
19

20. FEMALE FRONTIER
*
The glass ceiling above women may not yet be shattered, but the spotlight is certainly shining on it.
Across the globe, societies are realizing that rigid gender constructs are hindering our economic
development and social progress. Across the globe, profiles of women have reached new prominence in
public discourse, turning attention to their place in politics and the workforce, and changing the
dialogue around gender roles.
EXAMPLES
BEYONCE - Beyonce mania has officially taken over in 2014. While B has been
SHERYL SANDBERG - WIth the debut of her popular book, Lean In, Ms.
making headlines since her Destiny’s Child days, she has exploded in the past
few months. She’s not only making waves in how she’s released her music (the
top-secret, unhyped release of her latest album made headlines around the
world in early January); she’s become a movement, spurring Tumblr blogs, GIFs
and more.
Sandberg has started to redefine women’s roles in society - specifically the
workplace. “Leaning In” became common jargon amongst women, across social
media platforms and in a myriad of news articles. In the latest news, Sony
Pictures bought up the film rights to translate Facebook COO Sheryl Sandberg's
book Lean In to the big screen.
MORE >
MORE >
Wednesday, February 5, 14
*Ford
20

21. SECRECY REIGNS
In a world where everything is out there, there’s a shift towards the secret and selective. Keeping things
a secret and delivering a big surprise can be remarkably powerful. There will also be a turn towards the
underground - places, products or services that provide people with a secret or lesser known
experience. Think speakeasies, curtains, secret entrances and all.
EXAMPLES
BLIND BARBER - Blind Barber’s name (sort of) speaks for itself. The unique
bar (with locations in NYC and LA) doesn’t advertise itself as a bar. In fact, it’s
actually a real barbershop, in the front at least. In the back, it’s a whole different
story. For those who are in-the-know, the back of the barbershop offers a
bumpin’ late-night scene with DJs, PBR’s and awesome grilled cheeses (for the
earlier crowd).
MORE >
Wednesday, February 5, 14
WOLVESMOUTH - For the past two years, in a loft apartment in downtown
Los Angeles, Craig Thornton has been conducting an experiment in the
conventions of high-end American dining. Several nights a week, a group of
sixteen strangers gather around his dining-room table to eat delicacies he has
handpicked and prepared for them, from a meticulously considered menu over
which they have no say. It is the toughest reservation in the city: when he
announces a dinner, hundreds of people typically respond.
MORE >
21

22. PHYGITAL
The line between the physical and digital is becoming more and more diluted. As social media and
digital connections and experiences are becoming the norm, the physical here-and-now has seemingly
taken a backseat. Yet, as consumers increasingly find themselves craving the real, the physical and the
tangible, many digital-led brands and services are trying to capitalize on this by returning to the
physical, even if only for one ad campaign.
EXAMPLES
HOINTER - Upon entering the Hointer store, customers are asked to
download the Hointer store app which allows their smartphones act as a
personal shopping concierge. Fittings rooms are automatically set up with the
items customers choose to try on. Unwanted clothes are discarded down a
laundry shoot. Once shoppers are finished shopping they simply click the
checkout button on their phones and pay with a credit card and are done.
MORE >
EBAY SHOPPABLE WINDOW - Ebay teamed up with Kate Spade
Saturday and set up digital storefronts with connected glass touch-screen
windows in Manhattan. The 24-hour Window Shops allows shoppers to select
items they want to purchase, place an order for the items, arrange free 1-hour
delivery anywhere in the city, and pay with PayPal Here upon delivery. Ebay has
expanded the service to the San Francisco Centre Mall partnering with Sony,
Rebecca Minkoff and Tom’s.
MORE >
Wednesday, February 5, 14
22

23. VISUAL DELICIOUSNESS
*
People’s shorter attention spans, their preference for juicy, beautiful imagery and greater overall
accessibility to photo capturing technology will force brands to embrace imagery over text and find
increasingly innovative ways to do so. Those who succeed will give consumers a ‘feast for the eyes,’
visually speaking. Images will simplify stories and immerse our senses. In 2014, images > text.
EXAMPLES
OREO - With the famous Daily Twist campaign, Oreo designed 100 different
MERCEDES BENZ TAKE THE WHEEL - The “Take The Wheel”
cookies to release a new one each day. The campaign was so simple (showing
people a new picture of a cookie every single day). The simplicity was brought
to the next level when paired with the exciting visual element on social media
channels. It was fun, lighthearted, shareable and, most of all, visually delicious
(just like the cookie itself).
campaign for the Mercedes-Benz CLA looked to Instagram to help attract Gen
Y’ers to the brand. Mercedes chose 5 of IG’s best photographers and let them
drive the All New CLA two months before it launched. Each photographer took
the car on a road trip and posted pictures from the trip on their Instagram
accounts. The photographer with the most likes of their pictures won a CLA.
MORE >
MORE >
Wednesday, February 5, 14
*dw+h
23

24. FSTR
*
In 2014, any remaining notions of a link between ‘time’ and ‘quality’ will be well and truly broken.
Mobile-loving, instant-gratification-seeking consumers will flock to experiences that are not only faster,
but inherently more streamlined. Cutting out the middle man and the hassle is for consumers is key.
EXAMPLES
VINE - This 6-second video app has redefined our attention spans. People and
TINDER - Tinder has taken out the middle man and pioneered a new frontier
brands alike have to work within this time-frame to entertain their followers and
make sure their message is heard loud and clear.
for online dating. Based on the age-old “hot or not” game, users have to decide
if they like someone based on a brief bio and no more than 6 photos. If you don’t
like him or her, you can just swipe to the left and they’ll be gone for good.
MORE >
MORE >
*Trendwatching
Wednesday, February 5, 14
24

25. HELPFULL
*
The digital space is redefining customer service. Consumers have become accustomed to services that
preemptively fulfill their needs, and will continue to expect the same in retail spaces and other offline
contexts in years to come. Brands that position their marketing as a service will find loyal, engaged
customers who appreciate the sheer utilitarian value of their service.
EXAMPLES
HELLMANN’S - Hellman’s Brazil’s Recipe Cart, which uses NFC technology to
FIAT - Fiat Brazil launched a live online platform to reduce the gap between
immediately suggest meal ideas to shoppers as they walk past other ingredients.
The month-long campaign fitted shopping carts at a Sao Paulo supermarket
with touchscreen tablets. When consumers placed a jar of Hellmann's in their
cart, the tablet detected where they were in the store and made suggestions.
experiencing a car virtually and in the real world. The Fiat Live Store is manned
by ‘Fiat experts’ wearing MyStream headsets specially designed for the project
that feature a high-resolution micro camera, a microphone, headphones and a
streaming device. Visitors can video call the experts and see their desired car
from the experts’ point of view, via the eye-level micro cameras on their
MyStream headsets.
MORE >
MORE >
Wednesday, February 5, 14
*Trendwatching
25

26. PLAYSUMERS
*
Brands are increasingly providing the opportunity for consumers to earn their perks in new, playful
ways. Those that ask for consumers’ effortful participation that eschews any agenda in favor of for-thehell-of-it fun will succeed. People are willing to put in effort (as long as it’s fun) to get what they want Think sweat equity.
EXAMPLES
RUSSIAN OLYMPICS COMMITTEE - Want a free subway ride in Russia?
MATTEL - To encourage people to utilize the lost art of spelling, Scrabble
All you have to do is work up a little sweat. In an effort to promote both the
upcoming Olympic Games in Sochi and a healthier lifestyle, the Moscow metro
has set up a special vending machine that offers travelers one free ticket in
exchange for performing 30 squats. To gain a free ticket, subway riders must
perform the squats in front of the machine and curious bystanders, and do them
in under two minutes.
placed free Wi-Fi hotspots in places where you can’t usually get an internet
connection. Members of the public could access it – provided they could make a
(pass)word out of the seven letter tiles they were given. Every point scored
meant one minute of Wi-Fi access, meaning the higher their score, the longer
their connection – and words shared on Facebook doubled that person’s
allocated allowance.
MORE >
MORE >
Wednesday, February 5, 14
*Trendwatching
26

27. CURATED CURIOSITIES
Curation is the new craze. We will see more and more consumers craving curation in their products,
brand experiences and personal lives. Why outfit your living room head-to-toe in IKEA when you could
go to the local flea market and curate pieces that perfectly fit your design vision?
EXAMPLES
EBAY TASTEMAKERS - If Pinterest and eBay had a baby, it would look
BIRCHBOX - Birchbox has trailblazed "discovery retail." Co-founded by Katia
something like the new Marketplace eBay featuring curated collections by some
200 "trendsetter star curators," including design-world favorites like Jeremiah
Brent, Pharrell, Solange Knowles and blogger Joy Cho. The goal of the new
feature is "to make browsing and buying on eBay more personalized and
inspiring."
Beauchamp and her Harvard Business School classmate Hayley Barna, Birchbox
serves its customers a monthly mix of up-and-coming beauty brands and wellestablished ones like Nars and Stila by curating the experience based on
subscribers’ personal preferences. And it's innovating with style: The smart
packaging and design, with its hot-pink accents, make each delivery feel like
even more of a treat.
MORE >
MORE >
Wednesday, February 5, 14
27

28. DIGITAL ANONYMITY
The age of indiscriminate sharing on social networks is rapidly changing. In 2013 we learned of NSA
leaks, privacy debacles, and massive inquiries into our digital lives. Simultaneously, a social platform
based on transmitting communications with minimal digital tracks was valued at $4 billion. This isn’t a
coincidence; scrutiny is playing an important role in how we mold our digital personas. We’ll continue to
see an influx of platforms catering to a digital experience grounded in anonymity.
EXAMPLES
SNAPCHAT - This multibillion-dollar photo-sharing app is hot. So hot, in fact,
HEML.IS - The cofounder of Pirate Bay is attempting to crowdsource funds to
that its CEOs even turned down an offer from Facebook. Teenagers today are
migrating away from other social networks that leave a digital trace of their
every move. With Snapchat, while users aren’t anonymous, they can capture and
share moments with friends without worrying about the consequences of these
moments lingering in the social stratosphere for all eternity.
build an encrypted NSA-proof messaging app. The app will be called Heml.is
(Hemlis means secret in Swedish) and the top-level .is domain belongs to
Iceland, a country famous for its data protection. Using end-to-end encryption,
Heml.is is being designed so that no third party, whether they be governments,
companies or ISPs, can spy on messages.
MORE >
MORE >
Wednesday, February 5, 14
28

29. ONE-TO-ONE REALIZED
*
With all the noise out there, people want to feel like the brands they love are talking to them and them
alone. They want to feel they are in an exclusive relationship, so to speak. Brands that can master oneto-one communication will become dispensable to consumers because they provide real, tangible value.
EXAMPLES
MY STARBUCKS REWARDS - My Starbucks Rewards works by
MLB iBEACON - Taking advantage of Apple's iBeacon indoor mapping,
continuing to recognize and reward their most loyal customers. Customers earn
Stars by paying with a registered Starbucks Card, the Starbucks mobile app or
by entering Star codes from specially marked Starbucks products in the grocery
store. The more they buy, the more Starbucks will treat them to their favorites
on the house: free drinks, free food, free refills and more.
the MLB plans to customize its At the Ballpark app for everyone that walks
into any of its stadiums nationwide. It populates a ballpark guide with
information specific to each particular stadium. As you near the gates, the app
displays your ticket's barcode on screen, as well as a map of where the seats
are located. If tickets are loaded into Apple Passbook or purchased online
through certain ticketing partners, the app will automatically pull them up.
MORE >
MORE >
Wednesday, February 5, 14
*BSSP
29

30. ADDITIONAL
TRENDS
RESOURCES
HASHTAG HANGOVER*
SHOCK AND AWE
FAUXSTALGIA
SHARING ECONOMY
ENTREPRENEURIA*
FLATTENING
NATIVE ADVERTISING
BRANDED GOVERNMENT
INSTAPURCHASING
RADICAL DISRUPTION
YOUNIVERSE*
AMBIENT COMMERCE
*Subscription-based source
30
Wednesday, February 5, 14

31. RESOURCES
RESOURCES
From subscription-based services to news articles, we scoured the internet high and low to find the best of the best reports.
Thanks to the following resources for providing the trends and examples that made the final cut for this report:
7 CONSUMER TRENDS TO RUN WITH IN 2014 - Trend Watching
14 TRENDS FOR 2014 - Aaron Perino
2014: 10 THINGS THAT WILL MATTER FOR BRANDS - Jack Morton Worldwide
2014 TREND REPORT - Trendwatching.com*
2014 TRENDS By Havas Sports and Entertainment
AMERICA IN 2014: WHAT'S GOING TO MATTER TO MARKETERS - BSSP
ELEMENTS OF CULTURE: 2014 TRENDS REVEALED - Sparks & Honey
JWT: 10 TRENDS FOR 2014 AND BEYOND - JWT Intelligence
JWT: 100 THINGS TO WATCH IN 2014 - JWT Intelligence
LANDOR'S 2014 TREND FORECAST - Landor
LOOKING FURTHER WITH FORD: 2014 TRENDS - Ford Motor Co.
MINTELL REVEALS US CONSUMER TRENDS 2014 - Mintell
TECH+DATA+HEART: - Stylesight*
TECH TRENDS 2014 - Frog Design
*Subscription-based site
31
Wednesday, February 5, 14

32. ADDITIONAL
RESOURCES
RESOURCES
In the spirit of intelligent exchange, here are some additional reports, blogs, articles and opinion pieces we found
helpful on our quest for cultural knowledge.
4 TRENDS THAT WILL DISRUPT MARKETING IN 2014 - Adrants
5 OF THE BEST AND WORST SOCIAL NETWORKING TRENDS FOR 2014 - Fast Company
FORMATIONAL TRENDS NEED TO EMBRACE IN 2014 - Digital Strategy Consulting
CES 2014: MILLENNIALS IN PLAY: 5 KEY MILLENNIAL BEHAVIORS WITH
CONSUMER ELECTRONICS - IPG Lab
CES 2014 TRENDS - Uber Cool
7 BIG RECENT TWITTER CHANGES YOU SHOULD KNOW ABOUT BEFORE THE IPO - Fast
Company
CONTENT PREDICTIONS FOR 2014: THE VIEWS OF COCA-COLA AND FACEBOOK
AND OTHERS - Marketing Magazine
10 TRENDS FOR 2014 AND BEYOND VIDEO - JWT Intellegence
DIGITAL ADVERTISING SOCIAL AND TECH PREDICTIONS & TRENDS 2014 - Soap
Creative
10 WEB ANALYTIC TRENDS FOR 2014 - Mashable
2014 PREDICTIONS: BRANDING AND SOCIAL CULTURE - Foodable TV
ADBLOCKS PLUS: 2014 FORECAST FOR ONLINE ADVERTISING - Adotas
AD TRENDS 2014: PRANKS, SHOCKS AND VISITING THE DARKSIDE - Media Post
DIGITAS LBi: GLOBAL LEADERS OFFER 2014 PREDICTIONS - Adotas
DIGITAL MARKETING TRENDS FOR 2014 - Brand Republic
HOW FASHION BRANDS ARE BEGINNING TO TAKE OVER THE WEARABLES
MARKET - PSFK
BIG COMMERCE: 2014 WILL BE THE YEAR OF THE SMALL BUSINESS E-TAILER - Adotas
CES 2014: LURKING ON THE FLOOR: 3 TAKEAWAYS FROM AN OUTSIDER - IPG Lab
32
Wednesday, February 5, 14

33. ADDITIONAL
RESOURCES
HOW NATIVE ADVERTISING WILL CHANGE IN 2014 - Adweek
INFOGRAPHIC: B2B CONTENT MARKETING TRENDS FOR 2014 - Brand Republic
TECHNO PARANOIA AND 9 OTHER PRIVACY TRENDS MARKETERS NEED TO WATCH
IN 2014 - Ad Age
INSPECTOR GADGET: TOMORROW’S TECH TRENDS FROM CES 2014 - Trend
Central
THE ALCHEMY OF SUSTAINABILITY: FIVE FORCES THAT WILL DRIVE MORE MEANING,
GROWTH AND IMPACT IN 2014 - BBMG
IPG MEDIA LAB: 2014 MEANS MOBILE FIRST DATA DRIVEN EXPERIENCES Adexchanger
THE CONTENT MARKETING FORECAST: 10 PREDICTIONS FOR 2014 - Mashable
NINE DIGITAL MARKETING TRENDS TO WATCH IN 2014 - Rebecca Lieb
PSFK FUTURE OF WEARABLE TECH REPORT - PSFK
SEVEN SOCIAL VIDEO TRENDS FOR 2014 - Marketing Magazine
SOCIAL MEDIA TRENDS FOR 2014 - Adam Vincenzini
SPEED SUMMARY: THE WIRED WORLD IN 2014 – WIRED MAGAZINE’S 52 NEEDTO-KNOW TRENDS - Wired Magazine
THE FUTURE OF WEARABLE TECH - PSFK
TOP 13 VISUAL DESIGN TRENDS FOR 2014 - Adrants
TOP APP TRENDS OF 2014 - PSFK
TOP TRENDS TO WATCH OUT FOR IN 2014 - PSFK
WEBMEDIA GROUP 2014 TREND REPORT - Webbmedia Group
WHAT CHANGES WILL MILLENNIALS FORCE BRANDS TO MAKE IN 2014? - Adage
33
Wednesday, February 5, 14

34. FOLLOW
US
http://zambezi-la.com/
https://www.facebook.com/ZMBZ.LA
info@zambezi-la.com
@zambezi_sharks
248 Westminster Ave
Venice, CA 90291
(310)-450-6800
@zambezi_la
http://www.linkedin.com/company/zambezi-inc.
34
Wednesday, February 5, 14

35. THANK
YOU
35
Wednesday, February 5, 14