Around the world, futurists and advertising strategists are unveiling their forecasts for the year ahead. We thought we’d dive into some of the trends unveiled by JWT in their ‘Future 100 2018’ report – the agency’s snapshot of the year ahead, which outlines the most compelling trends, themes and phenomena to keep on your radar.
 

According to Lucie Greene, Worldwide Director of The Innovation Group at
JWTIntelligence.com: “As ever, the pace of technological change and the global nature of digital networks are causing much faster trend evolution. Food, beauty and ingredient developments – not to mention new challenger companies
and retail models – are scaling more quickly than ever.”
 

It’s an observation that echoes the theme of ADFEST 2018, ‘Transform’. This year’s festival will dive into the trends that are driving massive change in 2018, from 5G to augmented reality and AI.
 

Here are a few of the most fascinating trends outlined by JWT to look out for in the year ahead…
 
THE FEMALE GAZE
 
According to JWT, the success of Wonder Woman sparked discussion about the need for more female directors, writers and producers. For a fresh take on storytelling in 2018, consider putting more women behind the camera lens as writers, directors, photographers and cinematographers.
 
INTERSECTIONALITY
 
If you’ve never heard the word ‘intersectionality’ – a phrase coined in the late 1980s by lawyer and feminist Kimberlé Crenshaw – expect to hear a lot more of it in 2018. It’s a word that describes the overlap of race, gender, sexuality, and class, which can contribute to a specific type of experience in the world – and create unique overlaps in discrimination or bias. As storytellers, we need to be far more aware of ‘intersectionality’ as savvy younger consumers call out lazy stereotyping and generalisations.
 
RELIGIOUS RESURGENCE
 
“Rapid industrialization and social change have led to a yearning among many for a new moral compass and a sense of identity and community – which some people are seeking in religion,” says JWT, but warns, “Brands that try to tap into this need to be careful not to risk looking exploitative or tone deaf.”
 
CREATIVITY MEETS AI
 
There’s plenty of anxiety over artificial intelligence, but in 2018 we’ll see more artists embrace “the way AI can bring a new perspective to the human experience, with intriguing results”.
 
KID INFLUENCERS
 
Perhaps a little horrifyingly, kids as young as three and four years old are being groomed as the next influencers. Dubbed "Generation Alpha", these kids are rewriting the playbook on social strategy from their very earliest years, so brands best take note.
 
INTERNET OF EYES
 
We’re already moving from the Internet of Things to the Internet of Eyes, according to JWT, as more and more everyday objects become outfitted with smart cameras and the latest in visual recognition technology. “Advancements in machine learning mean that cameras could one day recognize individuals, learn habits, measure emotion and more – with significant ramifications for retail, marketing, and beyond.”
 


 * Download JWT’s Future 100 2018 report here: https://www.jwtintelligence.com/trend-reports/the-future-100-2018/