6 trends

Hermien Mijnen
H.Mijnen@goc.nl
the wave of trends
tour’13
Dennis Luijer
dennis@visueeldenken.com
@visiblethinking
SHARING & REFINING
6 trends in the creative industries
STORYLINE
VERSION 1.4
current
6 TRENDS
#WAVEOFTRENDS, #GOCTRENDS
In a world filled with innovative industry, the creative domain moves to its own trends.
These ‘waves’ can be seen as chances, which in turn can be turned into opportunities
accross different disciplines. This is where our story starts...
We zoom in and take out 6 of the trending waves that shape the outline of the creative
industry. Let us take a closer look...>
#WAVEOFTRENDS, #GOCTRENDS
These 6 trends are the result of another year
of research done by Hermien Mijnen and her
colluegues of the GOC. They are supported by the
bigger wave...the undertow of the industries.
#WAVEOFTRENDS, #GOCTRENDS
individualisering
Iedereen is steeds meer verantwoordelijk voor eigen
levensonderhoud en geluk. Samenwerking en collectieve
regelingen zijn eigen keuze. Beeld: Van kudde naar samen
spelende schaapjes
internationalisering
Buitenlandse invloeden op onze economie en
samenleving zijn groter dan we denken.
Bedrijven opereren internationaal, mobiliteit
neemt alleen maar toe.
informalisering
We gaan steeds informeler met elkaar om.
Voorgeschreven regels worden losse regels.
Beeld Weg met de stropdas en hoed Of Van stijldans
naar jazzdans
informatisering
Iedereen is altijd en overal bereikbaar,
informatie is altijd en overal verkrijgbaar
Beeld
Spinneweb of persoon die met allerlei media tegelijk bezig is
intensivering
Alles gaat sneller, druk neemt toe. Behoefte aan
beleving, kicks wordt steeds groter (burn-outs
steeds meer) Beeld: bungeejumpen
#WAVEOFTRENDS, #GOCTRENDS
our
PROSUMER
#WAVEOFTRENDS, #GOCTRENDS
CONTEXT
“trend”
* - Wat zien we de consument beleven?
* - Wat levert dat hem/haar op?
* - Wat is de diepere behoefte van deze doelgroep
#WAVEOFTRENDS
of mail naar:info@goc.nl ovv waveoftrends
VB: case die trend
in context ondersteunt
TRANSMEDIA
“surfing through media”
interoperabiliteit
Hoppen van het een
naar het ander
verdwalen
info overload
te veel keuze
We see the people in 2013 balancing. And we see them use a lot of different media at once.
Let’s bring in a consumer. Tell me, dear consumer, what does all this surfing do for you?
What are the benefits for you?
Surfing brings this consumer a feeling of connectedness. He feels connected to other people
and connected to all that is happening around the world.
VB: Sister act
total media offensive
ME-BRANDING
“Design yourself!”
Hyperbewust dat andere
je zien
dwanggedrag (altijd maar reageren)
wie wil ik worden ipv wie ben ik?
boven jezelf uitstijgen
beter dan je bent /
ik kan ook dit worden
This is, of course, not a completely new trend. The use of fashion and all sorts of design is as
old as the world. But in the online world there is an extreme transparency and openness.
What are the benefits for the consumer?
In the online world a well designed identity gives us access. For example, access to a new
LinkedIn group or to a headhunter who is interested in your skills.
VB: access to groups
based on linkedin profile
WE SHARE
“exploring a new culture of sharing”
User generated content boom
need for safe and secure online spaces
paying for privacy and safety
cloud or no cloud?
pay or not to pay?
mogelijkheid: mijn content wordt gebruikt
risico: mijn content wordt gebruikt
What we see is an enormous amount of content and ever
more (a growing amount of) content in the cloud.
The sharing of all this content is fun, these consumers are
all laughing. But our consumer sees also some dark clouds:
when do I have to pay? And what about my privacy?
VB: I need a blue dog...
the virtual community will
provide
PAYWALLS
“advance? 0,89ct please.”
It is a struggle to let consumers pay for online content.
But when we are able to bring the consumer in the right
mood, or seduce him/her with an extra level of more
specific information, (s)he wants to pay.
Here at WDCD this can be translated into many chances
VB: spotify users paying
a monthly fee...
seeing the value
PROFILING
“to pay or not to pay”
We see that consumers want to get rid of their profile. They
begin to be aware what it means to be a profile.
Of course, every consumers likes the custom made offers.
But when they offer him awful red shoes over and over
again, the consumer don’t like this anymore.
VB: selling user profile
information
blije doos/bejaarde gym)
TAKE OVER
“art is for everyone!”
koppelen van creativiteit
aan imago en beleving
wie betaalt die beveelt
bedrijven en artistieke vrijheid...
We see that art and business still have difficulties to work together.
There is less and less money coming from the government. So our guitar
player is in trouble.
But for the consumer it is an interesting trend. It brings him affordable art
and interesting new combinations, For example, a combination of classical Music and a nature film.
VB: Gelders orkest,
life earth
Hermien Mijnen says:
Dennis Luijer thinks:
Can you spot the future jobs in the
creative industry?
#WAVEOFTRENDS
mail to:info@goc.nl #goctrends
TRANSMEDIA
ME-BRANDING
WE SHARE
PAYWALLS
PROFILING
TAKE OVER
tweet your chance! to #waveoftrends
FESTIVAL OF GAMES