It’s been a year of contradiction. We’ve seen increasing diversity and inclusion as well as greater control and nationalism. Technology continues to evolve at an incredible pace while trust declines. On one hand, data can give us more insights to build this trust, but the process of gaining that data can also destroy it. In these conflicted times, it’s difficult for brands to navigate this path, but there’s an opportunity to nurture an environment in which trust can grow.
这是充满矛盾的一年。我们看到了不断增长的多样性和包容性,也目睹了更深的控制和民族主义。科技继续以难以置信的速度发展,但信任却随之下降。一方面,数据可以给我们提供更多的见解来建立这种信任,但是获得这些数据的过程同时也可以摧毁信任。在这些冲突时期,品牌很难把握正确的方向,却有机会培育一个让信任自由生长的环境。
For this year’s Think Forward report, we developed a framework of six key social drivers which we used as our lens to analyse and categorise emerging trends.在今年的Think Forward报告里,我们提出了六个用来分析和分类新兴趋势的社交驱动关键词
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 Certainty确定性
hyper transparency and accuracy ambassadors超透明性和准确性的代表
Brands are racing to win back consumer trust by providing certainty through absolute transparency – not just glossing over the uncomfortable bits. Next year we believe that this backdrop will lead to a race for brands to build the most consumer trust, but just telling consumers about their actions won’t be enough – brands will need to show them.品牌竞相用绝对的透明带来的确定性赢回消费者的信任,而不只是粉饰那些让人不安的地方。我们相信明年这一背景将导致品牌之间产生为建立消费者信任的竞争。但仅仅告诉消费者他们的行动是不够的,品牌需要把行动展示出来。
For example, Dodo Pizza is using blockchain technology (a method of independently recording and verifying data) to allow its customers constant visibility of the business and an unprecedented transparency when it comes to how the pizza chain operates.举个例子,味美达披萨利用区块链技术(一种独立记录和验证数据的方法)让顾客在披萨连锁经营这方面能不断地获得商业进程和前所未有的透明度。
Coffee supplier bext360 is also using blockchain technology to show consumers the origin of every bean, giving them assurance that its farmers are being paid fairly. It’s not good enough for brands to say they are honest, or have their staff say it – this will need to be validated throughout the supply chain by third parties and suppliers.咖啡供应商Bext360也使用了区块链技术向消费者展示每一个咖啡豆的来源,从而向他们保证农民受到了公平的待遇。品牌说他们自己很诚实或者让员工说这一点并不够,需要由第三方和供应商在整个供应链环节中进行验证。
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 Connection联系
automated empathy – hyperpersonal or invasive?自动移情——超个人化还是对个人的入侵?
AI has undoubtedly been one of last year’s biggest buzzwords. It’s on many a client’s agenda and will continue to be in the foreseeable future. We’re now seeing machines that can determine your mood, and data is going deeper than demographics. In the past brands tried to stimulate emotion. Now they can feed off it to build a connection with consumers.AI(人工智能)无疑是去年最热门的词之一。它在许多客户的议程上,并且将来会持续出现。如今,机器可以决定你的情绪,数据比人口统计特征更深入。过去,品牌试图激发情感。现在他们可以用AI来建立与消费者的联系。Companies are already using AI to measure micro-expressions to discover what people really feel when watching adverts, opening up a wealth of untapped opportunities for marketers.许多公司已经在使用AI来测量微表情,以发现人们在观看广告时的真实感受,这为营销人员提供了大量未开发的机会。
Amazon is developing Alexa to determine emotional intent in speech, while Honda’s NeuV concept car uses emotion tracking and biometric monitoring to assist in real-time driving decisions based on your mood.亚马逊正在开发Alexa来了解人说话时的情感意图,而本田的NeuV概念车采用情感追踪和生物监测技术,根据你的心情来帮助实时驾驶。
This will pose a number of opportunities and challenges for brands – in particular, considering the context of a conversation before delivering a messaging to your consumer. There’s a thin line between hyperpersonal and highly invasive.这将给品牌带来许多机遇和挑战——尤其是要在向消费者传递信息之前考虑到对话环境。在超个人化和高度侵略性之间有一条微小的线需要衡量。
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Belonging归属感
consumers become the creators消费者成为创造者
Consumers are no longer just casual buyers – they play an active role in shaping a brand’s community and its future. This year we have seen a shift towards a participatory business model. adidas turned to the freestyle football community to produce its GLITCH boot, empowering its fanbase to come up with the product concept, name, and design. adidas then sold the boot through an invite-only community where selected users could create their own pair of bespoke boots.消费者不再只是随意的购买者,他们在塑造品牌的社群和未来方面起到了积极的作用。今年,品牌商业模式向更高的参与度转变。阿迪达斯邀请了花式足球团体来为它设计GLITCH足球鞋,让这些爱好者自己提出产品的概念、名字和设计。随后,阿迪达斯在一个只有邀请才能加入的社群内出售这款鞋子,从而让一些用户可以创造他们自己的定制球鞋。
Breakout brand Monzo took a truly grassroots approach to its development by carrying out all its beta-testing in the open and actively encouraging users to feedback on its pre-launch product on social. In 2018, brands will need to start trusting their communities more, and rewarding them with responsibilities.突破性品牌Monzo采用了真正的最基层的方法来联系用户。它所有的beta软件测试都在户外进行,并且鼓励用户在社交媒体上对准备上线的产品给予反馈。在2018年,品牌需要更加信任他们的社群,并用责任回报他们。
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   Status地位
 beyond micro – small is the new big在网络之上——以小见大
Influencer status was once the preserve of the few. With the rise of micro influencers on a huge scale this has been democratised; brands and their communities are networking at a more personal level.
那些有影响力的人的地位曾经只是少数人的特权。但大量在网络上有影响力的人的出现让社群更加民主,品牌和他们的社群之间正在以一种更私人的形式建立联系。
Next year we’re going to see brands getting even more granular, and looking directly to their ‘everyday’ consumers to network with. Instead of spending big on influencers, they’re creating micro value exchanges at a personal level.明年,品牌将会变得更平易近人,并直接与他们的日常消费者联系。与其在影响者身上花费巨大精力,他们更愿意在个人层面上创造网络价值交换。Freitag, the Swiss bag company, lets customers borrow its products for three weeks to road-test them on their travels, trading off a hashtag and getting them to post about it. By recruiting passionate brand fans rather than paid-for promoters, it is forging stronger and more authentic connections with its network. Small is the new big.
Freitag,一家瑞士的包袋公司,允许顾客把包借走三周在旅行途中实地测验,但要求他们在社交媒体上带上标签分享使用感。通过招募热情的品牌粉丝而不是付费的推广者,品牌与消费人群之间建立了更紧密也更真实的网络联系。每一个普通的消费者都可能为品牌带来巨大的商机。
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Progression进步
 embracing neurodiversity接受神经的多样性
Perspective is powerful. People are fed a blinkered view – from stereotyping to unconscious bias. Progression is combining different views to deliver a more rounded experience.
观点是强大的。人们的观念里有很多误区——不管是刻板印象还是无意识的偏见。进步就需要结合不同的观点来获得更全面的体验。The diversity debate has undoubtedly lit a much-needed fire in the advertising industry this year, and we’ll continue to embrace different thinking around race, gender and morality in 2018. But advertisers will have to work harder to represent things which are harder to depict. One of these areas is neurodiversity. Neurodiversity is promoting the inclusion of people whose brains work differently (Asperger’s, Tourette's and dyslexia are just some examples).今年的多样性辩论无疑点燃了广告业急需的一股火,2018年我们将继续接纳种族、性别和道德观之间不同的思想碰撞。但广告商必须更加努力地去表现那些难以描绘的东西。其中一个领域是神经的多样性。神经的多样性就是推动大脑工作方式不同的人群的融合(例如阿斯伯格综合征、图雷特氏综合征和阅读障碍征)。
There are already some brands which are representing a more neurally diverse way of thinking. Microsoft has an autism hiring policy, and Sainsbury’s is also rolling out an autism-friendly initiative, where for one hour every week, stores dim lights, turn down tannoys, music and self-checkout volumes in order to create a more calming shopping environment. There’s an opportunity for brands to take a multi-faceted approach to their communication, showcasing the many sides to their audience.已经有一些品牌展现了神经上的多种思维方式。微软有一个面向自闭症人群的招聘政策,Sainsbury’s 也推出了一个自闭症友好倡议,在每周一小时里店铺中的灯光会变得昏暗,广播、音乐和自助结账系统关闭,从而创造一个更安静的购物环境。品牌可以采用多方面的沟通方式向消费者展示他们的多面性。
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Conscience道德心
Unfight club没有硝烟的战场
Social is divisive. Brands have always tried to share values with their audience – they pick up on their consumers’ opinions and mirror them back to build better connections. But there are two sides to every issue and picking one can alienate your consumer, as political, moral and social standpoints can be deeply entrenched.
社交是分裂的。品牌总是试图与受众分享价值观——他们挑选一些消费者的观点,并将它们反映出来以建立更好的关系。但每一个问题都有两面性,只选择一个观点可能会让你的消费者感到疏远,因为政治、道德和社会观点根深蒂固。Brands have the opportunity to open up a different discourse between communities and consumers by encouraging a more diverse point of view and becoming a platform on which different views can be aired. This alternative route means brands are moving into the role of civil facilitator instead of decider. We saw Heineken boldly walk into this space with Worlds Apart, which worked on breaking down stereotypes and bringing opposites together.品牌可以通过鼓励多样性的观点在社群和消费者之间打开不同的话语,从而成为一个可以传播不同观点的平台。这种替代路线意味着品牌的角色从民事决策者向民事调解者转变。喜力就大胆地带着旨在打破成见和团结对立者的“Worlds Apart”广告步入这一领域。
Engaging and understanding another point of view can help strengthen your own brand’s point of view. Whereas in the past you would never think about conversing with your enemy, in a world of promiscuous consumers, you stand to make greater gains.参与和理解另一种观点有助于增强你自己品牌的观点。但在过去,你永远不会考虑和你的敌人交谈。在一个有各种各样消费者的世界里,你才有可能获得更大的利益。