回顧已知，掌握新知，探索未知。
《改變未來的100件事：2020全球百大趨勢》— 寫在新型冠狀病毒發現之前，發行在新型冠狀病毒全球蔓延之際......2020年的一開始，新型冠狀病毒便在全球肆虐，緊急狀態下各大城市的繁華與喧鬧早已被空無一人街道所取代，另一次的金融危機已無可避免。病毒改變了數以千計人們的生活習慣，造成的影響難以估計，面對未知的未來，人類正遭逢重大考驗。在動盪不安的世代人們開始有了許多不同的反思，危機或許就是轉機，對於過去一直以來所知的信念似乎開始有了很大的反轉，而這些新的趨勢勢必會在下個十年深深地影響每一個人。
改變未來的100件事：2020年全球百大趨勢是偉門智威智庫（Wunderman Thompson Intelligence）年度重量級的趨勢報告，整合全球策略人員的分析報告與數據，列出未來的趨勢、消費者洞察以及創新模式。
這本趨勢報告，揭露在全世界各地正在發生的事，它涵蓋了：文化、科技與創新、旅遊與觀光、品牌與行銷、食品、美容、零售、精品、醫療保健、金融十大領域，提出100件你一定要知道的事。
每一個趨勢都代表無數的商機，透過這本書，偉門智威將用最淺顯易懂的方式帶您一起看向未來，掌握趨勢。
Review the known, master the new, explore the unknown. " 2020 The Future 100 " was written before the outbreak of COVID-19 and published at the time as it's spreading around the world.
Since the beginning of 2020, coronavirus has been spreading like wildfire around the world. As the pandemic rages, the hustle and bustle of big cities were replaced by empty streets. Another financial crisis is inevitable. The virus has changed the lives of thousands of people, the impact is difficult to measure. In the unknown future, human beings are facing unprecedented challenges. In this turbulent time, people began to have many different reflections. Big crisis has reverse people’s beliefs. These new trends are bound to deeply affect everyone in the up-coming decade.
2020 The Future 100 is Wunderman Thompson Intelligence’s flagship annual publication. This report combines the analysis and data researched by the strategy team of Wunderman Thompson all over the world. It charts emerging and future global trends, consumer insights, and innovation patterns.
This report unveils many things that are happening around the world. It covers culture, technology and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, luxury, health and finance. It’s the 100 essential things you must know.
Every trend leads to numerous business opportunities. With this book, Wunderman Thompson will take you to the future in a simple and digestible way.
作者簡介：
Wunderman Thompson 偉門智威
2019年，由創立於1864年，世界第一家廣告公司—智威湯遜 (J. Walter Thompson)與全球頂尖數位公司—偉門 (Wunderman)合併而成，隸屬於全球最大傳播集團—WPP。
以「創意、數據及科技」為核心的偉門智威Wunderman Thompson ，致力於提供客戶最佳生意解決方案。
本書主要的編寫團隊—偉門智威智庫(Wunderman Thompson Intelligence)，此智庫負責研究全球趨勢，研究範圍包括：未來趨勢、消費者變化和創新模式，讓讀者能夠更加了解國際趨勢且提供品牌經營、產品服務開發與行銷等方向。
關於Wunderman Thompson Intelligence
偉門智威智庫是偉門智威面向未來思考的研究和創新單位，負責觀察剛興起的現象以及未來的全球趨勢、消費型態變化、創新發展模式，並在進一步解讀這些趨勢後，將其見解提供給品牌參考。本單位提供一系列諮詢服務，包含客製化研究、簡報、聯名品牌報告、專題討論，也勇於創新，與品牌合作，在品牌框架下引領未來趨勢，並執行新產品與概念。本單位由偉門智威智庫的全球總監Emma Chiu所帶領。
偉門智威粉絲專頁及官網連結:
WT Taipei粉絲專頁: https://www.facebook.com/wunthompsontpe/
WT官方網站: https://www.wundermanthompson.com/taiwan
Wunderman Thompson
In 2019, WPP, the world’s largest communications group, merged its global advertising agency J. Walter Thompson (Found in 1864, the world’s first ad agency) and digital agency Wunderman to form Wunderman Thompson. With “Creativity, Data, and Technology” at its core, Wunderman Thompson is committed to provide clients with the best business solutions.
Wunderman Thompson Intelligence
Wunderman Thompson Intelligence is Wunderman Thompson’s futurism, research and innovation unit. It charts emerging and future global trends, consumer change, and innovation patterns—translating these into insight for brands. It offers a suite of consultancy services, including bespoke research, presentations, co-branded reports and workshops. It is also active in innovation, partnering with brands to activate future trends within their framework and execute new products and concepts. It is led by Emma Chiu, Global Director of Wunderman Thompson Intelligence.
Websites of Wunderman Thompson
WT Taipei FB: https://www.facebook.com/wunthompsontpe/
WT Official Site: https://www.wundermanthompson.com/taiwan
章節試閱
01前景樂觀
各品牌對於2020年及往後的發展抱持樂觀態度。
過去幾年中，全球社會在不穩定的政治、經濟、環境問題中載浮載沉，消費者也比過往更加焦慮，2018年蓋洛普公司(Gallup)的一則調查顯示，美國人是世界排名最焦慮的一群人。今日，渴望擺脫 荒涼光景及反烏托邦主義的廠商和消費者，終於能開始以謹慎、寬心的視角望向未來。
奧多比公司(Adobe)的創意潮流總監布蘭達.米莉絲(Brenda Milis)向偉門智威智庫表示:「雖然多數人認為目前處於一個焦慮的時代，但我已經開始抱持謹慎、樂觀的態度了。目前有越來越多的創意專案和宣傳企劃，都把焦點放在最真實的情緒表現上，傳達人的情感和人際連結，而這些就是那種能夠建立信任、凝聚社群，並且讓世界變得更理想的視覺設計。」
2019年9月，樂高公司推出了有趣的宣傳企劃試圖啟發下一代，望他們能接下戰帖並「重新創造世界」;普拉達(Prada)的 2020 春夏男裝「樂觀節奏系列」展現了「自 信、享樂、無限的積極和機會」。這些品牌發揮創意，透過充滿希望和能量的辭藻以及視覺語彙，來傳達向善發展的改變，對消費者展示充滿希望的未來。
彩通色彩研究所(Pantone Color Institute)也發表了代表自信、猛烈的「火燄猩紅」( Flame Scarlet )，以色票展現他們對2020年春夏的正面期待。整體色盤帶有明亮、溫暖的調性，使用大膽且理智的色彩，該色盤也被其行政總監莉雅翠絲·艾斯曼(Leatrice Eiseman)形容為「一個多采多姿的故事」。艾斯曼認為「這季的色盤顏色強烈且繽紛，展現了我們對正向思考及向上提升的決心。」而彩通公司將「經典藍」(Classic Blue)訂為年度代表色，更完美地詮釋了經過深思熟慮後展現的樂觀精神，彩通認為這個顏色「能讓人想起浩瀚無垠的夜空」，進而開展充滿機會的世界。
值得關注的原因:
虛無主義的時代已經結束，擁有前瞻思考的公司在審慎評估後，也以踏實且樂觀的前景預測來一掃過往陰霾。
01 Optimistic futures
Brands are adopting an optimistic outlook for 2020 and beyond.
The past years have left societies across the world adrift in unsettling political, economic and environmental times. Consumers have been feeling more anxious than ever, with Americans among the most stressed in the world, according to a 2018 survey by Gallup. Now brands and consumers, eager to move the conversation on from bleak, dystopic times, are casting a more measured and reassuring lens on the future.
“While many refer to these times as the age of anxiety, I’ve begun to feel cautiously optimistic,” Brenda Milis, creative trends lead at Adobe, tells Wunderman Thompson Intelligence. “A scaling number of creative projects and campaigns now focus on presenting honest emotions, expressiveness and connection. These are the kinds of visuals that have the power to build trust, community and help inspire thoughtful change in the world.”
Lego launched a playful campaign in September 2019 with a provocative mission, asking the next generation to take on the challenge to “Rebuild the World.” Prada’s spring/summer 2020 men’s collection, Optimist Rhythm, captures a “spirit of confidence, of enjoyment, of boundless positivity and possibility.” Brands are creatively casting a hopeful future for consumers by addressing change for good with hopeful messaging and energizing visual language.
The Pantone Color Institute has also unveiled a positive forecast in its color palette for spring/summer 2020, leading with the confident and fierce Flame Scarlet red swatch. The overall palette is bright and warm, with colors that are bold but grounded and is described as “a story of colorful expression” by Leatrice Eiseman, the institute’s executive director. “Strong and vibrant, this season’s color palette displays our determined desire for positivity and uplift,” says Eiseman. The announcement of Classic Blue as Pantone’s Color of the Year 2020 perfectly captures a sense of thoughtful optimism. Pantone describes the color as “evocative of the vast and infinite evening sky,” opening up a world of possibilities.
Why it's interesting:
The nihilistic days are over and forward-thinking companies are brightening the gloom by offering a measured and thoughtful outlook, one that is both realistic and optimistic.
01前景樂觀
各品牌對於2020年及往後的發展抱持樂觀態度。
過去幾年中，全球社會在不穩定的政治、經濟、環境問題中載浮載沉，消費者也比過往更加焦慮，2018年蓋洛普公司(Gallup)的一則調查顯示，美國人是世界排名最焦慮的一群人。今日，渴望擺脫 荒涼光景及反烏托邦主義的廠商和消費者，終於能開始以謹慎、寬心的視角望向未來。
奧多比公司(Adobe)的創意潮流總監布蘭達.米莉絲(Brenda Milis)向偉門智威智庫表示:「雖然多數人認為目前處於一個焦慮的時代，但我已經開始抱持謹慎、樂觀的態度了。目前有越來越多的創意專案和宣傳企劃，...
目錄
文化 Culture
科技 & 創新 Tech & Innovation
旅遊 & 觀光 Travel & Hospitality
品牌 & 行销 Brand & Marketing
食品 & 飲品 Food & Drink
美容 Beauty
零售 Retail
精品 Luxury
醫療保健 Health
金融 Finance
文化 Culture
科技 & 創新 Tech & Innovation
旅遊 & 觀光 Travel & Hospitality
品牌 & 行销 Brand & Marketing
食品 & 飲品 Food & Drink
美容 Beauty
零售 Retail
精品 Luxury
醫療保健 Health
金融 Finance
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