Mindshare Trends 2015: Extrasensory Dimensions
At Mindshare, our future_medialab programme drives our ambition to invent the future of media for our clients. Throughout the year, the future_medialab teams collect new developments in the media, science and creative industries. These are used to identify the themes and issues that will shape the space where data, content and technology collide, helping us to create valuable experiences for brands.
In October last year, we fed all these manifestations into a future_medialab Trends Day. The whole agency – over 400 people, across all disciplines – was involved in brainstorms and ideation sessions to unpick anything interesting happening in media and technology. We used our collective insights to organise these manifestations into six ‘mega trends’ that we believe will shape our industry over the next 12 months and beyond.
Thereafter, our teams looked at these trends through the lenses of their specialisms to identify how they will impact on channels and platforms in 2015. These are the challenges and opportunities we’ll be facing in the coming year – here’s to working together to take full advantage of them.
2015 will see us craving immersive and sensory experiences, as a counterbalance to our increasingly online and frantically busy lives. Our hyper-online selves feel detached from the physical world and so we will seek out experiences that completely absorb our fractured attention for a few moments - to inject a sense of tangibility and add a touch of the imagination/extraordinary to our days. Anything with Extrasensory Dimensions - communicating, playing, shopping - will be welcomed by consumers eager to feel real again. Services and experiences that stimulate and engage our senses will only grow in popularity as the rest of life gets busier, more online, measured and organised. Brands will seek to offer an Extrasensory Dimemsion to their comms to take advantage of this.