The future in brief: trends to watch in 2013

Issue 92: December 2012

With the year drawing to a close the world's newspapers, business magazines and the blogsphere have all been busy making predictions for what's in store for 2013. As usual there's a lot to digest, so to make it easy for you this month's Whitespace highlights the common themes. Covering topics ranging from emerging consumption and lifestyle patterns to the evolution of workplace communication here is our curated list of trends to watch for the year ahead.

Consumers want their data

At a time when organisations around the world are grappling to make sense of the massive amount of data generated about their customers comes the related trend of “datamying”. Trendwatching predicts consumers will start asking companies for data that has been collected about them to improve their behaviour or save money. Examples include the presentation of personal analytics on supermarket shopping, smart phone use and entertainment patterns.

Anticipate the expectation economy

Next year will see companies that understand the “expectation economy” thrive, according to Forbes . The term describes the importance of measuring and acting on the often hidden expectations of consumers. It might seem like an obvious approach however research indicates that while expectations of brands has increased by 28 per cent, only 8 per cent have improved their ability to “delight and gratify” customers.

Blue makes a comeback

The Pantone Colour Institute has made its colour prediction for next year: blue – Monaco Blue to be precise – is going to be big. Colour trends play an important role in the fashion industry but are not limited to what we wear according to Inc , which explains that colour is a form of communication that can evoke powerful meanings. Monaco Blue is tipped to characterise the year ahead because of its communication of thoughtfulness, stability and depth.

Have you met my robot?

Smart machines and robots will take on an increasing number of traditionally human jobs in 2013, The Economist predicts. Receptionists, banking assistants and prison guards are a few of the roles that are said to be within reach of a new generation of robots. Home-based robots are also heading towards tipping point with personal robots being developed to provide assistance to aging generations. Here's a preview of the just released multipurpose Baxter robot.

Social media goes internal

Social media is set to move beyond the marketing department in the year ahead as companies embrace internal networks, real-time chats and wikis as mainstream internal communication channels. Fast Company explains that improved productivity is the main benefit of social media strategies that streamline internal processes and break down “silos” between business units. The key to success is said to be a top-down approach to internal social media use that starts with senior management.

Forget having passwords

Wired explains that 2013 will be the year the world starts to understand just how easy it is to hack the many passwords we use to protect information across our devices. If the future-focused magazine is correct you can expect biometric security measures – including the ability of a device to “read” the iris of your eye, voice or fingerprints – to force passwords into permanent redundancy.

One website to rule them all

The days of designing different user interfaces and websites for various PC, laptop, tablet computer and smart phone devices are coming to an end thanks to “responsive design”. As this Uberflip blog infographic explains, responsive design allows the one website to intuitively change its layout and features to best suit the device it is being viewed on. The BBC and Boston Globe have already embraced the approach.

Online retail gets physical

The future of online retail may not be completely digital, The New York Times explains. The publication reports on the growing trend in the US of online-only retailers like ebay and Esty opening bricks and mortar or short-term only pop-up stores. Rather than mimicking traditional stores these outlets act as showrooms with limited inventory that allow customers to “try before they buy” online.

Business colonies start spreading

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The Australian Institute of Management's Whitespace discusses emerging business trends, and represents a 'space to think of the future'. Register now to have this monthly feature emailed to you.