By: Benjamin Shaw

What’s trending now?

Fast Forwarding the Aging of the Youth

Social media platforms, the undying memory of the internet, and constant gamesmanship between peers have created a culture in which the youth must grow up both quickly and at a much younger age.

Why it’s Important?

Gamesmanship is the art or practice of using tactical manoeuvres to further one’s aims or better one’s position in the world.  This has until recently only described business or sporting decisions, but the youth of today now engage in these practices so often that it is slowly becoming second nature.

An example of the type of competition Facebook-friends might engage in is friend-count, and on Linked In: network-reach, and on Twitter: number of followers.  When you’re young this is simply a number to brag about, but young adults use these numbers to rate peers on their people-skills, their ambitions and their general likeability.  This is important to understand because the pressure to “improve one’s rating” is enormous.  A contributing factor to this is that we’re now so used to living in a gamified world (see gamification). Everything must be a competition in order to be fun and have purpose.  The result that stress levels for students are high therefore comes as no surprise.

Another example of how competitive social platforms have become, is the almost mandatory space to detail one’s internships and work experience on one’s profile.  Young adults seem to care more about the number of places worked at than the amount of time spent at each place, and HR departments seem quite aware of this - internship-hopping is not seen as disloyalty at all; it seems in fact to portray ambition, flexibility and desire.  The younger one is able to start collecting names to put on that space, the more of an advantage one can create.

Thus social media has created the perfect platform for peers to flaunt qualifications and education.  Of course, not only has social media allowed the youths themselves to monitor and compete against each other, but it has also afforded employers the opportunity to accurately assess an individual’s character traits and part of their personality, due to the infallible – and eternal – memory of the internet.

What's the butterfly effect?

This has led to three developments.  Firstly, the youth grow up quickly.  They have to.  They interact on platforms used by adults and are thus expected to act appropriately.  Over half of Facebook’s users are under the age of 24 , which means that there is an entire generation of potential-employees desperately trying to signal to the prospective market.

Secondly, there is huge pressure to perform better than others through this gamesmanship within one’s own friendship and peer circles.  Although sometimes beneficial (for example academic competition helps motivate one another), it can be taken too far, and companies ought to offer more job security to young employees who come in prepared to fight for their position from day one.

Thirdly, the youth are forced from a very early age to take full responsibility for their actions and their good reputation, because everything is traceable and integrated.  It is increasingly difficult to separate from one’s online presence, and thus companies are currently duly concerned about the online following their future employees may have generated.  The younger a student realizes this, the earlier the tweets begin to change.

The pioneers and the global hotspots

There are more youth in the world today than we’ve ever had before, and they are found primarily in developing countries.  Globalisation has led to rather challenging conditions for these young adults to grow up in, despite the various advantages it has brought. (Rachel Nugent)

Not only do we need to be aware of the hugely competitive environment prospective employees have been exposed to, but companies need to realise that the generation they’re looking to employ is savvy at ladder-climbing and ready to contend for anything.

About Ben

Benjamin is a broad-thinker, fast learner and passionate trend spotter.
He particularly loves reading about the integration of technology into society, and the role that entrepreneurs have to play in new South Africa.

1. The blur between retail and advertising

As we continue to become more comfortable with digital media and the changing notion of users vs. producers of content, many media companies are suddenly getting into the retailing business. Writing in the New York Times, Eric Wilson notes a rise in the number of fashion magazines offering readers the chance to make purchases from their websites. From Esquire to GQ and even Vogue, magazines are showing a keen interest in e-commerce as the world of print publication continues to struggle. For readers, the benefits are obvious – in an age where time is precious and convenience is king, there is no need to look further than the website of your favourite magazine (whose curatorship you trust) to purchase the latest fashion and beauty products. Howard Socol, former CEO of American department store Barneys concedes that there are no boundaries anymore as traditional brick-and-mortar stores who once viewed magazines as a way to sell their brand to customers could now see them as a threat. Brands take note; the 'see-click-buy' mentality will herald a new age of shopping, where consumers expect to be able to buy products wherever they see them online. Word on the ground is that this trend is set to unfold in South Africa early next year, with Media 24 planning to implement e-commerce ventures for a number of their titles.

2. The rise of the artisan eater

2011 saw the emergence of the artisan eaters – the new 'foodies' who are interested in consuming local, hand-made products bought at small-scale urban markets. The micro-brewed ales and home-made preserves that adorn these market stalls are reflective of a sense of global nostalgia for idyllic rural life: a desire to cultivate, through the purchasing and eating experience, an intimacy with food suppliers and a greater sense of community. The shift in favour of high quality ingredients and craftsmanship of butchers, bakers and candlestick-makers, reasserts our value in upholding production standards that have been overshadowed by industrialised food provision. More profoundly, the artisanal food movement has created a culture of 'ethical eating'. The use of local ingredients to diminish the effects of food transportation – in the attempt to reduce our 'carbon-footprint'– is an example of consumption that is consciously reflexive of effects of eating on the ecosystem. While the artisanal movement is predominantly evident in the food industry, it is only a matter of time before other lifestyle industries will be affected. Brands who promote the use of high quality raw materials and show a respect for traditional craftsmanship will enjoy growing support from consumers in 2012.

3. Revolution culture

2011 has undoubtedly been the year of the revolution. In South Africa, the establishment of the Police Protection Unit in response to increased outbreaks of violent protest, speaks of a growing need to manage civil unrest. On a global scale, waves of disillusionment have swept through youth culture; giving rise to what WGSN calls the 'radical revolutionaries' – politically and environmentally conscious youth who have grown up immersed in Internet culture and who use technology to create social change. This form of digital activism or 'clicktivism' is on the rise, as youth across the globe are harnessing the power of social media to organize campaigns and protests. Disgruntled by corporate greed, radical revolutionaries are calling for transparency, honesty and accountability from brands (and governments). Important considerations for these young people are the future of the environment, the effects of mass-consumerism, access to education and escalating debt amongst their peers. Brands that address these issues earnestly and show genuine support for the plight of the youth will enjoy the approval of the radical revolutionaries, who will show their support through promotion in their personal networks. While revolution culture will no doubt continue to evolve in the first half of 2012, the second half of the year will see us usher in a post-protest culture, a time for reflection and consideration of a new way forward in 2013.

4. Disaster design

With the number of natural disasters increasing dramatically each year, it is no wonder that designers are looking to environmental catastrophes for inspiration. This year we've noticed an increase in the number of designers (architects, industrial designers and even fashion designers) who are showing careful consideration for the effects of natural disasters and going so far as incorporating anticipatory and responsive features into products. With examples including the newly built Dali museum in Florida that is designed to protect artworks from storm surges and hurricane debris and the Svalbaard Global Seed Vault, which holds over half a million seed samples, that is designed to withstand a nuclear bomb. On a smaller scale, the disaster design movement is permeating consumer industries with items including Jan Kath's oil-spill inspired woven rugs and Ricardo Garza Marco's San Andreas coffee table, which mimics a tectonic fault line, becoming sought-after by homeowners. Aside from the fact that disaster design literally reflects the age of disaster we currently live in, it also points towards a new age of conscious design that is inspired by real-world events. In 2012 more consumers will be looking for products that offer a story for them to share with friends, whether in online networks or face-to-face interactions.

In 2012 the distinction between our online and offline lives will cease to exist – together they will just be 'life'- fluid, dynamic and convenient. This blend of on- and offline living hints at consumers' growing desire for a human element in our everyday experiences as our lives are becoming digitally cocooned. Tesco Homeplus Korea's 'subway supermarket' initiative is the perfect example of creating this seamless dual experience for customers. Advertising agency behind the campaign, Cheil, erected a large billboard inside one of Korea's subway station platforms that was designed to look like a series of supermarket shelves complete with images and price codes of items. Shoppers were able to scan the QR code of the item they wished to purchase, thereby adding it to their online shopping cart. Once the web transaction was complete, items were delivered to the customers' homes at the end of the day. In London, department store John Lewis initiated a similar 'click and collect' campaign where shoppers could scan the QR codes of items in the window displays and collect them within 24 hours. These kinds of strategies should inspire weary brands to create unique experiences for customers who want to retain their 'digital native' status but also play an active part in the real world.

6. Leasing lifestyle

2012 will see an increase in the number of consumers adopting a transient model of ownership. In recent years we've noticed a decline in traditional ownership as it implies a certain level of cost and commitment that does not appeal to consumers who are looking for convenience and the chance to collect as many experiences as possible. For those living in dense urban environments where physical space is scarce, owning bulky and irregularly used items makes little sense, hence the shift towards a 'leasing lifestyle'. With ubiquitous mobile access across the globe, consumers have (and desire) the option of booking items whenever and wherever they are needed. While the trend is manifesting predominantly in the transportation industry (think car and bike-sharing initiatives), its effects are being felt in industries including art and fashion with designer handbag rentals and virtual art buying on the rise. Businesses should take heed of the benefits offered by the leasing lifestyle trend – shared ownership presents companies with opportunities to broaden their audience as more consumers now have access to otherwise out-of-reach luxuries. For consumers, fractional ownership offers the possibility of perpetual upgrades and the ability to maximize the number of experiences they enjoy.

7. Gaming for good

It is reported that the average young person today in a country with a strong gaming culture would have spent in excess of 10 000 hours behind a consol by the age of twenty-one – the same amount of time spent in school from grade five to matriculation, with perfect attendance. The glorification of the 'nerd' in recent years (think of Marc Zuckerberg's rise to stardom) has led to a renewed interest in gaming culture, which has traditionally been relegated to the not-so-cool-kids corner. While gaming is strongly associated with escapism and distraction from the real world and its problems, new game designers and theorists are exploring the potential psychological benefits of gaming. According to gaming expert Jane McGonigal, we become better versions of ourselves when we game: we embrace an infallible disposition and are more eager to cooperate and solve problems creatively. 2012 will see a rise in 'gaming for good' – harnessing the benefits of gaming to improve our quality of life. New game designs will feature crises of our time – oil shortages, animal extinction and global warming – encouraging players to map a new way forward. With researchers solving a protein folding problem that perplexed AIDS researchers for more than ten years with a mere ten day game-play of Foldit, it is clear that gaming will play an integral role in shaping our future.

8. Rise of the free radicals

In the last few years we've noticed the emergence of the 'slashies' - people who, according to global advertising agency Saatchi & Saatchi, define themselves not by a single occupation, but rather by the diversity of their experiences, passions and networks. 2011 saw the evolution of the slashies into what CEO of Behance, Scott Belsky has termed the 'free radicals'. Dubbed the new professionals of the 21st century, free radicals "take their careers into their own hands and put the world to work for them". According to Belsky's Manifesto for Free Radicals, this group of young professionals makes a living doing what they love and sharing their thoughts and creations on social networks, thereby authentically building an audience that provides feedback and leads them to new opportunities. Businesses take note: free radicals refuse to surrender to the status quo and make a point of questioning and challenging old-school bureaucracy and antiquated business practices, finding innovative ways around them. Free radicals expect to be utilized to their full potential, regardless of whether they are working for a small startup or global corporation. Continuous learning in the workplace is crucial – when their learning plateaus, free radicals will not think twice about leaving.

9. The days of our (online) lives

Psychology experts are hailing this the 'fourth revolution' – a time where technology is responsible for drastically shaping our perceptions of self and our crafting of identity. With a bulging global youth market that enjoys constant mobile connectivity, it is no surprise that we are placing significant emphasis on the development of virtual capital through our online networks. Young people today are investing in 'brand me' from an early age, collecting friends, followers and badges that reflect their aspirations for the future. This year we've noted a rise in 'online status symbols' – virtual symbols that that consumers acquire to display their contributions, creations or popularity to their peers online. Over and above this, 2012 will see an increase in the number of services that allow us to archive our digital lives. Examples of such services include Twournal, a site that enables Twitter users to transform their tweets into a real-life published journal and Intel Museum of Me, which creates an online virtual museum based on users' activity on Facebook.

10. The rise of the technocrat

When the traditional politician is rendered spineless and incapable, the electorate is tempted to seek the wisdom of outside experts in top jobs. This has been the recent turn of both Greece and Italy who found concerted answers in candidates Lucas Papedemos and Mario Monti, after old political systems left them submerged in debt and crisis. 'Technocracy' first abounded when the US assembled a group of engineers to combat the Great Depression. Indeed, US government still holds onto economists like Larry Summers to help to make the 'big decisions'. Singapore, British-ruled Hong Kong and Mexico's Institutional Revolutionary Party link this form of control to autocracy. The technocrat puts national interests above party-interests, and his know-how makes him trustworthy to take exceptional political actions adequate for serious crisis: whether making spending cuts or closing military bases. There are plenty of elections happening in 2012, and much of the world seems to be on the lookout for rulers who have the capacity to make difficult decisions. The question, however, is whether scientists and economists with dazzling CVs will be favoured over those with political prowess, despite the fact that the technocrats' lack of political legitimacy has always proved them to be a short-term fix.

By: Pierre du Plessis.

What is trending?

These trends are a continuation of the now familiar Slow Food movement started in the late eighties by Carlo Petrini. The Slow Food movement relishes things like fresh local seasonal produce, recipes handed down through generations, sustainable farming and so on. www.slowfood.com

This sparked other Slow Trends, two interesting ones are Slow Sex and Slow kids or raising unhurried children in an reaction to the pressure to live ever more hurried lifestyles.

Why it's important.

Ever since the industrial revolution over a 100 years ago, faster, higher and stronger has been the motto of the modern world, creating a frenzied living pace, causing heart attacks in people under 30 from doing 90 hour work weeks. The Japanese even have a name for death caused by overwork, karoshi.

The obsession with speed is creeping in everywhere even into the bedroom and into the way we raise our kids.

1 out of 4 people admit to answering a cellphone during sex.

Bedtime stories are now available in 1 minute editions.

Children as young as 3 enrolled for private tutoring classes in Britain.

Pornography and our speed culture teaches that all that matters in the bedroom is the finishing line.

In East Asia it is not uncommon for a child to spend 80 hours a week at academics, million of kids spend additional time in 'cram schools'

An unsatisfying sex life leads eventually to an unhappy marriage, and marital problems are costing US companies up to 7 billion dollars a year.

Computer camps and motivational seminars now accept children as young as four.

What’s the butterfly effect?

Across the board the obsession with speed and success is reeking havoc in our relationships and in our children. We were not created to move this fast, our relationships suffer from hurried love making and our children suffer from anxiety, sleep deprivation and a list of disorders, which all can largely be traced back to being taught to go faster, sooner.

The pioneers and global hotspots

The reaction to this fury is the Slow Sex movement and Slow kids (or raising unhurried children)

Just pick up any local men's magazine now a days to read how they are urging readers to return to seducing their partners with long laid-back encounters, complete with candles, music and a massage.

Nothing highlights the yearning for slower sex more than the worldwide Tantra boom, everyday 12 000 plus people navigate to www.tantra.com. Tantra teaches basically that love making is a spiritual act that weaves together the partners, it advocates slow love making. Even the most un-spiritual of us, knows about the strong emotional bonds a physical relationship creates and can benefit from paying more attention to it and creating more time for it.

South Korea is cracking down on cram schools with the minister of education, Lee Ju Ho, at the helm of the movement quoted: “But that energy has been spent on raising test scores, not nurturing creativity or any other aspect of human nature,”

In Finland, children enter preschool education at the age of six, and formal schooling at seven. And Finland routinely tops the world rankings for educational performance and literacy. Read more about the Finland school system.

An anti TV movement is aiming to create more space for kids to just be kids, time to play, daydream and discover. Essentials for nurturing well balanced creative children. www.turnoffyourtv.com

About Pierre

Pierre is a communicator, a dreamer and a troublemaker. He loves how we are all connected in more astounding ways and more than we ever thought.

He is completely obsessed with life in contemporary culture and he wallows in new ideas and marvels at how they can restore and re - create our world.