With dramatic increases in the quantity of data, spotting patterns and extracting useful information becomes ever more crucial. We are constantly bombarded with contradictive messages – so putting a system in place that talks back to us is crucial.

A Sense-Making Platform
For far too long we have banked on left-brain values only, therefore it’s time to integrate both left and right brain thinking to shape a more people-centric vision. This requires a healthy balance of logic and intuition – I call this Multidimensional Thinking. Our Trend Atlas is a holistic overview of the future exploring the Scientific, Social, Emotional and Spiritual dimensions of society for decoding the cultural content and identifying the key drivers of change. Put simply: it is a sense-making platform.

Tomorrow’s Communication Landscape
According to the Meaningful Brand Index MBI, only 20% of brands globally are perceived to have a positive impact on our quality of life. There is no doubt that we are in need of new models and measures to match people’s real needs and expectations. By exploring today’s key society drivers we will get a better understanding of tomorrow’s communication landscape. While often speak about trends individually it is important to understand that  they are all interwoven.

Building Trust Through Dialogue
Total Transparency means authentic organisations will ensure that brand promise and consumer experience are totally aligned with performance. Especially in today’s sceptical climate where digital dialogue forces companies to work even harder not only to be noticed, but also to be trusted. As physical and virtual borders dissolve, Smart Technology informs and enables better lifestyle choices for all. Seamless transitions are crucial and companies must take a firm user-centred approach adapting their messages to multiple devices. Cloud Culture enables actions and reactions in real time, inspiring sharing, open dialogue and new leadership styles where agility and scalability rule. This brings opportunities to innovate and collaborate with people in a faster, more efficient way.

Inclusive Leadership Models
Global Citizens are setting new standards in society and business. Culturally open and mobile, they are digital natives who don’t want to be fed information or follow traditional patterns because they view the organisation and the world as a place without boundaries. In this new landscape we also see new inclusive leadership models based on the Female Factor. Organisations that understand how to leverage a more human-centred approach based on diversity, work/life balance and empathic values will thrive – especially as female leadership skills are strongly correlated to talent retention, customer satisfaction and profitability.

Better World Citizenship
People need to know exactly why they should work for or engage with a brand and this desire for Social Capital is the glue that underpins society. It is essential for building loyalty, as we see profound changes in the workplace – remember, in the 21st-century, employees expect working life to work for them. Increasingly we are looking for Better World credential in all areas of life, and business must be the primary driver behind a sustainable and intelligent future. Corporations and individuals alike will have to become active participants in meeting society’s challenges.

New Measure of Success
Ultimately, most of us look for The Good Life – and already ‘Happinomics’ is flourishing, and encouraging a ‘mindful approach’, recognising that happy people inspires high performance and success. “Positive Psychology as The Catalyst for Change” is already informing a new generation of business leaders, as people are identifying new measure of success.

Creating Value for Everyone
Value driven experiences are key: obviously, all the trends are relevant as we adapt our needs depending on our mood or situation. However, there are two distinct mindsets shaping tomorrow’s world. The Rational mindsetvalue Mobility and Dialogue, and the more Emotional oriented mindset value Community and Engagement. Meaningful experiences must appeal to both mindsets and focus on a 4P bottom line of: People, Planet, Pleasure and then Profit.

Engaging with all Stakeholders
There is no doubt that meaningful communication requires a foundation of Multidimensional Thinking. Ultimately, the true measure of a 21st-century brands is how it engages with its people and the world. The 4P is not just a communications strategy, but the new norm in successful organisations, ensuring well-being, sustainability and an honest, authentic and influential approach to engaging with all stakeholders.

Images
1. Social Media Clutter – unknown
2. Selgas Cano Architecture Office Madrid
3. SFMOMA – Snøhetta Architects Norway
4. Happy Kids in Norway – Brekke

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