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The Nursery View on the Year Ahead

It’s that time when everyone seems to get out their crystal ball and makes their predictions for the coming year. Here at The Nursery, we decided to throw our hats into the ring, so we crowd-sourced some ideas about we think might happen in 2017.  

Some predictions are perfectly possible, some quite bold and some just plain silly, but mildly amusing.

Just one caveat – as none of the predictions are based on insider knowledge and none of us are descendants of Nostradamus, we’d urge you not to make any life-changing decisions based upon them.



There will be increased momentum for take-out food with brands offering ways to provide a more memorable dining in experience. A drop down menu will let you choose what kind of experience you want with your food.



New "waste" sections will appear in supermarkets – where shoppers will be able to buy food past sell-by dates or misshapen vegetables. 




Quality over quantity: in contrast to disposable fashion, the emergence of a counter trend of products with life time (or long life) guarantees will really gain traction in 2017.



A continued move away from fast fashion will spawn ‘make do and mend’ shops where you take in your broken stuff and they will help you fix it or sew it.



2017 will see the continued growth of infantilism/playfulness - an epidemic that is sweeping across western culture with no sign of abating. For example, the rise of adult colouring books, the popularity of shows such as Adventure Time/SpongeBob amongst young adults and new food service outlets such as the Board Games Cafe.




Stop Funding Hate will persuade some quite big advertisers to pull spend out of the Express and Mail.




As London continues to diverge from rest of the country we'll see the growth of the 'out of London' ad agencies as clients seek to get in touch with real Britain; requests for research groups in Middlesbrough, Hull and Scunthorpe will become the norm.




Virtual Reality is going to get big in 2017. Performers are already starting to use it in their shows (Bjork is an early adopter) and brands will soon follow. As technology improves, VR experiences will become better and more accessible.



An increase in more traditional TV shows depicting the 2.4 family environment – more comedies and light-hearted viewing.



There’ll be more of a focus on medical apps – how to spot the signs of certain medical conditions and mental health apps.


There will be more interactive TV shows – where you can click through to sponsored products online such as the clothes the characters are wearing or the products in their home - or you can go to a site with help on how to copy their style at the end.




After another “we really shouldn’t be surprised, but this result is a surprise” election, people will finally start to recognise that polling should be treated more like research, and that asking one direct question is one of the least reliable ways of understanding intention.



Hungry for More? View another 50 of our predictions for the year ahead in the next post below. 


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