TRENDS: The WIRE identifies the TOP 5 tech & social trends of 2020.

by | Dec 21, 2020 | Branding, Business, Entertainment, Fashion, Lifestyle, Media Industry, Tech, Trends

Being creatures of habit, humans are never quite prepared to dramatically change their behaviour. Well, 2020 put paid to that idea and, as we were forced to experience the world from our homes this year, here are our TOP 5 Trends:

  • The rise and rise of STREAMING (everything)
  • INFLUENCER MARKETING and story telling
  • THE RETURN OF SINCERITY (that’s you, brands)
  • MALLS: A VAST RETAIL GRAVEYARD?
  • WE WORKED AT HOME AND THE WORLD DIDN’T END!

STREAMING:

With all live music events, concerts, shows and tours shut down, live streaming on online platforms ramped it up a notch. Travis Scott’s virtual show on the gaming platform “fortnite” drew 12.3 million live viewers, reportedly earning the rapper US$20 million. The fashion industry pivoted seamlessly to online virtual fashion shows with big brands embracing technology like never before. Noteworthy is the future of the movie industry with Warner Bros. set to launch every

2021 movie on streaming platform HBO Max the same time as they hit theaters. It’s currently a one-year plan and bears much impact on through-the-line earning potential for block buster films.

Image credit: www.freepik.com

 

    INFLUENCER MARKETING and story telling

    Just as it was being shouted from the rooftops that the age of the influencer was over, we suddenly had to spend more time at home consuming entertainment on our devices with the result that many content creators have become highly sought- after carriers of brand narratives and messaging. No longer able to activate their messaging at promotional events, concerts and in person campaigns, brands have had to pivot to these newer voices and channel choices. Brands have also turned inward, creating their own content and strategically casting influencers and content creators to subliminally resonate with the brands messaging. It’s all set to continue, if not grow exponentially, through 2021, all of which segways nicely into …

    Image credit: www.freepik.com

      THE RETURN OF SINCERITY

      As the world pays greater attention to content and content producers, the dynamic of “woke” culture has evolved into a greater demand for authenticity and realness from both brands and content creators. Brands are required to resonate awareness of social issues AND take action or risk being canceled into obscurity as if they never were. There’s a lot of reckoning going on – from the environment to race – and this is only going to become more significant as Gen Z starts to make its voice heard. And don’t think no-one notices when a brand appears opportunistic, aka “woke-washing”

      MALLS, A VAST RETAIL GRAVEYARD?

      Online shopping during the pandemic became the norm, if not a necessity, and early adopters reaped the benefits. A knock on effect are the lonesome effigies to retail worship, malls, once the gathering ground of capitalism and consumerism.

      In South Africa it’s not as frightening as the U.S where 1000s of retailers have closed shop and suburban strip malls stand deserted. Sadly, we are also seeing an attrition of retailers unable to sustain themselves with reduced trading times, notably restaurants. The signs are there, an empty space here and there is starting to make its presence felt and will do, well into tomorrow.

      Image credit: www.freepik.com

        WE WORKED AT HOME AND THE WORLD DIDN’T END!

        Confined to our domiciles, everyone still got on with doing their jobs and the world didn’t blow up. For years the office bound, under-supervision worker paradigm was seen as a great evil never to be contested. But humanity as a species is nothing if not adaptable and home offices sprang up readily & globally, with many never to return to the city.

        As a side dish, the 4th Industrial Revolution is well on its way and as behaviour aligns with digital functionality, the future is, well, here right now

         

          C.S.A.’s monthly cultural portal, The WIRE connects the dots of culture. With concise stories, many with video content, take a premium dive into the world of African entertainment & cultural fluidity. It’s one thing to be hip to what’s happening but it is another to know why.

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