At this time of year, Core Media looks to the future.
Outlook 2017 explores the trends that will dominate media and marketing 2017.
In our role at the Core Media strategy team, we look to the big consumer and cultural trends that will affect branding and strategy in the year to come.
The big picture
Culturally speaking, historians tend to look at the 20th Century as starting around 1914. It was a catalyst year.
Before 1914, little was different from the 19th century. However, from the moment the First World War began, the world changed. Over the next hundred years, the lives of people changed culturally, politically, technologically, and economically so dramatically as to be unrecognisable from those of the preceding century.
2016 may well prove to have been that catalyst year for the next century. 2017 has inherited a host of known unknowns.
Uncertainty will be the theme of 2017.
Caught between seismic political change & a post-truth world
Ireland finds itself caught between two seismic global changes.
Uncertainty will be the
theme of 2017
Brexit and the Trump presidency will progress, but their impact is impossible to predict. The economic waves they are creating seem certain to affect these shores, but it remains unclear how severe the storm will be and how serious the damage. Fluctuating exchange rates will impact Irish businesses, while political agendas seem certain to impact foreign direct investment, but quite how is unknowable.
On the the European continent the outcomes of general elections in France, Germany and the Netherlands during 2017 have the potential to redefine the nature of the European Union for all member states.
While closer to home, there is further political uncertainty on both sides of the border, and indeed around the nature of that border itself. We may well find ourselves back in the polling booth facing both a general election, and a referendum on abortion.
All of this sits against a backdrop of mistrust in traditional organisations.
The echo chamber of our social media bubbles is starting to be questioned.
New news sources are being treated with scepticism. The echo chamber of our social media bubbles is starting to be questioned. The next number of years may well prove to be redefining for discourse on this island and beyond. Uncertainty tends to tighten the purse strings. Debt is paid down and mattresses stuffed. Big purchases can be postponed.
Despite this, the country continues to move forward economically. GDP, GNP and employment numbers are in good health. They may yet prove to be sufficiently robust to withstand the storm.
Expect a vibrancy and fervour from people as we begin to question many of our relationships, and seek new options and alternatives.
In the aftermath of the First World War, the pre-war governments of Europe were referred to derisively as the Ancien Régime – hopelessly out of touch with the modern world, modern media and a newly politicised and ambitious youth.
Over the next 5 years, so it may be again. Expect a vibrancy and fervour from people as we begin to question many of our relationships, and seek new options and alternatives. Trivial as it may seem, this goes for brands too.
Impact on media & marketing
In a year of major socio-economic change, we can expect to see shifts in consumer action as well.
We think there are three main trends worth keeping an eye on in 2017, which you can dive into:
- Noise-cancelling consumers
- The rise and rise of direct selling
- Acceleration of the evolution of money.
A version of this article appeared in Core Media’s Outlook 2017 report.