Converting Cultural Shifts into Opportunities

Who doesn't know about JWT?

JWT is the world'ks best-known marketing communications brand. They have more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT continues dominant their presence in the industry by staying on the leading edge.

JWT has a WORLDMADE philosophy, blending the technological innovation with international imagination.

And now they have JWTIntelligence, this site is a center for provocative thinking that is a part of JWT itself. JWT focuses on identifying changes is global zeitgeist so as to convert shifts into compelling opportunities for brands. They have done this on behalf of multinational clients across several categories including pharmaceuticals, cosmetics, food and home personal care.

In the website, they provide 3 informational section which are home as the main entrane, trends report and 2013 and beyond categories.

one of their content that amuse me is their report explanation about us as a human being,

Fear of Missing Out

We’ve always had a fear of missing out—that our peers are doing, in the know about or in possession of more or something better than us—but today it’s exploding with the onset of real-time, location-based and social media tools.

This trend report, which updates our May 2011 report with new quantitative and qualitative data, explores the FOMO phenomenon. We identify which cohort is most prone to FOMO and how they respond to it, spotlight how FOMO is manifesting in the zeitgeist, and look at the wide-ranging potential for brands seeking to tap into FOMO.

In addition to desk research, we interviewed experts and influencers in technology and academia, and conducted a survey in the U.S. and the U.K. using SONAR™, JWT’s proprietary online tool. The survey polled 1,270 adults aged 18-plus and 110 teens from Jan. 19-24.

it is cliche, we have to admit that we loved to get in touch with other people, but more deep than that, we loved to be asked and be cared with someone we know or we love. So we try to attract them by updating our activity or thoughts for the sake of attention.