A-Z Culture Dictionary

A-Z Culture
Glossary 
2016 
The Trends You Need to Know
to be Relevant
AGENCY OF RELEVANCE
CULTURAL ACCURACY
83%
accuracy of A-Z Culture Glossary 2015
As “superforecasters” we measure the accuracy of our predictions. We

also make predictions that can be measured. Trend analytics and
performance metrics are an important part of what we do.
Using social listening tools, we measured the accuracy of our A-Z

Culture Glossary 2015, and we are pleased to share that our prediction
accuracy last year was 83%.
We’re aiming to improve our prediction skills to 85% accuracy in 2016.
© SPARKS & HONEY 2015

AGENCY OF RELEVANCE
CULTURAL LITERACY STARTS HERE!
To help the “curious class” stay relevant in 2016, we’ve assembled an A-Z
glossary of what we predict to be 100 must-know terms and concepts of 2016.
We hope this cultural crib sheet will help prepare you for the year ahead.
Enjoy!

AGENCY OF RELEVANCE
HOW TO READ THIS REPORT
Moving at the DEFINITION

speed of culture and staying relevant is challenging
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for brands and
2015. However,
people
A simple
explanation
alike. We
definition
with soofmany why it’s
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noise. To help the “curious

CULTURAL CHALLENGE class”, we’ve assembled an A-Z
glossary ofTricks,
the toptips,must-know
and exercisesterms so youto can bedevelopawareyour of to stay
knowledge
in this area
culturally relevant in 2016.
(we do not This
endorse theA-to-Z-of-culture
content, we’re merely pointing it out) contains all the
key words, concepts, and trends that will be topical in 2015 and
can serve asELEMENT
AESTHETICS
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sheet (and conversation starter) as
CATEGORY
you
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enter the
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taxonomy of trends increase your
called the Elements
HUMANITY of Culture toCultural
organize signals; IQ. Enjoy! all trends fall into 5 major
IDEOLOGY
categories

AESTHETICS MEDIA TECH/SCIENCE IDEOLOGY HUMANITY
AGENCY
A OF
E RELEVANCE
J P U
App Security
EH
Jackfruit
Penmanship Porn
Uber Dating
Africa Rising
Empathy
JIBO
Phone Doctors
Ultrasonic Sciences
Aging Mobility
Emotional Support Pets
Plywood
Anti-Artisanalism
Atomic Renaissance
K Poetry Slams
Prisoner Assimilation
V
F Kaomoji
Vicarious Robotics
Fan Activism
Visual Search
B Farm-to-Phone  Q VR Daytrips
BCI
Fashion Tech
L Quarter Life Crisis
Library Reinvention
Biased Algorithms
Female Gamers
FOLO  Localizing Water

W
Biohacking
Blockchain
Frictionless Design
R Waste Positive
Raw Life-Streaming Weederies
Boomer Design
Funky Socks
M Redhead Idolization
Wi-Fi Auras
Breathing Education
Material Innovation
Rental Mom
Wireless Energy
MFA, not MBA

Work Capsule Homes
C G Microbial Cloud
Retail Dining
Geek Parenting
Mircrodosing
Cardistry
Genderless Dressing
Modified Class
S X
Cellphone Bugging
Gluten-Free Art
Mood Marketing
Scientific Serendipity Xenophobia 
Coloring Books
Goosebumps Revival
Sensorial Urbanism
Content Attachments
Graphene Obsession
CRISPR
N
Silicon Smart
Slacklining
Y
Yeast
D H Nanny State
Nanosensors
Solo Travel
Young Money
Hot Desking
Neutrals
Darty
Hoverboards
T
Demisexual
No Vaping Signs
Tailored Sweatsuits
Z
Device Mesh
Zero Gravity
Digital Divorce
I O
Theme Park Dystopia
Tomato Crush
DNA Makeup
Image ASMR
Dorm Lifestyles
Insta-Fashion
Open OS
Twitch.tv
Typographic
Other
Drone Pets
Olifactory Tech
1950s
Introverts
Neuroscience
Dubsmashing
Intuitive Apps 3D IP
4D Paper
AGENCY OF RELEVANCE
TRENDS A-Z, DELIVERED TO YOUR POCKET DAILY.
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A
APP SECURITY CULTURAL CHALLENGE
Bigger investments will be made by IT into all phases of What level of access do your
apps have on your phone?
the security lifecycle in 2016. Apps will experience more
Check your phone’s settings to
data breaches and in return will put greater emphasis on see which apps are tracking your
protecting their user’s data. App users will scrutinize location or have access to your
their app’s data protection policies more closely, driving camera and microphone.
increased interest (and innovations) in the way Terms
and Conditions are presented.
© SPARKS & HONEY 2015  

Image: deepadesigns / SHUTTERSTOCK
AGENCY OF RELEVANCE
A
AFRICA RISING CULTURAL CHALLENGE
With BRIC nations economically unstable, investment Read more about Ethiopia’s
severe drought caused by El Niño
and manufacturing attention is turning to Africa, as a
in a World Health Organization
continent full of potential, albeit also threats. Ethiopia in (WHO) report. What opportunities
particular is Africa’s fastest growing economy, but the does this create that can be
nation is also undergoing a record-breaking drought and addressed while still pushing the
famine that will continue into 2016, causing a world nation forward?
humanitarian crisis. Expect more media coverage on
Africa (and Ethiopia) next year, as well as interest in
business, study and cultural exchanges. © SPARKS & HONEY 2015 
Image: Aleksandar Mijatovic / SHUTTERSTOCK
AGENCY OF RELEVANCE
A
AGING MOBILITY CULTURAL CHALLENGE
With the number of Boomers in the U.S. approaching Read this inspiring story of a 90-
year-old IDEO designer who
76 million, and the first Gen Xers turning 50 years old,
wants to make things easier for
there will be a surge of interest in senior mobility — from people her age. What other user
innovative communities to design features to experiences can you take into
autonomous cars to exoskeletons to new medications. consideration?
We will see a growing number of companies helping
Boomers create solutions that allow them to remain
mobile in their later years.
Image: Photographee.eu / SHUTTERSTOCK
AGENCY OF RELEVANCE
A
ANTI-ARTISANALISM CULTURAL CHALLENGE
The artisanal trend seems to have peaked because anti- Thirsty? Watch this video
featuring The Timmy Brothers,
artisanal parodies are on the rise. This trend is
the bespoke water makers.
questioning an obsession with authenticity,
premiumization, bespoke and handcrafting, suggesting
we’ve gone too far. In 2016 we expect a lot of poking
fun at the artisanal hipster movement. What started with
the hipsters of Portlandia, has blossomed into numerous
videos making fun at all things artisanal, such as
artisanal firewood, artisanal water, artisanal ice cubes, © SPARKS & HONEY 2015  
and even artisanal plungers. Image: Kjetil Kolbjornsrud / SHUTTERSTOCK
AGENCY OF RELEVANCE
A
ATOMIC RENAISSANCE CULTURAL CHALLENGE
We’re entering the next Atomic Age. The number of Read Transatomic’s explanation
of the science behind nuclear
global nuclear reactors is set to double within the next
energy. Does it assuage any
decade. Nuclear waste startups are trying to rebrand concerns you might have with
atomic energy. Silicon Valley is focused on atomic using this method of energy?
innovation. Companies like Transatomic Power, with
new science and technology that allows for cleaner and
safer atomic energy, are reopening the atomic energy
discourse. We expect to see more atomic energy
projects to come online in 2016. © SPARKS & HONEY 2015 
Image: Zdenek Venclik / SHUTTERSTOCK
AGENCY OF RELEVANCE
B
BCI (BRAIN-COMPUTER-INTERFACE) CULTURAL CHALLENGE
Imagine a collaboration between a brain and a device, like OpenBCI is a Brooklyn-based
company bringing brain
a computer, where signals from the brain directs the
computer interfaces to the
device simply by the power of thought. Imagine brain-to- masses. How would you best
brain communication as well, such as implanting make use of BCI technology?
memories from one brain to another. Well, it’s here in the
form of BCI. From controlling a video game by thought, to
allowing a frail or disabled person to function
independently. We anticipate leaps in BCI technologies in
2016 to make headlines. © SPARKS & HONEY 2015  
Image: Sergey Nivens / SHUTTERSTOCK
AGENCY OF RELEVANCE
B
BIASED ALGORITHIMS CULTURAL CHALLENGE
Do algorithms discriminate? They do if the person who Read a discussion with a
Microsoft Research computer
write the code is biased. Software is written by people
scientist about how algorithms
and algorithms can reinforce human prejudices. can learn to discriminate. Take
Carnegie Mellon University researchers found out that this opportunity to self-reflect,
Google showed more ads for high income jobs to men identifying any hidden biases of
than women, simply from a algorithmic bias. We expect your own.
more debate around the ethical implications of coding,
and backlash to algorithms in favor of humanism, in
2016. © SPARKS & HONEY 2015  
Image: Bloomua / SHUTTERSTOCK
AGENCY OF RELEVANCE
B
BIOHACKING CULTURAL CHALLENGE
If we can hack a computer, then why not hack the What ethical issues need to be
taken into consideration around
body? Biohackers like Silicon Valley’s BioCurious and
bio hacking? Does the good
Berkeley Biolabs are exploring the building blocks of life outweigh the bad? What kind of
and biology, and finding that organisms can be hacked experiment would you be
like a computer. Of course some decry Biohacking (after interested in conducting?
all who wants a tomato that grows 24 hours a day?),
but medical breakthroughs are resulting from this DIY-
maker-meets-medicine approach. We expect the
debate around Biohacking to get more heated in 2016. © SPARKS & HONEY 2015 
Image: TarikVision / SHUTTERSTOCK
AGENCY OF RELEVANCE
B
BLOCKCHAIN CULTURAL CHALLENGE
Most know of Blockchain as the self-generative software Watch this video about
Blockchain that simply explains
driving Bitcoin, but Blockchain has many other uses.
how it works.
Blockchain is an efficient, secure and instantaneous
mechanism for managing transactions between parties.
It provides verification of the “buyer” and “seller” of any
transaction and thus can be used for package deliveries
and data transfers and secure communications). In
2016 we expect to see Blockchain appear as a security
feature of products and services. © SPARKS & HONEY 2015 
Image: Bloomua / SHUTTERSTOCK
AGENCY OF RELEVANCE
U
BOOMER DESIGN CULTURAL CHALLENGE
Designing with older consumers in mind is still a blind Have you ever had to help
someone from this age group
spot for the UX industry, but with Baby Boomers
navigate technology? What were
controlling 70% of the U.S.’s disposable income and the most frequently asked
71% using a social networking site daily, this questions? Are you a Boomer?
demographic will no longer be ignored. In 2016 we What improvements would you
anticipate new focus on easier navigation, text size and make to UX design to better suit
physical usability, as well as privacy and security your needs?
concerns.
© SPARKS & HONEY 2015 
image: racorn / SHUTTERSTOCK
AGENCY OF RELEVANCE
B
BREATHING EDUCATION CULTURAL CHALLENGE
Most humans take 20,000 to 30,000 breaths daily, but Try to find and attend a breathing
class where you live. How did
most don’t know how to do it properly. Now modern
you feel afterward? Let us know
science is saying that breathing (like drinking water and what you think!
getting a good night’s sleep) can help lower blood
pressure, boost immunity, reduce stress and fight
obesity. Breathing retreats and workshops featuring
belly breathing, conscious breathing and yogic breathing
are on the rise. We will see more attention to breathing
as a psychotherapeutic tool in 2016. © SPARKS & HONEY 2015  
Image: Kite_rin / SHUTTERSTOCK
AGENCY OF RELEVANCE
C
CARDISTRY CULTURAL CHALLENGE
Cardistry is artistically manipulating playing cards like a Watch a five-time cardistry
champion in action. What other
croupier on steroids. It’s considered an art form (even a
skill-based activities would make
“sport”) that comes in many genres: two-handed cuts, for impressive, yet meditative,
spread, fanning, aerials, springs, and more. This awe- content?
inspiring pastime is gaining popularity, and reflects a
cultural appreciation of mastery and a need for mental
focus/relaxation. Look out for Cardistry in 2016.

Image: spiller / SHUTTERSTOCK
AGENCY OF RELEVANCE
C
CELLPHONE BUGGING CULTURAL CHALLENGE
The modern version of Watergate is Cellphone Bugging How does the presence of these
apps affect your behavior? What
via apps that cater to jealous lovers and overprotective
best practices will you develop to
parents. TheTruthSpy and TrackMyPhones let you look avoid falling victim to cellphone
at all the SMS sent or received via the target phone, and bugging?
spying victims are fighting back with CyberDust,
CoverMe, and Wickr, a platform for military-style
encryption and self-destructing messages. Expect to
see much more buzz around bugging and anti-bugging
apps in 2016. © SPARKS & HONEY 2015 
Mascha Tace/ SHUTTERSTOCK
AGENCY OF RELEVANCE
C
COLORING BOOKS CULTURAL CHALLENGE
Coloring can be de-stressing and digitally detoxing art Watch an artist speed color, as
she takes the practice to a
therapy. Adult coloring books like “Splendid Cities: Color
higher level. What other
Your Way to Calm” and “The Mindfulness Coloring accessible activities can lend
Book” are flying off the shelves. Retailers like Target themselves to both creativity and
launched the “Pattern Play” coloring book for adults, mindful relaxation?
while brands like Oreos have introduced Color-In
Packaging. As people seek more opportunities for
creative unplugged play, expect to see more adult
coloring books in 2016. © SPARKS & HONEY 2015 
Image: tomertu / SHUTTERSTOCK
AGENCY OF RELEVANCE
C
CONTENT ATTACHMENTS CULTURAL CHALLENGE
These days products need more than just great Try coming up with an idea for
applying a digital layer to a
packaging and clever ads to get our attention. Today
physical product. How does it
we’re seeing physical objects paired with music and improve the product or overall
videos, so physical products are augmented with digital experience?
content. Cup Noodles in Japan offers a video companion
for “virtual dates” to dine with solo noodle eaters. Brands
are creating content — and attaching content — to
products luring offline and online experiences with a
product. In 2016 we anticipate to see more examples of © SPARKS & HONEY 2015 
this new wave of product/content mashup. Image: Zaid Saadallah / SHUTTERSTOCK
AGENCY OF RELEVANCE
C
CRISPR CULTURAL CHALLENGE
Clustered Regularly-Interspaced Short Palindromic MIT makes Genome Editing with
CRISPR easier for you to
Repeats (CRISPR) is a gene-editing technique that will
understand in this YouTube
likely transform the world. CRISPR makes it easy, video.
cheap, and fast to move and combine genes around —
even genes from bacteria to people. Researchers have
already reversed mutations that cause blindness,
stopped cancer cells from multiplying, and made cells
impervious to the virus that causes AIDS. Expect to
learn more about CRISPR in 2016, and witness the © SPARKS & HONEY 2015  
accelerating debate about rules for the life sciences. Image: science photo/ SHUTTERSTOCK
AGENCY OF RELEVANCE
CULTURAL CHALLENGE
D
DARTY (DAY PARTY)
What was the most creative
Darties are simply day parties…day-long drinking party you ever went to or hosted
binges. A Darty typically consists of drinking on a patio back in college? How does darty
between 12-6, preferably on a Saturday or Sunday. The compare?
Darty is an example of Millennials extending college life
into young-adulthood. While not very different from
regular parties, we expect to see more tips about the
perfect outfit (ehm, you shouldn’t wear dark colors) and
themes for Darties in 2016 as brands jump on board.
Image: Halfpoint/ SHUTTERSTOCK
AGENCY OF RELEVANCE
D
DEMISEXUAL CULTURAL CHALLENGE
A Demisexual is someone who can only experience Do you feel that it’s a legitimate
and needed new term? Take this
sexual attraction if a deep emotional connection has
test to find out where you stand.
been formed in advance. The Demisexual label is an
example of a trend towards the proliferation of micro-
tribes and labeling. While some are against labeling
people, others feel “naming it” helps people who feel
alienated. In 2016 expect to see more conversation
around asexuality, celibacy, and likewise, more micro-
tribes surface. © SPARKS & HONEY 2015 
Image: Photographee.eu/ SHUTTERSTOCK
AGENCY OF RELEVANCE
D
DEVICE MESH CULTURAL CHALLENGE
The Device Mesh is the connective tissue between Read this Silicon Labs paper
about the seamless
mobile, wearable, consumer, home and automotive
communication of connected
devices that make up the IoT (Internet of Things). With devices:
sensors embedded everywhere, we will see devices
working better together, providing marketers with richer
insights on our daily habits. Expect significant
development in wearables and augmented reality
leading to an unprecedented surge in innovation in
2016. © SPARKS & HONEY 2015 
Image: Wasan Ritthawon/ SHUTTERSTOCK
AGENCY OF RELEVANCE
D
DIGITAL DIVORCE CULTURAL CHALLENGE
The cruel part of the Internet is its memory: while things Do you know any happy couples
that never post any pictures
were good, couples shared thousands of happy pictures
together or of each other on
together on Facebook, but once the relationship ends Facebook? For those who do,
the timeline reminders can be haunting. New services see how Facebook is helping
and features are enabling people to erase or block them when they digitally divorce.
specific pieces of their history and digital footprint. In
fact, Digital Divorce and Digital Death management this
is becoming an entirely new industry, which will get more
attention in 2016. © SPARKS & HONEY 2015 
Image: Blablo101/ SHUTTERSTOCK
AGENCY OF RELEVANCE
D
DNA MAKEUP CULTURAL CHALLENGE
DNA testing can guide a skin care regime, identifying Would you want to know how
you are going to age? Would you
clues as to how one’s skin will likely age. This is part of a
try to be in control? Does this
made-for-me beauty trend, from players like GeneU offer sound appealing?
($940 testing) to Skinshift ($99 testing). We expect more
beauty companies leveraging DNA testing to predict and
mitigate future beauty issues. 2016 could be a break-
out year for DNA makeup and beauty products.

Image: wavebreakmedia/ SHUTTERSTOCK
AGENCY OF RELEVANCE
D
DORM LIFESTYLES CULTURAL CHALLENGE
Dorm living is not just for college students anymore. This What are the pros and cons of
such a living solution? Can you
co-living (“Millennial Commune”) model makes sense for
see yourself fitting in? Check out
a society where people are delaying marriage and living how one city is pushing back
with roommates longer. Micro-living units are built against dorm lifestyles.
around a shared living space for cooking, eating, and
hanging out. Roommates can be alone, but never lonely
- a must for social Gen Y. Watch the surge in Dorm
Lifestyles in 2016.
Image: nenetus/ SHUTTERSTOCK
AGENCY OF RELEVANCE
D
DRONE PETS CULTURAL CHALLENGE
Think of it as a friendly drone on a leash. Swiss company What would be your preferred
use of drones? Take a break with
Fotokite created a drone pet for taking aerial photographs
these gorgeous images of the
of family parties, weddings and other events. It can be best drone photography:
launched and working in under one minute; because it’s
on a leash, it’s classified as a kite and thus not impacted
by tightening laws around drone use. In 2016, beyond
Drone Pets, we will have new uses for drones: forest fire
prevention drones, missing pet drones, protest-cam
drones, even subliminal advertising drones. © SPARKS & HONEY 2015  
Image: Mila Supinskaya/ SHUTTERSTOCK
AGENCY OF RELEVANCE
D
DUBSMASHING CULTURAL CHALLENGE
The lip-syncing app Dubsmash allows smartphone If you wanted to try it, what
would be your first soundtrack of
users to recreate movie scenes and dub music videos.
choice? Here’s a dubsmashing
Collective creation is on the rise, along with singing-as- compilation for inspiration.
entertainment (for example the Accapella app). It’s
certainly fun to lip-sync, but is it legal? According to
intellectual property lawyers, posting dubbed-over
videos to social media is illegal. Cultural tension will
mount in 2016 around original versus re-mixed arts.
Image: antoniodiaz/ SHUTTERSTOCK
AGENCY OF RELEVANCE
E
EH (ELECTROMAGNETIC CULTURAL CHALLENGE
HYPERSENSITIVITY SYNDROME) Do you believe this controversial
diagnosis is a real condition?
EH (electromagnetic hypersensitivity syndrome), How does technology affect your
otherwise called “Wi-Fi Allergies,” is a real thing. health? What are the real
Sufferers experience a physical reaction to electricity consequences of our being so
and frequencies, such as nausea, headaches, dependent on it? Have you ever
palpitations, fatigue, and rashes/other dermatological tried digital detox? What did you
problems. Recently a teenager committed suicide think?
because she couldn’t live with the pain or escape the
Wi-Fi. In 2016, there will be more debate and research © SPARKS & HONEY 2015 
around this ailment prompting Wi-Fi Free Zones. Image: HomeArt/ SHUTTERSTOCK
AGENCY OF RELEVANCE
E
EMPATHY CULTURAL CHALLENGE
Some scientists believe societies are losing their Do you believe this controversial
diagnosis is a real condition?
empathy from the numbing of media. Others say that
How does technology affect your
social media and new technologies that enable people health? What are the real
to experience new perspectives are improving empathy. consequences of our being so
As crises such as immigration, terrorist attacks, and dependent on it? Have you ever
natural disasters continue, survival will require more tried digital detox? What did you
empathetic behavior. Expect Empathy to be at the heart think?
of media, education, and research in 2016.
Image: wk1003mike/ SHUTTERSTOCK
AGENCY OF RELEVANCE
EMOTIONAL SUPPORT PETS
E
CULTURAL CHALLENGE
Emotional stability and emotional health are considered The New York Times helps us
to be an important aspect of overall health and get empathetic with Virtual
wellbeing. In light of this, people (especially Singletons) Reality journalism.
are turning to pets for emotional support. New science
suggests that Emotional Support Pets are effective. As a
result we anticipate a rise in the Emotional Support Pet
population, as well as “cheaters” who just want the
delight of bringing their pet to work, shops, events, and
restaurants. Watch out, the Emotional Support Pet
Police will be on high alert in 2016! Image: blurAZ/ SHUTTERSTOCK
AGENCY OF RELEVANCE
F
FAN ACTIVISM CULTURAL CHALLENGE
Fan Activism happens when the passion of fans is Watch the “Superman is an
Immigrant” video to get a sense
turned into action. The Harry Potter Alliance (HPA)
of what today’s mighty fans can
showed the way: one local HPA chapter galvanized to do:
source prom dresses for poor families, another chapter
came up with a campaign addressing economic
inequality in Europe. Meanwhile a Game of Thrones fan
group has spawned a literacy campaign. We expect to
see much more of this as an antidote to lazy activism –
slacktivism — in 2016. © SPARKS & HONEY 2015  
Image: r.nagy/ SHUTTERSTOCK
AGENCY OF RELEVANCE
F
FARM-TO-PHONE CULTURAL CHALLENGE
Farmigo helps people get food directly from local farmers; Check out a local farmers’
Sprig delivers sustainable meals and VegOut! recently market. Would you be tempted
launched a program inspiring people to eat 30 veggies in to replace this with buying via an
app? Consider how widespread
30 days. New Farm-to-Phone apps encourage behavior
it will become among people
change by creating a network comprised of consumers
with no easy access to farmers’
interested in improving their diets, local farmers, and tech
markets, and what this adoption
entrepreneurs. As smartphone ownership rises, expect to
would depend on.
see more programs that facilitate healthier eating,
improved produce distribution and local sourcing in 2016.
Image: CykOtie/ SHUTTERSTOCK
AGENCY OF RELEVANCE
F
FASHION TECH CULTURAL CHALLENGE
We’ve been expecting techtonic shifts in fashion as the What are some of the items in
tech and apparel industries collide. Up until recently, your wardrobe that you’d never
wearable tech was still paying more attention to functions want to go the way of wearable
tech and why? What mainstream
and features, while fashion purists focused on form and
clothing companies would be
aesthetics. But now wearable tech is getting more
among the first to venture into
sophisticated, with the likes of The Crated – a design and
this space? Check out one
engineering studio focused on textile circuits – developing
designer who helped a star light
UV responsive garments. We expect to see more fashion up the red carpet.
tech in 2016 as the industries blur.
Image: Catwalk Photos/ SHUTTERSTOCK
AGENCY OF RELEVANCE
F
FEMALE GAMERS CULTURAL CHALLENGE
150 million Americans (that’s over 59%) play games. Listen to six gaming podcasts
produced by women for women.
48% of gamers are female. 52% of the gamers in the
UK are women, and we are likely to see the same in
the U.S. very soon. Mobile and casual gaming were
primary contributors to the steady rise in female
gaming, but more than half of female gamers say they
play on a console and online. Women play games, but
few women design games. We expect to see the
number of female game designers surpass its current © SPARKS & HONEY 2015
22% mark in 2016. Image: elwynn/ SHUTTERSTOCK
AGENCY OF RELEVANCE
F
FOLO (FEAR OF LIVING OFFLINE) CULTURAL CHALLENGE
FOLO is the fear of living life offline. People deliberately Next time you travel, leave all
present their best selves online and browse other people’s your devices in your hotel room
lives with the unfortunate side effect of feeling isolated and and just enjoy the sites.
worthless. Instagram envy and “Facebook depression” are
likely symptoms. New science is labelling the affliction,
leading to therapies and books focused solely on “how to
live offline.” 2016 will be a year full of buzz around digitally
detoxing.

Image: Yulia Mayorova/ SHUTTERSTOCK
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F
FRICTIONLESS DESIGN CULTURAL CHALLENGE
Frictionless Design blends physical, virtual and electronic Tweet us some connected
environments. Connected devices are becoming smarter devices ideas that will make your
by learning to synchronize and collaborate with each life easier.
other. When the devices naturally align and communicate
we don’t notice them doing their magic, making our lives
easier. However, some are building “intentional
friction” (e.g., you have to input a password to pay for
something) into products and services. Detractors of
Frictionless Design say that it diminishes control. Expect
products to tout both sides of the argument in 2016. © SPARKS & HONEY 2015  
Image: JMiks / SHUTTERSTOCK
AGENCY OF RELEVANCE
F
FUNKY SOCKS CULTURAL CHALLENGE
Funky statement socks abound this Winter, but come Check out Jimmy Lion’s
Instagram to get inspiration on
this Spring and Summer the socks and sandals trend for
your 2016 fashion statement.
men and women isn’t going anywhere. Companies like
BlueQ are coming up with creative product lines: Art
Collection Socks, Super Heroes, and Comics Socks.
Socks will be a lighthearted fashion accessory in 2016.

Image: Samuil Levich/ SHUTTERSTOCK
AGENCY OF RELEVANCE
G
GEEK PARENTING CULTURAL CHALLENGE
The Geek Parenting style of Millennials is raising the next Experiment with a new app or
technology with your child and
generation of digital natives. Geek Parents are becoming
see what you can learn from
skilled at preparing their kids for life in the world filled him/her.
with screens. They’re not taking away technology, but
teaching kids how to use it, from coding to setting up
beacons. In 2016 expect to see more research on how
families manage technology (including reverse
mentorship, where kids teach parents and
grandparents) and manuals for parents to help their kids © SPARKS & HONEY 2015
navigate the digital world. Image: Halfpoint/ SHUTTERSTOCK
AGENCY OF RELEVANCE
G
GENDERLESS DRESSING CULTURAL CHALLENGE
Fashion’s new future might not be gender-specific. The Check out Selfridges’ Agender
campaign, which aimed to
rage of the runway in 2015, the genderless and
encourage its shoppers to
androgynous fashion trend is on fire, with more and transcend traditional notions of
more brands challenging the notion of what is masculine male and female dress to find
and feminine, giving people an opportunity to simply their perfect fit.
wear what looks and feels right to them. In 2016 we will
see more Genderless fashion.

image: FashionStock.com/ SHUTTERSTOCK
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GLUTEN-FREE ART CULTURAL CHALLENGE
We can – and do - rewrite history: from constant editing Enjoy famous artworks re-
imaged as gluten-free by visiting
of Wikipedia entries to the newfound ability to get rid of
this tumblr. What might be the
our exes’ photos from Facebook timeline. A virtual next things ‘to go’ from the
gallery that removed all the gluten items from famous history of art, or beyond?
paintings is an example of how art imitates life. Gluten-
Free Art is a metaphor for sanitizing our lifestyles and re-
writing history to suit our needs. The trend we predict in
2016 is less about the art, and more about discourse
around this behavior. © SPARKS & HONEY 2015
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GOOSEBUMPS REVIVAL CULTURAL CHALLENGE
If titles like “Welcome to the Dead House” or “Revenge Check out the official
Goosebumps trailer. Tweet us
of the Lawn Gnomes” mean anything to you, you’re
what other 90’s classics would
likely a Millennial who grew up reading “Goosebumps,” you like to see revived?
R.L Stine’s series of kids horror books that sold 400
million copies worldwide. Millennials love horror which
feeds their search for extrasensory experiences; the
Goosebumps movie is expected to fan Millennial
nostalgia in 2016.
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GRAPHENE OBSESSION CULTURAL CHALLENGE
Graphene has many extraordinary properties: it’s roughly Watch this Ted Talk and learn
about graphene.
207 times stronger than steel by weight, conducts heat
and electricity efficiently and is nearly transparent.
Graphene could be revolutionary for bioengineering,
water industry, and more. Designers and engineers’
communities will be paying increasing attention to
graphene in 2016 in the quest for stronger, lighter and
smarter materials.
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HOT DESKING CULTURAL CHALLENGE
Hot Desking is a work space sharing model in which Re-imagine your work space to
spark your creativity. Try working
there are more employees than desks. We’ve long
from the common area or a
known that cubicles kill creativity. Companies that want different workstation.
to recruit and retain top talent and encourage greater
collaboration and innovation are redesigning their offices
in open formats, but in the Hot Desk model, employees
are untethered and encouraged to “roam free,”
switching between open tables, couches and
workstations. Hot Desking will be hot in 2016. © SPARKS & HONEY 2015
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HOVERBOARDS CULTURAL CHALLENGE
Remember the levitating board from Back to the Future What can you do on a
hoverboard? These guys
II? Suddenly, Hoverboards are everywhere. New
performed a choreographed
manufacturers and vendors seem to pop up every day. dance on hoverboards.
Lexus and other big players are unveiling new
generations of their product with prices ranging from
$350 to $4000. We anticipate city streets to be filled
with this eco-friendly and fun new form of personal
transportation in 2016, replacing the ubiquitous scooter.
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IMAGE ASMR CULTURAL CHALLENGE
Autonomous sensory meridian response (ASMR) is a Experience “braingasm” with this
image ASMR video.
fancy term for a “braingasm” and tingle-inducing
stimulus. For example, the Hi-Def sound of hair brushing
and whispering can make the hair on your arms stand
up. The “Sounds That Feel Good" community on Reddit
has 88,000 subscribers, while some top ASMR YouTube
videos have >7 million views. In 2016 expect more
marketing using ASMR techniques, like Dove chocolate
did in China. © SPARKS & HONEY 2015
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INSTAFASHION CULTURAL CHALLENGE
Some of the big designer names are changing the way Given that colors “translate” to
Instagram better, do you think
they create fashion by factoring in what their clothes
we’ll see more people wear
would look like on Instagram. Proenza Schouler’s colorful clothes? What about
designers admitted that they take Instagram into food? Look through your photo
consideration when designing clothes: they think about feeds and pay attention to color
how clothes are constructed and colored for social and the impact it may have.
media. This is a metaphor for what we expect in 2016 to
be increasing “Instagram-ability” requirements of
businesses. © SPARKS & HONEY 2015
image: Kseniia Perminova/ SHUTTERSTOCK
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INTROVERTS CULTURAL CHALLENGE
Introverts have been under appreciated for years, but Try acting like a introvert for a
week. You might find a different
thanks to introvert-celebrating books like Susan Cain’s
perspective.
“Quiet: The Power of Introverts in a World That Can’t
Stop Talking,” TED talks and HBR articles, introverts are
getting noticed…and appreciated. In 2016 we will
continue to see more inquiries into the interplay between
mindfulness, alone time, and innovative thinking.

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INTUITIVE APPS CULTURAL CHALLENGE
Intuitive Apps allow users to perform tasks without Go through the apps on your
smartphone and find intuitive
requiring access to a native application. For example,
links that will cut down on your
Uber eliminates the need to confirm decisions multiple “mental bandwidth.”
times. An Intuitive App can recognize a bill is due,
automatically check your bank account, send an alert
that it can pay the bill for you with just one click. As
more businesses are seeking ways to cut down on
“mental bandwidth,” they will be introducing Intuitive
Apps and features in 2016. © SPARKS & HONEY 2015
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JACKFRUIT CULTURAL CHALLENGE
Jackfruit is a hot new vegan ingredient from Southeast People argue that when cooked,
Jackfruit has a similar
Asia. It’s high in fiber and low in calories, and its texture
consistency to other meats, and
is similar to that of pulled pork. Some companies are is a popular substation. They
offering it in ready-to-eat formats: Upton’s Naturals also argue that it tastes better.
produces barbecue and chili lime varieties of seasoned Try this recipe for Pulled BBQ
Jackfruit as a convincing meat substitute. In 2016 Jackfruit and see if you agree!
expect to see more Jackfruit on menus, and Jackfruit
derivatives, such as juices, puree, and soups.
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JIBO (SOCIAL ROBOTICS) CULTURAL CHALLENGE
JIBO is just one example of a Social Robot which is an Companion robots are becoming
more advanced. Check out this
autonomous robot that interacts and communicates
video to see Alpha 2, the new
with humans by following social behaviors and rules family robot that is able to
attached to its role. They care companion robots, or perform a variety of human
“family robots.” This new breed of robot which is more interactions and tasks. Do you
focused on relationships and companionship, than on see yourself integrating a family
tasks, are especially effective with Singletons, the sick robot into your life? Why or why
and elderly. We anticipate an increase in social robot not?
sales in 2016. © SPARKS & HONEY 2015
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KAOMOJI CULTURAL CHALLENGE
Kaomoji are Japanese-style emoticons that first made it Check this video out if you’re
tempted to install it on your
to the U.S. via anime forum posters. They’re more
iPhone right now!
sophisticated, more expressive, and also more practical:
you don’t need to tilt your head in order to read them. In
2016 we will move beyond the basic Kaomoji of the
shruggie ¯\_(ツ)_/¯, the crying face (;_;), the happy face
(^_^), and graduate to the next level of Kaomoji that
includes Flower Girl (◕‿◕✿) and Kissy Face (*￣３￣)♥.
image: Mid0ri/ SHUTTERSTOCK
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LIBRARY REINVENTION CULTURAL CHALLENGE
From Texas’s first all-digital library (aptly named Do you see this development as
a scary future, a necessary step
BiblioTech) to University of Michigan’s bookless libraries,
or the best thing ever? Do you
the Library is being disrupted. Libraries have been a still read printed books and
pillar of society, but as society and culture change, magazines? What do you think
libraries have to keep up with the times. Libraries are about ebooks? Take a video tour
getting ready for life beyond the book, and many are of the BiblioTech here:
transforming into learning centers and maker studios.
Expect Library Innovation to continue through 2016.
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LOCALIZING WATER CULTURAL CHALLENGE
Do you pay attention to ‘food
Nearly 20% of California’s electricity and more than 30%
miles’ when you shop? The
of its natural gas is used to treat and deliver water to answer is probably not. When you
users. California has been taking cues from the food next go grocery shopping, try to
movement’s “food miles” in order to reduce “water challenge yourself to be conscious
miles” to reduce energy needed to pump water long of ‘food miles’ by checking here to
distances. California Water Reuse is now reusing water calculate your cumulative miles.
How will your results affect your
multiple times at a local level. We predict that localizing shopping habits?
water, and other utilities and commodities, will be a
conversation topic in 2016. © SPARKS & HONEY 2015
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MATERIAL INNOVATION CULTURAL CHALLENGE
Material Innovation, especially as it pertains to 3D printer Already we have seen 3D
printing materials create hair,
materials, is a hot focus of R&D. Companies like
fabric, clay houses, and figures
Stratasys are driving 3D printer material invention, made from coffee grounds?
resulting in new material composites with a wide range What do you predict will be the
of physical properties, from metals to plastics to rubbers next big 3D printed material?
to mud. In addition, flexible textiles, and fuzzy fabrics Could you see yourself living in a
can be 3D printed. In 2016, material innovation in 3D 3D printed environment?
printing is expected to explode.
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MFA, NOT MBA CULTURAL CHALLENGE
As the business world applies Design Thinking to all Consider signing up for free MBA
and MFA classes online and see
aspects of business, from product development to
how one affects the other if at all.
marketing to leadership, Human Resource managers Do you think one affected the
seek talent that can “think outside the box.” There is other? Do you agree that an MFA
renewed interest in creative thinkers. Makers, who are will become the new MBA?
pragmatic creatives, and artists who are able to apply
Design Thinking are coveted and students of the
Humanities are sought. In 2016 many of us will still be
wondering if a MFA is the new MBA. © SPARKS & HONEY 2015
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MICROBIAL CLOUD CULTURAL CHALLENGE
Science has discovered that we all have a colony of Listen to this story about your
personal microbial cloud to get a
bacteria and microbes growing in our mouth, gut and on
better understanding of what a
our hair and skin…and this micro biome also swirls in microbial cloud is, and how we
the air around us in a “cloud” that differs from person to can use them in the future.
person and is as unique as a fingerprint. Individual
personal microbial clouds could become the foundation
of personal bio-aerosols and bio-tracking. We anticipate
more research, discoveries and new uses for our
Microbial Clouds in 2016. © SPARKS & HONEY 2015
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MICRODOSING CULTURAL CHALLENGE
Microdosing is just that: tiny doses of a substance. In Listen to this podcast to see how
microdoses of LSD positively or
the drug world it means ingesting minute doses of a
negatively affect people’s
drug that creates a small or alternative effect. productivity and mental states.  
Microdosing LSD, for example, is the drug craze du jour  
in Silicon Valley to enhance performance and creativity.
The tech industry is experimenting with super-small
doses of psychedelic drugs to reach new levels of
performance. We expect Microdosing, and its pros and
cons, to be a hot conversation topic (and pastime) in © SPARKS & HONEY 2015
2016. image: Kuda/ SHUTTERSTOCK
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MODIFIED CLASS CULTURAL CHALLENGE
Prosthetics have changed the lives of people all over the Check out Viktoria Modesta, a
British singer-songwriter, staring
world, and industrial designers are making beautiful
in the new music video
prosthetic limbs that look like pieces of art. Groups like "Prototype" wearing a variety of
Beautiful Prosthetics are focused on prosthetic pride eccentric prosthetics on her left
and drawing positive attention to disability. But, this is leg.
raising the question “is a class of people emerging that
is simply the Modified Class”? The welcoming and
celebration of the Modified Class will continue in 2016.
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MOOD MARKETING CULTURAL CHALLENGE
The era of marketing to mood states is upon us. UMood Consider going to a UniQlo and
trying out their UMood devices.
is a wearable headset that tracks brainwaves as you
Do you think it is accurate? Did
unconsciously react to images of apparel. This headset the machine correctly capture
collects data about your interest level, stress, your preferences based on your
concentration, etc. and lets Uniqlo help you pick a brain activity? How do you think
T- shirt to match your mood. With Mood Marketing this will affect the future of
technologies and approaches, in 2016 the convergence consumer experience in retail?
of extreme personalization and neuroscience will
transform retail. © SPARKS & HONEY 2015
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NANNY STATE CULTURAL CHALLENGE
Many feel that freedom of speech in the US is under Political Correctness is a growing
movment. Check out this list of
attack, and some are trying to reclaim their right to
language deemed to be
offend. Universities are adopting “trigger warnings” to politically incorrect and see if you
flag all possible sensitive topics in classic literature. From agree or disagree with the list.
the militarization of the police to providing caloric and Do you think you will change
salt content on menus point to growing government your language based on this
intervention. The US is turning into a Nanny State trend? Or do you think we are
determined to protect citizens from danger, debate, hurt becoming too hypersensitive?
feelings, and bad choices. Watch this space in 2016. © SPARKS & HONEY 2015
image: Sean Donohue Photo / SHUTTERSTOCK
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NANOSENSORS CULTURAL CHALLENGE
Nanosensors are tiny biological, chemical or mechanical How can you incorporate
nanosensors into your products
sensors that operate at the microscopic level. In the
or services that provide a
recent James Bond film Spectre, Bond had “Smart tangible benefit to consumers,
Blood” pumping through his veins: that’s an example of while leveraging data in
Nanosensors in fiction. Nanosensor use ranges from compelling and insightful ways?
medicinal (identifying cells or delivering drugs at the
cellular level) to fashion. In 2016 we expect to see more
products incorporate nanosensors to add value and
gather data. © SPARKS & HONEY 2015
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NEUTRALS CULTURAL CHALLENGE
Neutral and pastel colors are trending, and they reflect a Pantone just released its two
colors for 2016: Rose Quartz
[desired] state of mind: calm, simple, universal, un-
and Serenity. How do these
offensive and natural. If what we wear influences our colors make you feel? Try
well-being, then monochrome neutral and washed-out incorporating these tones into
colors signal relaxation and peace. Expect a lot of your wardrobe and reflect on the
neutrals and pastels in the shops in 2016, in both the emotions each color evokes.
fashion and home decor departments.

image: Sarah Noda/ SHUTTERSTOCK
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NO VAPING SIGNS CULTURAL CHALLENGE
No Vaping Signs are now starting to appear, with some Do you agree with having “No
Vaping” signs? What do you
“no smoking” signs being retro-fitted in movie theaters
predict is the next sign that will
and public transportation, like San Francisco’s BART. be put up in public spaces?
Amazon now sells “no smoking and no vaping” signage Where would you place a no
in response to the cultural shift regarding electronic vaping sign?
smoking and vaping. Vaping is also being prohibited in
public spaces, like airplanes, and in many offices.
Expect a pro-vapers and anti-vapers clash in 2016.
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OPEN OS CULTURAL CHALLENGE
Open Operating System (OS) is the evolution of the Use one of the sharing economy
services you haven’t tried before,
collaborative and sharing economy, aka the “access
or introduce one of these to your
economy.” Open systems allow people anywhere and at colleagues. What were the pros
anytime to communicate and collaborate resulting in and cons? Do you have any
greater innovation. Openness, collaboration, and business ideas of your own for
transparency is the future, but since Open OS connotes this space?
data sharing, it raises questions about privacy and IP
protection, which will surely generate debate in 2016.
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OLFACTORY TECH CULTURAL CHALLENGE
Advances in the science of scent and smell is exploding Warning: watching this video will
make you very, very hungry:
with Proustian delight. New technologies are leveraging
the power of smell, such as OPhone/Le Laboratoire
which lets you send “smell SMS” from a menu of 365
scents contained in “Ochips.” We expect to see more in
the field of of aromatic communications in 2016, as well
as new smelly forms of content and packaging that
cater to our quest for extrasensory titillation.
image: Pavel Ignatov/ SHUTTERSTOCK
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PENMANSHIP PORN CULTURAL CHALLENGE
With keyboards and voice recognition, pen, paper and What other old and somewhat
forgotten skills do you see
handwriting skills are under threat. Ironically, we are
coming back into the spotlight?
seeing growing interest in penmanship and handwriting Watch this to decide if you find it
as art form. Nostalgic videos of calligraphy and people interesting, soothing or annoying:
writing sentences, mastering upstrokes, downstrokes,
hooks, slants, and flourishes (i.e., Penmanship Porn) are
exploding on the Internet. We anticipate Penmanship
Porn to continue in 2016, as it’s delightfully rare in a
world of mass communications. © SPARKS & HONEY 2015
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PHONE DOCTORS CULTURAL CHALLENGE
More people are choosing to video chat with doctors on Do you see this innovation as
totally positive, or do some
their mobile devices; 39% of adults would be willing to
aspects of it leave you
have an appointment with a physician via smartphone. perplexed? If cost and
E-doctor visits can be as efficient as a 17-minute convenience were not an issue,
consultation via webcam costing only $50. We would you still prefer to see a
anticipate that Telehealth will continue to disrupt the ‘real’ doctor? See for yourself
healthcare industry in 2016, with insurance providers with this app.
finally recognizing this novel form of consultation.
image: Mascha Tace/ SHUTTERSTOCK
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PLYWOOD CULTURAL CHALLENGE
Plywood is a hot material in our DIY era. Natural Choose your favorite plywood
creation here:
materials at home are a sign of great taste; they’re also
eco-friendly and durable. This unrefined material makes
other items shine. New, low-cost, laser cutters, saws,
and woodworking tools are melding digital fabrication
and open-source construction, enabling anyone to build
in plywood. In 2016 we expect to see many more
plywood projects, big and small, amateur and
professional, using classic Plywood. © SPARKS & HONEY 2015
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POETRY SLAMS CULTURAL CHALLENGE
The genre of poetry is getting a new life. From young Read more about poetry and try
to come up with your own poetic
writers offering to type (and sell) you a poem on the
password
street to computers that compose poetry, we see poetry
revamped for today’s age. Some suggest poetry as the
most secure password option, while others write poetry
based on their phone numbers just for fun. It doesn’t
have to be a 140-character Haiku, but we predict a
continuation of poetry fever in 2016 for both practical
and aesthetic reasons. © SPARKS & HONEY 2015
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PRISONERS ASSIMILATION CULTURAL CHALLENGE
The US is over 100% capacity when it comes to prison Get ready for the debate with
this
overcrowding, with over 2.4 million people locked up.
Overcrowding is a fiscal and humanitarian issue. Next
year the Justice Department is set to release about
6,000 inmates [early] from prison in an effort to reduce
overcrowding. Expect in 2016 debate around safety and
ways to address an expected surge of homelessness
and ex-con re-skilling and assimilation.
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QUARTER LIFE CRISIS CULTURAL CHALLENGE
Many twenty-somethings these days are feeling lost, Here’s to bringing humor to the
difficult quarter-life crisis
burnt out or depressed. Gen Y is transitioning from
carefree post-graduates to working adults and parents,
resulting in anxiety that comes with increased
responsibility and lifestyle shifts. We anticipate increased
attention on a wave of Millennials in a Quarter Life Crisis
in 2016, and the impact on society.

iamge: |uxorphoto/ SHUTTERSTOCK
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RAW LIFE-STREAMING CULTURAL CHALLENGE
Sharing unfiltered, uncut and unstaged life moments in Download Beme and use it for a
week. Who do you think is more
real-time defines Raw Life-Streaming. Capitalizing on
likely to win on social media in
this trend is Beme, an app that allows you to record and the long run, proponents of
share raw footage of your life. The result is a real-time, authenticity or lovers of all things
un-doctored short video that disappears once it is absolutely perfect?
viewed. People are cynical about the content on social
media as so much of it is idealized. We anticipate more
platforms for Raw Life-Streaming to be introduced in
2016, as well as backlash to social images filters © SPARKS & HONEY 2015
iamge: millann/ SHUTTERSTOCK
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REDHEAD IDOLIZATION CULTURAL CHALLENGE
Redheads make up only 1% of the worldwide Immerse yourself in ginger
beauty here:
population; Scotland is the world leader with 13% of the
population being “gingers.” Gingers already have their
own emoji and festivals where gingers congregate are
getting bigger, such as Redhead Day UK. Like other
minority groups, redheads are “in,” thanks to technology
that brings them together and a culture of celebrating
differences. Redheads will be front and center in 2016.
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RENTAL MOM CULTURAL CHALLENGE
We’ve seen the rise of the surrogate (everything) and Is it more quirky than useful? Do
you have your own ‘Rent a
rental (anything), and now for $40 Millennials can rent a
_____’ idea? Brainstorm a few,
mom-like-person for an hour. Rental Moms offer a or try out your own Rent a Mom.
shoulder to cry on, help polishing a resume or buying
gifts and solid life advice. With families spread out
across long distances, Rental Moms fill an immediate
local need for human connection and parenting. Expect
more rental services, like Rental Moms, to be introduced
in 2016. © SPARKS & HONEY 2015
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RETAIL DINING CULTURAL CHALLENGE
As sales increasingly migrate online, retailers are looking Come up with a menu for your
favorite retailer. What store
for ways to attract customers to their brick-and-mortar
should never ever try anything
locations. Tommy Bahama, J.C. Penney and Gap are like this? If this is your favorite
serving anything from fancy cocktails to lamb merguez. retailer, then you’re already set!
Most recently, Urban Outfitters started partnering with
star-quality chefs to open stylish restaurants in its
stores. Putting restaurants inside stores is an old trend:
in the 20th century, many U.S. department stores ran
restaurants and tea rooms. We anticipate Retail Dining © SPARKS & HONEY 2015
to explode in 2016 as a 3rd Place mashup innovation. image: totojang1977/ SHUTTERSTOCK
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SCIENTIFIC SERENDIPITY CULTURAL CHALLENGE
What do high-speed super-conductors, Viagra, and Take a moment to explore other
scientific discoveries and prepare
velcro all have in common? They were all accidental
to be surprised by what
discoveries made by alert scientists who were looking scientists where looking for.
for one thing and found another. Serendipity has always
played a big role in science and it is now becoming a Famous Accidential Discoveries
formal discovery methodology. As a result, planned
serendipity from apps land mail order surprises like
Birchbox will be trending in 2016.
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SENSORIAL URBANISM CULTURAL CHALLENGE
Smell experts and data scientists are working with Close your eyes and think of
your 3 favorite cities in the world.
architects, environmentalists and commercial
What do they smell like? This
companies to create “smellscapes” within cities, map could help guide you.
studying how urban odors help guide better city design.
Experts in Kansas City and Shanghai are creating smells
that capture a city’s diversity, and data scientists in
Cambridge (UK) are creating maps pointing to areas
most in need of green spaces. As attention turns to
olfactory science and tech, Sensorial Urbanism will likely © SPARKS & HONEY 2015
become more top of mind in 2016. image: PEPPERSMINT/ SHUTTERSTOCK
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SILICON SMART CULTURAL CHALLENGE
Competitive advantage has moved from “street smart” Choose your favorite startup
from the 38 companies here:
to “book smart” and now to Silicon Smart, which means
leveraging data and artificial intelligences and being able
to code and build devices with sensors. The skills and
personality traits needed to succeed in Silicon Valley are
being introduced to education, and educational
sciences are studying what it means to be Silicon
Smart. The year of 2016 will see new theories and
criticisms of current educational practices. © SPARKS & HONEY 2015
image: Oxy_gen/ SHUTTERSTOCK
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SLACKLINING CULTURAL CHALLENGE
Slacklining is a new sport that combines tight-rope Watch the Globetrotter’s
Slackline Competition and see if
walking, trampoline, jump rope and gymnastics.
this is tempting.
Slacklines pulled taught in the wilderness or in urban
areas become playgrounds for slackliners. Businesses
like Gibbon are offering a wide range of slackline gear.
Other companies have camps and workshops.
Slacklining helps to build balance (core) skills, and its
intense focus creates peace and mindfulness.The
Globetrotter World Slackline Masters Competition in © SPARKS & HONEY 2015
2016 bring mass attention to this new sport. image: Matej Kastelic/ SHUTTERSTOCK
AGENCY OF RELEVANCE
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SOLO TRAVEL CULTURAL CHALLENGE
“Alone” doesn’t mean “lonely”: traveling alone, especially Allow Vicky FlipFlop inspire you
to travel to 20 countries in one
among women, is on the rise, and women feel very
year on your own.
good about it. 66% of US women polled by
Booking.com have vacationed without their partner. The
travel and hospitality industries will be focusing more on
single, financially independent women and learn how to
accommodate their specific needs in 2016.

image: Anchiy/ SHUTTERSTOCK
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TAILORED SWEATSUITS CULTURAL CHALLENGE
No need to call the fashion police if you see someone Check out the trend and ask
yourself, would you buy into this
wearing a Tailored Sweatsuit. Taking inspiration from the
new fashion trend?
athleisure trend, the business suit is being redefined in
fleece sweatshirt material. In fact, there have been
several iterations on the business suit classic, such as
the surfer wetsuit business and the onesie business suit.
This is challenging traditional ideas around what luxury
and business casual means. Don’t roll your eyes when
you seen Tailored Sweatsuits in 2016. © SPARKS & HONEY 2015
image: Svetlana Zhukova/ SHUTTERSTOCK
AGENCY OF RELEVANCE
T
THEME PARK DYSTOPIA CULTURAL CHALLENGE
Far from the idyllic fairytale fantasy depicted by Disney, a How can you flip a common
trope on its head to provide a
new breed of theme parks is moving to the fore, as
novel experience?
evidenced by Banksy’s Dismaland mock theme park
and the upcoming Hunger Games theme park. Watch the trailer for Banksy’s
Dystopian films, literature, and video games have been Dismaland for inspiration.
hugely successful in recent years, and now people are
looking to be immersed in these apocalyptic worlds.
Why not visit a Theme Park Dystopia near you in 2016?
image: BasPhoto/ SHUTTERSTOCK
AGENCY OF RELEVANCE
D
TOMATO CRUSH CULTURAL CHALLENGE
Foodies have a Tomato Crush. Tomato is an “it Did you know you could use
tomato as a Tuna substitute in
ingredient.” Tomatoes — heirloom to GMOs — are
sushi? Don’t believe us? Try this
being offered in a wide variety of new forms, such as dry recipe.
tomato pulp, which adds color, texture and fiber to
foods. Tomato as an ingredient may also be an ideal
clean-label replacement for starch. And, the tomato is
making its way into beauty products, with new
discoveries of its anti-aging properties. We anticipate
tomato hype to continue into 2016. © SPARKS & HONEY 2015
Image: Mila chinnachote/ SHUTTERSTOCK
AGENCY OF RELEVANCE
T
TWITCH.TV CULTURAL CHALLENGE
With over 100 million unique viewers per month, Did you think it was only about
games? Watch Bob Ross paint
Twitch.tv is the world’s leading social video platform and
and see for yourself just how
community for gamers. It’s disrupting the industry and addictive Twitch could be!
changing developers’ strategies: the barrier of entry is
low, so that nearly anyone can share recordings or
streams of their gameplay on Twitch.tv. In 2016 we’ll see
more Twitch-casters and more brands using Twitch.tv as
a new broadcast platform, like Taco Bell and Old Spice
have done. 2016, we predict, will be a breakout year for © SPARKS & HONEY 2015
Twich.tv. image: Biro Emoke/ SHUTTERSTOCK
AGENCY OF RELEVANCE
T
TYPOGRAPHIC NEUROSCIENCE CULTURAL CHALLENGE
Serif or sans-serif? A new scientific discovery has found Join the Type Tasting Panel to
learn how typography impacts
that typography can impact sensory perception, such as
your senses.
taste. Brain imaging studies reveal that multiple areas of
the brain become activated from typography.

image: Romiana Lee/ SHUTTERSTOCK
AGENCY OF RELEVANCE
U
UBER DATING CULTURAL CHALLENGE
Using UberPool is the new blind date: people share a Where else can you create
chance encounters and
ride with a stranger going the same direction, splitting
serendipity to surprise and
the cost and enjoying each other’s company in the delight consumers?
intimate setting of a car. Many people find this method
more personable and serendipitous than online dating.
Airbnb hosts and guests are also using the Airbnb
ecosystem matchmaking. We expect more dating/
sharing economy mashups in 2016.
image: oneinchpunch/ SHUTTERSTOCK
AGENCY OF RELEVANCE
U
ULTRASONIC SCIENCES CULTURAL CHALLENGE
Trying to suspend objects in mid-air using acoustic Watch this video about levitation
from your upright sitting position
levitation isn’t new, but recently a team of Japanese
in a chair.
engineers have managed to move objects around a
space with sound waves. Sound waves are also being
used cosmetically (non-invasive face lifts) and in
medicine (ultrasound to administer chemotherapy). We
are just starting to understand the power of ultrasound,
but expect Ultrasonic Sciences to roar in 2016.
image: VIGE.CO/ SHUTTERSTOCK
AGENCY OF RELEVANCE
V
VICARIOUS ROBOTICS CULTURAL CHALLENGE
In South Korea, supporters who can’t attend events in Watch this video to get a glimpse
of how Cisco’s telepresence
person can send a “fanbot” in their place. Fanbots are
robot could revolutionize
Vicarious Robots that enable live 2-way streaming telecommuting.
between fans and athletes. The robots keep stadiums
full and energy high. This concept also extends to
creating robot “avatars” for telecommuters. Many more
applications to leverage the dynamic experiences that
telepresence robots offer are anticipated in 2016.
image: Yury Velikanov/ SHUTTERSTOCK
AGENCY OF RELEVANCE
V
VISUAL SEARCH CULTURAL CHALLENGE
If we increasingly think in images, it’s about time we Play with Pinterest’s visual search
tool for 15 minutes and see how
should be able to search in them, too. Pinterest has
many new names for things you
rolled out visual search tool that lets you “find those didn’t know you can learn.
things you don’t have the words to describe.” When you
see something you want to learn more about, tap the
search tool, select the part of the Pin you’re interested
in, and you’ll see more Pins like this. If you zoom in,
you’ll know what it’s called and where you can find it. © SPARKS & HONEY 2015
image 1 : Bon Appetit/ SHUTTERSTOCK
Here’s to many happy ads and sales thanks to this tool image 2 : Bon Appetit/ SHUTTERSTOCK
in 2016! image 3 : Bon Appetit/ SHUTTERSTOCK
AGENCY OF RELEVANCE
V
VR DAYTRIPS CULTURAL CHALLENGE
Be an armchair explorer and take a “vacation” via Virtual Experience the View-Master from
your childhood, but with 2016
Reality (VR). Beyond escapism, VR Daytrips can
VR capabilities thanks to the new
transport kids to Ancient Rome during history class, or and improved View-Master VR
give kids an opportunity to “shadow” a professional for a Experience Packs.
“day in the life.” Google is facilitating these sorts of
daytrips through its Expeditions Pioneer Program, with
other companies and industries likely to follow suit in
2016.
image: microvector/ SHUTTERSTOCK
AGENCY OF RELEVANCE
W
WASTE POSITIVE CULTURAL CHALLENGE
Waste Positive means using waste (like sewer water, or Grab a bite at Saucy by Nature,
a restaurant in New York that has
coffee grinds) as a material for manufacturing something
a #zerowaste policy, using
useful. The circular economy—incorporating recycling surplus ingredients from their
every step of the way—is becoming more common, catering service.
with companies like Seventh Generation and Method
using recycled plastic in every product, or GoLite and
Patagonia using “environmentally preferred materials.” In
2016 more companies will launch initiatives like product-
take-back programs, which will gradually become the © SPARKS & HONEY 2015
norm. image: mtkang/ SHUTTERSTOCK
AGENCY OF RELEVANCE
W
WEEDERIES CULTURAL CHALLENGE
Wineries and breweries might soon become passe’ as Would you invest in such a
business? What are the next
Weederies popularize. Colorado is getting its first luxury,
States that would welcome such
upscale “Weedery” in 2016. Cannabis Ranch and businesses?
Amphitheater will give visitors the opportunity to tour the
cultivation facility, visit a marijuana dispensary, listen to
live music, enjoy a meal with sweeping views over the
Rocky Mountains. Proof that this trend is only likely to
get more serious: this $35 million project is a brainchild
of a former real-estate executive. Big money will be © SPARKS & HONEY 2015
looking into big weed in 2016. image: sezer66/ SHUTTERSTOCK
AGENCY OF RELEVANCE
W
WI-FI AURA CULTURAL CHALLENGE
MIT researchers have developed technology (RF- Dive deeper into the research
here.
Capture) that uses wireless signals to see a person’s
silhouette through a wall (i.e., their Wi-Fi Aura), like X-
Ray glasses. Privacy is, of course, a big concern, and
the MIT team is designing blockers, and creating
regulations that will dictate when these devices can be
used. Using Wi-Fi for “x-ray vision” will likely be a hot
topic in 2016.
image: DeoSum/ SHUTTERSTOCK
AGENCY OF RELEVANCE
W
WIRELESS ENERGY CULTURAL CHALLENGE
In March Mitsubishi succeeded in transmitting energy Watch Mitsubishi’s amazing
wireless energy science
wirelessly, opening the door to solar energy in space
explained in 52 seconds.
and more clean energy options. Wires are often
inconvenient and hazardous, and sometimes
impossible. In order to advance technologically, we need
innovation in batteries and energy storage. Microwaves,
lasers, and radio frequencies are being explored to
transmit energy wirelessly. Tesla is utilizing
electromagnetic fields to charge its electric cars, and we © SPARKS & HONEY 2015
expect more innovation around wireless energy in 2016. Image: foxbat/ SHUTTERSTOCK
AGENCY OF RELEVANCE
W
WORK CAPSULE HOMES CULTURAL CHALLENGE
Some Silicon Valley start-up professionals are choosing Can you see a situation where
you might live at your place of
to live at work…literally! In RVs, shipping containers,
work and give up your home?
tents, mini vans, and in capsule pods. While they can Read this for more details about
afford an apartment, the intensity of start-ups require WeLive co-living work spaces.
24/7 on-site attention. With WeWork developing WeLive
co-living spaces and furniture designers creating nap-
desks for work, work-life balance will take on new
meaning in 2016.
image: Dragon Images/ SHUTTERSTOCK
AGENCY OF RELEVANCE
X
XENOPHOBIA CULTURAL CHALLENGE
Are we ready to start building walls? From Europe's Do you feel that America will
remain different from the rest of
migrant crisis and Paris’ attacks to the American
the world when it comes to
immigration debate (a critical topic in the US Presidential accepting the “other”? This NPR
election), immigration is definitely going to be top of podcast paints a picture of
mind in 2016. 41% of Americans polled in a recent Pew American xenophobia.
Research survey said immigrants "burden the country
by taking jobs, housing, and health care." The debate
between Xenophobes and Xenophiles will surely be
heated in 2016. © SPARKS & HONEY 2015
image: infinity21/ SHUTTERSTOCK
AGENCY OF RELEVANCE
Y
YEAST CULTURAL CHALLENGE
The future of flavor is being redesigned thanks to… Listen to this episode of
Gastropod to understand how
Yeast. New “designer yeast” and “artisanal yeast” are
molecular biologists are creating
being cultivated to change the flavor of foods and add the tastes of the future.
nutrients to foods. Gingko BioWorks is one of the
companies redesigning yeast to replicate fragrance and
flavors, which can be labeled “natural.” Fermentation
and yeast are trending. Let there be yeast in 2016!

image: Mirko Sobotta/ SHUTTERSTOCK
AGENCY OF RELEVANCE
Y
YOUNG MONEY CULTURAL CHALLENGE
Today’s young financiers (from Silicon Valley start-up Watch this YouTube video to
understand what Clean Power
wealth) are creating “young money” investment firms
Finance is all about.
focused on sustainability. For example, Clean Power
Finance creates smart cities and communities by
providing solar professionals with access to solar
financing and software. In 2016 we expect (and hope) to
see more players getting into sustainable energy,
pursuing financial, social, and environmental gains.
image: Federico Rostagno/ SHUTTERSTOCK
AGENCY OF RELEVANCE
Z
ZERO GRAVITY CULTURAL CHALLENGE
An exciting new frontier is space, and many products Watch this NASA video to learn
how to use an iPad in zero
are differentiating via leveraging the physics of space
gravity in outer space. Fine
and Zero Gravity. Suntory, producer of Yamazaki (named motor skills are more difficult in
best whisky in the world in 2014), sent its whiskey into space.
space to age in a Zero Gravity and temperature-stable
environment. The first samples will return to Earth in
2016. We anticipate more products will be “tested” in
space in 2016, as Zero Gravity may one day be a
common part of manufacturing processes. © SPARKS & HONEY 2015
image: Jag_cz/ SHUTTERSTOCK
AGENCY OF RELEVANCE
5
1950s CULTURAL CHALLENGE
From TV shows and movies to fashion magazines, the Which of these 1950s fashions
would you wear?
1950s will be in our psyche in 2016. Half hats. Flaming
red lips. Cropped coats. Pencil skirts. The era’s
elegance symbolized the end of rationing and the dawn
of the atomic age. Boomers have nostalgia for the Rock
n’ Roll era where they came of age. The Betty Crocker
Cookbook is chic again. Expect to see the 1950s
reflected in all aspects of 2016 life.
image: Yoko Design/ SHUTTERSTOCK
AGENCY OF RELEVANCE
3
3D IP CULTURAL CHALLENGE
3D Intellectual Property (IP) rights is a modern dilemma. Have fun perusing the Thinkivser
Disputes over copyright law are exploding in a world of platform of open 3D IP.
open-source software resulting in blurred ownership. With
new smartphone technologies that are essentially point-
and-scan (copy cats) for 3D printing, we expect to see
more discussions about the boundaries of copyright
protection and ownership. We anticipate 3D IP guidance
being offered to those looking to launch open source
projects in 2016.
image: Sira Anamwong/ SHUTTERSTOCK
AGENCY OF RELEVANCE
4
4D PAPER CULTURAL CHALLENGE
Imagine paper that can fold itself and even “walk” Watch a video of 4D Paper in
action here.
across the table? Georgia Institute of Technology and
the Singapore University of Technology and Design
(SUTD) has invented smart paper. Shape-memory
materials can fold and move when exposed to light,
sound, heat or touch. This could create space
structures, deployable medical devices, robots and toys.
We expect that smart materials will keep getting smarter
in 2016. © SPARKS & HONEY 2015
image: Poprotskiy Alexey/ SHUTTERSTOCK
Want
AGENCY OF to explore
RELEVANCE the
business
implications of these
2016 trends?
© SPARKS & HONEY 2015 | image: Yoko Design/ SHUTTERSTOCK

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and content? The rigor of doing this every day allows us to see patterns and
make horizontal connections (think: cultural “muscle memory”) which enables
us to formulate an informed POV on where the world is headed, and why.

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