1. PREVIEW

2. PREFACE Is it possible that machines could soon become as intelligent as humans? Can a digital operating system prepare the cities of the future for major challenges like climate change and growing populations? The future hasn’t been written yet but it is already full of exciting stories that help us find answers to such questions. These stories are not about an established state of affairs, but merely serve to show us some possible and probable future scenarios. The predictions that make reference to probable future scenarios are the ones that extend and expand the technologies and social developments that already exist. The shift can be seen today, while the smallest changes could be a sign for a meaningful development in the future. We call the small changes micro- trends. The large changes, which are reflected in the micro-trends, are referred to as macro- or mega- trends. A single trend, however, only thinks of the future in linear terms. Only those who understand the interdependencies that result from innovative technologies and the most significant changes in society are capable of reducing the complexities of our modern world down to relevant knowledge. Allow your reading of the micro-trends to inspire you to question the status quo and set trends of your very own that will tell the story of tomorrow’s world.

3. CONTENT AGEING SOCIETY ACTIVE AGEING AMBIENT ASSISTED LIVING REMOTE CARE SENIOR TARGETING ATTENTION ECONOMY PARTICIPATION MARKETING EXPERIENTAL MARKETING CONTENT MARKETING DYNAMIC STORYSTELLING ADVERTISING AS A SERVICE PROXIMITY MARKETING SENSATION MARKETING TAILORED TOUCHPOINTS AUTONOMOUS SYSTEMS AUTONOMOUS VEHICLES FAB REVOLUTION INTELLIGENT PERSONAL ASSISTANCE INDUSTRY 4.0 ROBOTCS CONNECTED WORLD LIFE SHARING CROWD ACTIONS MATCHMAKING SERVICES SOCIAL SOFTWARE NET CULTURE INDIVIDULISATION SEXUALITY AND GENDER IDENTITIES GRAVITATIONAL CONTENT PERSONAL DESIGN SELF-TRACKING PERSONAL BRAND LIFESTYLE DIVERSITY OUTERNET CONTEXT AWARE SYSTEMS LOCATION-BASED SERVICES SNAP SOLUTIONS AUGMENTED SENSES IMMERSIVE EXPERIENCES WEB OF THINGS SEAMLESS COMMERCE OMNICHANNEL COMMERCE SPEED RETAIL BRICKS & CLICKS INDIVIDUAL PRICING MOBILE PAYMENT SHY TECH NATURAL USER INTERFACES SEAMLESS MEDIA SMART HOME ADVANCED MATERIALS WIRELESS TRANSMISSION SMART INTEGRATED OBJECTS CONTINENTAL SHIFT REVERSE INNOVATION LEAPFROGGING SPACE TECH MIGRATION CONCEPTS DEMOGRAPHIC SHIFT SKILL SOCIETY REMOTE WORKING ARTIFICIAL COWORKERS QUANTIFIED ENTERPRISE UBIQUITOUS KNOWLEDGE MODERN WORKSTYLE INSTANT ADVISORY DATA ERA SMART DATA USER PROFILING OPEN DATA FLEXIBLE COMPUTING DATA DEALS DATA AS A RESOURCE SUSTAINABILITY AGRICULTURE INNOVATION ALTERNATIVE FOOD CLEAN TECH ECONVENIENCE ETHICAL CONSUMPTION RECONOMY DISTRUST SOCIETY NET NEUTRALITY DIGITAL CURRENCIES LOCAS MORAL BUSINESS SECURITY SYSTEMS TRANSHUMANISM HUMAN ENHANCEMENT BIOENGINEERING BRAIN COMPUTER INTERFACE NOOTROPICS WEARABLE TECH HEALTHSTYLE DOWNSHIFTING BODY TUNING DIY ANALYTICS MOOD TECH PERSONALISED MEDICINE PREVENTIVE HEALTHCARE URBANISATION RESILIENT CITIES ECO CITIES NEW LIVING CONCEPTS SMART CITIES COLLABORATIVE CITIES URBAN COUNTRIFICATION

4. HOW TO USE THE TRENDBOOK This is the digital version of the Trend Book 2018. You‘re invited to work with this document. Adapt the coverage of this presentation, coment on trends or use slides to enhance your own presentation. If you want to learn more about our mega- and macro-trends or if you search for more use cases in our micro trend format please visit trendexplorer.com. Here you can finde more than 22.000 micro trends covering all countries and industries. When you are an registred user you can also export every trend in PowerPoint and complete this or your own presentation with the selected trends. www.trendexplorer.com Register for a free test account or log in to find even more trends.

5. MEGA-TREND AGEING SOCIETY Strictly speaking, the demographic change is not a trend but a statistical fact. Many societies are growing older. This represents a huge challenge to the healthcare system because an increasing average age also means larger numbers of chronically ill and multimorbid people. To guarantee the same quality of healthcare, technology can emerge as an intermediary between patients and doctors. Thanks to Ambient Assisted Living – technological assistance systems that facilitate everyday life – senior citizens can maintain their independence well into old age. This will involve the smart home, specially developed care robots and smart accessories that make walking, reading and driving easier. In addition, telemedical care that bridges time and location differences will particularly help to alleviate regional imbalances. Innovative diagnosis systems and a smart cloud for analyzing medical data are the key drivers for this development. Continuously improving transmission technologies will ensure that doctors can intervene via telepresence in the event of worrying test results. Demographic changes do not only pose dangers, however, but also offer great potential. Medical innovations help to keep people agile and active into old age, and allow them to break down old stereotypes and roles in society. Active agers can use their experience to make a valuable contribution to society. AGEING SOCIETY ACTIVE AGEING AMBIENT ASSISTED LIVING REMOTE CARE SENIOR TARGETING

6. ACTIVE AGEING Ageing is no longer a bad fate, but a consciously customisable process. Fitness and healthy eating are the two pillars on which an active old age is built. People are also educating themselves into old age, studying or starting new careers as consultants. They are also braving the digital world. Many older people are well networked and active in their own online communities as naturally as Digital Natives. The community mindset is also found in the real world. Special senior living projects host parties, realise creative projects and work together in Urban Farming gardens. AGEING SOCIETY CONNECTED TRENDSMODERN EMPLOYMENT  PREVENTIVE HEALTHCARE  AMBIENT ASSISTED LIVING  HUMAN ENHANCEMENT > SENIOR TARGETING

7. MICRO-TREND The Prince’s Initiative for Mature Enterprise (PRIME) in the UK supports business creation for people over the age of 50. It is chiefly designed for the unemployed and helps them take their first steps to becoming self-employed. The service includes personal consultations as well as courses about financing and tax law. The staff also provide tips on dealing with social media in a professional context, which is really useful for people who didn't grow up with the internet. Since its foundation, PRIME has already been able to help several thousand people. BUSINESS CREATION FOR THE OVER-50S GENERATION www.prime.org.uk Prince’s Initiative for Mature Enterprise (PRIME), UK The in Singapore-based company Spark Architects is working on a project that combines accommodation for seniors with an urban farm. The background for this architectural project is the fact that Singapore has a significantly ageing population and imports over 90% of its food. The Homefarm concept focuses on this issue and aims to offer senior citizens a home where they can also do their own farming and grow some of their own food. This will strengthen the community feeling and offer people a useful activity after they have retired from their jobs. HOMEFARM RESIDENCE FOR SENIOR CITIZENS www.sparkarchitects.com SPARK Architects Singapur, Singapur Students from the University of Copenhagen have developed a "social yoga mat" for senior citizens to enable people to take part in group training sessions in a cosy atmosphere in their home. Augmented reality technology and sensors have also been built into the yoga mat. Using a specially designed tablet computer, users are given individual instructions during their training. It's also possible to watch other people train on the screen. The "social yoga mat" is a design concept and it is not yet known if it will one day go on general sale. THE SOCIAL YOGA MAT www.arunyashwant.com arunyashwant.com, Dänemark AGEING SOCIETY

8. Ambient Assisted Living describes technological assistance systems promising support for an independent life in old age and increased quality of life. Wearable techology, sensors, apps and online services alleviate the burden of everyday tasks. AAL environments adjust themselves automatically, proactively and situation-specific to the user's needs and goals. Here, the Smart Home plays an important role: its built-in security system guaranteeing protection. Family and other members of the support network can be notified about any changes in daily routines. In future, AAL systems will be expanded to include specially developed care robots. AGEING SOCIETY AMBIENT ASSISTED LIVING CONNECTED TRENDSSMART HOME  NEW LIVING CONCEPTS  ACTIVE AGEING  NATURAL USER INTERFACES  WEB OF THINGS  SENIOR TARGETING  REMOTE CARE  SMART INTEGRATED OBJECTS  ROBOTICS

9. MICRO-TREND Fujitsu has unveiled the prototype of a walking stick that features GPS navigation, mobile telephony, Wi-Fi and a heart rate meter. Its simple-to-read display uses arrows to point out the direction towards a predefined destination. The current position can be viewed by family members or care workers on an online map. Sensors also measure speed and heart rate, and an increased heart rate can automatically send out an alert. WALKING STICK WITH GPS AND HEART RATE MONITOR www.gpsmagazine.com Fujitsu Ltd., Japan Researchers at the Munich University of Technology have created a high-tech wall to help the elderly continue to live at home. This "wonderwall" looks like an ordinary wardrobe but is fitted with all kinds of features to help elderly people at home. People can use an integrated tablet computer to access information about the weather or useful contacts. An integrated tracking system finds misplaced objects and sends an alarm to users if they are about to leave the house without the key. What's more, biosensors measure people's vital signs and contact the doctor in the event of an emergency. SMART WALL HELPS THE ELDERLY AT HOME www.tum.de Technische Universität München, Deutschland The Fraunhofer Institute for Manufacturing Engineering and Automation in Stuttgart has developed a robot assistant called "Care-O-bot 3" that acts as a mobile assistant in the homes of the elderly and infirm. The modular design of the system means that it can adapt to the requirements made of it. The robot uses integrated sensor boxes to detect emergency situations and then acts according to pre-defined measures. "Care-o-Bot" rushes to the person in need of help and sets up a direct connection to the emergency services, while reaching out an arm to the person in order to offer some assistance or simply a glass of water. FIRST AID FROM ROBOTS www.care-o-bot-4.de Fraunhofer-Institut für Produktionstechnik und Automatisierung (IPA), Deutschland AGEING SOCIETY

10. REMOTE CARE Remote Care describes telemedical treatment bridging spatial distances in healthcare. Innovative diagnosis instruments allow patients to measure their own health data, while improved transmitting technologies can transmit this data to a network of healthcare service providers in real time. This allows internationally active expert teams to intervene early as negative developments occur. In the future, Remote Care will be expanded by Remote Drug Delivery. Medication in structurally poor regions without high-street pharmacists will be left in automated "Med-Centres“ and only collected by the right person, thanks to electronic prescriptions. AGEING SOCIETY CONNECTED TRENDSSMART DATA  AMBIENT ASSISTED LIVING  OPEN DATA  WIRELESS TRANSMISSION  SNAP SOLUTIONS  DIY ANALYTICS

11. MICRO-TREND The retail chain Walgreens offers the users of its app a round- the-clock medicine service via the smartphone. Users can chat to a doctor or hold a video conference via the app. If people suffer from ordinary illnesses like the flu, their doctors can prescribe them medicine and arrange for patients to pick it up from a pharmacy near their home. This puts an end to boring waits in doctors' waiting rooms. The app provides further options like a reminder feature for taking tablets on time or scanning and sending prescriptions. CONSULTING THE DOCTOR VIA "WALGREENS" APP www.walgreens.com Walgreens Co., USA HealthLoop offers a cloud-based platform to facilitate closer communication between doctors and patients during aftercare. A web and mobile application allows doctors to continually monitor the health of their patients by using clinical protocols, checklists and symptom descriptions to advise patients and reduce their sense of feeling left alone. MIEC, the insurance company against medical malpractice suits, is supporting the programme in a bid to reduce the number of illegitimate damage claims. CLOUD-BASED PATIENT AFTERCARE www.healthloop.com Healthloop Inc., USA The Canadian start-up MedAvail has teamed up with HealthSpot to bring prescription medicine to remote locations via audiovisual technology. The service will be provided in partnership with "HealthSpot" stations, which already offer users professional diagnoses from doctors via telepresence. After their visit, electronic prescriptions are sent to the new "MedCenters" which have been installed in places that don't have a pharmacy of their own. These MedCenters are capable of processing documents and then dispensing the right medicine. PRESCRIBING MEDICINE TO REMOTE LOCATIONS www.medavail.com HealthSpot Inc., Kanada AGEING SOCIETY

12. SENIOR TARGETING Senior Targeting means the needs of older people blessed with increased purchasing power receiving greater attention in society. In addition to age- specific services, it primarily refers to the increase in smart products which responsively adapt to the needs of users. These include packaging that's easier to open or smartphones with clearer interfaces. However, Senior Targeting also means breaking away from ruling role models and old stereotypes. No longer will only age, but also the interests and living worlds of people be central to communication and product development. This will result is services bridging inter-generational gaps to excite both the young and old equally. AGEING SOCIETY CONNECTED TRENDSNEW LIVING CONCEPTS  AMBIENT ASSISTED LIVING  ACTIVE AGEING  ADVERTISING AS A SERVICE  CONTENT MARKETING  GRAVITATIONAL CONTENTS  TAILORED TOUCHPOINTS

13. MICRO-TREND Seniorbook is a Munich-based start-up whose social network lets people over 50 make new contacts. Users can contact people from their own area or throughout German-speaking countries and chat to them in private. The aim is to get to know more people and take part in activities together or simply just chat. This is also possible via a notice board where content can be discussed with the entire community. The platform also offers a games area so that users can get involved in some mahjong or brain jogging, either alone or with friends. SOCIAL NETWORK FOR THE OVER 50S www.seniorbook.de Seniorbook AG, Deutschland The Japanese supermarket chain Lawson has designed convenience stores tailored for the elderly. They will feature broader aisles that allow seniors with walkers and wheelchairs to move freely as well as seating areas around the store for short breaks. Shop employees will receive training to be able to better understand the needs of the target group. The first store will be opened in a suburb of Tokyo, with 30 more following all over Japan by 2018. SUPERMARKETS FOR SENIOR CITIZENS www.japantimes.co.jp Lawson Inc., Japan The Zürich-based Senior Design Factory works together with senior citizens so that their skills can be passed on to younger generations. This can give rise to innovative design objects based on traditional handicraft. The prototypes are tested by the senior citizens to see if they can be produced and if the results are positive, the team works together on the final product. This encourages an exchange of knowledge between young and old, using design as the unifying force. The aim of the project is also to develop aesthetically appealing products for elderly people. DESIGN CONNECTS YOUNG AND OLD www.senior-design.ch Senior Design Factory, Schweiz AGEING SOCIETY

14. MEGA-TREND ATTENTION ECONOMY Attention is one of the most important currencies of the 21st century. While the cognitive ability to grasp new ideas can only be minimally expanded, the number of screens and information around people is exploding. To stand out from the crowd, more emphasis is being given to personalization and added benefits. Companies make the most of new technologies, communicate via innovative platforms, think outside the box and use Dynamic Storytelling to offer their customers high-quality content, as with Content Marketing, instead of flat claims. Adverts are also becoming service and utility offers. In the out-of-home sector, the loud, colourful and larger-than-life concept of Sensation Marketing ensures plenty of “Wow effects”, while Experiential Marketing seeks to make it possible to experience a brand with all the senses. Technical tools support the battle for people’s attention with messages becoming increasingly customized to the needs of specific target groups. With these so-called Tailored Touchpoints, together with customer targeting via smartphones in a local context (Proximity Marketing), the probability and quality of contacts are increased. In an attention economy, long-term customer approval can also be won by turning the tables and giving people more attention. It’s not all about click baits. ATTENTION ECONOMY PARTICIPATION MARKETING EXPERIENTAL MARKETING CONTENT MARKETING DYNAMIC STORYSTELLING ADVERTISING AS A SERVICE PROXIMITY MARKETING SENSATION MARKETING TAILORED TOUCHPOINTS

15. ATTENTION ECONOMY While Participation Marketing rewards participation, Experiential Marketing is about interaction with the brand through intensive experience. Discourse occurs across all five senses. Applications range from real or virtual experience worlds to installations that incorporate the user's mood, to the olfactory marketing of a new spice at bus stops. Often discoveries in neuroscience are applied. Even the processes behind a customer choosing for or against a product are being researched to draw deductions in relation to the design, colours and messages of marketing communication. EXPERIENTAL MARKETING CONNECTED TRENDSSEAMLESS MEDIA  USER PROFILING  NET CULTURE  CROWD ACTIONS

16. MICRO-TREND The Marriott hotel chain has had booths set up that give the visitors to promotion stands the chance to experience a holiday with all their senses. They are teleported by video glasses to various destinations whose temperature, air, sounds and smells are reproduced by the booths. After virtually landing on a beach, for example, people can take a good look around, feel the 26° warmth against their skin, a gentle sea breeze and ocean mist, while pumps in the floor create the cushioned feeling of sand. Even the hotel rooms and spaces are simulated by the booths. TRAVEL SIMULATOR LETS PEOPLE FEEL THEY'RE ON HOLIDAY www.travel-brilliantly.marriott.com Marriott International Inc., USA On behalf of the Belgian mobile operator BASE, the agency Duval Guillaume has developed the "PartyDrone" which flies over concerts and festivals and plays music from the streaming service Spotify. The drone features three speakers with a total power of 450 Watts and also has an LED unit for light effects. The guests can add their own music choices to the playlist in the build-up to the event. With this campaign, BASE sought to promote the fact that streaming music via Spotify is now also part of their mobile package. PARTY DRONE PLAYS SPOTIFY PLAYLISTS www.base.be BASE S.A., Belgien Norwegian Air Shuttle gave the shoppers at a mall in Oslo a taste for travel by setting up an advertising display and giving them an interactive real-time tour of New York. People could touch the display to move the real-time images and find out more information about the locations on view. A 360-degree camera was installed on top of the car in New York containing two employees from the agency behind the campaign M&C Saatchi. The men could access the ad display's live images and speak to passing shoppers at the mall via loudspeakers. TOURING NEW YORK VIA AN AD DISPLAY www.mcsaatchi.de M&C Saatchi, Norwegen ATTENTION ECONOMY

17. Content Marketing is the creation and supply of high-quality content for improving customer loyalty. Brands represent themselves on websites, blogs and social media site with multimedia content as an information provider and storyteller. Marketing measures do not disrupt - like in traditional media - content, but are themselves useful information or entertainment. Advertising media will be created by companies. As part of a balanced media mix, brands become authentic journalistic competition with media expertise. Related forms of the fusion of advertising and content are Native Advertising, Product Placement and In-Game Advertising. A responsible use of information is more important than ever for recipients. CONTENT MARKETING CONNECTED TRENDSAUGMENTED SENSES  DYNAMIC STORYTELLING  IMMERSIVE EXPERIENCE  WEARABLE TECH

18. MICRO-TREND "Brändärit" is a TV show on MTV in Finland about a fictitious advertising agency that works with well-known clients to create real campaigns. The show is inspired by the fact that companies are willing to spend huge sums on TV adverts that viewers hardly notice. In "Brändärit", the characters develop fancy campaigns for partners like Nissan, Lidl and Viking Line, which are shown immediately afterwards. The viewing figures have exceeded expectations and the show has become a big hit on the web so that the format will soon be introduced in other countries. SITCOM CREATES REAL ADVERTISING CAMPAIGNS www.viacom.com Viacom Inc., Finnland The Swedish sportswear brand Björn Borg has announced the launch of its 2015 spring/summer collection via an online game from Isbit Games which lets people buy products directly. The game is called "First Person Lover" and it provides a science fiction setting for the hero, who is dressed in clothes chosen from the collection. Instead of using conventional weapons, players defend themselves with a pastel-coloured "bubble blaster" and then dress their defeated enemies in new clothes from the collection. PRESENTING FASHION COLLECTION IN ONLINE GAME www.bjornborg.com Björn Borg AB, Schweden Land Rover has commissioned the British author William Boyd to create an online novel called "The Vanishing Game" which tells the story of the protagonist and his car via audiovisual content. The work is read by a narrator and backed up with matching film shots and graphics. When clicking on certain words, the story is interrupted and illustrations open up that let users see the background to the film or change the perspective. The 17,000-word interactive novel is connected to a website which compiles stories from customers and image material from social media. LAND ROVER'S AUDIOVISUAL ONLINE NOVEL www.thevanishinggame.wellstoried.com Jaguar Land Rover North America LLC, UK ATTENTION ECONOMY

19. MEGA-TREND AUTONOMOUS SYSTEMS Autonomous systems use a machine-based form of self-organisation to carry out human work. Not only is industrial production characterised by a growing degree of automation, but everyday life too is becoming increasingly influenced and shaped by intelligent machines. In people’s daily lives, robots are performing ever more functions by carrying out complex yet time-consuming tasks from the organisation of the household to planning the daily schedule. Computers and sensors embedded in everyday appliances form the technological basis of new mobility concepts. Autonomous assistance systems are not only changing mobility but also society at large by creating more time for people and thereby boosting the quality of life. In the smart factory of the future, connected objects and machines will bring a decentralised form of intelligence into production and enable automated processes which will, however, still have to be operated and monitored by highly qualified workers. Some people believe that the next wave of automation will destroy jobs. Others, however, take the view that an indirect taxation of non- human work will bring society automation dividends and therefore guarantee future pensions. One thing is for certain: since the very first industrial revolution, the automation of human work has always created new jobs and led to an improvement in the quality of life and better working conditions. AUTONOMOUS SYSTEM AUTONOMOUS VEHICLES FAB REVOLUTION INTELLIGENT PERSONAL ASSISTANCE INDUSTRY 4.0 ROBOTCS

20. AUTONOMOUS SYSTEMS Automation will turn our understanding of mobility on its head in the coming years. First there will be driver assistance systems, easing the driver's burden by taking over easier tasks such as driving in traffic jams and parking. Over time, autonomous systems will completely take over control of vehicles. The time this will free up opens possibilities for leisure and work opportunities. Autonomous or semi-autonomous cars will also change logistics and bring greater safety and less pollution. While computers take over driving, drivers can dedicate themselves to leaning back and managing administrative tasks, such as route planning and task scheduling. AUTONOMOUS VEHICLES CONNECTED TRENDSWEB OF THINGS  ROBOTICS  INTELLIGENT PERSONAL ASSISTANCE  CONTEXT AWARE SYSTEMS

21. MICRO-TREND The University of Michigan has teamed up with the city of Ann Arbor and drawn up plans to put around 2,000 autonomous vehicles on the roads by 2021, using billions of wireless transmissions from the volunteer vehicles. Instead of using weather-related optical sensors, the cars will be fitted with a car- to-car communications system. To ensure that the system is prepared for all traffic situations, the driving patterns of 2,800 volunteers will be continuously transferred to a black box at 25 intersections and evaluated. MICHIGAN PLANS AUTONOMOUS VEHICLES BY 2021 www.engin.umich.edu University of Michigan City of Ann Arbor, USA At the 2014 Frankfurt Motor Show, Mercedes presented the "Future Truck 2025" which can drive autonomously along motorways and highways. In a test on the A14 motorway in Germany, a truck using the assistance system successfully demonstrated the interplay of the built-in radar and vehicle communications systems, which evaluate information about current traffic conditions in real time. The truck driver can turn the seat sideways and focus on controlling the truck through its iPad-like touchscreen. What's more, fields of LEDs change colours from white to a shade of purple and pulse slowly to indicate a truck that's driving itself. MERCEDES PRESENTS TRUCK WITH AUTOPILOT www.daimler.com Daimler AG, Deutschland With the help of Transport Systems Catapult, the British government's centre for intelligent mobility, the engineering firm RDM is testing driverless vehicles that can be used in pedestrian areas. These "LUTZ Pathfinders" are electric cars that cater for the needs of commuters, shoppers and elderly people. They will help to reduce pollution and traffic problems, and have a range of around 40 miles. Small and compact, the cars rely on 22 sensors, panoramic cameras, and radar to maneuver within their surroundings. DRIVERLESS CARS HIT THE SIDEWALK www.ts.catapult.org.uk Transport Systems Catapult, UK AUTONOMOUS SYSTEMS

22. MEGA-TREND CONNECTED WORLD No communication tool in history has connected people around the world as powerfully as the internet. The increasing levels of connection has led to a new social dynamic that combines individual contributions with community-based actions and experiences. The consumer has given way to the prosumer, who is now involved in many stages of the value chain – from generating ideas for new products, to helping to decide on the range and to the marketing process. The effectiveness of the crowd can be seen in a wide range of finished projects such as scientific studies, company foundings and film fundings which have come about thanks to crowdsourcing and crowdfunding. Social Software, the basis of social networks, is entering into both private and business relations. Sharing, openness and transparency are today’s dominating guiding principles. As well as co-determination, curation is also growing in importance. In the great flow of information, curators of all kinds of content are taking the helm to steer us through. People can share their interests, opinions, experiences, content and even consumer goods with others more easily than ever before. Marketplaces are moving into the virtual world, lovers and business partners seek and find each other online, and Likes have become a currency. In the social online world, a language of its own has developed which is visual, child-like and less formal than the offline world. The fact that online phenomena can also have an offline effect has been demonstrated by movements like Occupy and the Arab Spring. The Connected World mega-trend therefore heralds the entry into the era of the digitally supported empowerment of consumers and citizens. CONNECTED WORLD LIFE SHARING CROWD ACTIONS MATCHMAKING SERVICES SOCIAL SOFTWARE NET CULTURE

23. CONNECTED WORLD Crowd Actions refers to any collaboration between individuals organised online. The term crowdsourcing is used in the context of the collective development of ideas and concepts. This can be customer loyalty measures on social media, but also for scientific purposes (Citizen Science). Project financing via the Crowd is called Crowdfunding or Crowdinvesting. Crowdfunding allows, for example, artists to produce a new album financed by their fans, who are usually rewarded with non-monetary incentives. In contrast to this is profit-orientated Crowdinvesting, which are investment platforms on which investors participate in the profit of a project or the creation of a company. CROWD ACTIONS CONNECTED TRENDSCOLLABORATIVE CITIES  DYNAMIC STORYTELLING  PARTICIPATION MARKETING  INSTANT ADVISORY

24. MICRO-TREND The crowdfunding platform Indiegogo now offers a new service called "Indiegogo Life" which enables users to collect money for private events or for local people in need. As the service is for the benefit of people who need help, no fees are charged to set up a campaign – in contrast to conventional crowdfunding projects. "Indiegogo Life" allows people without significant financial means to raise the money that they or their friends need to pay for things like a wedding or medical treatment. SOCIAL CROWDFUNDING FOR PERSONAL INTERESTS www.generosity.com Indiegogo Inc., USA The telecommunications provider Vodafone has launched a kind of customer service in Germany called "Vodafone Service Friends" which is based on the principle of crowdsourcing and lets tech-savvy customers help others. Users go to the local services marketplace "Mila" and enter their postcode and their problem, after which they are shown matching profiles of technical assistants. Users can then select a "Service Friend", read more information on their profile page about the services they provide and finally rate how satisfied they were with the support they received. TECHNICAL CUSTOMER SERVICE FROM THE CROWD www.mila.com Vodafone GmbH, Deutschland The Dutch firm Nerdalize is one of several European start-ups pursuing the business model for a new way to share. Home owners can save heating costs by agreeing to have a server installed in their living rooms. This allows small companies to save up to 50% in server costs, while the heat created benefits the home owner. The idea is currently being tested with the large provider Eneco. Servers are placed in homes and are made to look like radiators. Homes can save about $440 in heating costs this way. EXCHANGING SERVER SPACE FOR CHEAPER HEATING www.nerdalize.com Nerdalize, Niederlande CONNECTED WORLD

25. Matchmaking Services provide a mostly virtual marketplace where people can be brought together and providers linked to buyers. Dating – either online with OkCupid or offline at speed-dating events – is a core topic. Personality and recruitment profiles can also lead to improved matches in the job market. The services extend to platforms where farmers can rent out their fields in the summer to event organisers. Even the so-called love management tools belong here – these being applications for managing relationships. These tools facilitate communication in intimate relationships – from using joint diaries and photo albums to coaching measures. MATCHMAKING SERVICES CONNECTED TRENDSSMART DATA  USER PROFILING  COLLABORATIVE CITIES  PERSONAL DESIGN

26. MICRO-TREND The smartphone app "Glia" enables users to find stores in their area that share the same ethical values. People first have to answer some questions in the app about their social and political beliefs so that "Glia" can create a profile. When out on the go, users can check on a map to see which nearby stores match their profiles. "Glia" has examined and evaluated 200 big companies in the USA. Detailed profiles are available on all their stores as well as information on their suitability to individual users. FINDING STORES WITH THE RIGHT VALUES www.glia.is LAMID Studios Inc., USA The smartphone app “Teleport for Startup Cities” by Teleport in Palo Alto can help start-ups research which cities are a good fit for them and their budget. Users choose their preferences, for example how much they value good start-up infrastructure and how much money they have. A search algorithm then calculates which of the 100 best cities for start-ups is the best match for the users’ preferences. The app can also be used to organize the move and get in touch with on-site experts in the cities. The app is available for Android and iOS. APP FOR RESEARCHING START- UP CITIES www.teleport.org Teleport Inc., USA The US company Lunchcruit aims to bring employers and potential employees together by arranging lunches at start-ups seeking staff. Recruiters and other company staff can get to know job candidates in a relaxed atmosphere, in contrast to conventional interviews. Job seekers can filter start-ups on "Lunchcruit" according to what they are looking for. To book a lunch, they enter their profession, some details about themselves and, if the company finds them suitable, they are invited to lunch. FREE LUNCH INSTEAD OF JOB INTERVIEW www.lunchcruit.com Lunchcruit, Kanada CONNECTED WORLD

27. MEGA-TREND CONTINENTAL SHIFTS Forecasts show that Western industrial nations will become less important to the world economy in future and will be replaced by what used to be known as emerging economies and developing countries. The shortage of skilled workers and demographic changes will see an ageing and reduction of the populations in Europe and Japan – while the populations of countries like Nigeria and Malawi will rise considerably and keep the average age low. In addition, the belief in progress in the Western world is steadily ceding to pessimism about the future and criticism of technology, while a new, young and educated elite and globally competitive companies in Asia and Africa ensure a new self-confidence. Even infrastructural deficits, such as in the healthcare system or transport sector, can be seen as an opportunity for a genuine rethink thanks to new technologies and digitalization. The fast, blanket distribution of the mobile internet in Africa serves as an example of how entire steps of technology can be skipped. Based on the way they are used, these contrasting developments can lead to significant power shifts. However, migration caused by poverty and war will continue to see people travelling to Europe over the coming years in search of work. New concepts for a rapid integration into society and into the labour market represent a more sustainable solution than building a wall around Europe. After all, the borders beyond Earth are also shifting as we continue to discover more about space, launch space tourism and take raw materials from outer space. CONTINENTAL SHIFTS REVERSE INNOVATION LEAPFROGGING SPACE TECH MIGRATION CONCEPTS DEMOGRAPHIC SHIFT

28. CONTINENTAL SHIFTS Space is one of the next big growth markets. High-resolution satellite photos, which are also available to private institutions, help manage humanitarian crises, infrastructure projects and logistical challenges. Space tourism also promises to become a lucrative market, despite its teething problems. Resource-rich asteroids could provide Earth with the planet's slowly disappearing resources. Many innovations are making astronauts' lives in space easier. A 3D printer that supplies them with nutrition and replacement parts, and robots providing healthcare are among them. Science Fiction? No, projects initiated by visionaries with a lot of capital. SPACE TECH CONNECTED TRENDSROBOTICS  FAB REVOLUTION  SENSATION MARKETING  FROGGING VS FROGING

29. MICRO-TREND The start-up Planet Labs from San Francisco has put its first small satellites in orbit so that they can send pictures of the entire globe every day to companies, developers and humanitarian organisations. A total of one hundred shoebox- sized satellites will provide inexpensive images at a resolution of three to five metres and interested users can already sign up to access it. Environmental disasters, structural projects and logistical challenges can all be conquered more easily with the help of the very latest satellite images in software and apps. SERVICE PROVIDES DAILY SATELLITE PHOTOS www.planet.com Planet Labs Inc., USA Using the name "Connectivity Lab", Facebook has set up a research team to work on innovative communications and space technologies that can be used to expand and improve internet access. These technologies will replace the traditional distribution via base stations. The use of satellites will be ideal for rural areas with small populations. Suburban regions could be covered by solar-powered drones sending powerful signals from a height of 20 kilometres. Both the satellites and the drones will be connected to each other by laser. DRONES AND LASERS OFFER BETTER INTERNET http://newsroom.fb.com/news/2014/03/announcing-the-connectivity-lab-at-facebook/ Facebook Inc., USA The company Virtual Incision, a University of Nebraska spin-off, has developed a robot that can independently perform operations on astronauts while travelling in space. The robot slides into the body through an incision in the belly button, while the abdominal cavity is filled with inert gas to make room for the bot to work. Once in place, the robot can remove an ailing appendix, cut pieces from a diseased colon or repair a perforated gastric ulcer. The hope is that such robots will accompany future astronauts on long deep-space missions, when the chances are higher that someone will experience physical trauma. ROBOTIC SPACE SURGEON FOR ASTRONAUTS www.hou.usra.edu Virtual Incision Corp., USA CONTINENTAL SHIFTS

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