New Potential is the result of a collaborative work between Little Adén and hello-hello offering research within consumer and pop culture to spot forthcoming trends in order to strengthen the branding of products and services.
In 2013 a range of visual and content driven surveys were created investigating different societal movements influencing the commercial market. The surveys included trend research, consumer insights and visual translations of spotted micro trends.
This trend works as a counterpart to moral values, like responsibility and sustainability, which dominated the last decade. Moral Phobia turns the moral imperative upside down: It reanimates the idea of pleasing wastefulness and celebrates the rare moments of weakness, incorrectness, seduction and irrationality. Anyone up for a ride in a fast car, a drink and a cigarette?
The stigma attached to being old is disappearing. Stereotype role models like the marketing-invented silver-ager are disbanded and displaced by more realistic, personal and interesting characters. Being old, is the new upcoming insight that one can be cool, hip and have an exciting period of life. How does this radical change influence the design, communication of services and products targeted to this group?
The time when manufacturing was strictly connected to mass production are over. Designers, artists and crafters recognized the power of making and selling products: they independently established a revaluation of professionalism, quality and high-class workmanship. What are the potentials, tools and limits of the democratized, customized, recession-proof industrial revolution 2.0.?
The recent protest movements are a significant indicator of the growing power of participation. The privilege of taking issue is appreciated and practiced by a constantly growing number of civil activists, rebels and radicals. How does the multiplied value of autonomy affect our social and commercial culture?
The rising awareness of the highly addictive appeal of digital communication tools points it out: Most of us are spending too much time checking mail, googling or sending messages. Digital Detox comprises a more reflective, critical and effective use of communication technology and encourages to digital unavailability. What is behind the current triumph of the offline-status and the fascination with analogue?