JWT Says Iceland And Soft Natural Hair Are “In”

This is pretty good. On PRNewswire, you can see the list of 70 things JWT trendspotters say are “in” for 2007.

“Trends are illustrated by the products and services that exemplify them,” says leading trendspotter Marian Salzman, EVP, chief marketing officer of JWT Worldwide and co-author of the new book Next Now (Palgrave Macmillan), a travelogue into the near future. “By examining what resonates with consumers, we can identify the larger patterns that will shape our lives in the years to come.”

Here are some of my favorites:

28. Binge Chilling
51. Higher-waisted pants
56. Energy-saving lightbulbs

Well, check out the whole list. And feel free to comment below on anything you think will be “in” or “out” in 2007.
UPDATE: I confess that I’d never heard of “binge chilling” but it’s exactly what it sounds like. Next Now — The Blog explains:

“Zoning Out” and “Me Time” as Entertainment: With leisure time becoming so precious in our time-scarce culture, just zoning out is becoming a form of entertainment all its own. Much of today’s youth participate in “binge chilling,” or going back and forth from doing a lot at once to doing absolutely nothing. Entertainment now has as much to do with being switched off as it has with being switched on.

Next Now, of couse, is Marian Salzman’s own blog. Doing a Google search on “binge chilling” doesn’t turn up any other uses of the phrase other than on JWT’s list and Salzman’s blog. So maybe it’s proprietary–meaning either JWT did something original, or you have to pay Salzman a nickel every time you say “binge chilling” in a sentence.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.