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PortWatch

December 27, 2013

What will 2014 be like?

Trend spotter predicts 'mindful living,' telepathic technology

Forget the fear of missing out. In 2014, trend watcher JWT thinks JOMO — the joy of missing out — will take deeper root in the mainstream.

Among the global advertising and marketing company’s predictions for the new year is a march to “mindful living,” with more consumers actively trying to shut out distractions and focus on the moment. But as trend reports often go, this one is mixed, for Mindful Living is listed with The Age of Impatience in JWT’s Top 10 for next year.

In the peace-of-mind department, look no further than the Slow Food Movement broadening, simply, to Slow; the rise of the digital detox like Camp Grounded in Northern California’s Anderson Valley; and Silicon Valley’s infatuation with all things Zen, said Ann Mack, the company’s director of trend-spotting.

Google already offers employees meditation as part of a “Search Inside Yourself” course, along with regular silent “mindful” lunches, for instance. And there’s an app or three, including Headspace, for on-the-go meditators who are prompted to check in with themselves, Mack said.

The mind-calming, mind-blowing concept goes like this, according to Mack: “You’re enjoying what you’re doing in the here and now and not on social media broadcasting or seeing what everybody else is doing.”

As for JOMO, as opposed to FOMO, Mack credits tech blogger Anil Dash for coming up with the former when he realized after a month unplugged following the birth of his son that he happily hadn’t missed anything at all.

While some people work on their downward-facing dogs at yoga class, the on-demand economy will churn away in 2014, said the ninth annual JWT report.

To satisfy the need for all things instant, binge viewing and same-hour delivery bubbled up to satiate all age segments, especially hyperconnected Millennials who expect things can be achieved, acquired and enjoyed with the help of mobile technology in real time. Even they’re pushing back some on how they perceive technology, Mack said in a recent interview.

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