2021年凯络趋势报告：情商营销之年（英文）

!"#$%$$Carat Trends 2021The Year of Emotionally Intelligent MarketingTable of contents1973536414435Part 1 – Societal Trends Shaping the 2020s1. From FOMO to FOGO2. The Donut Problem3. Connected Lives4. Respecting Privacy5. The Great DividePart 2 – Hottest Media Trends of 20216. The Camera’s New Life 7. Screen-free Media 8. The Decade of Paid 9. Responsible Media 10. The Metaverse11. Social Screening 12. Connecting the Dots Part 3 – Intersections Between the Trends Workshop tool – Map Your Own IntersectionsFootnotesAbout Carat21232527293133911131517A Year of Emotionally Intelligent MarketingSpeed Read - Carat Trends 2021A Year of Emotionally Intelligent MarketingFifty years ago in 1970, American writer and futurist Alvin Toffler wrote his best-selling book Future Shock. The book defined the phrase as a certain psychological state of individuals and entire societies brought about by a personal perception of “too much change in too short a period of time”. 2020 has undoubtedly been that year. The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.This year we have split our annual trends report into three sections.Section one looks at five long term societal trends that are changing how we live our lives.Section two looks at shorter-term patterns and innovations that we will see in the media landscape in 2021.Section three looks at the connections and intersections between the different trends and patterns. It provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.So why this emphasis on using emotional intelligence to make trends actionable?Earlier this year Carat fielded a study amongst 10,000 people in ten of the biggest markets to apply Daniel Goleman’s theory of EQ to the world of brands. We asked questions about forty- eight of the world’s biggest brands and how the experiences they deliver meet the five criteria for high (or low) emotional intelligence. The comparison of the performance of the most emotionally intelligent brands’ share prices with their lower scoring peers and stock market average indices was telling. Higher EQ is correlated with higher shareholder returns.One of our key findings was that technology driven, innovative brands scored more highly in EQ than brands in categories that deploy more classical marketing techniques. This was particularly true amongst younger cohorts that typically adopt new trends and technology first.So, this year our trends predictions focus on ways that societal and media developments can be brought together to create experiences that enable brands to create a meaningful value exchange with people and display emotionally intelligent traits more broadly in how they show up.Lastly,