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Creative Research Summary: Fall/Winter 2010
Creative Research Summary: Fall/Winter 2010
Type throughout: Jeeves 2 faces Red Rooster Find it at veer.com
W
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e depend on technology in our daily lives. We connect with friends and family via text messages and social networking sites, collaborate with colleagues through e-mail and web conferencing, and spend the
majority of our productive hours in front of computer screens and televisions. While technology has provided
convenience, flexibility, and global connectivity, it has also made us long for the warmth of more tactile experiences —
things with a human touch.
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Creative Research Summary:
Fall/Winter 2010
Creative Research Summary: Fall/Winter 2010
E
pidemics, environmental some offices are even implementing
disasters, and financial
tech-free time for workers to engage
uncertainty mean we’re
and collaborate without the use of
placing more emphasis on comfort,
phones, e-mail, or laptops. Some are
security, and meaningful pursuits.
using technology to connect with
We find the greatest sense of
others in the real world. Thanks to
belonging and purpose in our
advances in social media and mobile
relationships because we know the
communications, new groups are
best experiences in life are those
forming online daily to assemble
shared with others.
offline meetings. Teenagers and
While our use of technology shows
no sign of waning, our desire for
connection has made us nostalgic
for real human contact. As a
result, more of us are deliberately
young adults use mobile applications
to keep track of friends’ physical
whereabouts so they can initiate
impromptu get-togethers.
As behaviors like these become
unplugging during family time and
more common, the line between
vacations. More public spaces are
online and offline interactions will
becoming cell phone-free zones and
continue to blur.
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Creative Research Summary:
Fall/Winter 2010
42-24692869 © Max Wanger/Corbis
Creative Research Summary: Fall/Winter 2010
T
he effects of the appreciate the process. Crafters
global recession have
in particular are enjoying a special
led to a backlash against
form of “handmade therapy” as
mass-market consumer culture.
their projects often require a
We’re rejecting signs of conspicuous
considerable amount of time,
consumption and are more mindful
concentration, and patience.
of the products we buy and the
Creative outlets are having such
resources we use. As our lives
a positive effect on our emotional
become increasingly dominated
health that doctors are now
by technology, we’re longing for
recommending them for stress relief.
experiences and products that
possess the warmth and authenticity
associated with human connection
and creativity, like handmade goods
and artisan foods.
Crafting has also become big
business for the industrious artisans
who sell their creations on web sites
like etsy.com and at the growing
number of craft shows worldwide.
Whether it’s through DIY decor,
Hobbyists who began building craft-
vintage fashions, paint, yarn, or
based businesses to make ends
clay, more people are tapping into
meet during the recession are now
some form of creativity as a means
seeing a rise in business. Top sellers
of personal fulfillment. DIY projects
are earning six-figure incomes,
and creative endeavors provide us
contributing to a $30-billion craft
with a sense of accomplishment and
and hobby industry.
give us a chance to slow down and
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Creative Research Summary:
Fall/Winter 2010
42-24858074 © Peter M. Fisher/Corbis
Creative Research Summary: Fall/Winter 2010
P
eople are recognizing the
needed getaway, seeing a movie in
3D, or trying a new restaurant with
need to slow down and
unplug — even if it’s just for
a moment. We’re looking inward
to gain a sense of personal calm
and fulfillment. We’re craving relief
from daily responsibilities. Adults
and children are incorporating
more play into each day, with team
sports and park attendance on the
rise in most major cities. Although
the economy hasn’t bounced back,
we’re feeling the need to escape
from self-imposed budgets through
occasional splurges, particularly on
friends is worth the investment.
As life speeds up, our need for the
most basic pleasurable experiences
is growing. We’re finding joy in
everyday experiences, from the first
sip of a cup of coffee and the smell
of our favorite foods, to the warmth
of a wool sweater and the sound of
an old song. Although multisensory
products and environments are
on the rise, we’re beginning to
rediscover the little things that
make our lives so gratifying.
new experiences. Taking a much-
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Creative Research Summary:
Fall/Winter 2010
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Creative Research Summary: Fall/Winter 2010
S
lowing down and simplifying one’s lifestyle can yield new opportunities for human connection. There’s a renewed emphasis on low-tech activities, creative pursuits, community involvement,
and nurturing relationships with friends, coworkers, and family.
Concepts and keywords:
Simplicity
Creativity
Community
Self-expression
Enjoyment
Local
Diversity
Belief
Identity
Customization
Unconventional
Practical
Style
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Creative Research Summary:
Fall/Winter 2010
42-24858755 © Peter M. Fisher/Corbis
Creative Research Summary: Fall/Winter 2010
M
ore importance is being placed on offline connections, like multigenerational family time, bonds between siblings and
parents, dating, and socializing with friends and neighbors.
Concepts and keywords:
Family
Trust
Friendship
Comfort
Love
Romance
Quality time
Teamwork
Intimacy
Belonging
Fun
Spontaneous
Togetherness
Passion
Caring
Playful
Support
Community
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Creative Research Summary:
Fall/Winter 2010
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Creative Research Summary: Fall/Winter 2010
D
IY projects, activities that lead to self-improvement and self-discovery, and exploring new places help
us reconnect to the real world.
Concepts and keywords:
Downtime
Freedom
Challenge
Dreams
Knowledge
Freedom
Hobbies
Nostalgia
Skill
Ambition
Aspiration
Learning
Discovery
Innovation
Playful
Adventure
DIY
Determination
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Creative Research Summary:
Fall/Winter 2010
42-24858853 © Peter M. Fisher/Corbis
Creative Research Summary: Fall/Winter 2010
T
here’s a revived interest in hobbies, craftsmanship, creativity, and volunteering. Craft- or hobby-based small businesses are more common,
as are alternative careers and flexible or part-time work schedules.
Concepts and keywords:
Personalization
Creativity
Giving
Relevance
Connection
Aspirations
Authenticity
Vitality
Simplicity
Style
Relationships
Individuality
Experimentation
Self-actualization
Wisdom
Identity
Enjoyment
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Creative Research Summary:
Fall/Winter 2010
42-24779706 © Noe Montes/Corbis
Creative Research Summary: Fall/Winter 2010
W
ellness is about physical and emotional health, and a positive attitude. Regular exercise, eating healthy, and taking breaks to
re-energize and relax are necessary preventative measures.
Concepts and keywords:
Wellness
Balance
Happiness
Healthy
Competition
Responsibility
Prevention
Purity
Self-esteem
Quality
Relaxation
Fresh
Spirituality
Choice
Calm
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Creative Research Summary:
Fall/Winter 2010
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