A new trend report from JWT’s futurism and innovation unit, The Innovation Group, has been researching consumer behaviour and its findings urge business and marketers to explore Unreality, the intangible aspects of our lives that defy big data and the ultratransparency of the web.
We live in an age of hyper-reality and transparency overload, when our private Google searches are indexed by algorithms and smartphones offer a window onto the intimate lives of millions of strangers. But what happens when we tire of all this unfiltered faux-reality? Enter Unreality . . .
Lucie Greene (pictured), worldwide director of the Innovation Group, explained: “Consumers are adrift in a sea of user-generated content that purports to offer access to the ‘real’ world. But they are increasingly aware that much of this is highly mediated and misleading.
“Unreality is the clear reaction to this: surreal visuals, unicorns, alternate universes and all.”
When hyperbole is stratospheric, where is there that’s beyond awesome? Another world, but one that doesn’t actually exist. Download the free 34-page report here.
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