HumanKind 2012: The Transformation of Aspiration

Where is America headed? What lies ahead for brands next year?

These are just some of the key questions Leo Burnett Chicago considered in developing a forecast of behavioral trends called HumanKind 2012, led by Chief Strategy Officer Stephen Hahn-Griffiths.

What’s apparent from the learning is that we’re beginning to see a profound change in the cultural fabric of society and the emergence of a different kind of Big Life Plan.

It’s a new kind of America – where men stay at home, women win the bread, and nearly 40 percent of all children are born to a single mom. In short, it’s the “The Transformation of Aspiration.”

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Cannes Spectacular!  A full recap from the 2011 International Festival of Creativity.

We review “Wildfire: The Language of the 21st Century,” look at how our Cannes Predictions fared, talk with a few international delegates and, of course, showcase our 44 Lions.

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‘The first ad unit that will let brands do effective word-of-mouth marketing at scale,’ breaking work from Hong Kong, Zurich and Madrid, and how social shoppers are changing the rules of retail.

We talk to strategist Jake Setlak about the origins of ‘SparkBox,’ explore how social behaviors and channels are influencing shoppers and dig into Cannes contenders from Leo Burnett and beyond.

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See what you missed in Austin at SXSW Interactive, have a look at some of the best from the 1Q11 GPC and learn about America’s most important new shopping partner.

We report back on lessons learned at the year’s biggest digital event, uncover surprising insights about how smartphones are changing the face of retail and visit Portugal to catch up with the Global Product Committee.

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Meet the hottest Hispanic advertising agency in the U.S., see the world through the eyes of a true visionary and read about Leo Burnett Mumbai’s ethnographic study on a new class of professional nomads.

We talk to some leaders at Lapiz, who’ve brought the shop to ‘A-List’ status, follow a dozen ‘migrant executives’ for more than 3,000 km across India, and look at new work from Fiat, Sealy and this year’s WWF Earth Hour.

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The inaugural issue of the HumanKind Digest features mobile tactics, Ibero-America’s hottest advertising festival, the future of retail and more.

We look at best practices in using quick response (QR) codes, visit Buenos Aires to check out El Ojo, examine the role of the physical store in a changing retail environment, and spotlight a fantastic campaign for Jeep that uses an innovative application of Twitter.

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