The four trend themes for 2014 are:

Keep It Real

At a time when consumers are overwhelmed with brands and bored with me-too products, manufacturers want to know how they can keep them excited. People want to feel a connection with the things. They want what’s real and tangible, and manufacturers need to understand this. To stand out in the marketplace, designs have to connect with consumers on a more personal level.

Re|use|full

After the recent recession, the public is tired and disappointed with old ideas and waste. They want to repurpose the old into new. This theme acknowledges a new freedom of expression that looks at existing materials from different angles and imagines new creations.

“The colors of Re|use|full are a visualization of thinking outside of the box, of morphing discarded products into new-generation identities,” explains Pozzati. “The colors suggest feelings of timelessness, longevity and permanence.”

There to Share

In the mobile internet age where information on almost anything is easily accessible, shared thinking, collaborative reflection and networked learning are new approaches to inquiry-based research. Today’s young generation is more open to sharing knowledge and uniting ideas to solve world problems is ‘in.’ Money and possessions are perceived as less important, while the sharing of knowledge is seen as generous, and a better representation of goodness and value.

“The colors of There to Share are connective, suggesting how individuals around the world are connected, sharing their experiences, thoughts and ideas across time zones, as technology allows them to share, effortlessly and quickly,” reveals Judith van Vliet.

Vamos Jogar Bola

The spirit of Brazil is what defines this theme. The 2014 soccer championship in Brazil will draw together millions of fans from diverse countries to share a common passion – their love for football, which really can reach the level of a religious fervor. Brazilians also express themselves through their colorful Carnival, infused with samba music and dance.

These events draw immense crowds and can be perceived as an invitation to come together and unite to solve global problems. The world is opening up rapidly, and as it does, and new middle classes emerge, so too do new markets. Brazil is investing huge resources to change itself. The phenomenon of inclusion can be seen everywhere in the country. In addition, sustainabledevelopment events are powered by innovation. There is so much joy in the air, as Brazil has so much to celebrate.

Clariant