PREDICTIONS 2019 - redagencydigital.com.au

1 RED SKY. PREDICTIONS . 2019 AUTHORS: JAMES WRIGHT. CEO, Havas PR and Global Chairman, Havas PR Collective JACKIE CROSSMAN. Executive Director, Red Agency DAVITHA GHIASSI. Executive Director, Social & Integration, Red Agency & Havas PR. havas pr PREDICTIONS . 2. Encouraging screen/life balance 1.. With people touching their smartphones on average 2,600 times a day, social platforms 2019. will increasingly come under pressure to address screen addiction in taming the tech beasts they themselves have created. Following Facebook's you're all caught up' feature lead, mainstream channels will continue to roll out tools to limit, monitor and manage people's usage in the spirit of public health. Expect the launch of various new platform features in collaboration with The more things change? And as media fights to claw back trust mental health experts, researchers and It's 70 years since George Orwell wrote 1984.

2 In news, brands with sponsorship dollars, particularly in sports, will CYBER WELFARE: academics. In 2019 we will see tech titans take charge of the digital detox trend. and 35 years since we lived in actual 1984. George was prescient. require administrators to show greater leadership and action to restore trust. FROM SOCIAL TO 3. Preventing social bullying and In 2019, it's same, same but different. We've swapped Orwellian Newspeak, We will see a more grown up conversation SOCIETY PLATFORMS self-harm Eight in 10* young people want social around nationalism led by teens born media companies to do more to tackle doublespeak and the Ministry of Truth for politically correct and intent on shaping cyberbullying. Expect new social listening and Trumpian tweets and not letting the facts Social user growth will continue to surge . their future. activation initiatives to support victims of all get in the way of a preferred story.

3 But in doing so the leading platforms will also We will start a movement around mental ages, with Australia's eSafety Commissioner Big Brother is still watching but so is Big grow a social conscience. And if they don't? fitness - but talk to each other less, recommending its Cyberbullying reporting Sister, and she's on an unstoppable mission. They'll be forced to address the public's and to our devices and appliances more. scheme for children be extended to welfare anyway when global and domestic This year, things get personal. DNA privacy protect adults too through swift take-down 1984 was Orwell's vision for the future. regulations cultivate a groundswell of public will get put under the microscope, marketers of offensive, reported material on social This is Red Agency's and our Havas PR opinion calling for action to force their hands. will get their hands on genetic codes, social platforms.

4 Researchers are leveraging AI. families' take on tomorrow. This year, social platforms become society and data from Twitter to identify people with platforms will get to grips with social welfare, influencers will take on new shapes - and Here's what to expect. platforms', when, willingly or not, they take suicidal thoughts by identifying words and agencies will set out new ways to measure on increased responsibility to monitor and phrases commonly used by people at risk, their value. administer public safety protecting their including tone and context not just what users from others and themselves. they say, but how they say it. The next step It's the year truth-seekers fight back, with will be research into how social platforms journalists channeling Sherlock Holmes Three categories are shaping the shift to can be harnessed to automatically provide as quality investigative reporting makes social platforms: support to society through data aggregation a Lazarus-like comeback.

5 1. Detection and protection against and technological advances that play a role public threats on the platforms and beyond. We've already seen the Facebook mark From anti-bullying bots to branded social yourself safe' feature roll out in times of (media) good' initiatives over the coming natural disaster or terror attacks. Behind year, expect an increase in marketing the scenes, the platform's 200+ counter- campaigns centered around community terrorism team uses machine learning-based safety and self-care as a result with brands detection technology to assess and address advocating protection of their consumers. posts that may signal support for ISIS or Also expect more global cooperation among al-Qaeda. New audio and text hashing the platforms as they form a united front techniques join image and video ones to to tackle the big online issues in society detect terrorist content. Facebook shares because they're all going to be held to these digital fingerprints with a consortium account if they don't.

6 Of tech partners organised by the Global SOURCE: Internet Forum to Counter Terrorism (GIFCT), * UK Children's Society survey, havas technology-43197937. including Microsoft, Twitter, and YouTube. pr Expect growing collaboration between platforms on a joint public safety mission. 2 RED SKY PREDICTIONS 2019 RED SKY PREDICTIONS 2019 3. CURIOSITY, CAUTION & CLONING: HOW AUSTRALIANS FEEL ABOUT DNA TESTING. Curiosity trumps caution when ancestral history (22%), the type of it comes to Australians' thirst for chocolate they might like (20%) and 2. knowledge about their health or history. low shedding pets if they had a fur More than two million Australian adults allergy (19%) compared to those who 10% of the population have had haven't yet had their DNA tested, but a DNA test, giving up their unique who are interested in doing so (13%, genetic code despite huge concerns 8% and 11% respectively).

7 About privacy or being cloned. Health-focused offers are the most The YouGov Galaxy Predictors 2019 keenly sought marketing information Study commissioned by Red Agency in among both the already tested and February 2019 found helping our health the interested in being tested. and accessing our ancestry are the About one in three from both groups main motivators for sharing our DNA. would be happy to receive ideas for Health accounted for three of the low fat foods if they were pre-disposed four main advantages of DNA testing, to weight gain (33% for already tested, DNA: THE NEW with identifying potential health risks 29% for interested in being tested);. (55%) seen as the number one benefit, while about one in four would welcome recipe ideas for food allergies and DATA PRIVACY - AND. followed by better monitoring by health providers (35%) and modifying DNA intolerances (25% for tested, 29% for to prevent or cure a disease (30%).)

8 Interested) and the health insurance MARKETING GOLDMINE As the classic Australian song says, from all the lands on earth we come'. policies best suited to their DNA. (25% for both groups). Even people who are not interested in DNA testing and many of us want to know exactly hypothetically said they would be more where that was, with learning where interested in health-related marketing our ancestors came from (44%) information (14% for allergy recipes, In 2019, the global conversation shifts Who can access it? What they can do with package genetic testing combined with viewed as the second biggest 13% for low fat foods and 11% for from Data Privacy to DNA Privacy and first it? Can law enforcement or the government lifestyle coaching, including diet and exercise benefit of DNA testing. health insurance policies) compared mover marketers will prepare to leverage pressure testing companies to share your recommendations, based on the results.

9 DNA's potential to unlock secrets to other types of offers. the ultimate in business intelligence. DNA? Do you have to disclose it to health or about our past or shape our future Across generations, Millennials (63%). Education Curious about where you come life insurers? Add potential hackers, forgotten wellbeing is tempered by caution, are much more receptive to post-test More than 12 million Americans and two ^ from? Do the test, then get offers to learn with privacy our biggest worry. Most consent options you ticked and fine print marketing compared to Gen X (44%). million Australians* have tested their DNA about your family heritage and history, the of us are concerned about our DNA and Baby Boomers (39%), for you didn't read to the mix, and the boom falling into the wrong hands (53%), mostly out of curiosity, to learn their ancestry migration patterns of your ancestors, or whom DNA could well stand for in genetic testing becomes an ethicist's being exploited by health insurance Do Not Approach'.

10 Or about their health, including genetic learn the language they spoke. companies to make us cough up nightmare and a marketer's dream. predisposition to diseases. Kuwait has Travel Go back to where you came higher premiums (40%), or turning us Offers with a health angle again rule Genetic marketing makes its move into a target for identity theft (38%). the roost, with ideas for low fat options become the first country to make DNA from, based on your genealogy. Half (22%) and helpful recipes for food testing mandatory for all residents^. One of those consent boxes ticked may well Scandinavian? Visit Sweden to explore One in four Millennials and Gen Xers intolerances or allergies (22%) topping But how many of those millions know what (25%) worry they could follow in Dolly be agreeing to share your DNA with third the Vikings. Travel to find or meet relatives. the list overall with no difference across the sheep's hoofsteps and be cloned happens to their DNA when they give it up?