回顧已知，掌握新知，探索未知。
《改變未來的100件事：2021全球百大趨勢》— 寫在後疫情時代，我們該如何面對這種前所未有的生活型態?
2021年仍是一個充滿變化的一年，新冠肺炎改變了每個人的生活，人們有了更多的反思，對於一直以來所知的習慣似乎悄悄開始轉變，我們正在擁抱一個更加”零距離”且數位化的未來。
《改變未來的100件事：2021年全球百大趨勢》是偉門智威智庫（Wunderman Thompson Intelligence）年度重量級的趨勢報告，整合全球策略人員的分析報告與數據，列出未來的趨勢、消費者洞察以及創新模式。
這本趨勢報告，揭露在全世界各地正在發生的事，它涵蓋了：文化、科技與創新、旅遊與觀光、品牌與行銷、食品、美容、零售、工作、醫療保健、金融十大領域，提出100件你一定要知道的事。
每一個趨勢都代表無數的商機，透過這本書，偉門智威將用最淺顯易懂的方式帶您一起看向未來，掌握趨勢。
Review the known, master the new, explore the unknown.
2021 The Future 100 published during this post-pandemic era.
How do we face this lifestyle we never had before?
2021 will be a year full of transformation. COVID-19 has changed everyone’s life. Facing the uncertainty of the future, people have more different reflections. What we know about the past we lived is gone, people start to change to a zero-contact and digital future.
2021 The Future 100 is Wunderman Thompson Intelligence’s flagship annual publication. This report combines the analysis and data researched by the strategy team of Wunderman Thompson all over the world. It charts emerging and future global trends, consumer insights, and innovation patterns.
This report unveils many things that are happening around the world. It covers culture, technology and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, work, health and finance. It’s the 100 essential things you must know.
Every trend leads to numerous business opportunities. With this book, Wunderman Thompson will take you to the future in a simple and digestible way.
作者簡介：
Wunderman Thompson 偉門智威
2019年，由創立於1864年，世界第一家廣告公司—智威湯遜 (J. Walter Thompson)與全球頂尖數位公司—偉門 (Wunderman)合併而成，隸屬於全球最大傳播集團—WPP。
以「創意、數據及科技」為核心的偉門智威Wunderman Thompson ，致力於提供客戶最佳生意解決方案。
本書主要的編寫團隊—偉門智威智庫(Wunderman Thompson Intelligence)，此智庫負責研究全球趨勢，研究範圍包括：未來趨勢、消費者變化和創新模式，讓讀者能夠更加了解國際趨勢且提供品牌經營、產品服務開發與行銷等方向。
關於Wunderman Thompson Intelligence
偉門智威智庫是偉門智威面向未來思考的研究和創新單位，負責觀察剛興起的現象以及未來的全球趨勢、消費型態變化、創新發展模式，並在進一步解讀這些趨勢後，將其見解提供給品牌參考。本單位提供一系列諮詢服務，包含客製化研究、簡報、聯名品牌報告、專題討論，也勇於創新，與品牌合作，在品牌框架下引領未來趨勢，並執行新產品與概念。本單位由偉門智威智庫的全球總監Emma Chiu所帶領。
偉門智威粉絲專頁及官網連結:
WT Taipei粉絲專頁: https://www.facebook.com/wunthompsontpe/
WT Taipei Instagram: https://www.instagram.com/wunthompsontpe/
WT官方網站: https://www.wundermanthompson.com/taiwan
Wunderman Thompson
In 2019, WPP, the world’s largest communications group, merged its global advertising agency J. Walter Thompson (Found in 1864, the world’s first ad agency) and digital agency Wunderman to form Wunderman Thompson. With “Creativity, Data, and Technology” at its core, Wunderman Thompson is committed to provide clients with the best business solutions.
Wunderman Thompson Intelligence
Wunderman Thompson Intelligence is Wunderman Thompson’s futurism, research and innovation unit. It charts emerging and future global trends, consumer change, and innovation patterns—translating these into insight for brands. It offers a suite of consultancy services, including bespoke research, presentations, co-branded reports and workshops. It is also active in innovation, partnering with brands to activate future trends within their framework and execute new products and concepts. It is led by Emma Chiu, Global Director of Wunderman Thompson Intelligence.
Websites of Wunderman Thompson
WT Taipei FB: https://www.facebook.com/wunthompsontpe/
WT Taipei Instagram: https://www.instagram.com/wunthompsontpe/
WT Official Site: https://www.wundermanthompson.com/taiwan
章節試閱
01戶外體驗的再生
當戶外活動成為大眾生活重心，也順勢帶動了戶外公共空間的創新與投資
從2021年春季開始，在曼哈頓便會有一座漂浮的島型公園位在哈德遜河上。這座公園是由億萬富翁巴瑞・迪勒（Barry Diller）和黛安‧馮‧佛絲登寶格（Dian von Furstenberg）這對情侶所構想、由赫茲維克工作室（Heatherwick Studio）設計，這兩英畝大的「小島」（Little Island）拓寬了紐約原本狹小的綠地，同時也有草坪、花圃，而水池前的圓形劇場也能夠給藝術家、樂團、表演者提供一個舞台。
哥本哈根的居民則能享受新的水上活動場地。2020年4月，澳洲建築師Marshall Blecher和丹麥電影公司霍克斯特工作室（Studio Fokstrot）公開了「哥本哈根島群計畫」（Plans for Copenhagen Islands），這座「Parkipelago」（丹麥語，意指公園）由一串「浮島」共同組成，地點位在該市的港口邊，讓人可以在此放鬆、游泳、釣魚，甚至還可以觀賞星星。2018年的島嶼模型CPH-Ø1和這次的計畫很類似，因為該計畫非常成功，所以有了這次的新計畫。「哥本哈根島群」秉持永續精神，利用鋼材和回收的懸浮物建造而成，繫於海床之上，島上覆有蓊鬱的樹木和綠地，島群下方也有足夠的空間，讓海洋生物得以繁盛生長。
在維也納的閒置綠地上，Precht設計了一座類似迷宮的「距離公園」（Parc de la Distance），高聳的樹木圍籬隔開了公園裡的不同步道，讓遊客可以在保持社交距離的前提下悠遊綠地。這項設計成功克服了疫情期間因為關閉公園而產生的問題。
在英格蘭，奧雅納工程公司（Arup）為「無牆利物浦計畫」（Liverpool Without Walls）打造讓民眾得以保持社交距離的新戶外座位區。奧雅納和Meristem Design以及利物浦市議會合作，目標是打造出調整型的戶外傢俱，並將它們安置到城市的各個角落中。
值得關注的原因：
綠地是形塑未來城市規劃的重要元素，城市裡的戶外據點，對世界各地的城市居民來說，一直都很具吸引力，受到新冠肺炎（COVID-19）的疫情影響，民眾對新鮮空氣和開放空間的需求也更加強烈。城市規劃者要找出永久性的解決方案，藉此打造獲得重金支持的新型文化空間。
01 Outdoor redesigned
The prioritization of open-air experiences is driving innovation and investment in outdoor public spaces.
From spring 2021, Manhattan will have a new floating island park, located in the Hudson River. Designed by Heatherwick Studio and conceived by billionaire couple Barry Diller and Diane von Furstenberg, the two-acre Little Island will expand New York’s limited green space and will feature lawns, gardens, meadows and an amphitheater hosting artists, bands and entertainers as part of a program of waterfront performances.
Copenhagen residents will also have a new venue where they can hang out on the water. Plans for Copenhagen Islands were unveiled in April 2020 by Australian architect Marshall Blecher and Danish firm Studio Fokstrot. The “parkipelago” will comprise a cluster of floating “islands” in the city’s harbor where people can relax, swim, fish and even watch the stars. The move comes after the success of a similar island prototype, CPH-Ø1, in 2018. Made with sustainability in mind, Copenhagen Islands are being constructed from steel and recycled flotation materials, covered in lush trees and greenery and anchored to the sea floor. The underside of each island will provide space
where aquatic life can flourish.
Precht has designed Parc de la Distance, a maze-like park in a vacant green space in Vienna. Tall hedges separate the many routes in the park, allowing people to explore the green space while adhering to social distancing guidelines. The design aims to overcome the challenge posed when public parks closed their gates during the pandemic.
In England, engineering firm Arup is creating new seating areas for public spaces that allow for social distancing, as part of Liverpool Without Walls. This project, devised in collaboration with Meristem Design and Liverpool City Council, will see adaptable modular units, referred to as “hybrid street furniture,” installed around the city.
Why it’s interesting:
Green spaces are shaping up to be the future of city planning. Outdoor urban spots have long been attractive assets for city-dwellers around the world, and with the outbreak of COVID-19, the desire for fresh air and open space has intensified. Urban designers are pointing the way forward to more permanent solutions, creating new cultural spaces backed by hefty investments.
01戶外體驗的再生
當戶外活動成為大眾生活重心，也順勢帶動了戶外公共空間的創新與投資
從2021年春季開始，在曼哈頓便會有一座漂浮的島型公園位在哈德遜河上。這座公園是由億萬富翁巴瑞・迪勒（Barry Diller）和黛安‧馮‧佛絲登寶格（Dian von Furstenberg）這對情侶所構想、由赫茲維克工作室（Heatherwick Studio）設計，這兩英畝大的「小島」（Little Island）拓寬了紐約原本狹小的綠地，同時也有草坪、花圃，而水池前的圓形劇場也能夠給藝術家、樂團、表演者提供一個舞台。
哥本哈根的居民則能享受新的水上活動場地。2020年4月，澳洲建...
目錄
文化 Culture
科技 & 創新 Tech & Innovation
旅遊 & 觀光 Travel & Hospitality
品牌 & 行销 Brand & Marketing
食品 & 飲品 Food & Drink
美容 Beauty
零售 Retail
工作 Work
醫療保健 Health
金融 Finance
文化 Culture
科技 & 創新 Tech & Innovation
旅遊 & 觀光 Travel & Hospitality
品牌 & 行销 Brand & Marketing
食品 & 飲品 Food & Drink
美容 Beauty
零售 Retail
工作 Work
醫療保健 Health
金融 Finance
2024專利防護中