On-off

JWT, the largest advertising agency in the U.S. and the fourth largest in the world, announces the top 10 trends for 2007. The trends are taken from Next Now, the latest book from Trendspotters Marian Salzman and Ira Matathia.

As technology makes jobs more portable and demands that we be always on, we’ll struggle to compartmentalize our lives and learn how to master constant connectivity. Work will saturate our homes, blurring the line between on and off time, and the notion of “work hours” and the way in which we work will change dramatically. Coffee bars, for example, have become the de facto office for many mobile workers and a venue for meetings. Celebrity- centric blogger Perez Hilton famously writes at Coffee Bean & Tea Leaf in Los Angeles, where the likes of Diane Warren, Lindsay Lohan and Nicole Richie stop by his “office” for a quick hello and photo op while grabbing their non-fat lattes. The counter-trend: As our working lives speed up, people are making a conscious effort to slow down. Turning off a cell phone during lunch will become a resounding statement that this is “me time.”

Another slightly more social (you know, the buzzword of 2006…) way to tell the world your status at the moment is to use Jaiku. More info here. The founder of Jaiku, Jyri Engestrom puts it this way (concerning your mobile phone): “You see the names of your closest friends, but you don’t know where they are or what they are doing. For all you know, they could be dead”. Let’s hope they just would like to have some “me time”…

Thanks to Agenda Inc.

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