In Relevant magazine this month, there is a fascinating 14 page article ("Bringing 2020 Into Focus") in which experts weigh in on what to expect in the coming decade, in areas like the environment, social justice, politics, culture, faith and science. As the "expert" in the cultural arena, I was commissioned to forecast the trends and changes I think will be most significant in the next 10 years. To read the whole spread, click here. But below I've excerpted a few sentences from the 4 trends I highlight.
One With the News:
Ten years ago we didn’t have YouTube and blogs were barely in their infancy. “Have it your way” was just a Burger King slogan. But now, “have it your way” is manifest destiny. It’s an inalienable right—a mantra that permeates everyone's digital media existence—and by 2020, it will conquer more than just music libraries. It will define the fourth estate.
All signs point to a 2020 in which the news is no longer uniform, no longer top-down and no longer the same for any two people. The news will no longer be an externality, but a personal thing—for individuals, by individuals, about individuals.
It won't just be about the ability to personalize the news people consume (through RSS feeds, Digg and personalized homepages), it will become more about people placing themselves in the thick of generating the news and being the news. CNN's "iReporter" is the current industry standard for this "citizen journalism," and sites like Newsvine—which attempt to involve average consumers in the generation of news--are perhaps a good indicator of what is to come. (...)
The New Cultural Power Brokers:
Whether it’s the 17-year-old film critic blogger who talks up the unknown indie films or a music webzine like Pitchfork that rises to atmospheric importance because of a track record of reliably good taste, these everyday tastemakers will rule the roost of cultural capital in 2020. They will be the arbiters of worth-my-attention commodities for the niche audiences they twitter to. They will pan for gold in the muddy waters of DIY culture-making and elevate only that which deserves it. They will carry the carrots toward which the deep pocket conglomerates race to monetize, and though merely “intermediaries,” they will be the most indispensable link in the chain. (...)
There Will Be No Place Like Home:
Home is making a comeback; “local” is the new “global.” And in 2020, people wonder why, back in the day, they were ever so antsy to leave.
Rising gas prices and struggling airlines will lead to continued escalation in transportation costs and the desire to “get out” will simply be crowded out by the realities of affordability. The “main street” local economy will thrive again and shipping costs will make homegrown business more viable. (...)