Futurist Thomas Frey: Understanding trends is more of an art form than an exact science. But for those who can read the tealeaves, and make bold moves, leveraging trends can give them a serious competitive advantage.

As an example, LinkedIn just posted its annual list of top buzzwords, the ones most commonly used on their members’ professional profiles. The top word people in the U.S. use to describe themselves on LinkedIn is “Creative.” Last year “Creative” didn’t even make it into the top ten, where “Extensive Experience” topped the list.

And it’s not just the U.S. This was the most used word in Britain, Canada, Netherlands, and Germany. So what business decisions will you make that tie into people’s recast dreams of being “creative?”

Obviously, trends don’t happen in one-year cycles. They are constantly evolving, and all of the content below is, in one way or another, already happening. Last week we began our journey with trends 1-14 of the “28 Major Trends,” and this week we will finish it. Here are trends 15 – 28.

15.) Exploding Smartphone Industry – With a global population exceeding 7 billion people, we have seen the mobile phone industry mushroom to include over 5 billion members. Smartphones remain a small subset, owned by around 10% of all those with mobile phones. But not for much longer. We are about to see virtually all communication devices replaced with smartphones over the coming decade.

Leading the charge is Google with over 700,000 Android devices being activated daily. Over the past year, Google activated more than 255 million devices compared to 105 million Apple activations. Admittedly this isn’t a true apples-to-apples comparison (no pun intended) because Google doesn’t make their own phones and Apple does.

As smartphones and other devices evolve in this exploding market, look for a near-term push into near-field communications, 4G, and flexible bendable devices.

Critical to the growth of this mobile device market is the global supply of rare earth metals, which China currently controls 95% of known reserves. Looking out for its own self-interests, Chinas has been ratcheting down exports of these metals by 12% per year for the past 5 years. Their reluctance to export enough to meet global demand has touched off a world-wide hunt for new sources with promising finds being uncovered in Canada, Argentina, South Korea, and California. Look for several new mines to come online in coming years and China’s stranglehold on the industry to plummet.

16.) Hyper-Local Urban Farming Going Underground – A few years ago, a study by the Leopold Center for Sustainable Agriculture at Iowa State University reported that between 1980 and 2001, the distance food traveled from farm-to-table increased 25%, ranging from 1,500 to 3,000 miles. Since then we have seen a strong push to localize and even hyper-localize the growing of food supplies.

The drive to make all food supplies local has touched off a number of battles to rewrite municipal codes to accommodate everything from rooftop gardens, to backyard cows and chickens, to aquaponic and aquaculture projects, to experimental vertical farms. The next shift with see crops grown underground.

Dutch-based PlantLab recently announced it has figured out how to triple plant yield in a sunless, rainless environment housed in their underground research facilities. PlantLab uses artificial light and only 10% of the water typically needed. Using the correct spectrum from their LED lighting system has increased photosynthesis efficiency to 12-15% percent from sunlight’s 9% range.

By keeping the plants in a contained environment, PlantLab can also recycle evaporated water, which helps them grow crops using just one-tenth the water needed in traditional greenhouses. As an addition bonus, pesticides are no longer necessary. Production facilities can be built almost anywhere – from the deserts of Sahara to the icy plains of the Artic.

17.) The Gamification of Business – Currently a huge buzzword in techy circles, gamification is moving mainstream. Simply defined, gamification involves applying game techniques such as leveling, rewards and competition, to any human experience.

Many limit their thinking about gamification to mobile apps but it has far broader implications. Imbedded game features such as leaderboards, achievements, and skill-based learning are becoming common in day-to-day business processes, driving adoption, performance and engagement.

One recent example is the Nike campaign to gamify the process of personal training. People who visit the site, enter details of their running times and the routes they were on, and compete for prizes with others around the world.

Another example is the geo-location service Foursquare provides which encourages people to use its check-in technology by giving them an incentive, when they checked in to a certain venue. Many restaurants have picked up on this and offer free cupcakes or desserts to customers who talk about their experience on Foursquare and other social networks.

It’s all about adding fun to the daily tedium of living. Look for gamification to start making major inroads into college offerings as well as non-traditional K-12 educational programs.

18.) Going Cashless – Signs of our emerging cashless society has been popping-up in small doses since 2005. And while 2012 may not be the year that consumers instantly go cashless, it will be the year that major players like Google and MasterCard roll out their cashless initiatives around the world.

For consumers, the initial attraction will be convenience, but eventually mobile payments will create an entirely new data-driven eco-system of rewards, purchase history, daily-deals and more. Key to this movement will be Near Field Communication (NFC), a technology that allows for encrypted data to be exchanged between two devices in close proximity (”near field”) to each other.

Here are a few of the changes happening in this market over the past few months:

• In October 2011, the Google Wallet, a free, NFC-enabled mobile payment system became operational at select retailers across the US. Licensing MasterCard’s PayPass technology, shoppers simply tap their mobile device on special terminals at points-of-sale to pay instantly.
• In June 2011, PayPal demonstrated its own mobile payment app for Android devices.
• Twitter founder Jack Dorsey’s latest venture, Square, is an electronic payments service which enables users to accept credit card payments by using a portable card-reader device that plugs in to iPhone, iPad or Android devices. Both the Square card-reader and app are free, although there is a 2.75% charge for each payment made. In November 2011, Richard Branson and Visa became investors in Square.
• In June 2011, Sweedish-based iZettle was launched to enable consumers to accept anywhere-anytime credit card payments. The iZettle app works with iPhones and iPads. Bills can also be paid or money transferred using this service.

Google CEO Larry Page sees himself as the next great visionary, following in the footsteps of Steve Jobs, Nikola Tesla, and Thomas Edison, as he attempts to rewrite the rules for major industries by pushing initiatives like driverless vehicles, wireless power, and a cashless society. With our hero-based culture, look for Larry Page to emerge as the heart and soul of the movement to turn virtually every electronic device into a payment device.

19.) Ending the Dream of Home Ownership – If you had to choose between starting your own company, traveling around the world, or owning your own home, which would you choose?

Attitudes among Gen X and Gen Y are increasingly shifting towards creating a full life experience rather than settling down and building a nest egg.

Home ownership in the U.S. dropped to 66.9% last year from a high of 70% in 2005, and some are forecasting it will drop as low as 62%, a level not seen since the Census began tracking this data in 1963, as the hurdles to owning a home increase.

Naturally, this begs the question: Is a 62% home ownership rate so bad? It’s still far higher than in most European countries. And, more importantly, why is it assumed we need to own our own homes?

Trillions of dollars have been spent propping up the American Dream of owning our own home. But the dream is shifting, so look for Congress to quit spending money on it. Instead, look for new experimental approached for redefining the relationship between people and the places they’re living in. The stage has been set, it only a matter of time before a new paradigm unfolds.

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