JWT Explores ‘The Future of Correspondence’

In its latest trend report, JWT, the world’s best-known marketing communications brand, dissects “The Future of Correspondence,” delving into the rise of Slow Communication and the Fusion of Digital and Physical. The report examines what’s driving these developments and the ways in which they’re manifesting, as well as what they mean for marketers.  

“As a countertrend to today’s proliferation of thoughtless tweets, texts, status updates and emails, people are coming to appreciate slower, more mindful communications—giving new significance to the act of sending and receiving physical mail,” said Ann Mack, director of trendspotting at JWT. “Still, today’s consumers are seeking the best of both worlds: the more sensory satisfactions of the physical realm along with the ease, interactivity and anywhere-access of the digital sphere. People are coming to expect a seamless experience and array of options across the digital-to-physical spectrum.”

 
The report also spotlights eight innovative direct mail campaigns and takes a look at how email is evolving, the advent of delivery lockers and new approaches to stamps and addresses. 

JWT’s “The Future of Correspondence” is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. For this report, JWTIntelligence interviewed relevant influencers and experts, and surveyed 1,200 adults aged 18-plus in the U.S. and the U.K. from Feb. 1-4, 2013, using SONAR™, JWT’s proprietary online panel. 

The report can be found on JWTIntelligence.com; subscribers to the JWTIntelligence iPad app will receive a notification to update the app to include this report. Additional knowledge and research on JWTIntelligence.com includes trend reports on the state of men, travel, mobile, embracing analog, health and happiness, food and JWT’s 10 Trends and Mobile Trends for 2013 and 100 Things to Watch in 2013.