Brendan Byrnes: Are there any of these trends, out of the 10 trends, that you're most confident about happening in 2013, or do you think these are all going to happen in 2013? Are there any that you're particularly more confident about?
Ann Mack: You know, they're all my babies. I've spent a lot of time with them, so I don't have a favorite son or daughter.
However, the point I want to make is, it's hard to say that any trends are assigned to one calendar year. We don't operate in the hot-or-not, in-or-out business. These are trends with real weight and momentum, that will be with us for a while.
Byrnes: Did any of these surprise you, when you started to get the survey data back, or had you seen some of these coming? You said "over the years." There's some overlap over the years, but did any of these surprise you as you started to get data back?
Mack: I think the going private in public trend is really interesting, because people are definitely gaming the social-media system. They don't want to abandon their Facebook profiles, their Pinterest, altogether, but they do want to find ways to shield themselves when they deem appropriate.
Byrnes: It's about finding that balance.
Mack: Exactly.
Byrnes: All right. Ann Mack, the director of trendspotting at JWT, thank you so much for your time.
Mack: Thanks for having me.
