JWT has released its eighth annual forecast of trends that will drive or significantly impact consumer mindset and behavior in the year ahead.

According to the forecast, everyday objects will become smarter as technology is embedded into everything from eyeglasses to socks and bikes, helping to measure, navigate and augment the world.

At the same time, smartphones will become de facto fingerprints as they evolve into wallets, keys, health consultants, housing identities all in one place.

“In our forecast of trends for the near future, new technology continues to take center stage, as we see major shifts tied to warp-speed developments in mobile, social and data technologies,” says Ann Mack, director of trendspotting for JWT.

“Many of our trends reflect how businesses are driving, leveraging or counteracting technology’s omnipresence in our lives, and how consumers are responding to its pull.”

Other trends cited in the report include:

Everything is retail: Shopping is shifting from an activity that takes place in physical stores or online to a value exchange that can play out in multiple new and novel ways. Since almost anything can be a retail channel, thanks largely to mobile technology, brands must get increasingly creative in where and how they sell their goods.

Peer power: As the peer to peer marketplace expands in size and scope, moving beyond goods to a wide range of service, it will increasingly upend major industries from hospitality and education to tourism and transportation.

Going public in private: In an era when living publicly is becoming the default, people are coming up with creative ways to carve out private spaces in their lives. Rather than rejecting today’s ubiquitous social media and sharing tools outright, we’re reaping all the benefits of maintaining a vibrant digital identity while gradually defining and managing a new notion of privacy for the 21st century.

In past years JWT has forecast trends including ‘food as the new eco-issue’ in 2012 (the environmental impact of our food choices is becoming a prominent concern); ‘de-teching’ in 2011 (more people logging off, at least temporarily, to get a break from technology); ‘location-based everything’ in 2010 (the explosion of location-based or -aware services that leverage data from mobile phones); ‘the small movement’ in 2009 (the shift away from “bigger is better” in everything from homes to cars to stores); and ‘radical transparency’ in 2008 (the “nothing to hide” ethos seen in some online behaviors).

JWT’s 10 Trends for 2013 is the result of quantitative, qualitative and desk research conducted throughout the year and for this report.

It includes input from nearly 70 JWT planners across more than two dozen markets and interviews with experts and influencers across sectors including technology, health and wellness, retail, media and academia.

The “10 Trends for 2013” report is available at JWTIntelligence.com.