GLOBAL CONSUMER TRENDS & INNOVATION
Victoria Loomes, Senior Trend Analyst, TrendWatching
NOT ABOUT FASHION
NOT ABOUT ###
MORE THAN TECH CHANGE
A consumer trend is a new manifestation among people – in behavior, attitude, or expectation – of a fundamental human need, want or desire.
Trends emerge as innovators address people’s basic human needs and wants in novel ways.
TENSION & EMERGING EXPECTATIONS
INTERNET OF SHARED THINGS
INTERNET OF SHARED THINGS The Internet of Things meets the Sharing Economy. That means smart devices and digital services that help users share physical resources.
AUDI
Scheme allows car to be shared among five friends
CURRENCIES OF CHANGE
CURRENCIES OF CHANGE Show us a consumer who’s not trying to improve themselves on some level. But high costs and human inertia often get in the way. Enabler brands that offer discounts and rewards in exchange for good behaviour will be rewarded.
UNTOLD
Festival-goers receive discounts for donating blood
LOCAL LOVE
Despite globalisation, despite online; location still matters Consumers still embrace ‘local’ products service and knowledge Authenticity, convenience and eco-concerns are all key drivers
2003 POPUPPING
Target opens a temporary floating store on the Hudson River
2009 URBAN PRIDE
Iconic French perfume house Guerlain launches citythemed perfumes
2013 BRANDED GOVERNMENT
Samsung’s solar-powered truck brings healthcare to rural Africans
Connection to ‘locality’ ( a neighborhood, city, country) is an impulse as old as human nature
Now, expectations about how that connection is manifested and shared, and the role that brands should play, are evolving fast
Smart brands are standing out from the crowd by making deeper commitments and lasting, meaningful impact on a chosen locality
2015 LASTING SPACES
Shell launch world’s first footstep-powered soccer pitch in Rio favela
THE ONGOING IMPLICATION FOR BRANDS…?
THE AGE OF UNIFORMITY & SAMENESS HAS PASSED…
CONTEXTUAL RELEVANCE IS KEY
IDEA BANK
Bank opens co-working space and cafĂŠ for entrepreneurs
THE ROSEWOOD LONDON
Hotel opens sustainable organic market
PEAK PERFORMANCE
Location-specific virtual stores hosts giveaways for outdoor enthusiasts