Key trends and local love1

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