10 TRENDS FOR NOW – PART 1
A QUICK WARM UP!
2 INNOVATIONS: GOOD OR BAD IDEA?
AIRFROV
Platform connects buyers to people travelling overseas
CATSTACAM
Pet food brand unveils Instagram device for cats
2 INNOVATIONS: GOOD OR BAD IDEA?
AIRFROV
Platform connects buyers to people travelling overseas
CATSTACAM
Pet food brand unveils Instagram device for cats
GOOD OR BAD? LET’S VOTE!
AIRFROV
Platform connects buyers to people travelling overseas
CATSTACAM
Pet food brand unveils Instagram device for cats
YOU AREN’T THE ONLY JUDGE
TRENDWATCHING INSIGHT NETWORK
3,000 SPOTTERS
TRENDS A consumer trend is a new manifestation among people – in behavior, attitude, or expectation – of a fundamental human need, want or desire.
CHANGE
CHANGE?
INNOVATIONS
WHERE TRENDS COME FROM
Trends emerge as innovators address people’s basic human needs and wants in novel ways.
READY TO RUN Take these trends and examples, learn from them, adapt them, and launch innovations of your own!
LIGHTBULB MOMENT
WHERE
Vision New business concepts
New products, services, experiences Marketing, advertising, PR
WHO?
BENEFICIAL INTELLIGENCE
PEER ARMIES
INTERNET OF SHARED THINGS
ASIAN FUTURES
TWO-WAY INSIDER TRANSPARENCY TRADING
BRAND FANATICS
INSTANT SKILLS
BiG BRAND REDEMPTION
LAZY VIRTUE
BENEFICIAL INTELLIGENCE
PEER ARMIES
INTERNET OF SHARED THINGS
ASIAN FUTURES
TWO-WAY INSIDER TRANSPARENCY TRADING
BRAND FANATICS
INSTANT SKILLS
BiG BRAND REDEMPTION
LAZY VIRTUE
KEY THOUGHT #1 SO LISTEN UP! ;)
To supercharge your innovation, STOP seeing the world through the lens of technology‌
‌ and start seeing technology through the lens of basic human needs & wants!
ARTIFICIAL INTELLIGENCE?
BENEFICIAL INTELLIGENCE
BENEFICIAL INTELLIGENCE Consumers will embrace digital services that use contextual understanding and intelligent decisions to make their lives easier, faster and more fun.
PARIBUS
Plugin scans purchase receipts and automatically responds to price-match guarantees
BOOODL
Smart shopping app alerts users when wanted items are nearby
65 of consumers say brands should take a leading role in supporting individual happiness.
Edelman, April 2015
DUREX FRANCE
Condom brand matches broken-hearted Twitter users
Facebook plans to prevent users posting embarrassing photos with help of AI
LIGHTBULB MOMENT
Can you take an everyday task off the hands of your customers?
SHARING ECONOMY?
INTERNET OF SHARED THINGS
36 of consumers cite ‘lack of perceived value’ as the main barrier to purchase for in-home IoT devices.
Acquity Group, August 2014
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
BREATHER
App lists urban spaces available to rent for meetings or relaxation
BITLOCK
Bluetooth-powered system allows cyclists to unlock their bike with a cellphone
UMBRELLA HERE
Device signals when users are willing to share their umbrella
LIGHTBULB MOMENT
Are your IoT discussions centered around a real human need, want or desire?
KEY THOUGHT #2
Even in a world in which a drone will take your holiday snaps‌
…a compelling brand is still about FEELINGS!
TWO-WAY TRANSPARENCY
TWO-WAY TRANSPARENCY In 2016, enlightened consumers – fresh from Uber and Airbnb – will embrace brands and organizations that want to rate them.
SAVANNA
Yes, it’s the Uber for haircuts
ART SERIES HOTEL
Guests reviewed online by hotel in exchange for discounts
Stefan’s Head
Potential customers vetted via social media before allowed to purchase
WHERE
Vision New business concepts
New products, services, experiences Marketing, advertising, PR
PRET
Staff given ‘freebie allowance’ to use on customers they like
LIGHTBULB MOMENT
How can you turn transparency on your customers?
INSIDER TRADING
6 of global consumers believe businesses exist solely to make profit and are not responsible for social or environmental impacts. Cone Communications, July 2013
93 want more of the products, services and retailers they use to support social or environmental causes. Cone Communications, July 2013
INSIDER TRADING One powerful way to show customers that your brand’s values align with theirs? Go public with your internal culture. But first, make sure you’re proud of it!
INTEL
CEO pledges USD 300 million to build a more diverse workforce
H&M
Retailer’s first billboard recruitment drive highlights company culture
WHERE
Vision New business concepts
New products, services, experiences Marketing, advertising, PR
GRABTAXI SINGAPORE
Taxi booking app unveils driver welfare plan
NETFLIX
One year’s paid parental leave for employees
LIGHTBULB MOMENT
Which aspects of your culture would you be happy to splash on a billboard?
KEY THOUGHT #3
Status used to look like this‌
But then this happened.
Today, status looks like all this, too. So what’s NEXT?
BRAND FANATICS
HIPSTERS OF NEWTOWN?
BRAND FANATICS In a world in which power has shifted decisively to the consumer, one counter-intuitive status play in 2016? Public, loud, even theatrical displays of devotion to a chosen brand.
IKEA
Consumers win vouchers for dressing up as their favorite homewares
MCDONALD'S SWEDEN
McDonald's unveils branded lifestyle collection
REEBOK FOREVER
Sports brand challenges fans to get logo tattoos
LIGHTBULB MOMENT
How can you unleash some FANATICISM?
Just the tip of the iceberg
A framework for understanding
CHANGE
CHANGE?
INNOVATIONS
APPLY! APPLY! APPLY!
WHERE
Vision New business concepts
New products, services, experiences Marketing, advertising, PR
WHO?
YOU ARE THE TREND ELITE
PAGE 36 - 37
TREND x TREND = TREND BABY
INTERNET OF SHARED THINGS
UMBRELLA HERE
Device signals when users are willing to share their umbrella
BENEFICIAL INTELLIGENCE X
TWO WAY TRANSPARENCY
NEST PROTECT
Insurance company offers discounts to customers using smart home devices
TREND x TREND = TREND BABY
BENEFICIAL INTELLIGENCE
PEER ARMIES
INTERNET OF SHARED THINGS
ASIAN FUTURES
TWO-WAY INSIDER TRANSPARENCY TRADING
BRAND FANATICS
INSTANT SKILLS
BiG BRAND REDEMPTION
LAZY VIRTUE