Maxwell Luthy, Director of Trends & Insights TrendWatching
WHAT DO WE MEAN BY“TRENDS”?
A consumer trend is a new manifestation among people – in
behavior, attitude, or expectation – of a fundamental human need,
want or desire.
INNOVATIONS
EMERGING EXPECTATIONS
LIGHTBULB MOMENT
VIRTUAL EXPERIENCE ECONOMY
CAPACITY CAPTUREINCOGNITO INDIVIDUALS
FIRST RESPONDERS ETHICAL EDUCATORS
STATUS SHIFTS…
EXPERIENCE ECONOMY…
of affluent consumers would choose a luxury experience over a luxury item, a 50% increase on the previous year
T h e M a r t i n i R e p o r t , N o v e m b e r 2 0 1 5
EXPERTS
OVERSHARING
Where next for the Experience Economy?
INTERNET OF EXPERIENCES
VIRTUAL EXPERIENCE
ECONOMY
VIRTUAL EXPERIENCE ECONOMY
In 2017, a shift years in the making finally becomes a reality, as digital experiences (including AR/VR) become real status currency for millions of consumers.
Global phenomenon provides chance for status display POKÉMON GO
GLOBAL REACH
is the value of the 225 VR & AR venture capital investments made in the last two years.
G o l d m a n S a c h s , J a n u a r y 2 0 1 6
VR experience simulates Twin Tower tightrope walk THE WALK
NEW POSSIBILITIES
IN 2018…
VAQSO VR
Device adds scent to VR games
GETTING BETTER
LIGHTBULB MOMENT
Can you create virtual experiences that are a REAL status currency?
WASTE!
WASTE!
WASTE!
EFFICIENCYEXPERTS!
CAPACITYCAPTURE
CAPACITYCAPTURE
In 2017, consumers demand brands capture idle capacity and claim lost value from wasted resources, all for the good of society and the planet.
Out-of-hours restaurants used for co-working spaces SPACIOUS
UNLOCK VALUE
Food bank launches 'Reverse Delivery' service
BANCO DE ALIMENTOS
GIVE BACK
AUD 60 device allows homes to sell leftover data VELVET
SHARE THE LOAD
LIGHTBULB MOMENT
What spare capacity can you unlock?
POST-DEMOGRAPHIC ERA
ONLINE UTOPIA?
N B E R , O c t o b e r 2 0 1 6
longer wait times for black Uber passengers in Seattle. Black users in Boston twice as likely to have rides cancelled.
NOT GOING AWAY :)
INCOGNITOINDIVIDUALS
INCOGNITO INDIVIDUALSIn 2017, consumers will embrace new tools, services and platforms that strip away the identity imposed on them by demographic circumstance.
Mobile app allows users to live stream anonymously DUSK
SHARE FREE
Anonymous chat app filters out bullying via AI CANDID
MODERATED
LIGHTBULB MOMENT
Can you harness anonymity to set users free?
NOT ABOUT HIDING…
ABOUT EMPOWERMENT AND UNITY…
BIG BRAND SIN
AGILE MANIFESTO
REACH AND RESOURCES
FIRST RESPONDERS
FIRST RESPONDERS Consumers are looking to big brands to leverage their resources to respond near-instantly in crisis situations. After all, agility isn’t just for startups!
Brand repurposes billboards into shelter materials COCA-COLA
BANCOESTADO
Bank postpones installments for natural disaster victims
Free accommodation offered to people affected by travel ban
AIRBNB
LIGHTBULB MOMENT
Can you use agility in a way that truly helps?
BETTERMENT
BEYOND PHYSICAL
ETHICAL EDUCATORS
ETHICAL EDUCATORSConsumers accustomed to increasingly sophisticated efforts to optimize their life, now seek to become a better person. They’ll reward brands that serve up the new tools, platforms and experiences that can help them find the answers.
Media agency's bot teaches people about their unconscious biases MEC GLOBAL
Outdoor art installation aims to reduce street harassment THE WALKWAY
VR used to teach people about the life of the honey bee HÄAGEN-DAZS
LIGHTBULB MOMENT
How might you help your customer in their journey to become better person?