TRENDS

2017. TO WATCH IN

Thrilling changes are ahead this year.

At Trendbüro, we constantly monitor changes in culture, technology and economy that drive consumer expectations and choices. This report condenses our findings into ten trends to watch in 2017. These trends will help you understand your customers better and create a better brand experience.

Once again, we chose the from-to perspective. What’s important: it is no hot-or-not list! Each pairing is a trend and its counter-trend, or the evolution of hyper-relevant phenomena.

Enjoy and let us know what you think! The Trendbüro-by-Avantgarde Team info@trendbuero.com

WELCOME TO 2017.

FROM TO WEARABLE HEARABLE

•  Technology integrated in clothing and accessories •  Allows to track physical activity, use apps and

export data to your mobile phone •  Interacting with the device with the touch of a finger

•  Intelligent tech speaking directly into your ear •  Perfected speech recognition enables interaction

with AI-powered assistants, making screens obsolete •  Accomplish tasks while having a conversation

1

The Vue Smart Glasses hit the crowdfunding platform Kickstarter in October and were overfunded by 4,400%. Their bone conduction audio technology allows the wearer to receive calls, listen to music or hear turn-by-turn navigation. Sensors for fitness tracking and gesture control are built in.

VUE. GLASSES THAT SPEAK TO YOU.

1 HEARABLE

Google launched its voice-controlled device in the US in November 2016. Besides playing music, controlling your smart home and giving access to information it understands context, provides a natural conversation and gives access to the broad ecosystem of Google services.

GOOGLE HOME. SMART ASSISTANT IN YOUR HOUSE.

1 HEARABLE

FROM TO AI (ARTIFICIAL INTELLIGENCE) AE (ARTIFICIAL EMOTION)

•  Machines that mimic human cognitive functions like learning, problem solving and perception

•  Currently, AI is mostly focused on a specific task •  Cold and technical appeal

•  Natural language processing makes the interaction between human and machine frictionless

•  Awareness of context and personal habits •  Blurring boundaries through human touch

2

After selling Siri to Apple, its inventors spent years working on the smarter and context-aware assistant VIV. In October 2016, Samsung acquired the startup and will now implement its assistant into a range of household and consumer electronics devices.

VIV. INTELLIGENCE FOR SAMSUNG’S IOT.

2 ARTIFICIAL EMOTION

Basically a video walkie-talkie app, Tribe has a lot more to offer when it comes to interpreting the voice-over. It understands what is said and provides an augmented information layer that allows for contextual information and tie-ins of other apps like calendar requests or hailing car rides.

TRIBE. AUGMENTED VIDEO MESSAGING.

2 ARTIFICIAL EMOTION

FROM TO SUPERFOOD SMART FOOD

•  Functional, sometimes exotic natural foods •  Each with a special (supposed) health benefit •  Examples inlcude Açaí, Chia seeds and Matcha

•  Nutrition plans based on personal biological data •  Hyper-individualistic and self-optimizer recipes •  New diets created through digitization

3

Habit uses cutting-edge science to find out what their customers’ bodies crave at a cellular level. The hyper-personalized diet plan is based on a customer’s DNA test, self-reported data and individual health goals. The meal delivery service will be available in selected US-areas from early 2017 on.

HABIT. DNA-FIT MEALS DELIVERED.

3 SMART FOOD

TNO has created a 3D printing technology that adjusts texture and nutritional composition of food. It can perfectly cater to protein-craving sportsmen as well as elderly people with digestive problems. Food can be mass customized with low cost and high flexibility.

TNO RESEARCH. MAKING TRULY PERSONALIZED FOOD.

3 SMART FOOD

FROM TO TECH DYSTOPIA TECH OPTIMISM

•  Feeling of oversaturation towards technological change leads to rejection

•  Feeling that change is happening to fast •  Fueling rejection and conspiracy theories

•  GenZ has its own approach of embracing innovation regardless of common issues like privacy

•  Strong belief that barriers are frontiers •  Possibilities beat criticism

4

1.2 mio. people watched Elon Musk present his plan to reduce the cost-per-ton on a trip to Mars by 5 mio. percent. SpaceX will combine the most powerful and energy-efficient rocket ever built with a spaceship designed to carry at least 100 people/flight to the Red Planet.

SPACEX. PLAN FOR MARS COLONIZATION.

4 TECH

OPTIMISM

The young NYC-based fashion label teamed up with tech experts to create the limited edition 'BRIGHT BMBR' jacket. Triggered via an NFC chip in the sleeve, it allows wearers to receive personalized content, exclusive rewards, and gain access to one-of-a-kind experiences.

ROCHAMBEAU. WEARABLE TECH MEETS EXPERIENTIAL.

4 TECH

OPTIMISM

FROM TO VIRTUAL REALITY REAL VIRTUALITY

•  Immersion into virtuality, real world doesn’t exist •  Focus on gaming and entertainment worlds that

draw consumers into fictional stories •  Interaction with others in reality is limited

•  Interaction with virtual objects inside the real world •  Supporting highly complex work tasks as well as

delivering entertaining immersive experiences •  Facilitating collaboration and co-creation

5

According to the Wall Street Journal, more than 14 million workers will use smart glasses by 2025, and Thyssenkrupp will equip 24,000 service technicians with a HoloLens. They will be able to identify and solve complex problems and have hands-free access to expert information on site.

HOLOLENS. MICROSOFT SHAPES THE FUTURE OF WORK.

5 REAL

VIRTUALITY

One of the most secretive startups in the world is developing a mixed reality device with a new kind of display technology involved. Magic Leap sets out to create a digital light field signal that will bypass our eyes. “We talk to the GPU of the brain”, says CEO Rony Abovitz.

MAGIC LEAP. DREAM WITH YOUR EYES OPEN.

5 REAL

VIRTUALITY

FROM TO DOING GOOD TAKING A STANCE

•  Actively taking responsibility for social good sometimes beyond corporate interest and what law requires

•  Brands act as the good citizen •  Staying compliant with the brand’s surroundings

•  Brands take a political stance and claim responsibility for public affairs

•  Shaping public life in a meaningful way •  Fuelling on controversy and challenge of opinions

6

Many developing countries lack affordable internet access. Facebook’s internet.org initative addresses this issue. One of their approaches is Aquila, a solar-powered drone soaring above 18 km, stays airborne for months and delivers internet via laser beams to the remotest areas.

AQUILA. FACEBOOK CONNECTS THE WORLD.

6 TAKING A STANCE

The first woman at the design helm of the French luxury label, Maria Grazia Chiuri wants to show the next generation that it has “the same opportunities,” regardless of gender. She made a lasting impression by citing the famous feminist slogan by Nigerian author Chimamanda Ngozi Adichie.

CHRISTIAN DIOR. BOLD STATEMENT FOR EQUALITY.

6 TAKING A STANCE

FROM TO PLATFORMS BLOCKCHAIN

•  “Sharing economy” is dominated by platforms that intermediate peer-to-peer transactions

•  Platform earns benefit from every transaction •  Collecting and using data as second revenue stream

•  Peer-to-peer transactions without intermediary made possible by smart contracts

•  No additional and hidden costs in the process •  Data security and complete privacy possible

7

The German based startup combines the internet of things with blockchain technology to grant specific access to mobility, Airbnbs or even wifi via smart contracts. Its partnership with Germany’s biggest energy supplier RWE could enable you to charge your electric car while waiting on a traffic light.

SLOCK.IT. RENT, SELL OR SHARE ANYTHING.

7 BLOCKCHAIN

The young Chinese-New Yorker label and the blockchain specialist BitSE enabled fashion pieces to tell their story and confirm their authenticity. “The customer wants to know that the connection between them and the brand is real, and that their products are real”, says Sunny Lu, the COO of BitSE.

BABYGHOST. TRACEABLE LUXURY FASHION.

7 BLOCKCHAIN

FROM TO UPCYCLING ZERO WASTE

•  Finding new purpose for discarded goods •  Environmental consciousness meets DIY •  Adding value and purpose through creativity

•  Services and products label themselves waste-free •  Throughout the supply chain waste is eliminated •  The product design is repairable and demountable

8

Millennials all over the world reject ownership. Furlenco, a fast growing start-up, disrupts the Indian furniture market. It allows to rent furniture and swap it when moving to another city or changing interior style. The company designs, builds and refurbishes the furniture itself thus substantially cutting waste.

FURLENCO. RENT FURNITURE BUILT TO LAST.

8 ZERO WASTE

Inspired by traditional meal delivery in Mumbai, NYC-based Bhagavat Life provides its ayurvedic food in reusable tiffin containers that are picked up at the next delivery. Its subscription-based model focuses on health and includes menu customization based on a dietary consultation.

BHAGAVAT LIFE. MEAL DELIVERY WITHOUT PACKAGING.

8 ZERO WASTE

FROM TO P. C. (POLITICAL CORRECTNESS) TOTAL DIVERSITY

•  Issues of gender, age and ethnicity are key subjects for brand communications and the public sector

•  Diversity advertising became a “hygiene” factor •  Reaction to growing pressure from advocacy groups

•  Total diversity includes all facets of human life, including people with disabilities

•  Depicting these facets as a bold statement •  Inclusivity becomes a success factor

9

Micah Fowler has cerebral palsy and is the star of a new TV series. In the ABC sitcom “Speechless” he plays a disabled teenager that likes girls, wants to try beer for the first time and mingle with the cool kids. His normality makes it easy to look past his wheelchair and see his heart and humor.

SPEECHLESS. STARRING A DISABLED MAIN CHARACTER.

9 TOTAL

DIVERSITY

The British candy brand features disabled actors telling amusing stories of awkward everyday situations. The funny ads help normalize disability without taking away from the very real challenges that disabled people face. Maltesers aired the ads to encourage people to question their preconceptions.

MALTESERS. HILARIOUSLY HUMAN.

9 TOTAL

DIVERSITY

FROM TO RETREAT TRAVEL EXPLORATION

•  Focusing on yourself and your needs and practicing mindfulness in every aspect of travel

•  Recovery from stresses and strains of everyday life •  Constant search for peace and happiness

•  Gaining access to unique experiences that are only available in a specific time or location

•  Conscious abandonment of trodden paths •  Access and story value as elements of luxury

10

Cycling through hidden Tokyo with Kazu or becoming an ocean advocate with Dawn in Cape Town; it’s bookable via Airbnb. The global renting giant currently offers experiences hosted by locals in 12 cities around the world. Airbnb Trips connects passionate hosts with guests searching the unique.

AIRBNB TRIPS. RENT OUT YOUR EXPERIENCE.

10 EXPLORATION

Five-star-dining in the Antarctica combined with adventurous trips into the white desert is the dernier cri among luxury travellers; Even Prince Harry stayed in one of the lavish “sleeping pods”. Packages include flights with the own fleet of aircrafts, trekking tours to penguins, ice cave spelunking and kite-skiing.

WHITE DESERT. NO DISTRACTION, MAXIMUM THRILL.

10 EXPLORATION