trend driven innovation...which new channel can you create to serve it? perspective shifts...
TRANSCRIPT
TREND DRIVEN INNOVATIONSlovenian Marketing Conference / Portorož/ May 31, 2017
Delia Dumitrescu, Lead Innovation Architect, TrendWatching
FUTURE VISION?
To anticipate what people will
want next, stop looking at
customers and start looking at
businesses.
A QUICK WARM UP!
TWO INNOVATIONS
GOOD OR BAD?
Patriotic candy brand’s AI robot celebrates national customsROM
KAMINE ZOO Limited edition jeans are ‘made’ by zoo animals
TWO INNOVATIONS
GOOD OR BAD?
GOOD OR BAD?
LET’S VOTE!
Patriotic candy brand’s AI robot celebrates national customsROM
KAMINE ZOO Limited edition jeans are ‘made’ by zoo animals
TWO INNOVATIONS
GOOD OR BAD?
YOU AREN’T THE ONLY JUDGE
Trends emerge as innovators
address people’s basic human
needs and wants in novel ways.
Ice bucket
challenge
A consumer trend is a new
manifestation among people – in
behavior, attitude, or expectation –
of a fundamental human need,
want or desire.
TW:IN
TW:FREE QUARTERLY
TW:PREMIUM
Trends emerge as innovators
address people’s basic human
needs and wants in novel ways.
CHANGE
BASIC NEEDS
INNOVATIONS
TENSION & EMERGING
EXPECTATIONS
YOU GET FORESIGHT
…by watching the innovations that set new customer expectations!
KEEPING AN EYE ON
THE COMPETITION?
EXPECTATION
TRANSFER
TRANSPORTATION
CONSUMER ELECTRONICS
FMCG
LIFESTYLE
FOOD
LAWYERS
WHO ARE YOU
REALLY COMPETING
AGAINST?
Your customers’ expectations are
set OUTSIDE
your industry.
GLOBAL BEST
PRACTICE
LIGHTBULB MOMENT
PERSPECTIVE
SHIFTS
CONTEXTUAL
OMNIPRESENCE
INSIDER
TRADING
POSTDEMOGRAPHIC
CONSUMERISM
NEW CUSTOMER SEGMENTATION & REACH
NEW BRAND ATTITUDES
PERSPECTIVE
SHIFTS
CONTEXTUAL
OMNIPRESENCE
INSIDER
TRADING
POSTDEMOGRAPHIC
CONSUMERISM
POSTDEMOGRAPHIC
CONSUMERISM
Consumption patterns are less & less defined by ‘traditional’ demographic segments (age, gender, income, family status).
Men searched Google for ‘hair care’ 6% more than women throughout 2015.
Men searched Google for ‘hair care’ 6% more than women throughout 2015.
48% of US Gen Z identify as exclusively hetero-sexual, in comparison with 65% of millennials.
Snapchat’s fastest growing demographic is those aged 45+
POSTDEMOGRAPHIC
CONSUMERISM
People of all ages, and in many segments, are shaking off conventions, and constructing their own lifestyles and identities more freely than ever.
URBANIZATION
Urban life offers consumers more permission, resources & freedom
THE GLOBAL BRAIN
Instant global access to culture, products, services and
experiences.
CHEAP EXPERIMENTATION
Digital consumption gives the ability to experiment at little or no cost.
SACRED?
Sports brand’s ads feature transgender athlete and 86-year-old nun
NIKE
James Charles is announced as the first male face of CovergirlCOVERGIRL
French label becomes the first luxury brand to sell via WeChat
CHRISTIAN
DIOR
Condom brand's new products target womenTROJAN
Personal care brand's bottles represent different body shapesDOVE
DEMOGRAPHICS ARE DEAD!
LONG LIVE DEMOGRAPHICS!
“Everyone's instinct was, 'Yeah, if you find out their age and gender data, that's
fantastic'.”
Todd Yellin, VP Product Innovation
“But what we learned is: it's almost useless. It's not who they are in a
superficial sense – like gender, age, or geography. It's not even what they tell
you. It's what they do.”
“There are 19-year-old guys who watch 'Dance Moms', and there are 73-year-old
women who are watching 'Breaking Bad’.”
SPOTIFY Personal playlists delivered each week
SPOTIFY Over 5 billion streams in less than a year!
BENTLEY Luxury car recommendations based on emotional responses
Cost of genetic research collapsing
Wine subscriptions tailored to customer’s DNA profilesVINOME
$32 million investment in Habit, personalized nutrition startupCAMPBELL’S
TENSION & EMERGING
EXPECTATIONS
How do you think about your target demographic(s)?
Are you using outdated models & approaches?
LIGHTBULB MOMENT
PERSPECTIVE
SHIFTS
CONTEXTUAL
OMNIPRESENCE
INSIDER
TRADING
POSTDEMOGRAPHIC
CONSUMERISM
While businesses pull together
complex omnichannel strategies…
…consumers will embrace brands
that are there only when needed.
Consumers will embrace smart brands that use new channels and nuanced contexts to be there as and when they’re needed.
CONTEXTUAL
OMNIPRESENCE
Suitcases wrapped for free with branded adsSAMSONITE
Beach lockers dispense free sun cream
GARNIER AMBRE
SOLAIRE
Personalized YouTube pre-roll ads based on user’s searchesNETFLIX
Mobile operator sponsors airport toilet paperNTT DOCOMO
Drones advertise carpooling to drivers stuck in trafficUBER
LIGHTBULB MOMENT
Where are your customers most likely to be struck with a need that you can meet and
which new channel can you create to serve it?
PERSPECTIVE
SHIFTS
CONTEXTUAL
OMNIPRESENCE
INSIDER
TRADING
POSTDEMOGRAPHIC
CONSUMERISM
NEW BRAND ATTITUDES
PERSPECTIVE
SHIFTS
CONTEXTUAL
OMNIPRESENCE
INSIDER
TRADING
POSTDEMOGRAPHIC
CONSUMERISM
Even in a world in which a drone
will take your holiday snaps…
…a compelling brand is still
about FEELINGS!
of consumers believe an important
behavior for a company is to improve
the lives of its employees.
H a v a s ,
J a n u a r y 2 0 1 6
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!
INSIDER TRADING
ReConnect program helps facilitate career breaks
VODAFONE
REI Retailer pays employees to take Black Friday off
Starbucks opens first store dedicated to hiring deaf staffSTARBUCKS
Pizza chain launches road safety campaign for delivery drivers
FREEDOM
PIZZA
Factory employees givencreative control on fabric colorsCOTOPAXI
LIGHTBULB MOMENT
How can you truly empower your employees in novel, meaningful and creative ways?
PERSPECTIVE
SHIFTS
CONTEXTUAL
OMNIPRESENCE
INSIDER
TRADING
POSTDEMOGRAPHIC
CONSUMERISM
Digital continues to show that, when it comes to
pricing, perspective is all.
Consumers are open to a more
playful perspective on pricing…
PERSPECTIVE
SHIFTS
Playfully reframe your offering as an entirely different product in order to shock consumers into a radically new perspective on the value you deliver.
Retailer raises prices on products moms don't want
OECHSLE
Furniture brand launches tongue-in-cheek SEO campaignIKEA
Electronics brand sends customers money via mobile payments app Swish
HONEST
DISCOUNTS
Supermarket customers overcharged in anti-poverty campaign
TIPPING POINT
COMMUNITY
TRANSAVIA Promotional snacks can be used as airline tickets
LIGHTBULB MOMENT
How can you reframe pricing to draw in customers who wouldn’t typically engage? ?
PERSPECTIVE
SHIFTS
CONTEXTUAL
OMNIPRESENCE
INSIDER
TRADING
POSTDEMOGRAPHIC
CONSUMERISM
Just the tip of the
iceberg
STATUS
SEEKERS
HELPFULL
PLAYSUMERS
YOUNIVERSE
BETTERMENT
JOYNING
EPHEMERAL
LOCAL LOVE
HUMAN BRANDS
POST-
DEMOGRAPHIC
FUZZYNOMICS
UBITECH
BETTER
BUSINESS
REMAPPED
PRICING
PANDEMONIUM
INFOLUST
APPLY! APPLY! APPLY!
CHANGE
BASIC NEEDS
INNOVATIONS
TENSION & EMERGING
EXPECTATIONS
VISION
NEW BUSINESS CONCEPTS
NEW PRODUCTS, SERVICES,
EXPERIENCES
MARKETING,
ADVERTISING, PR
WHERE?
WHO?
To anticipate what people will
want next, stop looking at
customers and start looking at
businesses.
TURN OVERWHELM
INTO OPPORTUNITY!
