Build Something People Love!Four digital-fueled trends for 2018 and beyond.
David Mattin
Global Head of Trends & Insights
TrendWatching
It’s been quite a 12 months…
BIG (AND HELPFUL) BROTHER
24/7 PHONE-OPERATED STORE
SOLAR BY TESLA
NOT FADS
NOT WHAT’S VIRAL ONLINE
NOT JUST NEW TECH
A consumer trend is a new
manifestation among people – in
behavior, attitude, or expectation –
of a fundamental human need,
want or desire.
CHANGE
BASIC NEEDS
INNOVATIONS
EMERGING EXPECTATIONS
EXPECTATION
ECONOMY
TrendWatching’s Insight Network
Uncovering the new, the next and the novel
LIGHTBULB MOMENT
TREND #1
EVERYONE LOVES SERVICE
AI AVALANCHE
FUTURE OF COMMERCE?
THINKING: OUTSOURCED
AUTO-ORDERING…
A-COMMERCE
In 2018, shoppers will look to
handover every element of the
sourcing, bargaining, purchasing,
tailoring and picking up of
products and services.
A-COMMERCE
BANISHED…
FINERY Digital closet organizes outfits
and manages purchases
WARDROBE
DRIFT Company uses AI and analytics to
supply affordable energy
ENERGY
AMAZON ECHO Voice-activated selfie camera dispenses fashion advice
STYLING
67% OF CONSUMERS WOULD LIKE
NEAR REAL-TIME DELIVERY TO THEIR
DOORSTEPS VIA DRONE (Orable, May 2017)
LIGHTBULB MOMENT!
What do YOUR customer interactions look like
in an age of AUTOMATED COMMERCE?
PERSONALIZATION = ETERNAL
I AM MY DATA
TRUE SELF
In 2018, smart brands will
use new forms of personal
data to personalize around
the consumer’s deepest SELF.
TRUE SELF
FARFETCH Fashion etailer's smart store uses
customer data to suggest purchases
ONLINE TO OFFLINE
BENTLEY Luxury car recommendations based on emotional responses
EMOTIONAL RESPONSE
SMASHBOX Cosmetics brand uses eye-tracking
feature to boost online sales
EYE TRACKING
SINGAPORE
TOURISM BOARD
Travel guide created by analyzing brain waves
BRAIN ACTIVITY
–
of Gen Z want brands to use their
personal information to give better
product recommendations.A w e s o m e n e s s ,
M a y 2 0 1 7
DNA UNWRAPPED
Travel service uses DNA to create
unique itinerary
DNA TAILORING
SKYN Condom brand’s bot analyses voice
WTF!?
LIGHTBULB MOMENT!
How can you use new kinds of personal data to
personalize around the consumer’s TRUE SELF?
TREND #3
394% INCREASE IN TIME SPENT INSIDE
MESSAGING APPS IN 2016 (Yahoo, June 2017)
CAPITAL ONE Bank uses AI to respond to SMS
and emoji
FUNCTIONAL…
WELLNESS = STATUS…
“Siri, find me a software engineer with a peer
counseling or psychology background”
VIRTUAL COMPANIONS
In 2018, virtual personalities will
prove they have the power to
entertain, educate and heal.
They will make the leap from
assistants to companions.
VIRTUAL
COMPANIONS
ALOE APP App offers personalized
self-care reminders
MYCHIATRY
REPLIKA Chatbot uses AI to befriend and
support users
MIRROR MIRROR
BLUE LEAF CAFÉ
Cafe lets diners interact with
virtual pop star
PERSONALITY
of regular voice technology users say ‘I think
brands should have unique voices and
personalities for their apps/skills and not just
use the assistant on my phone.’J W T ,
A p r i l 2 0 1 7
IN HOME = ESTABLISHED…
year-on-year growth in monthly usage of in-
home personal assistant by Americans from
2016 to 2017.
e M a r k e t e r ,
A p r i l 2 0 1 7
KLM Airline's wearable gives tourists advice
OUT OF HOME
LOW-TECH PAL
LIGHTBULB MOMENT!
How can you move from transactional to
personal when interacting with consumers?
BIG IDEA…
STATUS = WHO I AM…
CONSUMPTION CHOICES = WHO I AM…
BRANDS MUST SHARE MY VALUES!
TRANSPARENCY
INTERNAL CULTURE = BRAND!
INSIDER
TRADING
INSIDER TRADING
One powerful way to show customers your values align with theirs? Make meaningful positive changes to your INTERNAL culture.
INTEL CEO pledges USD 300 million to build a more diverse workforce
REI Retailer pays employees to take Black Friday off
Tool deals with problem of
vacation email backlog
THRIVE GLOBAL
JUNO On-demand taxi service treats drivers ethically
LIGHTBULB MOMENT!
What positive changes to your
INTERNAL culture will prove to
customers your values align with theirs?
STATUS
SEEKERS
HELPFULL
PLAYSUMERS
YOUNIVERSE
BETTERMENT
JOYNING
EPHEMERAL
LOCAL LOVE
HUMAN BRANDS
POST-
DEMOGRAPHIC
FUZZYNOMICS
UBITECH
BETTER
BUSINESS
REMAPPED
PRICING
PANDEMONIUM
INFOLUST
A NEW WAY OF SEEING
EMERGING EXPECTATIONS
APPLY! APPLY! APPLY!