2018 mega trend highlights - UK.COM
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
2018 mega trend highlights
The trend framework 16 mega-trends that define the future of business and consumerism. These 16 mega-trends are big, slow-moving currents that remain broadly stable year-on-year, and they can be applied across regions, industries and demographics. Understanding and innovating around these mega-trends is the first step for consumer-facing organisations that want to address changing customer expectations. This trend report is structured around these mega-trends and their evolution. Each chapter picks out an exciting new trend that offers a potent innovation opportunity for 2018.
This Trend Report contains 16 key trends, illustrated with 40+ actionable examples for you to adapt into your own marketing. Throughout this report, you can explore how trends shape customer expectations and how you can respond as a brand. Use this report as inspiration and guidance as you build your own communication plans for your campaigns and content marketing going forward.
Status Seekers 0.1 The relentless, often subconscious and ever-present force that underpins almost all consumer behaviour.
Status Seekers 0.1 The desire for status and Status diversification Power of exclusivity recognition is a deep and Consumer status has diversified In a mature Experience Economy universal human need. In beyond having, owning or buying in which many experiences have consumer societies, people ‘more’. Now, consumers seek become democratised, consumers traditionally derive much of their increasingly diverse sources seek a new twist on a traditional social status through the goods, of status. form of cachet: exclusivity. services and experiences they collect and share. With so many Post-material statusphere choices available in modern Consumers seek to tell and share economies, consuming is as ever-more interesting stories. much a statement about who I These stories speak volumes am as what I have. about their tastes and sensibilities.
adidas Terrex Outdoor athletic apparel brand adidas Terrex launched a VR experience,
transforming viewers into professional climbers – Ben Rueck and Delaney Miller.
Debuted in China during November 2017, viewers climb the ‘Delicatessen’
summit in Corsica (one of the world’s most difficult climbs). Participants can also
learn outdoor rock climbing techniques.
Tsukiji An eatery serving sushi sourced directly from Tokyo’s Tsukiji fish market, opened
in Newark Liberty International Airport. The fish arrives from Tokyo on a direct
Fishroom flight, meaning it can be in diners’ hands (or stomachs!) within 25 hours from the
time it was bought at the market. As OTG (the restaurant group responsible for
renovating Newark’s Terminal C) explain, the spot serves ‘sushi in an airport, not
airport sushi’.Deliveroo Celebrating the release of Star Wars: Episode VIII – The Last Jedi, Cereal Hunters
Café in Madrid partnered with Deliveroo to create a promotion for fans. Customers
could enjoy a special Blue Milk – like that served in the movie. Fans could order
the blue milk via Deliveroo, or enjoy it at a special event for Star Wars enthusiasts,
accompanied by official Star Wars cereals.Betterment 0.2 The universal quest for self-improvement.
Betterment 0.2
Show us a consumer who doesn’t Self-actualisation Quantified masses
aspire to self-improvement. The Due to mass affluence and the Smart devices allowed consumers
desire to improve can manifest in widespread, at-least-partial- to track metrics efficiently
many ways: the desire for better satisfaction of consumers’ and accurately. But now, self-
health, for greater knowledge, lower order needs, expectations improvement has shifted to areas
the development of new skills have moved beyond functional that are more difficult to quantify.
and much more. The products, performance.
campaigns and services that
enable the realisation of these Just help them do it
goals will simply appear ‘better’ Whether through rewards,
than those that don’t. gamification, or training programs,
consumers increasingly look to
brands to encourage them to
achieve goals.Nonprofit plan The Sheboard is a mobile keyboard which helps users consider – and change – the
language they use when speaking to girls. Nonprofit Plan International Finland released
international the Sheboard7, citing studies showing that gendered language negatively impacts
girls’ confidence. The keyboard uses predictive text to suggest words that highlight
girls’ abilities and inner qualities, rather than their appearance or bodies. The Sheboard
is backed by Samsung and available for download on Google Play.Four Seasons Four Seasons LA opened five Wellness Rooms created in partnership with wellbeing
architects Delos. Located on the luxury hotel’s spa level, the rooms feature amenities
LA such as exercise equipment, yoga mats, healthy snacks and meditation videos as
well as natural beauty products. All of the rooms also feature a circadian lighting
system which simulates the colour temperature of outdoor light.Moët Bottles and Bubbles is an Amazon Alexa skill from Moët Hennessy USA. Launched
in December 2017, the service enables consumers to learn more about Champagne
Hennessy and create their own Champagne experiences at home. Users can ask Alexa to
recommend Champagne pairings, or access educational tips, for example, with
information on offer about Moët Hennessy USA’s brands.Youniverse 0.3 Make your consumers the centre of their youniverse.
Youniverse 0.3
In the consumer Youniverse, Serve a need On > offline
where each individual’s Products and services that allow Personalisation expectations are led
preferences and tastes reign consumers to express their identity by digital experiences, but shorter
supreme. Customised products, tap into fundamental human needs – production times and made-to-order
services and experiences have to feel in control, to feel understood products mean the ‘real’ world is
evolved from revolutionary and be seen as an individual. catching up.
to near-ubiquitous. In today’s
consumption arena every Opportunity and overwhelm
consumer wants to feel unique, Data-rich digital lifestyles are
and be served as such. better able to predict preferences,
aid discovery or serve up instant
experiences, based on taste or
previous purchases.Emirates Emirates partnered with Spotify to launch a website helping customers choose
a travel destination. The True North campaign uses customers’ Spotify listening
& Spotify history to match them with destinations on Emirates’ global route network. Matches
are determined by analysing the music genres popular in each region with that of
the person’s Spotify profile. Once identified, customers receive a curated playlist
from the region and an insider guide, which includes music tips from locals.Everence Everence is a substance containing the DNA of a loved one that can be embedded
into a new or existing tattoo. The patented technology can incorporate DNA from
anyone (dead or alive) and is intended to ‘deepen bonds literally and physically’, so that
tattooed individuals can ‘carry’ their loved ones with them at all times. After customers
send in the DNA of their choice, it is enclosed in microscopic plexiglass capsules so
that the DNA doesn’t disappear from the tattoo.Da Vinci Da Vinci Choice is a smart bank card. Users can load all of their existing bank
cards onto the card, which features a screen and keypad on its reverse. Users
Choice can select the account they wish to pay with via the integrated screen for cashless
transactions. For large transactions, the card generates a temporary, single-use
PIN, which is designed to eliminate the risk of money being stolen. Da Vinci Choice
involves one-off payment of £75 plus monthly cost of £7.50.Local Love 0.4 Why ‘local’ will be forever loved.
Local Love 0.4
Despite globalisation and online Near and far Embrace place
popularity, place still matters. Digital connectivity continues to Brands able to connect products
Whether driven by a sense of make the world smaller but, for or services to specific locales and
pride, authenticity, convenience much of the world’s population, celebrate both new and ingrained
and/or eco-concerns, ‘local’ daily life still revolves around a traditions will prosper.
products, services and fixed location.
knowledge will forever find
favour with consumers. Porous borders
For rising numbers of consumers,
‘local’ has – and will continue to –
shift in meaning and allegiance.Livraria In November 2017, Brazil-based bookstore Livraria Cultura launched two initiatives
to help people who find it hard to find work. Cultura sem Fronteiras (‘Culture
Cultura without Borders’) is an initiative developed in collaboration with the NGO Estou
Refugiado (‘I’m a refugee’) helping refugees into employment. Nova Página
(‘New Pages’) is an initiative to help the homeless through training and then into
employment. As of December 2017, 15 people have been hired by the bookstore.BBC World The BBC launched three websites for viewers in Ethiopia and Eritrea, designed to
provide them with an independent news source, in September 2017. Each website
Service publishes content in the Afaan Oromoo, Amharic and Tigrinya languages. The
initiative meets the nations’ demand for unbiased and truthful news reports, with
plans to serve 100 million people in both countries combined. The BBC also plans to
launch radio programs, due to internet access limits.Visit The landscape and roads of the Faroe Islands became viewable on Google Street
View in October 2017 through the country’s Sheepview 360 program. Durita, along
Faroe Islands with the nation’s tourism board, shared her solution to map the Faroe Islands’ rugged
landscape with camera-equipped sheep with Google. Google then visited the Faroe
Islands and loaned out the 360-degree Street View cameras (to sheep, locals, and
tourists) in an effort to map the country.Playsumers 0.5 Who said business had to be boring?
Playsumers 0.5
Play, and the desire for fun, Liquid connections Brand-powered escapism
surprise and humour are The acceptance of near-instant, The list of challenges impacting
fundamental human needs, digitally-enabled encounters mean consumers’ daily lives is endless.
spanning all cultures and connection can happen just as easily Human Brands that offer respite
countries. Entertaining or in the online space as it can in the from reality – no matter how brief –
unexpected products, services ‘real’ world. will be welcomed.
and campaigns that make life
more enjoyable allow brands to Challenging brands
capture consumers’ scarcest Jaded by the seemingly endless
resource – their attention. multitude of bland brands,
consumers will notice those that
challenge them: to reach goals,
participate in new activities and
take risks.Starbucks December 2017 saw Starbucks partner with Alibaba to launch an in-store AR
experience for Chinese customers. Via a mobile app, customers can take a virtual
tour of the coffee roasting process, and point their cellphones at copper pipes and
equipment to ‘see’ the progress of the coffee beans. Customers can also collect
virtual badges and once all have been ‘claimed’, receive a custom roastery social
media filter.Calidda Peruvian natural gas company Calidda unveiled a campaign raising awareness of the
problems of automotive pollution in Lima – which is the second most polluted city
in Latin America. The Lima is Talking campaign featured a billboard which collected
CO2 pollution. The CO2 was processed into a powder which was used as an ink to
gradually spell out a message on the billboard – which was blank initially. At the end
of two weeks, the billboard spelled out the message: ‘It takes me a lot to breathe’.Sports Experts October 2017 saw Sports Experts unveil a promotion rewarding subway users for
getting active. The Canadian sports store installed an interactive heat-detecting
screen at the top of a flight of stairs in the Montréal subway – alongside the
escalators. People were rewarded with discounts based on the amount of effort they
made in climbing the stairs, encouraging them to think about everyday exercise.Ephemeral 0.6 Why consumers will embrace the here, the now, and the soon-to-be-gone.
Ephemeral 0.6 Ceaseless connectivity has Break it down Take a break fractured consumers’ relationship Fleeting content and real-time This is a mega-trend with powerful, with time and irrevocably altered streaming allow consumers to simultaneous counter-trends. Even attention spans (which have, on weave the real and the digital worlds the most Ephemeral of consumers average, fallen to 8 seconds, together whilst experimenting with will crave calm and disconnection; down from 12 in the year 2000, new forms of expression. sometimes permanence. Microsoft, Jan 2016). While consumers will seek to speed Experience economy through some experiences, and The shift to experiences over slow down to savour others, products means that, for many, one constant objective remains: access beats ownership. Access, to extract maximum value from while fleeting, satisfies the desire for every moment. flexibility, convenience and choice.
The Whisky Edinburgh-based e-commerce site The Whisky Foundation launched a ‘stock
market for whisky’ where featured spirits are sold at a price according to demand.
Foundation The Whisky Foundation Reserve features exclusive single malt whiskies; the first
customer purchases the bottle for $1 after which the market decides the price,
bottles are valued at approximately $500 and can sell for anything from half the
price up to one thousand times the price, according to demand.Albert Heijn December 2017 saw Netherlands-based Albert Heijn trial ‘tap-to-go’ technology at
one of the supermarket chain’s AH To Go stores. To pay, shoppers simply tapped
contactless debit cards onto an electronic shelf ticket, with funds debited within ten
minutes. Albert Heijn is also developing an app which will allow customers to pay
with their mobile.KFC A tongue-in-cheek campaign by KFC in November 2017, offered an ‘internet
escape pod’ for $5,000. The round steel dome-shaped Fy cage promises to
protect users from reminders from dating apps, calendar appointments, social
media, cyber deals, and ‘texts from mom’. According to KFC, four adults and a
bucket of Kentucky Fried Chicken will fit inside the dome, which has the figure of
the open-armed Colonel leaning over its roof.Helpfull 0.7 Be part of the solution, not the problem.
Helpfull 0.7
You don’t need us to tell you Preoccupied Expectation shift
that innovations, products, Consumer status has diversified Customers don’t just expect on-
services and anything that beyond having, owning or buying going support from service providers
makes life easier, seamless ‘more’. Now, consumers seek – they expect post-purchase support
or alleviate pain points, increasingly diverse sources of from product providers too.
will eternally find favour status.
with consumers. For busy
consumers, convenience Supportive brands
is now a prerequisite, and Consumers seek brands that
their definition of it becomes cater to their specific needs with
ever-more exacting. new solutions, bundled products,
integrated add-ons and innovative
business or service models.Twitch December 2017 saw live-streaming platform Twitch announce that
the NBA G League (the National Basketball Association’s official minor
league) is to be live-streamed exclusively on the platform. Twitch chat will
enable fans to comment throughout the games, and fans will be able to
earn loyalty points for watching games.Lawson Inc. Lawson Inc. announced the launch of testing unattended checkouts at selected
stores in Tokyo. December 2017 saw the Japan-based retailer announce that
selected stores would feature unstaffed late night checkouts. From midnight until
5am, customers can enter and leave stores by placing an app on their mobile on a
reader at the store entrance, as well as using the app to scan barcodes. Payments
in-store are made via payment apps, with extra security cameras being deployed.WeChat In December 2017, WeChat launched a pilot program in Guangzhou, providing
users with official personal identification via the app. The WeChat online ID and
paper IDs (issued by the Chinese government) are equally valid. The goal of the
initiative is to prevent identify theft, as the WeChat ID is issued only after a user’s
identity is verified via facial recognition. The pilot program is set to launch in other
regions during January 2018.Joyning 0.8 The eternal desire for connection, and the many (new) ways it can be satisfied.
Joyning 0.8
People are naturally social Come together, right now Social values
beings, who will forever enjoy Digital tools continue to expand the Think about the connections you
coming together, making scope and scale of an individual’s encourage. What kind of community
connections, collaborating and network, fostering immediate, on- do you engender? How do you bring
more. Whilst endlessly evolving demand connections with friends your customers together?
platforms for digital encounters and strangers.
continue to reshape the methods
of connection, there will always Crowd connectors
be opportunities for brands to Digital connection is radically
facilitate, cater to or benefit transforming the brand/customer
from this basic desire in the real relationship. The growth of
world, too. Joyning-centred business models
are just one result of that.Facebook The Facebook Creator app is designed to provide social media influencers with a
space to create and edit videos, message followers and film live footage. Unveiled
in November 2017, the app has been created for individuals with their own
Facebook Page rather than a personal account. The app’s messaging tools mean
that influencers can chat directly with their fans.Seventeen November 2017 saw US-based teen magazine Seventeen launch Here: an online
community dedicated to LGBTQ readers and teenage writers. With statistics
indicating that LGBTQ people are three times more likely to contemplate suicide,
the platform acts both as support network and a resource for information.Dartagnan In January 2018, a crowdfunding site raised €1,618,271 to buy and restore
the 13th century Château de la Mothe-Chandeniers in the Poitou-Charentes
& Adopte un region of France. The scheme is a partnership between French crowdfunding
site Dartagnans, and Adopte un Château: an association formed to restore and
Château protect French castles. €500,000 will be used to buy the castle, outbuildings and
surrounding land; the rest of the money will be spent restoring it.Human Brands 0.9 Why personality and purpose will mean profit.
Human Brands 0.9
Increasingly aware that Mind the gap Take a break
personality, purpose and profit Consumers live in a world Increasingly sceptical of short-lived
can be compatible, consumers characterised by change. Yet the marketing initiatives, consumers seek
seek brand relationships that gap between the corporate world brands that embed Human values at
go beyond the superficial and consumers who want genuine the very heart of their strategy.
and transactional. They will experiences, has never been bigger.
embrace brands with meaning
and character; that are open, Experience economy
honest, sympathetic, and, most The digital revolution made the
importantly, stand for something. world more transparent. One result?
Consumers will call out inappropriate
or opaque brand behaviour and
share it with their peers.Manulife Insurance provider Manulife distributed Life Saving Pots in Singapore in November
2017. The pots, decorated with traditional Chinese designs, has paint infused with
permethrin, a non-toxic mosquito repellent. Mosquitoes are significant carriers of
diseases and are especially populous in Singapore, often breeding in pools of water
collected in plant pots. Manulife employees distributed the first 80 pots to senior
communities, and then ran a competition on its Facebook page to give away others.Moringa School November 2017 saw Kenya’s Moringa School host a bootcamp for women. The
coding bootcamp was open to 100 women, with a 50% subsidy available on fees.
The school’s subsidies aim to encourage more women to work in STEM.VISA Brazil Causas Visa is an initiative from Visa Brazil that donates money to non-profits chosen
by customers. Under the year-long scheme, Visa will donate one centavos from
any transaction made by credit or debit card to one of five causes pre-selected by
the cardholder. Users can choose to support causes ranging from education and
training to health and the elderly. According to Central Bank data, six billion Visa card
transactions were made in 2016.Better Business 1.0 Why ‘good’ business will be good for business.
Better Business 1.0 Consumers are increasingly Experience economy Conspicuous to conscious aware of the negative impacts Expectations of transparency and a Conscious consumption is replacing consumption has on the planet, flood of media exposés have made conspicuous consumption; brands society or themselves. An it increasingly difficult for brands to that deliver solutions that benefit undeniable paradox exists at conceal unethical business practices. people, planet and society will unlock the core of much consumer truly sustainable profits. behaviour: reconciling Clean slate start-ups consumerist impulses with the and big brands desire to feel ‘good’. The long- New brands are embedding term solution? Lessening – or responsible business practices into eradicating – negative impacts their DNA; at the same time larger whilst allowing continued brands are leveraging reach to indulgence. reduce harmful legacies.
Nation of Palau In December 2017, the island nation of Palau started requiring tourists
to sign the Palau Pledge, a promise to not harm the environment during
their stay that is stamped into their passports. With its tourist-dependent
economy, Palau is the first nation to issue a mandatory eco-pledge. The
country introduced it along with a mandatory in-flight video on respecting the
environment and a ‘dos & don’ts’ checklist.Corona October 2017 saw Corona show support to its native country following a devastating
earthquake that killed hundreds of people. Re-branding three million beer cans as
‘Mexico Extra’, Corona donated proceeds of the sales to reconstruction projects. The
brand also created mexicoextra.com, which provided information about the ways
people could help relief efforts, and partnered with Mexican musicians to create ’This
Spirit’: an anthem that aimed to bring people together in the wake of the disaster.Lia Diagnostics US-based Lia Diagnostics announced the world’s first flushable pregnancy test in
December 2017. The over-the-counter test is made from biodegradable materials (no
plastic) that can be easily flushed, and has a 99% accuracy rate. Lia is designed not
only to be more environmentally friendly but also provide women with privacy – unlike
other pregnancy tests, there’s no fishing this one out of the trash. The test is expected
to cost between $9 and $22.Ubitech 1.1 The ever-greater pervasiveness of technology.
Ubitech 1.1
Think consumers are already Crowd power Focus on human needs
saturated and overwhelmed Crowdfunding platforms, and an For technology to go beyond hype,
by their hyper-connected increasingly open-source culture brands need to keep basic human
lifestyles? Think again: opened up new avenues and needs and wants at the centre of
technology will only become broke down barriers to technology their products and services.
more ubiquitous, universal, and innovation.
impossible to live without. The
unparalleled ‘superpowers’ Indulgence no more
that new technologies afford The democratisation of technology
will far outweigh any perceived enabled tech products to evolve
negatives. from indulgences to must-haves.
What was once extraordinary is now
the norm.Kremer New York-based Kremer Collection (a privately-owned collection of Dutch and Flemish
17th century art) announced the launch of The Kremer Museum, which allows people
Collection to view the collection via virtual reality. Art works were photographed to provide a
realistic experience to virtual visitors. The collection will hold pop-up events within the
VR experience, and the Kremer Collection also plans to launch a mobile app that will
enable users to visit with any Google Daydream-ready smartphone.Ubenwa Health start-up Ubenwa in Nigeria developed an Android app to help parents
determine if a child has birth asphyxia, without having to visit a doctor. The app uses
artificial intelligence to analyse the frequency and amplitude of infants’ cries. It then,
with 95% accuracy, instantly determines whether the baby has the condition. Birth
asphyxia is the third-highest cause of death for kids under five years old, and can lead
to neurological disabilities.Coach Coach partnered with Snapchat on a set of pins equipped with Snapcodes.
Customers in the US could win the pins by taking an online or in-store quiz about their
favourite Coach mascots. The pins could then be scanned to play an online arcade
quiz and unlock filters. The pins featured Coach’s holiday mascots inside an outline
of Snapchat’s ghost. The collaboration marked the first time a brand has created a
product with the Snapcode technology embedded in it.Infolust 1.2 Why consumers’ voracious appetite for (even more) information will only grow.
Infolust 1.2
Consumers’ desire for truly Empower me Fair use policy
relevant, useful and timely Information can be empowering, Don’t forget that consumers are
information is insatiable. They especially if it puts users in control. aware of the value of their personal
seek products, tools and Information also gives businesses data, and will demand greater
services that provide the right insight on a customer’s needs – transparency from the services they
information at the right time, they are expected to use it! choose to share it with.
in a digestible, intuitive and
actionable format. With across Filter failure
the board progress in the pillars Although there has been
of AI, expectations around seemingly-endless evolution
information collection and around information relevance,
delivery are only set to heighten. many consumers still struggle to
find the data they really need.Sup3nova January 2018 saw Puerto Rica-based Sup3nova launch Statusbot: a free chatbot
service powered by artificial intelligence. Created after hurricane Maria, the chatbot
allows affected citizens to ask questions about essential services in Puerto Rico via
text message, messenger and Facebook to receive instant answers.Audi January 2018 saw Audi unveil the Audi Safety Code: a script that can be used in any
website and utilises GPS technology to predict if the cellphone user is in a moving
vehicle. If motion is detected, website access is blocked until the user confirms they
are a passenger. According to Audi, cellphone usage increases road traffic accidents
by 300%.Banpará Bank In December 2017, Brazil’s Banpará Bank opened an automated digital branch
where all the work is performed with the help of ATMs, interactive kiosks and remote
call agents. Involving Russian video conferencing company TrueConf and Brazil’s
Voxel Digital, the branch has a secured video conferencing system with user-friendly
interface to connect to call centres. Customers press a button to initiate a call, with all
calls recorded in the bank data centre.Fuzzynomics 1.3 The divisions between producers and consumers, brands and customers will continue to blur.
Fuzzynomics 1.3 P2P buying and selling services, Force convergence Serve the greater good crowdfunding platforms and This trend is fuelled by internal and Leveraging the power of individuals the on-demand economy external forces. On the ‘demand’ and informal groups could serve permanently disrupted the side and the ‘supply’ side. a purpose much higher than traditional brand-consumer commerce, and help to unlock dynamic. Fuelled by every Start-up spread solutions to society’s biggest issues. individual’s desire for control, The ambitious and informal start-up authenticity, and self-expression, mentality spawned in Silicon Valley the move towards participatory has spread across the globe, from consumption will continue to São Paulo to Bangkok, Lagos and evolve in all aspects of the beyond. business arena.
The Opened in New York during November 2017, The Assemblage offers co-working
space along with short term accommodation. The 47,000 sq. ft. space is comprised
Assemblage of 12 floors, with facilities available such as meditation rooms, community lunches
and mindfulness programs. Membership is priced from $200 per month for evening-
only access. Two further spaces from The Assemblage are set to open across New
York City.Sky News Arabic news and current affairs channel Sky News Arabia (SNA) launched an
interactive mobile app. Users can keep up to date on latest events, use the summary
Arabia function, and watch SNA’s shows online. The app includes a ‘Your Contributions’
section enabling users to upload their own videos and photos with explanatory text –
the contributions are sent to the SNA newsroom, and if they meet specific standards
are then published across SNA’s digital channels.Easy taxi Easy Taxi partnered with the Red Cross on Easy Assistance: a program that turns taxi
drivers in first aiders. Around 30 of the app’s best drivers based in Bogotá received
training comprised of two parts: up to 62 hours virtual training followed, by series
of practical exercises. According to Easy Taxi, the app’s drivers are often the first to
arrive in an accident or emergency in Bogotá, where taxis are often called instead of
ambulances.Pricing Pandemonium 1.4 Pricing: more fluid and flexible than ever.
Pricing Pandemonium 1.4 As pricing becomes more Radical transparency Human pricing transparent, new ambiguities Real-time information facilitated Time and location were key emerge. On-demand price price comparisons across e- and influences on price, but now comparison created a race m-commerce platforms and brick- consumers expect brands and to the cheapest, skewing and-mortar stores. retailers to take a human stance, perceptions about how much tailoring discounts to in-the-moment goods and services should cost. Crowd power needs. Meanwhile, expectations around Crowdfunding and group deal sites: dynamic discounts climb higher. consumers are used to tapping into Yet for every consumer looking the power of the crowd to get the to underpay, there will always right product at the right time at a be Status Seekers looking to do reduced (if not preferential) price. the opposite.
Wardrobe.NYC Launched in the US in December 2017, Wardrobe.NYC is a luxury label offering sets
of apparel for men and women. Selling direct to consumers, the brand’s items can
be purchased as a four- or eight-piece set, with the debut collection featuring suiting.
Items include blazers, t-shirts, skirts, leggings and hoodies for men or women – in
black and white colour schemes. The sets cost either $1,500 or 3,000.Meliá Hotels On Black Friday in November 2017, Meliá Hotels International promoted deals on
Amazon. Customers could purchase packages of loyalty points to be redeemed
International against future stays – with a 10% discount for Prime members in Madrid and
Barcelona. MeliáRewards loyalty points can be exchanged for stays at any of the
group’s seven hotel brands.Wyzecam US electronics manufacturer Wyze Labs released the WyzeCam: a security camera
that retails for $20 (far less than similar cameras on the market), in October 2017.
The internet-connected camera starts recording when it detects sound or motion.
Wyze Labs can sell the camera for its low price by selling directly to consumers
(through its own site and Amazon), rather than working with retail middlemen.Post-Demographic 1.5 Time to throw out the old demographic models of consumer behaviour.
Post-Demographic 1.5
It’s almost impossible to Global monoculture Ability
use traditional demographic The internet created a Global Brain Rising affluence and the risk-free
segments (age, gender, with access to the same information experimentation enabled by digital
income, family status and and ideas, whilst the growth of offerings means that more people
more) to predict consumer global mega-brands created shared can consume in accordance with
behaviour. People of all ages a consciousness of what a brand their own tastes.
– and in many markets – are should offer.
shaking off demographic
‘conventions’ and constructing Permission
lifestyles and identities more Social norms that ensured people
freely than ever before. lived the lives they ‘should’ are
collapsing (not everywhere of course,
not uniformly, but on aggregate).Samsung Available to download from November 2017, SeeColors is a mobile app created
by Samsung to assist people with colour vision deficiency. People who have colour
blindness can use the app to adjust the settings of Samsung’s QLED televisions to
suit their needs. The free app includes a colour diagnostic test, and users can then
link with their television and calibrate its colours to suit them.Government of The government of Iceland was the first legislative body to enact a policy, effective as
of January 2018, to ensure that men and women with the same job are paid equally.
Iceland Companies and government agencies in Iceland must receive a certification from the
government to verify that employees receive the same compensation. The initiative is
part of Iceland’s goal to eliminate the county’s gender-based pay gap by 2022.Walmart and US-based Lord & Taylor announced a deal with Walmart in November 2017 which
will see the luxury department store selling goods through Walmart.com. The oldest
Lord & Taylor department store in the US, first opened in 1826; Lord & Taylor will launch a flagship
store on the site in Q2 2018. The store will also feature on the Walmart mobile app.Remapped 1.6 The epic power shifts in the global economy.
Remapped 1.6 In the last decade, the rise Long run inevitability Technological rush of emerging economies and It’s easy to get caught up in day- Smartphone penetration has the stagnation of developed to-day events but, in the long-term, reached critical mass in many economies re-defined the the emergence of gigantic new emerging markets. Still, billions global power balance. But consumer bases in developing of rural inhabitants are waiting to sluggish growth, China’s economies is almost certain. come online for the first time. slowdown, and volatile markets, meant the hyperbole Rural >> urban around the Remapping of the At a global level, this mega-trend is global economy took a hit. Yet, being driven by the epic, seemingly despite the turmoil, there are inexhaustible, migration from rural to more connected consumers urban areas. than ever before.
Government of The government of Tanzania, UNICEF and mobile network Tigo teamed up to ensure
that more babies can quickly receive birth certificates. Health workers can now send
Tanzania an SMS in real-time specifying a baby’s name, birth date, sex and other data to a
state agency. The information is then compiled and entered into a national database.
The service, providing free birth certificate registration, ensures that newborns in
Tanzania can receive government benefits (such as schooling) as they grow older.MicroMoney Thailand-based MicroMoney offers microloans to previously unbanked consumers in
Southeast Asia. Using blockchain technology, the company uses big data collected
from mobile devices to analyse and approve clients’ loan requests (which they send in
via mobile). MicroMoney sold more than 10 million blockchain tokens as of November
2017, as part of its global campaign.Borders A six-week road trip to examine the diverse identity of Nigeria took place in
October 2017. Crossing 12 states, and passing through several cities and towns,
Within II Borders Within II involved nine photographers, filmmakers and writers. The
resulting images, texts, films and the personal narratives of residents of towns
and cities were made into a documentary film depicting the multiplicity of voices
making up present-day Nigeria.To discover how these insights could benefit your brand, contact Malek Amro for an informal chat. E: malek.amro@saintnicks.uk.com T: 0117 927 0100
You can also read
