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!

THANK YOU!

david@trendwatching.com