DEC / JAN 2017

GLOBAL TREND BRIEFING

5 CONSUMER
TRENDS
FOR 2017
 It's that time of year
again. Here's the deal.

Youll find a collection of innovations which are

(re)defining customer expectations.
These innovations and the 5 big consumer
trends they represent show you glimpses of
what your customers will want next.
Understanding these trends will help you stay
ahead of accelerating expectations, and lead you
to actionable innovation opportunities.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 PART I PART II

5 Trends for The bigger

2017 picture

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 P A R T I

FIVE V I R T U A L E X P E R I E N C E
ECONOMY
CONSUMER
TRENDS W O R L D S A P A R T

FOR 2017 I N C O G N I T O I N D I V I D U A L S

C A P A C I T Y C A P T U R E

B I G B R O T H E R B R A N D S

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 VIRTUAL
EXPERIENCE
ECONOMY

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 Parent mega-trend
STATUS SEEKERS

2017's newest status

symbol: digital
experiences.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 In 2017, the Experience Economy will
gain a new dimension: that of the
VIRTUAL EXPERIENCE ECONOMY. The
maturing of VR and AR technologies
heralds a fundamental shift: from an
internet in which information is the
basic unit of currency, to one in which
experiences are.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 These digital experiences will come to
carry a status-weight equal to real
experiences, if not become more
sought-after. And the infinite and
boundless nature of the virtual world
means the experiences an individual
chooses makes an even stronger
statement about who they are.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

ABBA Band announce 2018 'virtual
experience' tour date
ALIBABA Shopping platform launches
VR & AR shopping experiences
GOOGLE Tilt Brush app lets users create
animated VR environments
 Your response:
VIRTUAL EXPERIENCE ECONOMY
innovations require a mindset shift from
digital experiences that provide
entertainment to digital experiences that
accrue status.
So ask yourself: how can you create
virtual experiences that consumers will
value and want to share more than
they do their experiences in the real
world?

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 WORLDS
APART

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 Parent mega-trend
REMAPPED

New Global Citizens

vs. Nation Nurturers.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 In 2017, millions of citizens worldwide
will continue to wrestle with an issue
thrown into sharp relief across the last
12 months: the economic, social and
cultural impacts of globalization.
Purposeful brands will find renewed
opportunities in helping people
navigate this changing global
landscape.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 While many consumers will remain
committed to the idea of an open and
interconnected world, others will favor
a turn inwards towards their own
locality. This creates two opportunities
for brands: serve the NEW GLOBAL
CITIZENS, or cater to the NATION
NURTURERS.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 https://cdn1.momondo.net/s-
1/photos/purpose-
hub/images/dna_videos_main-video_01.jpg

MOMONDO Video ad highlights racial

diversity
TIGER BEER Chinatownsmost exclusive
discount store
SAB MILLER Changes to beer labeling
results in protection for local
endangered species
STARBUCKS Coffee chains series celebrates
individuals in communities
across the US
 Your response:
Whichever side of the coin you land on,
this trend is about positive action. NEW
GLOBAL CITIZENS will embrace brands
that help foster understanding.
So think about campaigns that build
bridges between people and cultures.
NATION NURTURERS local first outlook
can be served by products and campaigns
that show a real commitment to a
particular place.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 INCOGNITO
INDIVIDUALS

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 Parent mega-trend
POST-DEMOGRAPHIC

Anonymity makes
a comeback.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 Online, personal anonymity has always
been the subject of experimentation.
In 2017 powerful forces from new
manifestations of old prejudices to
emerging technologies fuel the next
evolution of this story.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 Rising numbers will embrace tools and
platforms that liberate them from their
true identity, and offer the freedom,
fairness, and new perspectives made
possible by going INCOGNITO.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

INTERVIEWING.IO Voice masking software
reduces interview bias
CANDID Anonymous chat app filters
out abusive posts via AI
ANTIPERSONA App allows users to experience
Twitter from anyone's point of
view
 Your response:
No matter where you take this trend,
remember its fueled by a basic human
need: the desire for fair treatment.
Yes, anonymous social platforms have
existed in the past. But improvements in AI
means anonymity without the assholes!
Beyond this? As consumers become
aware of how prices are influenced by
personal data, the demand for tools and
services that ensure fair treatment will be
greater than ever.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 CAPACITY
CAPTURE

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 Parent mega-trend
BETTER BUSINESS

A new angle on
sustainability.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 With expectations primed by the
sharing economy, consumers are
embracing smart brands that broaden
their thinking around sustainability and
turn their attention to CAPACITY
CAPTURE.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 That means finding and unlocking
exciting sources of value, or finding
creative ways to eliminate any wasted
resource for the good of society and
the planet.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

NISSAN Vehicle owners sell excess power
back to the National Grid
CITY OF Online portal to recycle and
trade waste
CAPE TOWN
BANCO DE Food bank launches Reverse
Delivery service
ALIMENTOS
 Your response:
Look at every area of your brand and ask
yourself if the sharing economys
business model could inspire you (or your
customers) to reduce or eliminate waste.
Bonus points if customers can actually
generate positive value from untapped
surplus! Don't just think in monetary
terms: Banco de Alimentos tapped into
the desire to be a better person with their
CAPACITY CAPTURE initiative.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 BIG BROTHER
BRANDS

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 Parent mega-trend
UBITECH

Now, were willing

to be watched!

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 Convenience. Seamlessness.
Relevance. Consumer expectations
around these intertwined basic needs
will reach new and more demanding
heights in 2017.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 And while in George Orwells 1984
Big Brother was a dystopian overlord,
the relentless desire for magical levels
of personalized service will meet new
intelligent technologies, and mark the
arrival of BIG BROTHER BRANDS.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

GOOGLE Always-on voice activated
speaker
HOME
SAMSUNG Viv intelligent personal
assistant 'learns' new skills
ROOBO Domgy AI pet robot recognizes
family members and plays their
preferred entertainment
 Your response:
Science fiction? Or science fact?
This trend might feel far off. But with the
use of digital virtual assistants set to rise,
its time for conversations about how
you'll embrace this trend in 2017.
The good news? All BIG BROTHER
BRANDS are taking a platform approach
by enabling third parties to add new
capabilities to their ecosystems
meaning you don't need the resources of
a tech giant to reach consumers.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 P A R T I I

THE
BIGGER
PICTURE

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

 TREND
FRAMEWORK

16 mega-trends which provide

structure and context when
tracking innovation.

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017

Dec / Jan 2017 l 5 CONSUMER TRENDS FOR 2017
Youre just getting
glimpse a of the
mega-trends
TW:Premium clients have
access of all 16 mega-
trends, 120+ trends
and 15,000+ innovations.
AND FINALLY...
HERE'S TO A
SUCCESSFUL
2017!

Cheers! Proost! ! Salud!

Skl! ! Sant! Prost! erefe!
Mabuhay! Sade! Chok dee!