5 Trends for 2020 | TrendWatching Webinar

hello hello hello and welcome it is that time again the one you've all been waiting for trend watchings biggest webinar of the year five trends for 2020 my name is David Matti line global head of trends and insights here at trend watching broadcasting to you as usual from the London offices we are going to dive in today to five key emerging trends reshaping consumer expectations in 2020 if you want to follow us on Twitter follow the action on Twitter please do so you can find us at trend watching and use the hashtag trend webinar of course if you're a premium client you're already diving into the complete full trend report that is part of your premium service which landed a couple of weeks ago sixteen powerful emerging trends reshaping consumer expectations in 2020 your beautiful print edition will soon be landing on your desk so look out for it it's as beautiful inside as out and of course it's as always structured around 16 mega trends that shape everything we do here at Trent watching the 16 key long-lasting mega trends that are reshaping the consumer arena and of course that trend apart is just one fraction of your premium service as you know hundreds of trends thousands of innovation examples so dive into that too because that is what we are obsessed with here at trend watching we are obsessed with the trends reshaping consumer behavior mindset attitude and expectation and that is what everything we do is all about as I say in this webinar five key trends for 2020 before we dive into the trends I just want to take a step back and ask look what are these things called trends where do they come from how do they emerge what are they built of because that will be super useful for everything that follows so look we at trend watching have a way of looking at the world a way of thinking about trends that starts with one simple observation and that is change we live in a change in world and you guys are of course all used to that and you only have to look across the last handful of months to see how fast the consumer arena is changing we work went from an iconic you know heroic business story to potentially one of the biggest business catastrophes of all time you have Mark Zuckerberg facing some very difficult questions and that's just a symbol really of the entire tech industry facing increasing demands for regulation and regulatory oversight in 2020 and beyond a huge change from just a few years ago you have Richard Branson's Virgin Galactic becoming the first consumer space business to IPO in New York Wow changing times indeed here is the thing about all this change it turns throw you off balance it's very hard to know how to make sense of it all let alone plot your next move when you live in an environment of such seemingly chaotic change but there is a simple powerful core truth that can let you start to get a handle on this change start to make sense of it and discern some meaningful directions of travel discern some trends within the change and here is that truth yes there's lots of change but a middle that we are still the same old humans with the same old basic human needs so human beings are motivated by a set of fundamental needs things like value security convenience fun excitement whatever it is they are very stable they don't really change decade on decade century and century and the reason I'm telling you this is because trends are built of those two fundamental building blocks on the one hand change on the other hand basic human needs in fact to be more specific about it we say this we say that new trends emerge when some change in the world often a new technology but it doesn't have to be but some change unlocks a new way to serve one of these age-old basic human needs that we all share that's what trends and that's what these five trends I'm going to share with you are all about they're about new ways to serve age-old fundamental basic human needs and crucially we think the way you can see that happening best way to spot these trends is to look out to the world of innovation the product services campaigns business models arising now and look particularly for those innovations that are serving basic human needs in new ways those innovations do something special they change people they rewire people that give them new behaviors new habits ultimately they give them new expectations they cause them to expect new things of the world around them and those expectations once they've been created they will spread across industries across demographics across markets that's why we're so passionate about telling clients about telling you guys out there this you live in an expectation economy who are you really competing against it's not just the other people in your industry the other people geographically around you you're competing against those businesses those brands those startups that are creating the new customer expectations that you will eventually face right that's what trends are all about they're about spotting these new customer expectations as they're emerging so you can see them in advance you can do something about it as we go through these five trends we'll stop after every trend for a light bulb moment we'll stop and ask what does this trend mean for you how can you put this trend to work in 2020 because trends really are nothing they mean nothing if you don't use them to innovate to create product services campaigns that people are going to love okay with all that said let's race onto trend number one trend number one starts here look we are at a tipping point moment for awareness when it comes to the environment here's a quick survey just from the UK more people than ever in the UK are saying that the environment that the planet is a hugely important issue is in the top three issues facing the country as far as they are concerned more people that have ever been measured are saying that right now in the United Kingdom and it's no surprise that we're at that tipping point moment for awareness when we have so many powerful reminders of this issue in 2019 of course we've had greater we've had the global climate strike movement we've had extinction rebellion - in a look you guys no we at Trent watching have been tracking the evolution or the search for a more sustainable consumerism for well over a decade now and what's been the big story running through all of that running through so many of the trends we've been we've identified in that story it's been eco consumption as a status play it's been people turning to more sustainable eco products and services as a fate as currency to say look how much an enlightened ethical consumer I am and if you look at some of the iconic eco products of the last handful of years you really see that story powerfully at work I mean just cast your mind back to the original Tesla the Tesla Roadster way back in 2008 a hundred thousand dollar electric supercar it was a deeply status play product was eco status think about a deed as partnering with party for the oceans back in 2015 to create a new range of sneakers made from ocean plastic back in 2015 they made 50 pairs and he had to enter a competition to win one of those pairs of sneakers again Eco status classic eco status think even about the impossible burger back in 2060 the impossible burger was available one restaurant in the entire world one restaurant on planet Earth in New York City now take a look at how all those products those three products have evolved since then ok what's been the story well the most recent Tesla the model 3 is a $35,000 car it's a play for the mainstream driver adidas didn't make 50 pairs of ocean plastic sneakers in 2019 they made 11 million pairs of ocean plastic sneakers and the impossible burger is available at Burger King 7000 over 7000 outlets worldwide and many other outlets too ok what has happened there with those three products you see a powerful story at work and that is a story about eco products eco solutions moving from rare niche exciting unusual to Tok mainstream affordable and ubiquitous and what is the key implication of that story of that evolution where you're seeing it right now on the screen when eco solutions when eco products moved from rare surprising niche unattainable to mainstream ubiquitous totally affordable then they no longer are that rare exciting amazing status currency they're no longer a status play ok it becomes when eco products are totally ubiquitous totally affordable totally mainstream and as good as the legacy alternatives it becomes not really about the status of opting in there isn't really any status anymore because these eco solutions are everywhere everyone can have them it becomes then about the shame of opting out like why are you not doing it if it's totally affordable if it's totally available to you if it's just as good as the other alternative why would you not choose the eco solution and that's what we're facing right now that is the crucial shift in the sustainable consumption story it's a shift from eco status to eco shame and that's what this first trend green pressure is all about it's about saying very simply in 2020 consumers take a powerful shift from eco status to eco shame and they are going to look to brands and businesses and startups and innovations to help them cope with this new world of eco shame and green pressure of course we have an early signal of this trend with this word flight shame the shame many people feel about flying and the damage that that is doing to the planet check out this example this is KLM they recently ran a campaign called fly responsibly go to YouTube check it out watch the video it's a video that essentially encourages people to question seriously whether they need to fly as often as they do do you really need to take this flight you are about to take is the question post you in this video could you take the train instead could you find a way to just dial into that meeting instead of video conference and do you really need to be there and if you actually have to fly can you carbon offset it can you pack light so that you don't add to the weight of the aeroplane I mean an amazing campaign for an airline to run think seriously about ways to not fly and that is a powerful signal of this trend green pressure and of this monumental shift from eco status to eco sure it's such a powerful shift that is going to rewrite so much about consumerism and turn so much so many imperatives and so many marketing messages on their head I mean many of you will remember you know this example taps into a previous iconic advert and many of you remember this is way back in 2011 Patagonia ran a campaign in The New York Times they took a page of the New York Times to say this do not buy this jacket and back then this was you know mind-blowing nor had ever seen anything like this we wrote about it everyone wrote about it it was incredible what part what I want to say to you with this trend is that campaigns like this and that and the underlying attitude that it signals that we need to seriously rewrite our attitude to consumption and as businesses we need to seriously think about them the the role we're playing in society and and the impacts we're having on the planet that's going to become more and more mainstream and and campaigns like this perhaps won't be shocking an airline asking you to fly less won't be as shocking and it shouldn't be as shocking as perhaps it now seems but look this is not going to just be about the fashion industry this is not just gonna be about flight shame and there you know airline industry this trend is going to impact every industry this shift from eco status eco solutions as a status play to eco shame like how do I avoid the shame of all the negative impacts that my consumption has this shift is going to play out across every industry let's rewind back to the 1980s for a moment and see how a massive player in the financial services industry portrayed global consumption just check out this video yesterday steak in San Francisco tonight teriyaki in Tokyo very international [Music] [Music] [Music] you've gotta love it so there's MasterCard back in the 80s glorying in the idea of the global consumer the consumer that can fly anywhere have Astoria teriyaki in Tokyo and go skiing in Aspen and all this stuff constantly all the time it's a very different picture now those days of carefree consumerism are over this shift from eco status to eco shame is going to spell the end and should spell the end of that kind of glorified extreme conspicuous and wasteful consumption and brands are going to have to adjust to a new world in which consumers are taking a radically different attitude to their consumption and seeking to ameliorate the negative impacts of their consumption on the planet and deal with their eco shame and just as a signal of this shift again I mean that was MasterCard back in the 1980s and you've got to love that video it's great fun but check this out this is MasterCard partnering with a fin tech company called economy to launch a new credit card that allows users to set themselves a personal carbon budget and stick to it so you can set a personal carbon budget and then whenever you make a purchase it's calculating how much of your personal carbon budget you're using up with that purchase and crucially when you reach your limit it will just come back to you and say no purchase denied you cannot make this purchase you have reached your personal carbon budget for this month so just such a powerful tool in the hands of the consumer to help them stick to a carbon limit to help them kind of track and meter and limit at least one of their negative impacts on the planet by their consumption and a radically different world from the kind of world that that ad from the 1980s was glorifying it so look this is the key for sustainable consumption in 2020 and it is a huge shift of one that's going to play out of course way beyond 2020 you know because this is a profound tipping point moment for sustainable consumption is no longer about at least not just about and often not about the status of opting in like getting that super rare amazing $100,000 Tesla or the you know limited-edition pair of sneakers when these solutions are totally mainstream as they're becoming it becomes about the shame of opting out why did you not do that how could you not do it that is a profound shift you know I'd love you guys to take that trend away and think deeply about what it means for your industry and what it means for you like how can you help consumers avoid eco shame in 2020 and beyond how can you send them messages and acknowledge the Eco shame that they do share with you at the moment and how are you going to deal with this radical new mindset around consumption that we will see increase in which you know an airline can tell you perhaps you shouldn't be flying all the time you shouldn't be think about it can you find a different way what is the equivalent in your industry of that kind of campaign okay let's race onto trend number two starts with a very different but equally powerful basic human need connection like human beings are by nature social animals they build relationships they build relationships with each other they build relationships with the brands and businesses they engage with and I just want to look here at one particular trend that's changing the way consumers relate to brands in 2020 and beyond does anyone know who this I can't hear you shout back at me but I'm sure many of you pretty much all of you do of course it's lil Mikayla she is a virtual influencer with 1.6 million followers on Instagram she's just a digital apparition she is a virtual character but she makes very real money by appearing in advertising campaigns by making personal appearances quote-unquote at live events including the Coachella Festival this year her career really kicked into a new gear this year in May when she starred alongside Bella Hadid the model in an ad for Calvin Klein as you know Calvin Klein are known for their kind of edgy boundary-pushing campaigns they said with this campaign they wanted to stretch the audience's perception of reality I'm gonna play you the campaign now you can see for yourself or decide for yourself whether you think they manage that check this out okay did that stretch your perception of reality or is it just one particular middle-aged ad man's fantasy I will let you decide but look it had traction and people engaged on social media this is lil Mikaela herself saying thank you so much to Calvin Klein to let me pick up this campaign here's someone asking little Mikaela about her sexuality here's someone diving in saying how dare you ask her about her sexuality it's nothing to do with you bearing in mind of course this is just a virtual character this is a digital Mirage and look yes we can laugh it's very amusing but there is a deeper story at play here that I want to tap into oK we've been tracking for ages now and you guys know this the evolution of conversational brands you know the rise of social media which democratized the relationship between brands and consumers and led to a genuine two-way conversation between brands and consumers rather than the old top-down messaging model how has that evolved while in the last few years we've seen an explosion of digital channels there aren't just a few platforms on which these conversations between brands and consumers are happening there are multiple channels each with their own demands each with their own set of users and their own traditions and that is a new kind of challenge for brands that kind of channel diffusion at the same time we've seen the nature of consumers relationships with technology particularly particularly with virtual characters evolve in a really interesting way oK we've seen the rise of what we are trend watching called virtual companions this is a AI fuelled entities AI fuel characters where consumers have more than just a transactional more than just a functional relationship with these entities you know more deeper than just Alexa order me some washing powder we're seeing the rise of AI fuelled characters and entities and assistants where consumers have a relationship that's deeper that's about things like health or wellness or creativity or yes even friendship and companionship and what that's doing is priming consumers to expect and accept deeper relationships with virtual characters of all kinds including virtual influencers like Lil Mikayla and that's what this second trend brand avatars is all about it's about saying in 2020 consumers are going to look to human brands to bring themselves to life in interesting new ways via virtual characters and virtual avatars in all kinds of interesting digital channels and I want to show you some examples of what I mean by these brand avatars so check this out here's an interesting one to start with what is often the first industry to jump on a new digital trend and make use of it yes the porn industry and this is youporn introducing essentially a virtual influencer of its own her name is JD vales which is a pretty weird name hopefully no one out there is really called jiggy vales if they are they might want to be wanting to change their name right Debbi veils is like the latest member of the youporn marketing team who are very very busy Bunch and essentially what she's supposed to do is engage with consumers on mainstream social platforms in a safe for work way like she's a pretty wholesome girl even though she works for youporn here she is out in nature doing some hiking shout out to Umar who you can see there in the comments leaving her number for JD veils because you never know you truly chef another yeah now this is the youporn marketing team obviously wanting to engage with consumers in a safe the work way wanting to reach them on other platforms and that's great if you think this trend is niche or fringe because the first example I'm showing you is a youporn example then check this out this is an incredible example this is the Chinese state news agency launching a virtual news anchor okay and what's incredible about this example is that this brand avatar this virtual news anchor is more than just a marketing asset more than just a marketing technique it can be truly transformative for the actual service that the state news agency delivers if you think about a human news anchor of course you know they read the news every hour maybe every half an hour when they read the news they read it once and it's the same for all million or hundred million people that are watching a virtual news anchor this virtual news anchor can read the news hundreds of millions billions of times a day simultaneously and it can deliver each user a totally personalized news bulletin based on their interests and tastes and all of that so it can be totally transformative for the service you offer and that's the key point I want to make with this example yes a brand avatar can be a hugely powerful marketing campaign essentially or marketing asset but it can also totally transform the relevance and the power of the service you're offering what is a really powerful emerging channel that you should think about when it comes to creating your own brand avatar Gaming massive online shared games a massive online shared virtual worlds are a powerful new channel for you to think about when it comes to deploying a black brand avatar of your own check out this this is Wendy's Wendy's recently put a brand avatar of their own into fortnight you guys have mean we've talked about fortnight endlessly potentially the numbers of peaked but they're still in all likelihood a couple of million people playing fortnight right now as we speak Wendy's yet created a brand avatar through that brand avatar into fortnight I want to play you a video to give you a quick look at how that went check this out paying big bucks for in-game sponsorships so important I did announce new event called food fight between teams Pizza and team burger when we saw an organic way we found out timber stored their pizzas freezers and Wendy's doesn't do frozen beef so we got on Twitch chose a character with red hair in pigtails dropped into the game and instead of killing other players we started destroying burger freezers again and again and again for nine hours straight we also declared our mission on Twitter sending hundreds of thousands of gamers to twitch to watch us play and soon other players stopped killing each other and started killing burger freezers with us top twitch streamers took notice I saw Wendy Oh smacking servers freezers this kind of stuff [Music] yeah so think about these huge online share games as new channels in which you can deploy a brand avatar of your own and just check out that campaign I mean how often is it that you get to literally play alongside consumers collaborate with them cooperate with them and have you welcoming them in have them welcoming you into their world in the way that you saw their that is now a very rare thing if you can achieve that with a brand avatar it can be hugely powerful applying this trend should be a massive opportunity for you to gather your team and ask some huge and deep questions about your brand because if you want to create a brand avatar really the first thing you need to ask yourself is okay but who are we who are we as a brand what is our brand what does it stand for what are our core values because it's only when you know that and know the answer to those questions that you can then set about asking yourself okay how do we take that core brand identity how do we take those core values and turn it into a character that we can deploy in this particular channel so yeah I mean you know if you're not going to do anything else with this trend just take it as an opportunity to gather your team and use it as an exercise say you know the output of this exercise is going to be this character is going to be a brand avatar we need to sit and think about who we are as a brand what we believe what we stand for in order to be able to create this character hugely powerful exercise for your team before at the end of the year or early in the next year now look this trend is really just a part one angle one shard on a massive shift that you guys know very well brands have to exist in media they exist in the media that transmitter back in the day when we had old top-down legacy media we had old top-down legacy brands were represented by characters and campaigns like this now we have democratized participative many-to-many media and that means you need to create democratized participative many-to-many brand characters and brand avatars like this that's a huge shift in the nature of the media that transmitted your brand and you need to think about how you reflect that and the characters and the avatars that represent your brand so how could you deploy this trend in 2020 how could you think about creating an avatar of your own think about the channel that you want to be in think about what are our core values who are we as brand what do we believe and how do we represent that and when you're creating this avatar my final word would be just be careful not to create an avatar that unintentionally marginalizes or exclude certain groups of people think about being inclusive when you create the character that's going to go out there and represent your brand okay let's race onto trend number three trend number three starts with this basic human need relevant relevant the desire to get back things from the world that are relevant for you that are a perfect fit that are just right that are personalized that's always been part of this story of consumerism have we seen the story of personalization evolve over the last 10 years or more well you guys know very well of course the big story has been data fueled online data fueled personalization which is turn billions of online users all around the world each into a segment of once served a unique experience according to their particular taste preferences interests past behavior all of that at the same time we've seen something else we've seen the culture of constant upgrades and iteration and change that's always been a part of online services moved to the physical world - so some of the physical world some of the physical objects around us now update and change and evolve in the way that our apps on our phone do say for example Tesla's just released OS 10 and that's what whole new features to the Tesla it's bought improved auto cruise it's brought in car karaoke okay literally it's upgraded the Tesla sitting on millions of people's driveways you put all that together what you have now is consumers with expectations of constant upgrade and adaptation and personalization so how are those expectations going to evolve in 2020 well I think they're going to merge with another big trend that we of course have been tracking forever and so of you guys everything as a service we're going to see that everything as a service mindset and the convenience of that merge with expectations of constant upgrade and iteration and personalization so if you ask me what is the future of personalization in 2020 I say this its relevance as a service yes give me the convenience of everything as a service but give me relevance as a service to give me constant rolling upgrade iteration and personalization and that's what this third trend metamorphic design is all about it's about products and services and experiences that constantly shift and evolve and upgrade around the changing needs of the user over time and I want to show you some examples of how we see this playing out I want to take two dimensions of this everything as a service mindset that consumers have the first I mentioned we can take his subscription services right we all see how that's part of everything as a service you know you take a physical object you take a product you put it in a box you put it on monthly subscription it becomes a rolling service and the consumer enjoys the convenience of that great let's look at how that's playing out in a couple of industries like take health you know everyone would love to find the perfect nutritional supplement the formula that is just right for them and you go to the store and there's a zillion different bottles there's a zillion different formulas and it's incredibly hard to make the choice and find the one that is perfect for you and underlying that is an even deeper problem which is of course there is no one perfect formula for you there is no one perfect hit that's going to be right for the rest of your life because you are an organic being you are changing over the time you are evolving over time your needs are changing over time okay look at how this sub description service addresses that need this is Baines and what they deliver are vitamin supplements nutritional supplements that change and evolve and upgrade over time as your needs change and the way it works is this you take a blood test using a proprietary device it captures a tiny bit of blood you post it back to BAE's they analyze it for your nutritional needs and send you the perfect supplements and vitamins based on those nutritional nutritional needs in a box every month but every quarter you repeat that blood test BAE's reanalyze your blood and shift and upgrade and iterate the supplements they're sending you based on that test so over time as your nutritional needs change as you change physiologically the supplements that you're receiving change so it's not just vitamins as a service it's relevant it's personalization as a service to yes give me the convenience of this subscription box of vitamins to my house to my front doorstep every month but give me personalization as a service to packaged in with it look at Beauty another industry again based on the promise of the perfect formula find the perfect foundation find the perfect skin cream find the perfect lipstick for you whatever it is of course again there is no one perfect formula for you forever because you change over time check this out this is Shiseido that asian cosmetics brand creating skin cream that iterates and shifts and upgrades on a daily basis and the way it works is you use an app to take a selfie it analyzes your skin conditions it takes some other data - including the time of the month where you are in your menstrual cycle environmental data the weather air pollution things like that it puts it all together and then this special proprietary device this cartridge that you can see on the slide mixes you a skin cream that's right for your skin on that day so this is skin cream that iterates and upgrades for you every day depending on your changing skin every day again not just the convenience of skin cream as a service but relevance as a service - now look yes those particular examples are founded on very proprietary kind of techniques and particular technologies that make them possible you are not going to go out in 2020 and create you know iterating evolving nutritional supplements or daily evolving skin cream or at least I highly doubt it but as always with trend watching you know I'm not showing you these examples to say just go and copy them I'm showing them to you because they are such powerful signals of an underlying expectation that is deeply meaningful for you like yes give me the convenience of as a service but give me relevance as a service to give me a product and experience a service that constantly evolves and shifts and upgrades depend depending on my changing needs and what you need to be asking is what does that mean for your industry what does that mean for your offering in 2020 okay when you can go and get nutritional supplements that evolve and iterate every quarter when your skin cream does change every day depending on your changing needs what do customers in that world start to expect from you that is the question you must be asking for 2020 the other half of everything as a service is not subscription services it's the access economy okay rather than you know take an object put it in a box put it on subscription every month no just have a network of objects moving around out there in the world and I can just access it whenever I want bike cars is a great example mobility as a service how are we going to deliver relevance as a service when it comes to the access economy here is a powerful signal of a brand attempting to answer that question this is Kia doing some really interesting work with adaptive car interiors I have a quick video of that check this out the car evolved to become faster safer and more convenient now autonomous driving is coming what lies beyond we at Kia want to present emotive driving era centered on customers - Tiffany thanks to advanced technology that identifies your needs and emotional state of mind in real-time Kiev tries to deliver a fully customized driving space that leads to a highly intuitive all surpassed in vehicle mobility experience read system that means real-time emotion adaptive driving system personalizes the drivers face by controlling light sound cabin temperature seat vibration and sent through analysis of bio signals such as facial expression heartbeat and so on that are detected in real-time by 3d cameras and ECG sensors a present lead system can allies or drivers feeling and control functions in your time so look here are just one among a number of automakers experimenting with these kinds of real-time adaptive car interiors that they're going to use sensors and facial recognition and so on to make a judgement of the emotional state of the driver and other people in the car and shift the car interior based on that again of course you know you guys aren't going to go out unless you're an automaker out there in which perhaps you are aren't going to go out and make adaptive car interiors in 2020 but again when the car interior shifts around your emotional state in real time when the car interior is truly metamorphic what do people start to expect from you and from your brand so how can you apply the principles of metamorphic design in 2020 how can you ensure that you're offering shifts and evolves and upgrades around the changing needs of the user over time in the way that people will expect is it gonna be about relevance as a service subscription services for you is it gonna be about the access economy but just think about what does an offering from us look like that changes and evolves over time along with the changing needs of the customer you know based on the simple profound human truth that people simply do not stay the same over time so this is an eternal trend that's always been true on that dimension but a range of forces as you can see from what I've just told you pushing that expectation right now the expectation that you deliver on that truth is going to be powerful in 2020 so please take it away and think about it okay Racing onto trend number four starts with this very powerful basic human need well-being take a look at three statistics let's take a look at this one 71% of woman's sixty-six percent of men in Singapore feel they're working in an always-on environment with constantly to access work emails attend calls or check phone sounds familiar to a lot of you I'm sure two-thirds of working parents in Australia struggle to care for their health due to the tension between work and caring eighty six percent of British people say they've experienced anxiety due to work pressure in the last year eighty seven percent have difficulty switching off from work and 79 percent psyche feelings of failure as a result this is where it feels people are at in terms of work-life balance and work pressure increasingly in 2019 for millions around the world and it should be no surprise when you have iconic CEOs like Jack Ma piping 996 culture and saying his employees should be delighted to work all the hours that God sends when you have relentless hustle glorification and hashtag hustle culture on social media entrepreneur culture that glorifies the idea of working 24 hours a day and never resting and all of that stuff it's no surprise that in May 20 19 the World Health Organization officially recognized occupational burnout as a workplace health phenomenon okay and that's what this trend this fourth trend of burnout is all about it's about saying we are at a borderline crisis moment for for burnout for workplace burnout and smart brands and compassionate brands in 2020 we'll lend a hand we'll rush to help consumers who are feeling burned by the pressures of modern life just a few quick examples to give you a slice of how you might do that here's a super intriguing one that I love to start with this is a couple of Chinese develop who created a new licensed essentially bolt-on to open source software that demands that if you as a brand or a business are using this open source software you stick to kind of proper humane work-life balance rules and you obey employment law and if you you know get your employees to do overtime you pay them properly and all that kind of stuff they put it on github it became wildly popular and just yeah just means that if you as a company want to use the software it's attached to you have to abide by a particular set of rules about work-life balance here's a big brand tapping into this trend though this is Clear Channel the global advertising billboard giant did something super interesting on the Stockholm Metro this year they turned it into what they called an emotional art gallery so they used an algorithm to take a judgment of the public mood in Stockholm on a particular morning it was looking at things like Google searches in Stockholm the weather in Stockholm and so on and then based on that judgment of the public mood was it like angry was it anxious was it stress they played relevant content and relevant art that was intended to soothe that mood and be beneficial to that particular mood look yes of course it is deeply unscientific this algorithm really can't judge the mood of people in Stockholm on this morning and I doubt that the art they play can really profoundly affect the mood of the people passing it by it's just a powerful signal though of a huge global messaging brand attempting to tap into the expectation that brands take burnout seriously the brand's take the stress and the pressure of 2019 urban living seriously and you can do the same what is another hugely powerful application of this trend to them if you know as well you know we talk relentlessly about a glass box world how transparency means people can see deep inside your business and that means they can see your internal culture excuse me and that means your internal culture is now a profoundly important part of your public facing brand to what you should do is make powerful changes to that internal culture and tell the world about them the burnout is a great trend to kind of combine that insight with take the glass box brands trends google it read about glass box brands if you haven't already take the burnout mash them together and create a powerful innovation for 2020 that impacts your internal culture this is Ernst & Young in Australia launching a new initiative that gives some employees 12 weeks of unpaid what they call life leave it's just about responding to the need for much more flexible working of course Ernst and Young you know these kinds of companies are famous for working their employees very hard doing having a culture of very long hours all of that kind of stuff so very very interesting to see that company in particular taking burnout seriously and look yes it's the right thing to do yes it would be great of course for their own people who will directly help but in a glass box world where your internal culture is part of your public facing brand it will also shift the way Outsiders consumers customers view you as a business like aha here is an ethical enlightened internal culture here's an internal culture that takes burnout seriously that's an internal culture that's a business I want to engage with that I can feel good about engaging with we also saw Microsoft in Japan experimenting with a four-day week that's another really interesting play on this even governments are starting to take the burnout seriously this is the government of New Zealand being the first in the world to create a national budget not just around the idea of gross domestic product around economics and money and finance but around essentially gross domestic well-being creating a budget and government policy that's focused around the well-being of the people not just their material affluence against a profoundly powerful signal of this emerging trend in this emerging focus on burnout and mental well-being and so on so how could you put this trend to work in 2020 could it be about new knowledge new tools to help people cope with the burnout how can you tap into their well-being in other dimensions do you want to think about a glass box world do you want to think about making changes to your internal culture helping your own staff your people deal with the burnout yes it's the right thing to do yes it will help your own people but it could also be the most powerful story you tell Outsiders you tell consumers about who you are as a brand in 2020 far more powerful than any traditional marketing campaign that just tries to directly tell them we are this we are that we believe in well-being why don't we make a change to your internal culture that proves you care about well-being that proves your values and turn that into a story to tell the outside world that would be a hugely powerful play for 2020 okay our final trend before we wrap up trend number five starts with this basic human needs support we all need support from others we are social animals we live in a society we can't live alone we can't do things or on our own we need support from the community from the collective around us I just want to look at one particular angle of that with this trend this is a slide that shows you what social media was supposed to be this was the promise of social media like a Nirvana a utopia of sharing and knowledge and bliss and peace and enlightenment this is what social media turned out to be like okay there are countless studies now showing us that social media and you don't really need the studies if you spend much time on social media or many of these platforms the social media has become a toxic morass of bullying and harassment and bad feelings and arguments and lies and fake news one recent study by Cornell University found that women on Instagram tend to be criticized if people feel they're too fake but then they also tend to be criticized if people feel they're too real so they just genuinely cannot win and there's even mounting evidence that bullying and harassment on social media is closely tied to rising teenage suicide rates around the world and that is a deeply sobering and terrifying thought and the evidence for it is becoming increasing serious and impossible to ignore so with this final trend civil media I want to ask where is this moment leading us and how will it evolve in 2020 and really the clear signals are that in 2020 and beyond the future of social media is meaningful social connections social connections and social platforms that offer true meaning and connection to people in a deeper way and I want to show you some quick examples of how this is playing out this is quilt quilt is a new ad that connects professional women for meetups in real life so as a host of a meet-up you can establish a meet-up and set the topic like is it gonna be paying equality is it going to be work-life balance is it going to be stress is it just going to be about fun or whatever and then other women can join that meetup and there's a time and a place of course and they will get together and discuss this and truly connect on a meaningful level about something they're really interested in and as a host you can get paid for hosting a meet-up if you want things like that but it's just a platform that connects people of like mind for meaningful discussion about something they're interested in and something that's useful to do here's a similar idea but I love the real-time nature of this example this is called the night feed and this is a new social platform for women new mothers who are up late in the night or in the early hours of the morning breastfeeding okay it can be it can be a very solitary activity it's an exhausting activity it's the middle of the night you can join this community and you will find other new mothers up and up at exactly the same time as you doing the same thing as you ready to talk to share to discuss to have fun you know just to share knowledge and expertise but to share to some jobs to share the pain the exhaustion whatever it is you're going through you can think when you think about civil media about essentially pop-up communities real time ephemeral communities that pop in and out of existence based on a shared interest or taste or activity in that particular moment like I'm in this particular moment right now it's 1:00 a.m. and breastfeed I need some support I just need time to reach out to here is a little pop-up community on this platform that I can just get into and discuss and share check this out one in three young people in 30 countries say they've been a victim of online bullying with one in five reporting having skipped school due to cyber bullying and cyber violence and we looked earlier on about the evidence that links rising teenage suicide rates to this kind of toxic behavior on social platforms here's a big brand attempting to address that set of concerns and what Sprite did in Latin America is partner with Reddit to establish communities where young people could come to discuss in a civilized and meaningful way issues that were on their mind so sprite used Google search trends to discover issues that were concerning teenagers in Latin America issues and concerns and worries and anxieties and then it set up reddit communities for many of those particular anxieties or issues whether they were around body image or school or you know relationships with parents or whatever it was and each community was led by an influencer in that space who moderated the discussion who major was constructive and meaningful and helpful so as a brand any brand you can think about how could you partner with one of the existing platforms and how could you partner with influencers out there to create communities yes on these existing platforms but communities inside them that are more constructive more meaningful more genuine and authentic than much of the communication you get now on Twitter or Facebook or Instagram or tik-tok or whatever it is and so I would love you to think about this final trend for you in 2020 how can you build civil media spaces in 2020 and beyond think about tribes and interest groups think about ephemeral pop-up communities that leverage a particular moment in space and time like I'm a mother up in the middle of the night breastfeeding like what could the equivalent for you think about partnerships with the existing platforms but when you do that make sure that you are bringing enough control and you are bringing enough attention and authority and sincerity to ensure that the discussion on those big platforms and the community in that platform is truly meaningful and sincere and authentic and Sprite did that partly by leveraging true influencers in those spaces like body image relationship with parents schoolwork whatever to make sure the discussion stayed on track so look that wraps up this webinar that wraps up the five trends I wanted to share with you today of course if you're a premium client if you haven't already tear into the report you can read about all the five trends there plus and 11 others dive into them all the examples the timelines the insights keep tracking the trends online across the coming months and indeed across the entire year we will be pouring new examples of these trends and all the other trends we track into our innovation database so you can keep tracking the evolution of these trends online through your premium service and of course trends as I said right at the beginning are nothing if you don't apply them if you don't put them to work to make what you do and indeed make the world better you need to use these trends and there is a suite of tools inside your premium service called the Academy tool kit that will empower you to use these trends to put these trends to work to create amazing new products new services campaigns business models that people will love in 2020 and beyond so take the trends take the academy toolkit and get to work to create an amazing new offering in 2020 you can find me on LinkedIn I'll be writing lots more about these trends in the coming weeks and months so check that out and follow me if you want to read more there but all it remains to say now is thank you so much for tuning in take the five trends innovate get going and in 2020 and please do write to us write to me and let me know how you got on good luck and thanks for listening goodbye

Channel: TrendWatching

Views: 19,457

Rating: 4.9644971 out of 5

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Id: yu6Y7Xj0qQo

Length: 55min 6sec (3306 seconds)

Published: Wed Dec 04 2019