Automated Adulthood
More people are going through a prolonged period of emerging adulthood, focusing on their career, getting married later, and adopting technology and innovative products that automate “adult” tasks.
Industry: Technology
Optimistic Aging
After years of being told that aging is something we should hide, society is starting to appreciate the upside of getting older: financial freedom, respect, and time that the “third lifetime” can offer.
B2Beyond
Brands are embracing their humanity, taking inspiration from other sectors and thinking more broadly about effectively marketing to people first and buyers second.
Personality Mapping
Brands and organizations are turning to psychology to better understand the motivations and emotions behind their customers’ decisions and inspire better performance from their employees.
Earned Consumption
Consumers’ increasing desire for authentic experiences means that they are more willing to earn their right to consume, which offers businesses the chance to build more loyalty and engagement
E-mpulse Buying
While e-commerce is changing the way people impulse buy, the integration of mobile devices into the shopping experience has opened up possibilities for real-time marketing that encourages people to make split-second emotional buying decisions in a new way.
Strategic Downgrading
As more products become Internet-enabled and digitalized, consumers are selectively rejecting supposedly improved products and services, opting for simpler, cheaper, and sometimes more functional versions instead.
Small Data
As consumers generate increasingly large volumes of actionable, real-time data through their online activities and connected devices, brand-owned big data will lose value and utility.
Branded Benevolence
Companies are putting a purpose greater than revenue at the center of their businesses in order to form deeper connections with consumers.
Engineered Addiction
Thanks to our increasing understanding of the behavioral science behind the formation of habits, marketers, designers, and engineers are creating products and services that are as addictive as possible.
