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Let’s reflect on the past year for just a second.

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It’s not all bad though.

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Apocaloptimism anyone?

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By the end of this webinar you will know how to help consumers cope, connect, simplify, localize and immerse.

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Roaring twenties?

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77% of consumers worldwide expect brands to show support to people in times of crisis.

Havas,

2021

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FREEDONISM

Fun as the ultimate fear antidote

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LEGO

Designer and toymaker team up on colorful laundromat inspired playzone

YOUTH GOGGLES

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SHINKI BUS CO. LTD

Disused city buses converted into mobile saunas

PLAYFUL PIVOTS

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CORONA & DUOLINGO

Voice-activated vending machine challenges customers to order drinks in Spanish

THRILLS & SKILLS

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Your strategy to help consumer cope:

Youth goggles
Playful pivots
Thrills & skills

YOUTH GOGGLES

Most kids (85%) claim to have fun ideas for how they would change the world for the better, while 58% enjoy coming up with ideas to make the world less boring. Invite them into the boardroom to help create initiatives which give people permission to play.

PLAYFUL PIVOTS

Before transforming your office into a sauna, identify which parts of your business would benefit from a playful pivot. Could you recycle underutilized resources to provide unmitigated relaxation — an offering tomorrow’s consumers actually crave?

THRILLS & SKILLS

Corona × Duolingo works for two reasons: it provides an element of surprise and reminds consumers of their potential to learn. Can you catch people’s attention with a cross-industry collaboration that provides unexpected thrills and esteem-boosting new skills?

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What do Peloton…

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Mr. Beast...

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…and Fridays for Future have in common?

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Community!

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33% of adults globally feel lonely, while 41% report becoming lonelier over the past 6 months.

Ipsos,

2021

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Core human need then vs. now

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JOYNING

Finding meaningful connections in a lonely world

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SOCIAL EXPRESS

Helps user to connect with locally-minded people by shaking their phones

DOUYIN

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LONELI-LESS

Krakow's new park benches connect strangers

GADUŁAWKA

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LINK 'N LEARN

Encourages older adults to connect and engage through live peer-to-peer education

GETSETUP

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Your strategy to help consumer connect:

Social Express
Loneli-less
Link ‘N Learn

SOCIAL EXPRESS

Consumers are hungry for new experiences and connections. And that doesn’t (necessarily) mean international adventures. The more locally-minded consumers of tomorrow will want to connect with those in their immediate surroundings, albeit from the safety of a digital interface.

Disclaimer: this opportunity isn’t just for tech giants. Can you leverage your social media, app or email list to spark new, close-to-home connections?

LONELI-LESS

The most powerful antidote to loneliness is an IRL human connection – not so easy to find in today’s busy, tech-saturated world. Can you nudge people out of their lockdown bubbles and help them connect in meaningful ways?

LINK ‘N LEARN

Those consumers who’ve evaded your online engagement metrics? Now, they’re curious. Prove that the internet can be a force for good by hooking them in with interactive, peer-to-peer learning initiatives.

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Let’s talk safety.

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32% of consumers globally state lack of options as the main factor affecting their ability to shop sustainably, with 20% stating lack of time.

PWC,

2021

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Is it magic?

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SOLACE AS A SERVICE

The emergence of conscious convenience

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SECOND SOULS

Jeans come with ‘yoyo guarantee’ as each pair can be exchanged a larger or smaller size within a year

CAMAIEU

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EARTH DEFINITION

EARTHDAY

Urges video platforms to add ED as an easy option for sustainable screen time

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CIRCULARITY SUBSCRIBED

Rents out solar-powered batteries from corner stores in Lagos to provide widespread access to clean energy

REEDDI

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Your strategy to help consumer simplify:

Second Souls
Earth Definition
Circularity Subscribed

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51% of consumers across 22 countries agreed that they were actively doing more to support local independent businesses and buying more from local independent retailers.

PWC,

2021

And it shows in numbers too! It’s not just because consumer want to support others, they want to support the planet too.

For conscious consumers looking to reduce their footprint, shopping local is increasingly important. But shopping local doesn’t just take care of the planet – small businesses reinvest in communities at a higher rate than chains, create local jobs, and provide products better suited to local needs. This recirculation has a positive multiplier effect that’s sustainable in more ways than one.

So consumers are engaged with local organizations and communities because they want to make a positive impact, both socially and sustainably. But there’s another main reason why consumers go local and I’m curious to see whether your opinion is aligned with the global average.

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62% of people globally trust the people in their local community over CEOs and government leaders.

Edelman Trust Barometer,

2021

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STATE OF PLACE

Consumers look to reclaim their locale

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EQUITY ZONE

Helps community leaders in areas impacted by institutionalized racism to create long-lasting change

HUMANLEVEL

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GLOCALLY GROUNDED

Produced a collection inspired by small businesses in Austin, San Francisco and New York

YELP & CHASING PAPER

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LOCALE MORALE

‚Uplifting Retford’ event encouraged citizens to exercise

ASICS & MIND

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Your strategy to help consumer localize:

Equity Zone
Glocally Grounded
Locale Morale

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The amount of money raised by companies related to the metaverse increased to USD 10.3 billion, up from USD 5.9 billion in 2020.

Crunchbase,

2021

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81% of global consumers think that a brand's digital presence is as important as its in-store presence.

Pew Research,

2021

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METAPHYSICAL

An evolved internet

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YOU-TOPIA

Makes it easy for anyone to create, trade and wear digital fashion – no 3D design skills required

THE FABRICANT STUDIO

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PSYCH-E

Video game treatment for kids with ADHD to improve attention function

ENDEAVORRX

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PORTALS OF POSSIBILITY

CareersCraft hosted on Minecraft is designed to help students identify their strengths

CAREER WALES

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Your strategy to help consumer immerse:

You-topia
Psych-e
Portals of Possibility

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Did someone say action?

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METAPHYSICAL

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INSPIRATION

How are other businesses applying this trend?

THE FABRICANT STUDIO

ENDEAVORRX

CAREER WALES

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BASIC

HUMAN NEEDS

What deep consumer needs & desires does this trend address?

SELF-EXPRESSION

ENTERTAINMENT

SOCIAL

STATUS

IDENTITY

Now, think about how your chosen mega-trend and innovations cater to basic human needs. ‘What are basic human needs?’ you ask. It can be anything from the need for human connection to the need for creative self-expression. There are no wrong answers here but choosing more than four or five might complicate the process so go light on the post-its!

For us, the need for personal identity and self-expression will be irrevocably changed by this mega-trend, as people find new, digital avenues to present themselves. We also think META-PHYSICAL taps into the timeless need for community, and that these new online communities will create new ways to build social status. And of course, perhaps the most obvious human need that META-PHYSICAL fulfils: entertainment.

Link: https://www.trendwatching.com/toolbox/consumer-trend-canvas

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DRIVERS

OF CHANGE

Why is this happening now? What’s changing?

NEW REALITIES

SOCIAL MEDIA

DECENTRALIZED INTERNET

META GOLDRUSH

REMOTE WORK

When we discuss Drivers of Change (DoC) they can be split into two – long-term shifts that move slowly over time, and triggers that immediately change the industry landscape and influence consumer behavior rapidly. There’s often overlap between shifts and triggers so don’t worry too much about filing them under the ‘correct’ column, so to speak.��For META-PHYSICAL, one shift could be the rise of new digital technologies such as AR, VR, and MR (new realities), social media, or the gradual movement towards more decentralized digital platforms. ��As for triggers, we opted for the Meta gold rush with brands scrambling in the wake of Mark Zuckerberg’s October announcement, and the rapid shift to remote work prompted by the pandemic which has led people to engage virtually in evermore creative ways.

Link: https://www.trendwatching.com/toolbox/consumer-trend-canvas

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SHIFTS

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TRIGGERS

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EMERGING EXPECTATIONS

What do consumers now expect from brands that they didn’t before?

VIRTUAL SPACES THAT ALLOW FOR ESCAPING THE MUNDANITY OF THE IRL WORLD

NEW ONLINE AVENUES FOR SELF-EXPRESSION

VIRTUAL COMMUNITY SPACES WHERE CONSUMERS CAN CONNECT WITH PEERS

MORE INTERACTIVE AND EDUCATIONAL CONTENT

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QUESTIONS TO IDENTIFY EMERGING EXPECTATIONS

This trend creates new desires for...
In light of this trend, people now expect brands to...
Because of this trend, people can’t live without...
Consider the innovations behind this trend.
If you were to interact with them, what would you expect of (other) brands after?
Which events (global social, political, environmental, etc) impacted this trend?
Are there any new technologies powering this trend?

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METAPHYSICAL

THE FABRICANT STUDIO

ENDEAVORRX

CAREER WALES

VIRTUAL SPACES THAT ALLOW FOR ESCAPING THE MUNDANITY OF THE IRL WORLD

NEW ONLINE AVENUES FOR SELF-EXPRESSION

VIRTUAL COMMUNITY SPACES WHERE CONSUMERS CAN CONNECT WITH PEERS

MORE INTERACTIVE AND EDUCATIONAL CONTENT

NEW REALITIES

SOCIAL MEDIA

DECENTRALIZED INTERNET

META GOLDRUSH

REMOTE WORK

SELF-EXPRESSION

ENTERTAINMENT

SOCIAL

STATUS

IDENTITY

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A MARKETING CAMPAIGN WHICH USES VR/AR TECH

INNOVATION TARGET

How could

you apply

the trend?

A SERVICE WITH A PLAYFUL, EXPERI-MENTAL SPIN

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GEN ALPHA

WHO

Who are you innovating for?

DIGITAL NATIVES

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YOUR INNOVATION!

GEO SNAPS

A MARKETING CAMPAIGN WHICH USES VR/AR TECH

A SERVICE WITH A PLAYFUL, EXPERI-MENTAL SPIN

GEN ALPHA

DIGITAL NATIVES

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Over to you!

Feel free to reach out: erick@trendwatching.com

I've said this at the beginning, and I will repeat it again now. Trends are only valuable once you start acting on them, and the same rings true for the opportunities we provided throughout this webinar. We played our part and the innovators we mentioned did their due diligence as well, so now it's up to you to start running with the toolbox we provided.

To do so, the one thing I would like to ask of you, is to take one of the trends presented, make it your own and explore what opportunities it holds for your business specifically. Please find your own canvas at: https://www.trendwatching.com/toolbox-consumer-trend-canvas

This Canvas is available to you indefinitely, and if you send me your filled out canvas, I will personally see to it that you receive feedback from either myself or someone else from our amazing Content team.

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Everything you need to guide and inspire you to turn trends into meaningful innovations.

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You can subscribe now and enjoy a limited time offer of 22% off, using the coupon code ACADEMY22. Valid until 8 February 2022.

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Ready to act on

consumer trends today?

Then reach out to Matthijs van Waveren, our Business Development Director. Your message will go straight into his inbox and will be replied to asap.

Matthijs van Waveren

Business Development Director

workwithus@trendwatching.com