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Aug 11, 2014



Check out our handpicked selection of 7 Consumer Trends begging to be applied in 2014. By you. From CROWD SHAPED to THE INTERNET OF CARING THINGS to MYCHIATRY...

  • trendwatching.coms free monthly Trend Briefing December 2013/ January 2014 7 CONSUMER TRENDS TO RUN WITH IN 2014 Remember, the lazy will NOT inherit the earth in 2014! EE FR T- IL GU 1 4 MYCHIATRY S TU A ST 3 AD N AI R EG D RE E AP EN ER 2 M BY /F O R D CR OW SH LB A B LO G 7 CH I GS N G N RI TA DA CA F NO A 5 IN N ET 6 N R TE T EI H O TH
  • Introduction No matter what market or industry youre in, if youre obsessed with catering to evolving consumer needs, desires and expectations, you will prosper through even the most insane global upheavals, whatever their flavor. In 2014, 2015, 2016 and beyond. However, as the start of a new year is the time when many of you are doing some extra imagining and planning and creating, we thought wed do our bit and throw in a handful of consumer trends that are begging to be applied in the next 12 months. By you. w w w. t r e n d w a t c h i n g . c o m 7 CONSUMER TRENDS TO RUN WITH IN 2014 2
  • 1. 2. 3. 4. 5. 6. 7. w w w. t r e n d w a t c h i n g . c o m GUILT-FREE STATUS Why in 2014, guilt-free is the new status symbol. Crowd shaped The connected crowd comes of age in 2014. made greener by/for china Why in 2014, China is going to be where the eco-innovation action is. Mychiatry Why in 2014, mind will be the new body. No Data Why in 2014, delivering brilliant service without excessive data collection will earn you consumer trust (and profits wont be far behind ;) The internet of caring things How connected objects will center around people in 2014. GLOBAL BRAIN Why our new, free, local Trend Bulletins will keep you truly in the know, glocally. 7 CONSUMER TRENDS TO RUN WITH IN 2014 3
  • 1. GUILT-FREE STATUS Why in 2014, guilt-free is the new status symbol. Growing numbers of consumers can no longer escape an awareness of the damage done by their consumption: to the planet, society, or themselves. But a mixture of indulgence, addiction and conditioning mean that most cant substantially change their consumption habits. The result? A never-ending guilt spiral. Which creates exciting opportunities for brands that combine tackling this guilt spiral with consumers endless status seeking (still the driving force behind all consumer behavior). Indeed, GUILT-FREE STATUS will be the ultimate indulgence in 2014. Its time to create products and services that deliver a guilt-free status fix by being one of these: Known by all. Iconic, well known GUILT-FREE products such as the Tesla Model S will act as instantly recognizable signals of great sustainability. Visibly guilt-free. High status, chic or fashionable products that are visibly sustainable, ethical or healthy will deliver a GUILT-FREE STATUS hit. Get inspired by Nudies rugs made from recycled jeans. Storied. If a product or service isnt known or visible, it will need a GUILT-FREE story that the owner can tell others (and impress them with). Warning: this trend is NOT about GUILTWASHING. Benefits for people and planet are at the core of GUILT-FREE STATUS SYMBOLS, not marketing speak and one-dimensional plays on peoples anxieties. w w w. t r e n d w a t c h i n g . c o m 7 CONSUMER TRENDS TO RUN WITH IN 2014 4
  • EXAMPLES Tesla Nudie Guilt-free status symbol goes global Old jeans become limited edition rugs The Tesla Model S sedan luxury electric vehicle began Nudie launched a range of limited edition rugs created shipping to Norway, Switzerland and the Netherlands in from woven strips of second-hand or donated denim from August 2013, with right hand drive models scheduled the Swedish denim brands own jeans. Hand-woven using for March 2014. In September 2013 the Model S was a manual shuttle loom, the rugs were available at Nudie the best-selling car in Norway, where electric car drivers Jeans concept stores across the world, priced at USD can use bus lanes to skip past traffic jams. Prices for the 599. Model S range start at USD 62,400. w w w. t r e n d w a t c h i n g . c o m 7 CONSUMER TRENDS TO RUN WITH IN 2014 5
  • EXAMPLES Liberty United Firearm jewelry fights gun violence US based Liberty United is a jewelry line created from decommissioned guns and bullets. The brand aims to help take firearms off the streets, working with local governments to source guns no longer needed for evidence or collected in buyback programs. These are then recycled into jewelry by established designers, with each piece including the serial number of the gun used to make it. Prices range from USD 85 to 695 and a portion of the proceeds goes to nonprofits working to reduce gun crime. w w w. t r e n d w a t c h i n g . c o m 7 CONSUMER TRENDS TO RUN WITH IN 2014 6 A recent global study identified 2.5 billion aspirational consumers (representing one third of the global consumer class). These consumers are defined by their love of shopping (78%), desire for responsible consumption (92%) and their trust in brands to act in the best interest of society (58%). BBMG, GlobeScan and SustainAbility, October 2013
  • 2. crowd shaped The connected crowd comes of age in 2014. In 2014, more people will pool their data, their profiles, their preferences, in groups (small and big) to shape new goods and services. Via social media, histories, ecommerce, endless read/watch/play lists, smartphone GPS services and more, connected consumers are creating vast profiles and data trails that relate to everything from their music preferences to their daily movements. No news there. Now 2014 will see two certainties: 1. The technologies that facilitate the creation and passive sharing of those data streams will become ever more ubiquitous (yes, well say it, Google Glass). 2. Consumer expectations are amplified yet again by that ubiquity. Meaning the connected crowd comes of age, via CROWDSHAPING: new products and services shaped by the aggregated preferences or behavior of (small and big) groups of consumers, as expressed via their data. w w w. t r e n d w a t c h i n g . c o m 7 CONSUMER TRENDS TO RUN WITH IN 2014 7
  • 2. crowd shaped The connected crowd comes of age in 2014. Two kinds of CROWDSHAPING to watch (and run with): SMALL CROWDSHAPING: Real-time shaping (and reshaping) of a service around the preferences of the people in an office, a restaurant, on a plane: any space right now. Consumers might not care about the tech that makes CROWDSHAPING possible, but they will care about increased relevance via the accommodation of their own preferences and a novel mode of discovery via the newly-experienced preferences of their peers. See how CheckinDJ (below) delivers both. BIG CROWDSHAPING: Services intelligently reshaped by the aggregated data on the preferences or behavior of large numbers of consumers. One next step for good, old-fashioned crowdsourcing. Consumers get a more functional, efficient service shaped not by opinions of the crowd, but around the way people really behave. And unlike with many existing crowdsourced solutions they get it effortlessly, via passive sharing of their data. Thats what IBM promised when it CROWDSHAPED bus route improvements in Africa (below). OK, we know: privacy! But keep collection and use of data transparent, and many will embrace the benefits*. Alternatively, dive into the NO DATA counter-trend (Below), also begging to be applied in 2014. w w w. t r e n d w a t c h i n g . c o m 7 CONSUMER TRENDS TO RUN WITH IN 2014 8
  • EXAMPLES CheckinDJ Crowdshaped playlists match patrons tastes CheckinDJ is a crowdsourced jukebox that arranges a venues music playlist to match the overall taste of its current patrons. Users register online or via an app, and enter their favorite music genres. Once at a participating venue, they use an NFC-enabled device to check-in. The playlist at the venue automatically adjusts to reflect their taste. Individuals can earn influence points by syncing the app with their social networks, and by checking in with groups of friends. The platform was developed by UKbased Mobile Radicals. w w w. t r e n d w a t c h i n g . c o m 7 CONSUMER TRENDS TO RUN WITH IN 2014 9 *57% of consumers are willing to share additional personal information, such as their location, top five Facebook friends names and information about family members, in return for financial rewards or better service. Coleman Parkes, April 2013
  • EXAMPLES Kutsuplus IBM On-demand minibus service calculates optimal route for those on-board Following a successful pilot scheme, October 2013 saw During May 2013, IBMs Dublin research lab used cell Helsinkis transport authority increase its on-demand phone data to aid the re-design of bus routes across minibus service Kutsuplus. The service allows Helsinki Abidjan, the Ivory Coasts largest city. Researchers residents to request a minibus via their cell phone, used time and location data collected from calls choosing a start and end destination. Each bus can carry and SMS to assess commuters frequent routes and nine passengers. Users can opt for a private journey or a then compared these to the existing public transport shared ride, with Kutsuplus calculating the quickest routes infrastructure. According to the data, there were 65 for multiple drop-offs. Rides cost EUR 3.50 plus EUR 0.45 possible improvements that could reduce travel time by per kilometer (USD 4.70 / 0.60). w w w. t r e n d w a t c h i n g . c o m Using cellphone data to improve bus routes in Africa 10%. 7 CONSUMER TRENDS TO RUN WITH IN 2014 10
  • 1 2014 Trend Report We obviously offer much more than monthly Trend Briefings... 2 Trend Framework 3 Innovation Database Introducing our 2014 Premium Service Your complete trend and innovation solution. 4 Industry Updates 5 Apply Toolkit Find out more 6 Monthly Updates 7 1-page Trend Handouts
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