01

Welcome to the exclusive interactive

edition of TrendWatching’s 2020
Trend Report

It’s here! Not just a new year, but the dawn of a new decade.
For what feels like forever, 2020 has been every trend watcher’s
near-mythical time horizon. Now, we’re about to live it.

But even at this new staging post, the fundamental truths

of trend watching still pertain. We live in a changing world.
But amid all that change we’re still the same old humans, with
the same basic human needs. Innovations that serve those
needs in new ways create new consumer expectations – and
those expectations spread through the consumer arena.

That’s what this Trend Report is all about. Each of the 16 trends
here represents a newly-emerging customer expectation
for 2020. That means a powerful opportunity for you to build
new products, services, campaigns, brands and more.

Remember, trends mean nothing if you don’t use them to make

what you do – and the world – better. So read, and then act. The
tools outlined in the ACADEMY section will get you started.

Good luck!

David, Max, Vicki & Henry

 04 12
INTRO STATUS SEEKERS
TREND FRAMEWORK UNCONSUMED
THE DECADE IN REVIEW
MACRO TRENDS 2020

42 48 54
PLAYSUMERS EPHEMERAL HELPFULL
GIVE ME LIVE THE BURNOUT SINGLE SERVE

82 88
UBITECH INFOLUST
AIR DIMENSION FACTUAL
HEALING
18 24 30 36
02

03

BETTERMENT SECURITY SYSTEMS YOUNIVERSE LOCAL LOVE

INTERVENTION SELECTIVE PRESENCE METAMORPHIC DESIGN PATHMAKERS
SEEKERS

60 66 74
JOYNING HUMAN BRANDS BETTER BUSINESS
CIVIL MEDIA BRAND AVATARS GREEN PRESSURE

94 100 106 112

FUZZYNOMICS PRICING PANDEMONIUM POST-DEMOGRAPHIC OUTRO
BUSINESS AS BRAND COINS UNGENDERED X TRENDS REVISITED
SOCIAL ACADEMY
THE PREMIUM SERVICE
 STATUS
SEEKERS
The never-ending
pursuit of status

LOCAL LOVE
16 mega-trends that define the The importance
future of business and consumerism. of local context

These 16 mega-trends form the foundation of

TrendWatching’s research and analysis process.
They are big, slow-moving currents that remain
broadly stable year-on-year, and can be applied
JOYNING
across regions, industries and demographics.

Understanding and innovating around these The core instinct to

mega-trends is the first step for consumer-facing connect with others

organizations that want to address changing

customer expectations.

This Trend Report is structured around these

mega-trends and their evolution. Each chapter
picks out a new trend that offers a potent innovation INFOLUST
opportunity for 2020.

The need for relevant and

actionable information
 SECURITY 04

BETTERMENT YOUNIVERSE 05
SYSTEMS
The universal quest The core need for The desire to be seen
for self-improvement safety and security and served as unique

PLAYSUMERS EPHEMERAL HELPFULL

The ageless quest for fun The scarcity of time The demand for convenient
and its consequences and superior service

HUMAN BETTER
UBITECH
BRANDS BUSINESS
The search for more The belief that purpose The ever-greater pervasiveness
authentic brands precedes profit of technology

PRICING POST-
FUZZYNOMICS
PANDEMONIUM DEMOGRAPHIC
The collapse of the barriers The fluidity of price The death of demographic
between consumer and and value segmentation
producer

Everything we do at TrendWatching is fueled by
a single imperative. That is, to watch innovations
for the signals they send about changing consumer
expectations.
So as 2020 dawns, here’s a look back across
the 2010s via some of the decade’s most iconic
innovations, brands and businesses.
Of course, this is far from a comprehensive survey.
It omits some massive ongoing success stories
(Apple, Google), some notable controversies
(WeWork) and much else besides. But scan these
pages and you’ll be reminded of some of the
tectonic shifts that shaped the decade.
Enjoy the memories. But don’t stop there.
Remember, all this is only background context
for the question that informs every page of this
report: where are consumers heading next?
Back in July 2010, an unassuming
photo of San Francisco’s South Beach
Harbor was uploaded to the internet.
Fast-forward almost ten years and that
photo’s host platform, Instagram, is a
global cultural powerhouse used by over
half a billion people every day. Digital
culture was transformed: more social,
more visual. Entire industries reimagined
themselves around an Insta-world. And a
new breed, the influencer, took the reigns
of pop culture and built billion dollar
Instagram fuels brands. Snapchat (AR filters!), TikTok
(sing alongs!) and others pushed out the
a revolution in
boundaries – and they’ll keep expanding
popular culture in the decade to come.
Patagonia set the tone with their 2011
advert in the New York Times. ‘Don’t
Buy This Jacket’ the headline screamed.
Sure, Patagonia was founded way back
in 1972. But the campaign helped define
a new wave of outspoken, insurgent
brands unified by their mission to
shape a more ethical consumerism.
Shoe brand TOMS popularized the
‘buy one, give one’ model. Impossible
Burger moved from a fringe curiosity
Patagonia and a wave to a partnership with Burger King.
And Tesla’s 2012 Model S symbolized
of ethical, sustainable
sustainable consumption as a status
insurgents
play. Up next? The mainstreaming
of eco-shame: see page 74.

As the 2010s dawned, an entrepreneur
called Travis Kalanick hoped his little-
known mobility startup could become
’everyone’s professional chauffeur.’
Today, Uber has a market cap of
over USD 45 billion. That success
sparked an on-demand explosion:
cue the Uber for dog walking, lawyers,
laundry. Sure, many on-demand plays
disappeared as suddenly as they’d
arrived. But the expectation shifts that
Uber and the rise of Uber fueled – for instant, on-demand
service – will shape the decade
everything on demand
ahead just as surely as they shaped
the past decade.
It wasn’t only insurgent upstarts
that searched for a more ethical
consumerism. Unilever’s CEO Paul
Polman led calls for a reformed
capitalism that priotized planetary and
social wellbeing: the brand launched
hand hygiene campaigns that reached
1 billion people across the world.
Meanwhile, 2012 saw Unilever-owned
ice-cream brand Ben & Jerry’s become
a B-corp. One signal that the stage
has been set for a system-wide turning
Unilever and the search point? This year, over 200 CEOs – from
Apple to Pepsi to Walmart – signed a
for a better business
statement on a new vision for
business.
06
Launched in 2011, Tencent’s WeChat
07
quickly evolved into an innovative
hybrid: an equal-parts messaging,
social, payments, news and lifestyle
service. Now, the app boasts
1 billion monthly active users, and
Mark Zuckerberg concedes he
should have paid attention sooner.
Meanwhile, e-commerce platform
Alibaba conquered the region,
created the world’s largest festival of
shopping – Singles’ Day 2019 saw USD
Asia takes the lead on 38.4 billion worth of commerce – and
pioneered livestreamed m-commerce.
digital culture
In the 2020s, Asian online culture will
shape aspirations around the world.
Two snapshots are enough to show
how far media has traveled. In 2010,
Blockbuster filed for bankruptcy.
In 2019, Netflix is a streaming giant
with USD 15 billion in annual revenues,
and an award-winning line of original
content. Throw Spotify into the mix,
and you have a new generation of
consumers for whom content is like
oxygen. Fragmentation has been
the order of the decade. But in the
2020s, expect reminders that in an
Netflix, Spotify and the environment of near-infinite choice,
indicators of quality will become
fragmentation of media
more important than ever: Disney’s
streaming play is just one example.

The following pages capture 16 consumer
trends that will present you with rich
opportunities in 2020. But all these trends exist
within a broader global context. While
it’s impossible to capture all the macro trends
at play in this short spread, here are four of the
most urgent and most transformational shifts
as we stand on the cusp of a new decade and
a new world.
Visible and urgent
2019 is the second warmest year on record.
And even for those who disavow scientific data,
signs that we’re approaching a climate tipping point
were everywhere in 2019: wildfires raged in the
Amazon and Australia, there was ‘unprecedented’
flooding everywhere from Texas to Mozambique to
Venice. Alongside – or perhaps because of – these
relentless and ferocious events, we also saw new
levels of public anger at the lack of action being
taken. Fridays for Future. Extinction Rebellion.
September’s global climate strikes, led by the
inspirational Greta Thunberg. Will it take a 16-year-old
to call out our collective hypocrisy and avoidance?
Will people and politicians embrace a Green New
Deal? Time is running out...

Rising political and social tensions
The world is on a knife-edge. A rising
China faces an increasingly isolationist
and unpredictable America. Geo-political
tensions keep spiking all across the Middle
East. Russian anti-democratic meddling.
There’s also as much conflict within states
as between them. Hong Kong. Spain.
France. Brexit continues. Bolivia. Chile.
Lebanon. Iran. Iraq. The specific triggers
vary, but the common thread is politically
and economically frustrated youth, fighting
against injustice and corruption and for
a brighter, more inclusive future.
Capitalism in crisis
The Economist called it ‘the rise of
millennial socialism.’ But you don’t have to
be a millennial to see capitalism is broken.
Weakly regulated industries – from aviation
to pharmaceuticals – are literally killing their
customers. Globalization and digitization
has driven consolidation and turbo-
charged inequality. The world’s 26 richest
people have as much wealth as the poorest
3.8 billion. We’ve heard billionaires promise
to save the world; people are asking if
they could just pay tax?
08
09
4th Industrial Revolution looms
Robotics. Automation. 5G. Blockchain.
CRISPR. Bio and nano everything.
Smart and deep tech. Ubiquitous AI.
New synthetic – and sustainable –
materials. New digital and circular business
models. Properly harnessed, the World
Economic Forum estimates that these new
technologies could unlock over USD 100
trillion of global economic value in the
coming decade. However, only transparent,
inclusive and responsive institutions will
be able to navigate the thorny ethical
questions that these technologies will
ask societies to answer.
STATUS SEEKERS

In 2020, status-
driven consumption
is turned on its head.
READ MORE IN PREMIUM:
STATUS SEEKERS »
RELEVANT BASIC HUMAN NEEDS:
SOCIAL STATUS »
POSITIVE IMPACT »
12
13
The 2010s saw the statusphere – the vast ecosystem
in which consumers pursue, confer and accrue status –
undergo massive diversification.
The 2020s won’t see the death of traditional consumer
status. But radical change is coming. In an era where
sustainability, inequality and social cohesion are high on
the agenda, the consequences of unbridled consumerism
hang heavy on the conscience of many.
In this landscape, ‘less harmful’ offerings will no longer
be enough. Instead, rising numbers of consumers will insist
on the need for more radical solutions; and they’ll pursue
status via new, more enlightened modes of consumption
that reimagime, or even invert, old attitudes and priorities.
Are you ready to be UNCONSUMED?
 BRAND
FA
In 2020, consumers will continue to embrace many forms N A
of status. Think going viral on Tik Tok, completing a half

TI
CS
marathon, leasing a Tesla, ditching alcohol, running a side
Streetwear brand

»
hustle, livestreaming Overwatch, mastering a clean beauty Supreme launches
regimen, or even being the first to ‘cancel’ a celebrity. a branded burner
phone

CE E C O N O MY
I E N »
ER
XP

Unashamedly loud,
LE

Base Hologram competitive fanaticism

V I RT UA

announces Whitney for a chosen brand

Houston hologram
»
tour
- CHIC
E CO

The Taycan is
Digital experiences
Porsche’s first all-
become a status
electric vehicle
currency

Eco and luxury are a potent

combination!
 14

MIY » 15

Freitag opens
a store in Zurich
where customers can
design their own
bags

NI NG »
O KE
W
In Dubai,
EA

Consumers turn their

Mercedes-Benz
TH

ideas into personalized

partners with a local
products
influencer to showcase
the region’s creative
scene T HY »
W ELL

Purpose-driven influencers
The Beverly
are on a mission to change
Hilton hotel opens
the world Upgrade Labs: a
biohacking, human
upgrade facility

Peak physical and mental

health as a status symbol
STATUS SEEKERS
TRAVEL FASHION

OLD STATUS: NEW STATUS: OLD STATUS: NEW STATUS:

In 2020, status-driven ‘I never wear
‘I’m a world ‘My outfit?
consumption is turned on its head. ‘I rarely fly’ the same
traveler’ It’s upcycled!’
outfit twice’

Humans are status-seeking creatures.

A round-trip flight from London to According the Environmental Protection
Look closely, and you’ll see the pursuit
New York generates 986 kg of CO2 per Agency, textile waste has increased
of status running through much passenger. There are 56 countries where 558% in the last 60 years, from 1.7 million
consumer behavior. the average person emits less carbon tons in 1960 to 11.2 million tons in 2017.
dioxide in a whole year (Atmosfair, July 2019).
But the eternal status race is changing.
In 2020, as awareness of the damaging
impacts of consumption reaches a
critical mass, millions will embrace new
In an UNCONSUMED world, travel Traditional fashion brands want
mindsets, priorities and choices that
companies help consumers find to sell more merch. UNCONSUMED
invert what has come before. And that
new ways to be there ‘in person’. fashion brands also priortize
means the emergence of powerful new
lending, upcycling and recommerce.
forms of consumer status.

A L L N I P P O N A I R W AY S GANNI
Opposite, you’ll get a glimpse of how
this shift will impact six industries. Airline’s robot will travel on Luxury fashion brand’s
your behalf » clothing rental platform offsets
And given the endless consumer
delivery emissions »
obsession with status, it should be
no surprise to see the common thread In October 2019,
Japan’s All Nippon In September 2019, Denmark-
here – the need for a new kind of
Airways unveiled based womenswear and
consumerism, and the implications
plans to deploy accessory brand Ganni
of that imperative for status – running
1,000 telepresence launched Ganni Repeat,
through other trends in this report: robots as surrogates a platform that lets
especially GREEN PRESSURE, page 74; for people who are customers in Denmark
INTERVENTION SEEKERS, page 18; and unable or unwilling rent the label’s garments
THE BURNOUT, page 48. to travel. for one to three weeks.

SOCIAL MEDIA
OLD STATUS: NEW STATUS:
‘The more
‘ I don’t track
likes I get,
likes’
the better!’
At The New York Times DealBook
Conference in November 2019, Kim
Kardashian West said she supports
removing ‘likes’ from Instagram to
improve the mental health of users.
What if social media platforms
prioritized meaningful
connections over the quest
for peer approval?
I N S TA G R A M
Platform trials
hiding post
‘likes’ in US »
In November 2019, Instagram
began trials of hiding ‘likes’ on
some US users’ posts. The site has
also tested this feature in other
countries, including Canada and
Australia. Users will be able to
see ‘like’ counts on their posts,
but they won’t be public.
FOOD & BEVERAGE CONSUMER ELECTRONICS
OLD STATUS: NEW STATUS: OLD STATUS: NEW STATUS:
‘I love fine ‘I was first ‘I’m keeping
‘I’m all about
foods and in line at the my old
moderation’
wine’ Apple launch’ iPhone’
The non-alcoholic beer category has 50 million tons of e-waste were
grown at 3.9% on average for the generated globally in 2018;
past five years, versus just 0.2% for the transition to 5G is expected to
traditional beer (WSJ, February 2019). exacerbate that (Time, May 2019).
Less sugar. Less meat. The next high-status
Disenchantment with alcohol. consumer electronics brand
In 2020, less is more for will embrace a mission to
status-seeking foodies. reduce global waste.
KIN EUPHORICS GOMI DESIGNS
Beverage promises the benefits Audio speaker made from
of booze without the non-recyclable plastic bags »
hangover »
Launching in November 2019,
July 2019 saw UK-based Gomi Designs converts
US-based Kin non-recyclable plastic waste
Euphorics introduce into Bluetooth speakers that are
Kin Spritz: a non- recyclable. The
alcoholic adult beverage infused company uses the
with adaptogens, nootropics and equivalent of 100
botanics intended to create plastic bags for every
a feeling similar to alcohol. speaker manufactured.
16
HEALTH & WELLBEING 17
OLD STATUS: NEW STATUS:
‘I’m tracking ‘I practice
every metric’ self-care’
Consumption of antidepressant
drugs doubled in OECD countries
between 2000 and 2017.
In the UNCONSUMED
statusphere, consumers turn
to the aspects of wellness that
can’t be measured and tracked.
S N Ø H E T TA
Architecture interventions
promote personal reflection »
July 2019 saw the
completion of a
series of architectural
interventions along a
two-mile hiking trail in the Nordkette
mountains in Austria. Path of
Perspectives includes 10 steel and
larchwood structures intended to
promote deep reflection.
BETTERMENT
 18

19

Consumers welcome
brands that intervene
with their best
interests at heart.
The last few decades have unlocked immense progress
for humankind. More people than ever have access to
education, healthcare and plumbing, not to mention Levi’s,

READ MORE IN PREMIUM: Starbucks, and smartphones.

BETTERMENT »
But as we explored in the first chapter, there’s no denying
RELEVANT BASIC HUMAN NEEDS:
that all that progress – and the consumerism it has often
SELF-IMPROVEMENT »
come wrapped in – has also had damaging effects. On
POSITIVE IMPACT »
individuals, the societies they inhabit, and the planet they
share. From fast food to fast fashion, low-cost loans to low-
cost airlines, many products, services and experiences have
extracted a collective price. Today, it can feel as though
brands are enablers, overindulging their customers.

Now, a new wave of consumers want to say ‘enough is

enough!’ And they’ll look to brands to help. In 2020,
INTERVENTION SEEKERS will embrace enlightened
restrictions that truly support their long-term interests.
BETTERMENT

The evolution of

2009 2013 2017

BENCHMARKED
LIFE »
Consumers embraced the
tracking and quantification
of their lifestyles.
DEMANDING
BRANDS »
Brands demanded that
consumers contribute to the
journey towards a better future.
ETHICAL
EDUCATORS »
Consumers embraced brands
that helped them become more
ethical and enlightened.

Fitbit’s wearable allows users to Organ Donor Foundation of KIND Foundation’s Pop Your
track and visualize their physical South Africa hosts a pop-up shop Bubble initiative encourages
activity. where only registered donors can people to expand their horizons.
get designer items.
 20

21

2019 2020
INTERVENTION SEEKERS »
In 2020, consumers will welcome
brands that intervene with their
LAB RATS » best interests at heart.

Self-improvement-obsessed Volvo announces vehicle sensors will

consumers embraced a test- monitor dangerous driving and be capable
and-fix approach to wellness. of pulling over a non-cooperative driver.

Canada-based Lobo Genetics

debuted its THC profile test
so users can understand their
sensitivity to cannabis.
BETTERMENT

Consumers welcome brands that intervene with their best interests at heart.

Rising numbers of consumers know that they are trapped in cycles of unsustainable
consumption and damaging habits. In 2020, they’ll embrace brands that stop
enabling those cycles, and instead place enlightened restrictions on their behavior for
the good of themselves, society, and the planet.

WHY NOW? YOUR RESPONSE? V O LV O

MOUNTING EVIDENCE PERSONAL SETTINGS

Personal debt. Dangerous driving.
Environmental destruction. There’s always
been plenty of evidence that individuals
make bad decisions. But in a world that is
ever-more relentlessly measured, tracked
and analyzed, that evidence is becoming
ever-harder to ignore.
WITHOUT A WILL
Endless access to information on health
outcomes, financial fitness, or career progress
is great, but it leaves millions increasingly
aware of their inability to consistently act
on that advice. Trends are always rooted
in human qualities. A lack of willpower
transcends cultures, classes and generations.
OUTSOURCED LIFE
Rising numbers of consumers now
acknowledge that in many domains of life,
technology is smarter than they are. Now,
they’ll look to brands to put that fact to good
use to help save them from bad decisions
and damaging habits.
People exercise more self-control when
making choices about the future than the
present. You don’t need psychologists to
prove this, but they have anyway. More
banks (see opposite) are letting customers
set personal spending limits; what would
be your industry’s equivalent?
WARNING: RESPECT REQUIRED
This is not an opportunity for every brand
to exert its will on the customer! For any
business to consider this, you must already
have the wellbeing of your users at the core
of your mission, as Volvo has for decades.
You’ll need the respect and permission
of users.
WATCH YOURSELF
If your business puts a process in place
to monitor users and intervene when you
see fit, be sure to continuously review the
efficacy and accuracy of its judgments and
the privacy of your customers’ data.
Vehicles will be capable of pulling
over their own driver »
Starting in the early 2020s, all Volvo
cars will be equipped with safety
systems that react to dangerous driver
behavior. The Swedish automaker
will install driver-facing cameras
and sensors that detect when a
driver is intoxicated, distracted,
or driving erratically. If the driver’s
eye movements or driving patterns
prompt the safety mechanism, the car
will first issue a flashing and beeping
warning signal. If the driver continues
to behave dangerously, a live assistant
will contact them and the car will
slow down. And if that fails, the Volvo
will alert emergency services and
autonomously pull itself over.
 22

23
I N S TA G R A M
AI-powered prompts ask users
to reconsider hateful posts »

In July 2019, Instagram began to

ELAN LANGUAGES roll out a feature that uses AI to

avert online bullying. The feature
Translator offers gender-neutral language tool »
is intended to recognize hateful
language in a comment before the
Belgium-based online translation tool ElaN Languages author posts it. The author then
introduced an ‘unbias button’ for International Women’s receives a notification that tells them
Day 2019. The new feature prompts writers who are their post seems to be offensive, and asks them if they really
translating a gendered job description – for example, want to post it. Early tests showed that this intervention could
‘fireman’ – to switch to a non-gendered description, persuade users to delete or rewrite offensive comments.
such as ‘firefighter’. ElaN has made the plugin available
to its competitors, including Google Translate.

V O LT & M O N Z O
Digital only banks offer
custom spending blocks »
January 2019 saw Australia’s first ‘virtual bank’ Volt receive its full banking
license. Users can opt in for tips, tricks, and gentle nudges to help
them save money. Custom spending blocks that prevent users from
overspending in specific categories. UK digital bank Monzo was the
first to roll out this feature, specifically for gambling, and announced
in October 2019 that fewer than 5% of those who enable the gambling
block subsequently turn it off. Monzo intends to launch merchant-
specific blocks in the near future.
VAAK
System prompts staff
to intervene before
shoplifting occurs »
Japan-based startup Vaak
launched a system in March
2019 that uses AI to detect shoplifters before they attempt
to steal an item. VaakEye monitors the body language
of shoppers for signs like fidgeting, and encourages
shop assistants to stand close to potential perpetrators
to discourage them from shoplifting. Citing the ethical
concerns with this system, the founder of Vaak believes
stores should be legally obliged to disclose its use.
SECURITY SYSTEMS
 24

25

In 2020, consumers
wake up to a world
that is always
watching.
All trends – real trends, not fads – are founded on human
needs. And close to the base of the hierarchy of human
needs is security: the fundamental need to protect the

READ MORE IN PREMIUM: physical, mental and economic integrity of ourselves and
SECURITY SYSTEMS » those close to us.

RELEVANT BASIC HUMAN NEEDS:

In 2020, a constellation of rising threats will continue to
PRIVACY »
follow consumers from Boston to Beijing. But for millions
CONTROL »
SECURITY » around the world, one emerging security issue will insist on
center stage.

The mainstreaming of facial recognition will raise new

questions around public vs. private, and consumers will
begin walking a new tightrope: between the benefits
these technologies can offer and the privacy incursions
they threaten. In response, they’ll demand a new world of
SELECTIVE PRESENCE.
SECURITY SYSTEMS

The evolution of

2013 2018
SAFETY NET » FACE FORWARD » 2020
SELECTIVE
PRESENCE »
Consumers embraced The face emerges as a Consumers demand new benefits
digital tools that helped powerful digital interface. and new protections in a world
keep them safe. that is always watching.

AirlinePrivacy.com is a tool that

alerts users to airlines that use facial
recognition.

Canary is a smart home hub that KFC’s ‘Smile to Pay’ terminal

allows users to remotely track allows consumers in China to pay
activity in their home. via facial recognition.

September 2019 saw China’s
Ministry of Industry and
Information Technology
announce that facial
identification will be
required for every Chinese
citizen applying for new
cellphones or data services.
Facial recognition cameras
were used to monitor
crowds at the iconic Carnival
in Rio de Janeiro in March
2019. Images were cross-
referenced with information
from the police department.
26
27
San Francisco became the
first US city to ban facial
recognition use by police
and other local agencies
in May 2019. Civil liberty
groups welcomed the move.
SECURITY SYSTEMS
In 2020, consumers wake up to a world that is always watching.
Via new airport security systems, payment methods and retail concept stores,
consumers are encountering an inescapable truth: facial recognition is here to stay.
In 2020, they’ll demand new benefits from, and new protections against, a world of
tech-fueled facial identification and tracking.
WHY NOW?
SENTIENT SPACES
Consumers are increasingly encountering
SENTIENT SPACES: physical spaces that
leverage facial recognition to identify and
respond to them. Their attitude in 2020?
‘If facial recognition is now a reality, I want
new benefits and controls.’
TECHLASH
The mainstreaming of facial recognition has
coincided with a reevaluation of the impact
of Big Tech on our individual and collective
lives. Many consumers are determined not
to sleepwalk into the facial recognition era.
FACE WARS
In the recent protests in Hong Kong, police
leveraged facial recognition, and protestors
used lasers and other methods to counter
it. Via stories such as these, consumers are
being given a bracing lesson in the power
of facial recognition to transform their
societies – and that lesson will shape their
expectations in 2020.
YOUR RESPONSE?
Think new benefits and new controls.
NEW BENEFITS
A world of SELECTIVE PRESENCE doesn’t
mean one in which consumers will uniformly
reject facial recognition. Instead, they’ll
use the same ‘privacy tradeoff’ mindset
that they’re already applying to other data
security issues: ‘What privacy am I giving up,
and what am I getting back in return?’ If you
want to leverage facial recognition, you’ll
need to be transparent about the tradeoff
– and offer compelling benefits that make it
worthwhile.
NEW CONTROLS
For all the new benefits facial recognition
offers, rising numbers will also be mindful of
the security threats. That means they’ll seek
out and embrace new tools that help protect
them. When even Facebook (see opposite)
is responding to those expectations by
offering an opt-out, customers will come to
expect the same from every brand.
S I N GT E L
Automated store
leverages facial
recognition »
Consumers will expect facial recognition
to fuel new, better customer experiences.
In June 2019, Singapore-based telco
Singtel launched Unboxed, an unmanned
popup store. Customers are guided around
the store by a roving Live Bot – essentially
a tablet on wheels. The Live Bot uses facial
recognition to identify if someone is an
existing Singtel customer, allowing for
more personalized assistance.
NOMA STUDIO
Jewelry counters
surveillance society »
Smart brands will look to the
worlds of art and fashion for
inspiration when it comes to
gauging the public mood – and envision
new controls that allow a SELECTIVE
PRESENCE. In May 2019, Polish designer Ewa
Nowak’s concept jewelry line Incognito won
the Mazda Design Award at the Łódź Design
Festival. The jewelry shields the wearer from
Facebook’s DeepFace algorithm, making
their face unrecognizable to the platform.

D ATA S PA R Q
Facial recognition
ensures fair bar queue »
How about leveraging facial
recognition to solve age-old
customer challenges? August 2019 saw UK-based data science
company DataSparQ trial facial recognition technology to
identify customers waiting at a bar. A screen over the bar
shows a live video of everyone waiting to order. A number
appears above each customer’s head (representing their
place in the line) enabling both customers and bar staff to
see who should be served next. Each customer is also shown
an estimated time until they will be served.
A I R L I N E P R I V A C Y. C O M
Tool alerts air travelers
to facial recognition »
New controls mean new tools that
empower consumers to avoid facial
recognition. Launched in June 2019 by
privacy activist groups Fight for the Future,
Demand Progress and Credo, US-based website AirlinePrivacy.com
informs passengers which airlines use facial recognition
as part of the boarding process. The free tool offers two options.
Under ‘Stop them from using surveillance’, travelers are invited to
send a pre-written tweet to the airline asking them to stop using
facial recognition. ‘Book now surveillance free’ takes users to a list
of airlines that don’t use the technology.
28
29
TA I S H I N B A N K
VIP customers
automatically
recognized »
One powerful benefit to offer customers in 2020? Use facial
recognition systems to supercharge human service. And ask
permission to do so! After adding facial recognition software
to its ATMs, in June 2019 Taiwan-based Taishin Bank also installed
cameras in its Neihu District branch in Taipei to identify VIP
customers when they enter the branch. The system alerts staff, who
can then greet and serve clients. The system will only recognize
clients who create a facial ID; it will not detect new clients or people
walking by. The bank plans to roll out the service to all of its clients.
FA C E B O O K
Platform changes rules on facial recognition »
Tech titans are having to respond to a
demand for new controls. In September 2019,
Facebook announced that facial recognition
systems used to identify and tag users in
photos would shift to opt in. The feature would
default to off for all new and existing users.
In October, the platform showcased a new
face de-identification tool, which modifies face
images so that they can’t be recognized by AI.
Facebook said it has no current plans to make
commercial use of the tool.
YOUNIVERSE
 30

31

In 2020, prepare to
deliver relevance as
a service.

What is the engine that has powered us towards the

hyper-consumer societies of 2020? Here’s one answer:
human variability. Seven billion people, each one a unique

READ MORE IN PREMIUM: constellation of tastes, interests, anxieties, and behaviors.

YOUNIVERSE » And each a tightly coiled bundle of expectations: ‘give me
exactly what I want!’
RELEVANT BASIC HUMAN NEEDS:
RELEVANCE »
Across the last decade, the desire for personalization has
CONVENIENCE »
taken consumers on quite a journey. From online, data-
fueled personalization towards a physical world – fueled
by facial recognition, sensors and smart objects – that shifts
and adapts in response to their needs.

The next chapter? A new era of personalization that

acknowledges a powerful truth. To be alive is to be
changing: evolving endlessly into something new. In 2020,
consumers will demand objects and experiences that
change along with them.
YOUNIVERSE

The evolution of

2012 2016 2017

LIFE:SUBSCRIBED » TRUE SELF » FORGIVING BY
DESIGN »
Time-pressed consumers New technologies revealed the Products and services that
embraced curated subscription consumer’s deepest self. changed and adapted after
services. purchase.

Glama Box sends a monthly box Uniqlo’s Mood Machine reads Mastercard and Curve allow
of beauty products to subscribers. customer brainwaves to design card users to switch cards for
the right t-shirt for them. past purchases.
 32

33

2019 2020
METAMORPHIC DESIGN »
Consumers demand products, services
and experiences that shift and adapt
SENTIENT SPACES » around their changing needs.

Physical spaces started to know Baze delivers vitamins on subscription

and respond to their inhabitants. that are personalized via a quarterly
blood test.

SKII’s Future X concept store

leverages facial recognition to
deliver a personalized experience
to shoppers.
YOUNIVERSE

In 2020, prepare to deliver relevance as a service.

The next frontier for personalization? Consumers primed by smart objects

and responsive physical spaces – and accustomed to the ultra-convenience of
subscriptions – will increasingly expect relevance as a service. That means services and
experiences that constantly adapt around the changing needs of the user.

WHY NOW? YOUR RESPONSE?

IT’S BEEN A JOURNEY
Facial recognition, sensors and smart
objects are turning the world into a
landscape that shifts and changes around
consumers. The result is ever-heightening
expectations for responsive personalization.
No wonder 39% of global businesses say
they have started to deliver personalized
experiences in real-time (Adobe and
Econsultancy, February 2019).
BAZE
RELEVANCE AS A SERVICE
Monthly vitamins
Convenience and personalization are already
personalized via blood tests »
on your radar. But in a METAMORPHIC world,
consumers will expect the merging of those
two imperatives. Not just your offering as a
How about truly METAMORPHIC
service, but relevance as a service, too. See
health supplements? In May 2019,
how Baze and Shiseido are reinventing the
personalized vitamin startup Baze
subscription service to offer just that.
closed a USD 6 million series A
PERFECTION DISRUPTED funding round. Baze customers

BIOLOGY CLASS
Humans are in constant flux. Now, new
technologies – think affordable DNA testing,
blood testing and more – are making
innovations that shift and change around
the changing human body possible.
X AS A SERVICE
Subscriptions, on-demand and sharing
have become a part of daily life for millions.
The next step? Expectations for seamless
convenience will intersect with heightened
expectations for personal relevance.
The beauty industry and supplement space
are two categories traditionally based around
the ‘perfect formula’. METAMORPHIC services
acknowledge a deep truth: there can be
no one ‘perfect formula’; rather, perfection
means changing as the customer changes.
AGAIN WITH FEELING
One powerful vector of METAMORPHOSIS?
Facial recognition and smart sensors are
making experiences that adapt around
emotions possible. See how KIA and
other automakers are planning a future
of emotionally-responsive car interiors.
use a device to capture a small
amount of blood, which they
then send to Baze for testing.
Users then receive a monthly
subscription of multivitamins
and other supplements that are
optimized around their personal
nutrition needs. The blood
test is repeated each quarter,
and supplements are iterated
accordingly. A starter kit costs
USD 99 and the subscription
starts at USD 15 per month.
 SUSHI SINGULARITY
Restaurant will serve
nutritionally optimized sushi »
How far will consumers go for a
METAMORPHIC experience? Japan-
based food concept studio Open
Meals announced in April 2019
that it will launch Sushi Singularity.
Customers will send in samples of
saliva, feces and urine for testing,
and based on the results, will be
served nutritionally optimized ‘sushi’:
actually 3D-printed from various
edible proteins and nutrients. The
restaurant is due to open in 2020.
SHISEIDO
Daily optimized face
cream launches globally »
This new METAMORPHIC skin cream
adapts around the user on a daily
basis. In July 2019, Japanese beauty
brand Shiseido announced the global
launch of Optune, a new skincare
service. Users take a daily selfie via a bespoke app.
An algorithm analyzes their skin, and also takes into account
environmental factors such as temperature and humidity,
as well as sleep data. This information is sent to a smart
machine, which mixes the user an optimized skin cream matched
to their personal needs. Optune was first trialled in 2018.
KIA 34
35
Car interior responds to driver in real-time »
The future of cars? METAMORPHIC interiors. In January
2019, South Korea-based Kia Motors unveiled its Real-
time Emotion Adaptive Driving (READ) concept, created in
collaboration with MIT Media Lab. READ uses AI to analyze a
driver’s emotions via their heart rate and facial expressions.
The system will then adjust cabin lighting, sound,
temperature, and even seat vibration to
create a more relaxing environment.
KIA is one of a number of automakers
experimenting with responsive
car interiors; UK-based Jaguar
is also working on an AI-fueled,
emotionally responsive
option.
TONAL
Workout machine adapts as user
gains strength and flexibility »
Tonal is a wall-mounted smart workout
station that streams fitness classes to the
user. In October 2019, Tonal launched a
set of features called Coach A.I., which
incorporate an initial fitness and strength
assessment, and then continual dynamic
weight adjustment as the strength of the user
changes over time. Tonal is available for
USD 2,995 plus a USD 49 monthly subscription.
LOCAL LOVE
 36

37

Time to forge new

paths for consumers.

First the on-demand economy reframed consumer

expectations around the convenience and price of
urban transport. Then a wave of last-mile innovation saw

READ MORE IN PREMIUM: urban sidewalks around the world lined with e-bikes
LOCAL LOVE » and e-scooters, unlocking new routes and unparalleled
convenience…in theory.
RELEVANT BASIC HUMAN NEEDS:
CONNECTION »
Yet in suburbs, rural regions and even in cities, there are
SECURITY »
billions of consumers who are still underserved by transport
options. Their lives are diminished by an inability to move
around their locale, to eat, work, shop and participate in
their community.

In 2020, brands, startups and more will work with – or in place

of – governments to overcome existing barriers to mobility,
and open up new paths for the many who need them.
LOCAL LOVE

The evolution of

2013 2019
BRANDED
GOVERNMENT »
CITY LIGHTS » 2020
PATHMAKERS »

Brands stepped into the gaps Ambitious cities became New transport options unlock routes
left by governments. beacons of innovation, lighting for the underserved or less mobile.
paths for the world to follow.

The autonomous shuttle, Gacha,

dynamically adapts route to reach
Finland’s rural residents.

Skol teams with a local nonprofit The city of Surabaya in Indonesia

to let citizens vote on which lets residents purchase bus
public amenities should be tickets with plastic bottles.
installed on Rio’s beaches.
 38

39

48% of consumers say vehicle

brand won’t matter to them
in an autonomous, mobility-
as-a-service world, but cost
and convenience will.
(IBM, 2019)

The average annual investment in

technologies related to mobility, such as
batteries, mapping and e-hailing, grew
sevenfold from USD 5.9 billion between
2010–13 to USD 39.5 billion between
2014–18. (April 2019, McKinsey)
2010-13 2014-18
USD5.9b USD39.5b
LOCAL LOVE

BUSBOT

Driverless shuttle program

serves senior community »
New transport options unlock routes for the underserved and less mobile.
August 2019 saw the completion
Billions of people face limited transportation options, due to disability, cost, or
of a driverless vehicle trial in
geography. And while new modes of transport enter the market every day, many
New South Wales, Australia.
fail to serve those who really need them. In 2020, shared mobility options will blast
An automated passenger vehicle,
through old barriers, opening new paths for everyone. Busbot, operated in the Marion
Grove Retirement Village, where
it served seniors. Users hailed
WHY NOW? YOUR RESPONSE? BusBot from an app, entered their
destination and were directed to a
SMOG CITY PARTNERSHIPS
nearby virtual bus stop. The vehicle’s
Urban traffic is a global issue, with nearly It’s clear that urban transport authorities
journey was dynamically routed to
75% of 403 cities facing increased or stable must step up to this trend. But there will
avoid unnecessary stops. The free
congestion levels between 2017 and 2018 be huge opportunities for brands and
(TomTom, July 2019). Beyond the wasted businesses to partner with governments and service ran up to 30 trips a day, taking
hours, inhabitants are all too aware of the NGOs: see how Lyft is doing just that. 2,500 passengers, and the oldest
health and environmental costs of traffic. trial passenger was 99. Partners in
New solutions are needed. EFFICIENCIES the state government-led initiative
The next generation of transport solutions included US-based ride-share startup
FAILED SAVIORS must be affordable and sustainable. See Via, bus operator Busways, Transport
The last decade saw on-demand taxis, TransMiCable’s steps to serve Bogota’s for New South Wales and the
bike-sharing, e-bikes, e-scooters and poorest citizens and reduce emissions. autonomous vehicle maker Easymile.
autonomous vehicle pilots promise
mobility-as-a-service around the world. COMMUNITIES
Yet innovation in the transportation sector On-demand, autonomous vehicles could
typically served the wealthy first (see Uber play a major role in supporting seniors, but
Copter’s Wall St appeal). currently 88% are unwilling to ride in them
(AARP, August 2019). See BusBot’s work
CITY LIGHTS with trusted local authorities to overcome
The UN says that 68% of the global that. Whether you’re a transport brand
population will live in urban areas by 2050. or not you can ask: which underserved
Ongoing rapid urbanization means a need community could we reach out to in an
for new solutions in congested cities and attempt to help forge new PATHS for them?
underserved rural areas.

TA L L I N N
TRANSPORT
D E PA R T M E N T
Estonian capital leads
the country in free public
transport options »
In 2013, Tallinn in Estonia became the first
capital city in the world to offer residents free
public transport. Residents must register to access the free
service, which is not available to tourists. In the ensuing years,
11 out 15 counties in the country have opened up free bus
routes. In August 2019, in cooperation with Tallinn University
of Technology (Taltech), the Tallinn Transport Department
introduced a free, driverless public bus route connecting
the Kadriorg Tram stop and the Kumu Art Museum.
TRANSMICABLE
Solar-powered cable cars
serve Bogota’s poorest »
A solar-powered cable car system
TransMiCable launched in Bogota,
Colombia in December 2018, connecting
poorer communities with the rest of the
city. As of June 2019 the two-mile-long system
transports about 20,000 residents of Ciudad Bolivar daily for less
than USD 1 per trip. TransMiCable has reduced journey times for
residents, as well as traffic congestion, air pollution, and carbon
emissions. The four-station cable car line has two solar panels on
top of each car, which power the line for five to six hours per day;
the rest of the time, it uses hydropower.
40
MUJI & SENSIBLE 4
41
Self-driving shuttle dynamically adapts
route to reach remote residents »
In June 2019, the GACHA autonomous
shuttle launched in Espoo City, Finland.
Aiming to serve three Finnish cities by 2020,
the self-driving shuttle is a collaboration
between Finnish autonomous driving
company Sensible 4 and the Japanese
brand, Muji. The vehicle has been designed
to handle narrow roads, snowy conditions and to reach
rural residents who are not served by traditional bus routes.
GACHA aims for ‘shared mobility,’ a new kind of public
transportation that anyone can use.
LY F T
Collaboration with nonprofits
boosts transport options
for low-income citizens »
In April 2019, rideshare company Lyft committed to expanding
the Lyft Grocery Access Program, first trialed in Washington, D.C.,
to 16 cities across the US and Canada. Through partnerships with
local organizations and nonprofits, Lyft will provide low-income
families and seniors with discounted flat fare rides to and from
grocery stores. In August, the company expanded its Lyft Wheels
For All initiative, which provides grants of up to USD 20,000 in
ride credits to local nonprofits, who can then provide transport
options for those most in need in the local community.
PLAYSUMERS
 42

43

The republic of
entertainment
evolves (again).

One way we’ve always served the fundamental human

desire for play? By entertaining one another. Today, billions
live in a republic of entertainment. That means instant

READ MORE IN PREMIUM: access to more video, music, stories and games than
PLAYSUMERS » anyone could consume in a thousand lifetimes.

RELEVANT BASIC HUMAN NEEDS:

It’s an environment of bewildering content saturation.
ENTERTAINMENT »
No wonder the thirst for truly special entertainment
experiences only continues to heighten. Nowhere is that
more visible than in the consumer obsession with live
events, with their promise to be unique, one-off, never- to-
be-repeated.

So where next? In 2020, a convergence of innovative

technologies, new categories and heightened expectations
will transform the way consumers experience live events –
and even reconfigure the meaning of live itself.
PLAYSUMERS

February 2019 saw

10 million gamers
gather inside Fortnite
for a live concert
by DJ Marshmello.
 44

45

June 2019 saw the

Wimbledon tournament
partner with IBM’s
AI Watson to deliver
highlights to tennis
fans. IBM trained
Watson to detect
long rallies, crowd
emotion and more.
PLAYSUMERS

In 2020, consumers bring transformed expectations to live experiences.

In a near-infinite universe of entertainment options, live events continue to exert

a massive gravitational pull. But in 2020, consumers will bring new and heightened
expectations to live events and broadcasts. Think more control, better information,
BASE HOLOGRAM
deeper immersion, and a reimagining of what constitutes a ‘live’ experience.
Whitney Houston hologram
tour announced »
WHY NOW? YOUR RESPONSE?
We already highlighted Fortnite’s
AUGMENTED LIVING LIVE INFLUENCE
tie-up with DJ Marshmello. Here’s
Consumers live in a personal bubble of real- A professional boxing match between
time data, algorithmic recommendations, YouTube stars KSI and Logan Paul was one another signal that the VIRTUAL

AR lenses and AI-fueled smart services. of the biggest live sports events of the EXPERIENCE ECONOMY is entering

That’s generated new expectations
that they’re bringing to live events and
broadcasts.
ESPORTS EXPECTATIONS
The size of the global esports market
exceeded USD 1 billion for the first time this
year (Newzoo, February 2019). As esports
emerge into the mainstream, its culture
of real-time data analytics and viewer
participation will fuel new expectations
among viewers of traditional live sports.
VIRTUAL EXPERIENCE ECONOMY
Virtual and augmented reality worlds,
and online video games, are arenas
of experiences for hundreds of millions.
Now, those consumers are seeking out
amazing, status-worthy, meaningful live
experiences in virtual worlds.
year. Okay, you may not be able to get the
influencers in your space to take to the ring.
But could you bring them together in a live
event that seizes everyone’s attention?
GATHER YOUR TEAM
The esports explosion is drawing millions
to new live events and broadcasts. Ford
wants to claim a slice of the action via their
new esports team, Fordzilla. Time for you
to think about your esports strategy!
VIRTUAL STAGES
Millions are attending live events in VR,
AR and digital worlds – and those events
are every bit as meaningful to them as those
IRL. How can you create virtual live events
that will become powerful status stories
for consumers to tell their friends?
the mainstream:
September 2019 saw US-based
holographic production company
BASE Hologram announce the first
dates for ‘An Evening With Whitney:
The Whitney Houston Hologram Tour.’
The shows will feature a hologram
of the late singer performing to
arrangements of her hit songs,
accompanied by a live band and
dancers. The international tour will
run from January to April 2020, with
stops in Mexico, the UK, and Europe.
The North American tour is expected
to begin in Q4 2020. The experience
was developed in partnership with
Whitney Houston’s estate.

MAN CITY & INTEL
Technology allows soccer fans to relive greatest moments in 3D »
New expectations of greater
control when it comes to
live broadcasts are meeting
innovative new technologies.
A partnership between
Manchester City and Intel Sports in September 2019 introduced ‘True
View Immersive Highlights’, an interactive experience allowing soccer
fans to enjoy 360-degree freeze-frame moments of play through the
club’s app. Its home ground – Etihad Stadium – is equipped with 38 ultra-
high-definition 5K cameras to create 360-degree and 3D game action
highlights. Fans can also toggle between the perspectives of the player,
goalkeeper, and referee.
L O G A N PA U L & K S I
Pro boxing match between YouTube
stars is streaming sensation »
In a world of disrupted media, expect
innovative live events that break down
walls between media verticals.
November 2019 saw YouTube stars Logan Paul and KSI face off in a
professional boxing match in Los Angeles. The bout, a rematch to an
amateur contest between the pair in 2018, was streamed live on sports
platform DAZN. It attracted more pay-per-view buyers than the world
heavyweight championship bout between Anthony Joshua and Andy Ruiz
Jr in June. Pirated livestreams of the fight were common on YouTube.
One pirate livestreamer avoided detection and removal by livestreaming
the fight via the reflection in his glasses. He attracted 11,000 views.
46
FORD
47
Automaker launches
esports team »
The IEM World
Championships in Poland became the
most-attended live esports event in history in
2019, attracting 174,000 fans. No wonder brands want in…
August 2019 saw global carmaker Ford Motors announce the
launch of its own esports virtual racing team, Fordzilla. Ford
wants to attract top players to race in teams in the UK, Spain, Italy,
France and Germany, and race in best-selling games like Forza
Motorsports, which is exclusive to Xbox. It also plans to put the
top players from those national teams into one European team.
WIMBLEDON & IBM
Watson AI powers tennis
highlights »
AI is set to transform the way
audiences experience, analyze
and catch up with live broadcasts.
June 2019 saw developments in the ongoing partnership between
the Wimbledon tennis tournament and IBM’s Watson artificial
intelligence. IBM said that Watson had been trained to hear the
sound of a tennis racket striking a ball, and to better interpret
the emotional significance of crowd noise. This allowed for faster
automated production of more relevant, exciting highlights
packages, made available through the Wimbledon app.
EPHEMERAL
 48

49

Consumers seek to
reclaim something
sacred: their time.

From Uber to Deliveroo, Go-Jek to Grab, some of the

biggest success stories of the last decade were on-demand
services.

READ MORE IN PREMIUM:

EPHEMERAL » But that revolution came at an unexpected price:
expectations for instant, always-on services were brought to
RELEVANT BASIC HUMAN NEEDS:
bear on consumers themselves. Boundaries between home
EMPATHY »
and work dissolved. Employers championed employees
PEACE OF MIND »
ready to deliver 24/7. CEOs like Jack Ma and Elon Musk
glorified the #hustle.

No wonder, then, that in May 2019 the WHO recognized

burnout as an occupational health risk, the result of ‘chronic
workplace stress.’ Meanwhile, awareness of the personal
and social costs of ‘time poverty’ is climbing. In 2020,
consumers will embrace brands that help them wage
a battle against burnout and, in the process, reclaim
something sacred: their time.
EPHEMERAL
35% and 54% of nurses and
doctors, respectively,
in the US have symptoms
of burnout. Causes include
unmanageable workloads,
inadequate technology,
and a lack of social support.
(National Academy of Medicine,
October 2019)
One in three college Two thirds of working
freshmen globally report parents in Australia
symptoms of poor mental struggle to care for their
health, and 20% say they health due to the tension
have contemplated suicide. between work and caring.
(WHO, September 2018) One in four are thinking
about quitting their job.
(National Working Families Report,
October 2019)
71% of women and 66% of
men in Singapore feel they
are working in an ‘always-
on’ environment, where
there’s a constant need to
access work emails, attend
calls or check phones.
(Cigna, March 2019)
 50

51

Just a few examples of who your brand might

be able to rescue from THE BURNOUT...

YouTubers are subject to
ruthless competition for
views and an algorithm
favoring frequent posters.
Creators who’ve specifically
spoken about burnout
include Elle Mills, El Rubius
and Alisha Marie.
Japanese teachers in Due to one or two day
junior high schools work shipping guarantees, pilots
an average of 56 hours flying for Amazon went on
per week, compared with strike because of overwork.
the OECD average of 38.3 Over 60% say they are
hours. looking for work at UPS and
(OECD, June 2019) FedEx.
(APA, April 2019)
86% of Brits say they have
experienced anxiety due
to work pressure in the last
year. 87% have difficulties
‘switching off’ from work;
and 79% cite feelings of
failure as a result.
(Microsoft, September 2019)
EPHEMERAL

Brands rush to help those burnt by the pressures of modern life.

Constant pressure to be on fire all the time – personally and professionally – are
causing many to burn through their mental and physical reserves. Amid a growing
focus on wellbeing, individuals are confronting the impact of always-on lifestyles.
In 2020, those consumers will look to brands to help them battle THE BURNOUT.

WHY NOW? YOUR RESPONSE?

WORKISM WOES MAXIMUM CAPACITY W P P H E A LT H & B I O B E AT S

Rising numbers look to work to provide
not only material rewards, but also a sense
of identity and deep personal fulfillment.
95% of US teens said ‘having a job or career
they enjoy’ would be ‘extremely or
very important’ to them as an adult
(Pew, February 2019).
IRL CONSEQUENCES
Meanwhile, estimates suggest that the
global cost of mental illness will grow to
USD 16 trillion by 2030, driven in part by
burnout. Serious medical consequences –
including diabetes, high cholesterol and
death – will put pressure on health services.
SELF-CARE PARADOX
The wellness market is valued at USD 4.2
trillion, having grown 12.8% in the last two
Rather than focusing on the symptoms,
think about the causes of burnout. Take
inspiration from Asana, which developed
a tool to (re)distribute workloads and allow
users to set their own limits.
TAKE THE LEAD
76% of workers believe that employers are
responsible for employees’ wellbeing and
health – up from 68% in 2015 (Cigna, 2019).
Companies are stepping up: Microsoft
Japan is the latest to trial a four-day
workweek, while Cisco reports 7% of its US
workforce is accessing some form of mental
health or substance abuse treatment.
DIVERSE REMEDIES
To misquote Tolstoy: Happy consumers
are all alike; every burnt out consumer
Partnership helps agency track
employees’ mental health »
To coincide with World Mental Health
Day in October 2019, WPP Health
partnered with health tech startup
BioBeats to improve employee
wellbeing. During the three-month
trial, WPP Health employees in the
agency’s London, Milan and Sydney
offices were given a wearable monitor
to track metrics such as heart rate,
steps and sleep. Participants also
tracked their weekday and weekend
anxiety levels via an app, which used
AI to suggest lifestyle adjustments.
At the end of the trial, BioBeats shared

years (GWI, October 2018). But the pursuit is burnt out in their own way. Individuals data with WPP Health to help the
of self-care can actually contribute to require unique solutions. Avoid prescriptive agency determine where to invest
burnout, as an unattainable wellness ideal platitudes and apply a targeted approach. in mental health support.
becomes another realm for competition.
 D O N T TA K E T H I S T H E W R O N G W AY 52

53
Design studio installs public punching bags in NYC »

ASANA
US-based design studio donttakethisthewrongway installed
Digital tool helps a series of public punching bags around lower Manhattan
managers track during New York Design Week in
employee workload » May 2019. Visitors were invited
to punch the bright yellow bags,

August 2019 saw US- which were installed on light

based work management poles, as a way to de-stress as

platform Asana unveil Workload: a new they walked down the street or

tool to help alleviate burnout in the workplace by making it easier for waited to cross. The punching

managers to manage the capacity of their team members. Workload, bags were meant to serve as a

available for Asana’s business and enterprise customers, provides healthy outlet to express daily

a visual snapshot into team projects and capacity, and allows users frustrations in a public setting.

to pinpoint conflicts. Tasks can be assigned ratings according to the

effort required, and each team member is given a capacity limit.

IKEA
M I C R O S O F T J A PA N Brand’s global campaign
Four-day workweek experiment highlights the value of sleep »
boosts productivity by 40% »
After research revealed that 63%
August 2019 saw Microsoft Japan trial a of people feel unhappy with the
four-day workweek. During the experiment, amount of sleep they get, Ikea
offices were closed every Friday and meetings ran a series of campaigns across
were restricted to 30 minutes. Full-time staff were the globe throughout 2019 to highlight the importance of
given ‘special leave’, which was paid, and were encouraged to sleep. A campaign released by Ikea India in October 2019
spend time off volunteering or with their families, and focus on focused on common sleep complaints amongst Indian
professional development. Some subsidies were provided for families, including overcrowded beds, ambient noise and
activities including course tuition. According to Microsoft, sales uncomfortable bedding. The campaign also included a series
increased by 40% compared to August 2018, and electricity of digital films, designed to educate Indians about their sleep
and paper consumption were significantly reduced. In addition, cycle, and Sleep Pods located at malls in Hyderabad.
92% of employees approved of the shorter working week.
HELPFULL
 54

55

New lifestyles
are remaking
the meaning of
convenience.
Apps that auto-cancel subscription trials. Pizza orders
delivered to park benches. Elevators that arrive without
being hailed! For what feels like forever, expectations

READ MORE IN PREMIUM: around convenience have occupied dizzying heights.

HELPFULL »
They won’t be reined in any time soon. But while those
RELEVANT BASIC HUMAN NEEDS:
expectations continue to climb, they’re also changing in
CONVENIENCE »
nature. New lifestyles and ever-evolving identities are
transforming the very meaning of convenience for millions
around the world.

In 2020, a powerful demographic shift will fuel new

demands – for tools, platforms, solutions and lifestyle
facilitation. Are you ready to offer a SINGLE SERVE?
HELPFULL

The evolution of

2014 2018
NEW NORMAL » ASSISTED
DEVELOPMENT »
2020
SINGLE SERVE »

As social norms were Brands helped consumers The rising numbers who live solo
challenged, consumers of all ages achieve typical demand brands serve them.
embraced brands that reflected markers of adulthood.
increasingly diverse lifestyles.

Panter & Tourron creates a

lightweight, flat-packed furniture
collection that can be assembled or
taken apart without the need for tools.

In Brazil, Banco do Brasil offers Loftium provides homebuyers

mortgages to same-sex couples. with a deposit of up to USD
50,000 in exchange for listing
one bedroom on Airbnb.
 56

57

Globally, single-person In the UK, people living The number of one- or The population with a
households are expected on their own spend an two-member households divorced marital status
to grow 128% between average of 92% of their in South Korea topped will grow by 78.5% between
2000 and 2030. disposable income, 13.47 million in September 2018 and 2030, making
(Euromonitor, March 2019) compared with two-adult 2019 – representing 60.2% it the fastest-growing
households that spend of the nation’s 22.38 million segment.
only 83% of theirs. households, it’s the highest (Euromonitor, May 2019)
(ONS, April 2019) figure ever recorded.
(Ministry of Interior and Safety, 2019)
HELPFULL

Brands make it easier to experience life uncoupled.

One defining demographic shift of the 21st century? Longer lives and changing social
attitudes mean that more people than ever are experiencing life solo. In 2020, they’ll
demand products, services, platforms and more that truly facilitate their lifestyles.

WHY NOW?
DEMOGRAPHIC DRIVERS
Around the world, longer lives are changing
the dynamics of household occupancy.
One example: in Japan, single-member
elderly households are forecast to account
for 18% of the total in 2040, up from 12%
in 2015 (IPSS, May 2019).
NEW FREEDOMS
It’s not only demographics; it’s new social
freedoms, too. For example, more women
are opting out of traditional relationships
and having children. New lifestyles mean
new demands for single-sized offerings.
POWER OF ONE
Yes, deep-running shifts are fueling this
trend. But in 2020 those shifts meet a storm
of identity-based empowerment – see
YOUR RESPONSE?
ADAPT & REACT
So much of the world is ‘made for two’. So
reimagine your offering around the needs
of those living solo. Charmin’s Forever Roll
may seem gimmicky, but it was founded in
that insight. And it was a hit!
CO-LIVING THE LIFESTYLE
Community will forever be a universal
human need. The rise of co-living (see
California’s Starcity) is in part an attempt
to meet that need for those who live solo.
How can you get involved? New products?
New services and community experiences?
LIBERATING OR LONELY?
The era of life on-demand brought with
it what Lauren Smiley termed the ‘shut-
in economy’, where the threat of social
CHARMIN
Giant toilet paper roll targeted
at millennial customers »
In June 2019, US-based toilet paper
manufacturer Charmin released its
Charmin Forever Roll, a huge toilet
paper roll that lasts at least a month.
The rolls, aimed at millennials and
people with limited storage space,
could be purchased as part of a starter
kit that includes three rolls and a
free-standing or screw-in wall mount
holder. Rolls come in 12-inch and
8.7-inch diameter sizes (conventional
rolls are approximately five inches).
After finding that more than 90% of
shoppers were opting for the 12-inch
roll, September 2019 saw Charmin

the rise of the ‘self-partnered movement’ atomization is real. How could you help solo discontinue the 8.7-inch and launch
– to mean those living solo will no longer dwellers connect with their neighbors? the Forever Roll XL, which has 50%
tolerate being underserved. That’s what The Together initiative connects students more sheets than the 12-inch version.
makes this a powerful opportunity now. with local elderly people.

S T U D E N T. C O M
Partnership pairs lonely
students with seniors »
This initiative taps into the need for connection. Student.com
and Student Roost, companies involved in the student housing
market, have joined with care home group Sheffcare to launch
Together, an initiative connecting university students with
elderly care home residents. The UK-based program is aimed
at fostering relationships between students and seniors, two
groups studies have shown suffer from high levels of loneliness.
The program will initially include 12 students, each of whom will
be paired with an elderly person beginning in September 2019.
PA N T E R &
TOURRON
Design studio creates
flat-packed furniture
for global nomads »
This brand is catering to solo dwellers’ mobile lifestyles. Switzerland-
based design studio Panter & Tourron introduced its furniture
collection project, Tense, at the Milan Furniture Fair in April 2019.
The lightweight, flat-packed collection weighs less than 45 pounds,
and can be assembled or taken apart without the need for tools.
Made from sustainable and recycled materials, each item is held
together entirely by tension. Created with the globally mobile in
mind, the five-piece collection includes a table, chair, pendant light,
wall light and screens that work as room dividers.
S TA R C I T Y 58
59
World’s largest co-living development opens in California »
Solo city living can be expensive and lonely. Co-living is one solution. In
2021, US-based company Starcity will open the world’s largest co-living
complex in San Jose, California. Tenants of the 800 units will have access to
a communal kitchen and living space, as well as services including laundry
and dog walking. Rents range from USD 800 to USD 2,500 per month.
Half of the apartments are reserved for those earning under
80% of the city’s median income. Across the U.S
the number of units offered by major co-
living companies is set to triple to 10,000
in the next few years (Cushman &
Wakefield, May 2019).
B R E TA S C E N C O S U D
Supermarket targets
solo dwellers »
Brazilian supermarket
Bretas Cencosud launched
new, single-sized servings
of common products in August 2019. The retail chain is investing
in smaller portions (including 250ml olive oil), and selling
meats, fruits, vegetables and grains in smaller portions, as well
as easy-to-prepare and individual frozen meals for immediate
consumption. According to IBGE, singles are the biggest
demographic in the country: over 48% compared to 40% married.
JOYNING

Why the future of
social is meaningful
connections.
READ MORE IN PREMIUM:
JOYNING »
RELEVANT BASIC HUMAN NEEDS:
CONNECTION »
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61
Connection and self-expression are fundamental human
needs. Online, they are often in conflict. The amped-
up flame wars and toxic trolling on social media is best
captured by a recent study from Cornell University, which
found that female Instagram influencers are criticized for
being too real and too fake.
The ugly side of digital spaces is problematic for everyone,
but especially for vulnerable or marginalized individuals
who are already struggling in their day-to-day. That’s why
in 2020, consumers will embrace less toxic, more intimate
social media alternatives.
Ok, this isn’t the first time users have tried to
#DeleteFacebook. But calls for alternatives are getting
louder – and smart brands won’t ignore them.
JOYNING

The evolution of

2017 2019
INNER CIRCLES » VILLAGE
SQUARED »
2020
CIVIL MEDIA »

Consumers embraced tools Brands joined the battle Consumers embrace smaller and more
and initiatives that helped against isolation with shared meaningful online communities.
them maintain their closest spaces and social nudges.
connections.

The Night Feed app helps combat

loneliness amongst new moms in
the UK.

In Singapore, Jakarta and Kuala Social Balconies is a concept

Lumpur, Uber offers free in-taxi modular balcony system to
calls worldwide during Ramadan. foster good relations between
neighbors.
 62

63

One in three young people in 30

countries said they have been
a victim of online bullying,
with one in five reporting
having skipped school due to
cyberbullying and violence.
(UNICEF, September 2019)

Last year, 300,000 people in the UK

took part in Scroll Free September.
77% of participants said that
joining the campaign improved
their mental health, 63% claimed
it improved their awareness of
the world around them, and 58%
reported improved quality of sleep.
(RSPH, August 2019)
JOYNING

The future of social is in meaningful connections.

In 2020, consumers will seek an antidote to vast and toxic online communities and
social media platforms. They’ll embrace smaller and more intimate digital spaces that
facilitate respectful and meaningful connections, let them interact with like-minded
peers and allow them to truly be themselves.
Q U I LT

App facilitates group meetups

WHY NOW?
CHANGING SOCIETY
Research from Stanford University suggests
39% of heterosexual and 65% of same-
sex couples in the US met online. More
recently, acceptance of meaningful online
connections has extended to sacred rituals.
Hajj, for example, can be attended remotely.
BAD HEADSPACE
The evidence that traditional social media
is damaging on a collective and individual
level can no longer be ignored. A study
YOUR RESPONSE?
out of women’s homes »
TIME IT RIGHT
Think about why and when consumers July 2019 saw US-based startup
would want access to an online community. Quilt launch an app that helps
The Night Feed provides what its users professional women host
(new moms) need, just when they need it:
gatherings out of their homes.
respite from loneliness and boredom while
Users can search for meet-ups
breastfeeding at night.
happening near them, in which
small groups gather to share
SPACE FOR ALL
personal experiences around a
It’s no longer enough to acknowledge
variety of topics – anything from
marginalized groups in your marketing and
comms. It’s essential to create products, money and fundraising to love and

published in the American Journal of Health
Promotion in January 2019 linked students’
negative social media experiences to
depression.
BIG TECH BACKLASH
Consumers are increasingly jaded by tech
companies that failed to deliver on their
promises to change the world for the better.
And while old habits die hard (people
keeping logging on, and ad revenue keeps
on rising) there’s hunger for alternatives!
service and yes – online spaces – that cater
to their needs. And remember: you don’t
need to create an app. Sprite tapped into
the power of Reddit. Your move?
FIND YOUR TRIBE
The gaming world is dominated by a white,
cis and het majority: Stream Queen serves
gamers who fall outside that category.
Understanding the nuanced lifestyles of
your consumers will help you create online
communities that truly serve them.
social media addiction. Women
purchase tickets for chats (USD
12-30) and hosts receive a portion
of sales. Users can also purchase
an all-inclusive membership for
USD 39 per month. Quilt members
who meet at chats can continue to
connect with one another through
the app.
 64

65

THE NIGHT FEED STREAM QUEENS

App helps combat loneliness among new moms »
The Night Feed, a UK-based app for mothers
who breastfeed during the night, launched
in September 2019. Designed to provide
entertainment, useful content, and a
community of other mothers to connect
with while they are awake breastfeeding, the
app is positioned as a ‘virtual sanctuary for the
sleep-deprived.’ The Night Feed’s content includes
interviews with midwives and pediatricians, guides
on the best clothes for breastfeeding, book clubs, and other
interest-based groups users can join. The app features a feed timer
to track a baby’s breastfeeding schedule, sleep sounds for mothers
and babies trying to fall back to sleep, and a chat function.
Stream community provides safe
space for drag artists who game »
Q1 2019 saw the creation of Stream
Queens: a group of drag artists
who play video games together
on Amazon’s live streaming video
platform Twitch. Aiming to create a safe space for drag
artists in gaming, the group members stream themselves
playing via webcam and allow viewers to comment through a
chatbox. Originally set up by a US-based drag artist, the team
has since grown to almost 30 members worldwide, playing a
large variety of different games while showcasing their drag.

WISDO
SPRITE
App helps users connect
Brand leverages Reddit as a
with others who’ve had
platform for meaningful connection »
similar experiences »

In October 2019, soft drink brand Sprite

Tel-Aviv based Wisdo helps people connect around difficult
launched a campaign called You are not alone
experiences, including those dealing with identity, sexuality, pain,
in Latin America. The brand worked with Google
and physical and mental illness. Via the app, users can interact with
to identify personal issues of concern to young
others who are currently or have previously been impacted by the
people, and then opened forums on Reddit to allow
same issues, share stories and ask for advice. Conversations can
young people to connect and discuss with others.
be conducted privately or within closed groups; most content
Each forum was led by an influencer with experience in the
is moderated by users, rather than staff. In May 2019, Wisdo
issue, and subjects included concerns around still being a
won a Google Play award in the ‘Best Social Impact’ category.
virgin, or coming out as transgender. This follows the January
2019 I Love You Hater campaign, which addressed bullying.
HUMAN BRANDS

In 2020, human brands
take powerful new form.
READ MORE IN PREMIUM:
HUMAN BRANDS »
RELEVANT BASIC HUMAN NEEDS:
AUTHENTICITY »
ENTERTAINMENT »
66
67
The mega-trend towards HUMAN BRANDS continues to
unfold. By now, consumers are pros at sussing out which
brands truly have human qualities – authenticity, humor,
generosity, values – and which are only faking it.
Meanwhile, the number of channels via which brands can
interact with consumers has exploded. From new social
media, to virtual assistants, to shared online worlds, these
new channels are bringing with them new expectations – of
what a brand is and what it should do. Think omnipresence,
hyper-personal relevance, good conversation and more.
Easy, right?
So what next? In 2020, expect a new chapter in this ongoing
story, as consumers embrace brands that code themselves
into life via new virtual characters and avatars, inside new
digital channels and virtual landscapes.
HUMAN BRANDS
The evolution of
2015 2016 2017
VIDEO VALETS »
Consumers expected webcam-
enabled face-to-face interaction
with customer service
representatives.
In Brazil, Fiat staff use headcams to
share video, answer questions and
give vehicle tours to site visitors.
INFORMAL INFO »
Consumers looked to brands
to embrace informal digital
expression and new digital
channels, including chatbots.
The world’s first hotel chatbot goes
live at Clarion Hotel Amaranten
in Stockholm.
VIRTUAL EXPERIENCE
ECONOMY »
Digital experiences – including
gaming, VR and AR – became
sources of status.
Japan-based mobile carrier au
by KDDI hosts an AR experience
where fans can dine with virtual
pop star Hatsune Miku.
 68

69

2018 2020
BRAND AVATARS »
In 2020, consumers will form deeper
connections with the brands who code
VIRTUAL themselves into life.
COMPANIONS »
Virtual entities made the leap Wendy’s livestreams marathon session
from assistants to companions. of Fortnite where a character resembling
its mascot wreaks havoc on frozen beef.

Insurance company Aflac debuts

an interactive robotic duck to
comfort children with cancer.
 Wendy’s Colonel Sanders Jedy Vales
Digital avatar, resembling KFC reimagines founder YouPorn’s virtual brand
Wendy’s own mascot, as a hipster avatar ambassador
wreaks havoc in Fortnite
 70

71

Lil Miquela Xinhua YUMI

The original virtual Virtual newsreader Brand ambassador for
influencer with 1.7 million created by China’s state skincare brand SK-II
Instagram followers news agency
HUMAN BRANDS
In 2020, human brands will code themselves into life.
The ever-shifting relationship between brands and consumers is entering a bold new
phase. In 2020, consumers will form deeper connections with brands who embody
themselves in new virtual characters and avatars, allowing them to inhabit digital
channels in powerful new ways.
WHY NOW?
NEW FACES
Virtual influencers are moving into the
mainstream: see Lil Miquela’s Calvin Klein
and Samsung campaigns. Chinese news
agency Xinhua rolled out its second AI
anchor and YouPorn’s ‘newest employee’ is a
virtual character called Jedy Vales!
LET’S TALK
Hundreds of millions of consumers already
speak with an AI-fueled character: their
virtual assistant. Now they’re asking: why
can’t brands code themselves into life in the
same way? In the US, 110 million people used
a voice assistant at least monthly in 2019, up
10% since 2018 (eMarketer, August 2019).
OUT OF THE VALLEY
The nature of the relationship between
users and virtual entities is evolving, towards
higher-order human needs: wellness,
creativity, even companionship. The next
step? Branded virtual entities that consumers
can relate to on a deeper level.
55% of people who
followed a virtual
influencer made a
purchasing decision
because of that influencer.
(Fullscreen, Jan 2019)
YOUR RESPONSE?
MEDIUM AND MESSAGE
Brands depend on – and are shaped by –
the media via which they are transmitted to
consumers. So first ask yourself: which new
medium should we target with an AVATAR?
SOGUO
What kind of character should represent us
in that channel?
AI avatars to read books
in the voice of the author »
NEW WORLDS
Top-down, legacy media = top-down,
China-based search engine Sogou
legacy brands. Now, media is immersive,
announced at the China Online Literature+
participatory and many-to-many. Nothing
signals that shift more than massive online conference in August 2019 that it is
games and communities. Wendy’s used creating AI author ‘lookalikes’ to read
Fortnite to literally play alongside consumers. popular novels in the authors’ voices.
The announcement followed the launch
ETHICAL AVATARS of the company’s AI avatar ‘Yanny’, which
As we cautioned in SUPERHUMAN delivered the welcome address at the
RESOURCES, consumers now expect conference. Using two Chinese authors
businesses to have ethical AI and algorithms. and their voices from video recordings,
The same applies to AVATARS. Everything Sogou plans to create the lifelike avatars.
from the gender to the regional sensibilities
No launch date has yet been released.
(see Beeb) of your character will be taken
as an indication of your brand’s wider values.
 W E N DY ’ S 72

73
Fast food giant breaks into Fortnite to wreak havoc on freezers »

US-based fast food restaurant chain Wendy’s won the Social & SK-II
Influencer Grand Prix in Cannes in June 2019 for ‘Keeping Fortnite Skincare brand creates
Fresh’, a campaign inside video game Fortnite. A digital avatar in the personable, AI-powered avatar »
video game, resembling Wendy’s red-haired mascot, entered burger
restaurants in the game, located the
freezers and destroyed them to make the Japan-based skincare brand SK-II

BBC
UK broadcaster set to launch
digital voice assistant »
point that Wendy’s never uses frozen announced in June 2019 that it has
beef. The campaign was streamed on created YUMI, an avatar ambassador
Amazon’s live-streaming platform for the brand. YUMI was built
Twitch, and many Fortnite players using AI, and can autonomously
joined in destroying the freezers. move, interact and develop her

In August 2019, UK national own personality – without being

broadcaster the BBC announced controlled by a human. The avatar is

plans to release Beeb, a voice designed to answer questions in a

assistant that can understand its ‘warm’ manner, and give customers

viewers’ British accents, engage real-world advice about SK-II

with interactive programming products and how to take care of

T H E P E R F E C T C A N D I D AT E their skin. Consumers will be able to
and search for content. The
tool will rival assistants such as Virtual candidate reflects the interact with YUMI via their devices

Alexa, which can have difficulty actual concerns of Australians » and in-store. The avatar will be able

with the wide range of British to speak in multiple languages

regional accents. To perfect the including Japanese, English and

April 2019 saw the Australian Mandarin. A launch date has not
software’s accent-recognition
Futures Project unveil The Perfect yet been announced.
capabilities, the BBC recorded
Candidate, a virtual politician
the voices of its staff members
whose views represent the local
across the UK. Beeb will not be
issues Australians care about most. Over a
embedded into a smart speaker;
30-month period, more than 125,000 Australians were asked
instead, users will access it
by research firm Roy Morgan to identify issues of concern.
through the network’s website
The data allows visitors to the website to compare results by
or its app for smart TVs. Beeb is
state, region, age and gender as well to contrast voter priorities
set to be released in 2020.
against those of political parties and candidates. The project
seeks to encourage transparency and increase the focus on
longer-term solutions in Australian politics.
BETTER BUSINESS

In 2020, consumers
reach a crucial tipping
point for sustainability.
READ MORE IN PREMIUM:
BETTER BUSINESS »
RELEVANT BASIC HUMAN NEEDS:
POSITIVE IMPACT »
AUTHENTICITY »
74
75
We’ve tracked the search for a more ethical, sustainable
consumerism for more than a decade. And every year we
restate the (by now) obvious: the future – for your business,
for the planet, for all of us – depends on that quest.
We’ve seen transparency redefine what it means to be
a brand. We’ve seen consumers demand that businesses
embrace social purpose as well as profit. And yes, we’ve
seen iconic new brands built on the idea of planetary
sustainability. So what next?
In 2020, attitudes towards sustainable consumption finally
reach a crucial tipping point: away from aspirational, and
towards necessary. Less a cause for kudos when noticed;
more a matter of shame when absent.
It’s a shift with vast implications for all – including you.
BETTER BUSINESS

The evolution of

2008 2013 2015

ECO-CHIC » GUILT-FREE
CONSUMPTION »
ECO-BOOSTERS »

Sustainable products and Guilt-free enjoyment became Consumers embraced products

services became a status the ultimate consumer luxury. and services that actively benefit
currency. the environment.

Electric car company Tesla Unilever brands including Dove Adidas partners with charity
launch their first car, the Roadster, and Brylcream start using oil made Parley for the Oceans to make
followed by the Model S in 2012. from algae. sneakers from ocean plastic.
 76

77

2018 2020
GREEN PRESSURE »
Consumers feel – and strive to avoid –
new kinds of eco-shame.
END OF EXCESS »

Consumers looked to brands to Credit card Doconomy prevents users

reimagine single-use products. from exceeding their personal carbon
budget.

Portuguese airline Hi Fly operates

the world’s first single-use, plastic-
free flight.
78

79
BETTER BUSINESS
21% of consumers across the
US, Germany, France and the
UK say they have reduced
the number of flights they
In 2020, consumers will strive to alleviate eco-shame. took over the last year.
(UBS, October 2019)
In 2020, the search for a more sustainable consumerism finally collides with one of the
most powerful drivers of behavior change there is: social shame. Think less about the
kudos of opting in to eco-solutions, and more about the shame of opting out. How
can you help consumers navigate a new world of GREEN PRESSURE?

WHY NOW? YOUR RESPONSE?

CRITICAL MASS The shift away from eco-status and

Via Greta, Extinction Rebellion and more,
awareness that we’re in a climate emergency
has reached a critical mass. In the UK, over
25% consider the environment one of the
three most important issues facing the UK –
the highest level ever (YouGov, May 2019).
ECO MAINSTREAM
The 2009 Tesla Roadster symbolized the era
of eco-consumption as a status currency.
Fast-forward to 2019 and we’ve seen the
mainstreaming of eco-solutions. This shift
towards eco-shame will be complex and
KLM
long-running. Two primary responses to
consider... Dutch airline asks consumers to fly less
often »
SHAME THERAPY
Consumers who increasingly feel – and fear
Longtime TrendWatching readers will
– eco-shame will look to brands for help.
remember Patagonia’s groundbreaking
That means initiatives that acknowledge
2011 ‘Do Not Buy This Jacket’ ad. In a world
shared eco-guilt, and help consumers take
of GREEN PRESSURE, millions will demand
steps to avoid it. Dutch airline KLM is asking
consumers to fly less. Meanwhile, Burger that brands drenched in eco-guilt radically
King is trying to atone for decades spent reform their attitude to their own offering.

has changed the moral calculus: less ‘kudos
for choosing eco!’ and more ‘why are you
not choosing eco?’
SHAME, SHAME, SHAME
producing disposable plastic toys.
The Fly Responsibly campaign, launched by
KLM Royal Dutch Airlines in June 2019, asked
SHAME AVOIDANCE
passengers to consider whether they really
The next step, beyond THERAPY?
Help consumers avoid shame altogether. needed to travel, and if so, whether their

When it comes to en-masse behavior shift,
nothing beats the powerful impulse to avoid
social shame. See the Swedish concept of
flygskam, or ‘flight shame’, for a glimpse of
what is ahead when it comes to attitudes
toward unsustainable consumption.
New tools that enable them to track
and control their own eco-impact will be
embraced; see how the Doconomy credit
card helps consumers stick to a personal
carbon budget.
journey would be better undertaken by train.
A video also asked travelers to travel light,
and to offset flight-related CO2 emissions.
Meanwhile, November 2019 saw EasyJet
become the first airline to announce plans to
offset carbon emissions from all flights.

DOCONOMY
Card prevents users
from exceeding personal
carbon budgets »
How about new tools that
help consumers track behavior
and avoid eco-shame?
February 2019 saw Sweden-based fintech
Doconomy partner with Mastercard to offer a credit
card that lets users track and limit their CO2 footprint. The DO
Mastercard tracks the CO2 impact of purchases, and blocks
payments when the user exceeds their personal carbon emission
budget. The fully biodegradable card is printed with Air Ink,
an ink made from recycled air pollution particles.
BURGER KING
Fast food chain offers free meals for plastic toys »
One powerful response to this trend? Acknowledge
at least a fraction of your eco-shame and take action
to help. Take Burger King, which has spent the last
few decades filling the world with plastic toys...
September 2019 saw Burger King launch a
campaign in the UK to melt down customers’
unwanted meal toys and recycle them into play areas.
For 10 days, customers who donated plastic figures and bought an
adult meal received a free King Junior meal. The brand accepted toys
that it gave away with its own meals, as well as those from competitors.
Burger King placed toy donation boxes in all 500 of its UK restaurants
during the campaign.
80
81
ARCTIC BRANDS GROUP
Resort charges tourists
based on carbon footprint »
Expect the evolution of new pricing
models that take a customer’s
environmental impacts into account.
In October 2019, Finland-based distillery Arctic Brands
Group announced it was starting to construct its luxury
Arctic Blue Resort, an eco-tourism-focused hotel where
guests will pay depending on the carbon footprint of their stay.
Guests who consume less energy, make sustainable food choices and
attend ecological activities could see their stay discounted by up to
50%. Built from natural materials, the hotel will be self-sustaining and
run on renewable energy sources. The opening is planned for 2022.
BEN & JERRY’S,
PATA G O N I A
& LUSH
Brands give staff day off
for global climate strike »
Consumers seeking to minimise eco-shame will look to the
internal culture of the brands they engage with.
In September 2019, a host of US brands gave staff time off to
attend Global Climate Strike protests. Ben & Jerry’s closed its
office in Vermont, and stopped production in Vermont and the
Netherlands. Patagonia closed stores for 24 hours, and Lush
cosmetics closed retail stores and production facilities.
UBITECH
 82

83

In 2020, smart brands

look up.

While IBM and Google argue over quantum supremacy,

most brands would do well to focus on technologies with
potential for more immediate impact. And when it comes

READ MORE IN PREMIUM: to finding tech-driven opportunities, one direction to look

UBITECH » is up.

RELEVANT BASIC HUMAN NEEDS:

Remember the excitement when consumer-ready drones
CONVENIENCE »
burst onto the scene? They impacted everyone from
wedding photographers, to the military, to semi-pro
snowboarders. But as the hype died down, you decided
they weren’t about to revolutionize your industry. Besides,
they were expensive, fragile, and had a short range.

Climb out of the trough of disillusionment! The 2020s will

see drones disrupt everything from prescription delivery
to firefighting to agriculture. Even if your sector isn’t
immediately impacted, your customers’ expectations
will be.
UBITECH

JAN

2018
MAY

JAN
2014 NOV

2013 2017
Lifeguards pilot drones to
Francesco’s Pizzeria in rescue two swimmers in
Mumbai flies pizza to a New South Wales, Australia.
customer on a skyscraper
DJI’s first Phantom UK startup BioCarbon
one mile away.
drone is launched, Engineering expands its
with a battery life of drone-led reforestation
only 10 minutes when work to plant mangroves
equipped with a GoPro. in Myanmar.
 From marketing stunts to reforestation, 84

85
from assassination attempts to opening
ceremonies, the drone journey so far has
DEC seen highs, lows and some turbulence.

2018 OCT

FEB Gatwick Airport is thrown SEP

2019
2018 2019
into chaos by a drone
sighting, with 140,000
Germany-based Lilium completes
passengers impacted.
the first phase of testing the brand’s
electric flying taxi prototype, which
The opening ceremony of Drone and missile attack
can reach speeds of 100 km/hour.
the 2018 Winter Olympics wipes out half of Saudi
in Pyeongchang includes a Arabia’s crude production
performance from Intel’s 1,218 in a day, causing record-
synchronized drones. breaking increase in
crude oil prices.
UBITECH
Accelerating tech
advances and
investment could
A new dimension is being unlocked in urban and rural space: the sky above us create a USD 1.5 trillion
market for autonomous
Thanks to technological breakthroughs, congested roads and endlessly escalating flying cars by 2040.
demands around convenience, drones are moving towards the mainstream. The shift
(Morgan Stanley, December 2018)
will take a decade or more, but in 2020 new expectations – around delivery, transport,
sustainability and more – will emerge.

WHY NOW? YOUR RESPONSE?

LAST MILE LOSSES FIND YOUR FLOCK

77% of global consumers say ‘convenience’
matters most when it comes to their
experiences with brands (PwC, March 2018).
As retailers around the world race to reduce
delivery times, the last mile problem is all
too real: drones can provide a powerful
answer.
ON-DEMAND WOES
Ever wondered if services like Lyft and Uber
have put more cars on the road? Research
funded by both those companies confirms
your hunch (Fehr & Peers, August 2019).
No wonder major players are investing in
getting above (and out of) the traffic.
MATURITY ON THE HORIZON
From JD.com’s flights in rural Indonesia, to
You don’t have to – and probably can’t –
explore the AIR DIMENSION alone. Seek
out and partner with those who have the
expertise you’re lacking.
HEAVENS ABOVE VOLOCOPTER
The AIR DIMENSION won’t be won purely
by getting rich people their packages
Aircraft manufacturer to create air
faster. Citizens will welcome eco-superior taxi infrastructure in Singapore »
aerial solutions, and those which improve
access to vital goods and services for rural,
In October 2019, German aircraft
low-income and underserved groups (see
manufacturer Volocopter conducted a
PATHMAKERS on page 36 for more).
public demonstration of its flying taxi in
Singapore. Volocopter is partnering with
eVTOL: EVENTUALLY
UK-based Skyports to build the first-ever
Drone-delivered burritos may fly over the
VoloPort takeoff and landing space, due
suburbs in 2020 courtesy of Uber Eats. But
soon enough the skies will host electric to open in Singapore by the end of 2019.

Wing’s approval by Australian regulators
and Amazon’s impressive update of its
Prime Air drone, 2019 saw leaps in the
capability and regulation of unmanned
vehicles. There’s much more to come.
vertical take-off & landing (eVTOL) taxis like
Volocopter’s. The number of electrically
propelled aircrafts worldwide is already
pushing 170 (Roland Berger, May 2019).
Don’t get left on the ground!
The VoloPort will allow Volocopter air
taxis to take off and land vertically either
automatically, or with a pilot. Volocopter
hopes to bring air taxi services to high-
traffic routes in congested urban areas.
 ZIPLINE 86

87
Medical drone delivery service to begin in India »

US-based drone delivery service Zipline and

WALGREENS
US pharmacy trials
drone delivery service »
US pharmacy Walgreens
began trialing drone delivery
in Christiansburg, Virginia in
October 2019. Walgreens became
the first US retailer to test on-
demand delivery with Alphanet’s
drone company Wing Aviation.
Customers can order ‘store to
door’ delivery of a variety of items
including health and wellness
products, food, and beverages,
through the Wing mobile app.
Wing first launched a commercial
drone delivery service in Australia
just months prior.
the government of Maharashtra announced a
partnership in September 2019 to bring autonomous
delivery drones to India. Supported
by a grant from SII (Serum Institute
of India), the largest vaccine
manufacturer in the world,
the drone network will
provide daily access to
critical medicine to India’s
citizens, beginning in early
2020. Zipline has been
providing medical delivery
services by drone in Africa
since November 2016.
UBER& ANTWORK
Multiple companies to launch drone delivery services for food »
US-based Uber and China’s Antwork have both announced plans
to launch drone food delivery systems. Uber will be testing its
Elevate drone delivery service for Uber
Eats in San Diego in 2020. Meanwhile,
Antwork, capitalizing on its drone
deliveries for KFC in Hangzhou, will
build a logistics network for drones in
urban areas. This network will reduce
the human labor and costs involved
in food delivery.
NOW
Subscription service supports
planting of trees using drones »
September 2019 saw the launch
of US-based Now, a startup
using a subscription platform
to support the planting of trees
across the globe. Subscriptions are
purchased for between USD 10
and 100 per month, and Now uses
90% of that money to plant trees
via drones. Drones can map the
topography and soil conditions to
identify the best areas to plant, and
then release biodegradable pods
filled with seeds and nutrients.
While other startups, such as
UK-based Biocarbon Engineering,
already use drones for tree
planting, Now is the first to fund
projects through subscriptions.
INFOLUST

Time to reassert the
importance of truth.
READ MORE IN PREMIUM:
INFOLUST »
RELEVANT BASIC HUMAN NEEDS:
PEACE OF MIND »
CONTROL »
88
89
In 2020, a troubling paradox haunts the collective
consciousness. Decades into the Information Age, near-
infinite digital resources are just a verbal command away.
But far from bringing people together, it seems that a
connected world is fast producing a more polarized one.
Meanwhile, it turns out that democratized information isn’t
always accurate information.
Elections around the world are being hacked.
Once-defeated diseases are returning thanks to vaccine
misinformation. The list goes on. And profit-hungry
platforms can’t or won’t stop the spread of lies.
Half-truths, myths and outright deception are nothing new.
But now the speed of their dissemination and magnitude of
their impact has taken a turn. In 2020, it’s past time to act.
INFOLUST

The evolution of

2016 2017
INFORMAL INFO » INTERNET OF
CITIZENS »
2020
FACTUAL HEALING »

Consumers embraced Hyper-networked citizens Trustworthy organizations provide

information delivered took collective action to better consumers with new tools to sort facts
informally: easier to navigate and shape their from lies.
understand, use and share. societies.

Pinterest searches for health terms

like ‘measles’ or ‘vaccine safety’ will
only result in reliable information from
leading public health organizations,
such as the WHO or CDC.

AskPracto lets Twitter users Gershad, a free mobile app,

in Asia tweet health inquiries helps Iranians avoid the country’s
and get real-time responses ‘morality police’.
from experts and doctors.
 90

91

“More people being

able to share their
perspectives has always
“We’ve made the been necessary to build
decision to stop all a more inclusive society.”
political advertising
Mark Zuckerberg,
on Twitter globally. October 17, 2019
We believe political
message reach should
be earned, not bought.”
Jack Dorsey, Twitter,
October 30th, 2019

“Free speech and paid

speech are not the same
thing. Misinformation
affects us all.”
200 Facebook employees,
October 28th, 2019
INFOLUST

In 2020, the truth is out there.

Over half the world’s population has internet access. In theory, we are more connected
to each other and have greater access to information than ever before. In practice,
societies are polarized and few truths – political, cultural and even scientific – are
agreed upon. In 2020, tackling digital disinformation will be an urgent opportunity.

WHY NOW?
ILL FARES THE LAND
Disinformation campaigns on social media
continue to influence elections around the
world. While the political sphere has always
been rife with lies, the Oxford Internet
Institute found evidence of organized
social media manipulation campaigns in
70 countries in 2019, up from 28 in 2017.
DR. GOOGLE
There are approximately 70,000 health-
related Google searches every minute
YOUR RESPONSE?
CROWD POWER
Real-time sharing can help citizens police,
educate, and protect each other. But can
you teach the crowd to spot misinformation?
The Washington Post created a guide
to identify deepfakes, while Singapore’s
Media Literacy Council is teaching the next
generation.
YOU-NIQUE EXPERTISE
Your company possess a wealth of accurate
industry information. Can you use your
REGINA MARIA
Healthcare provider flags
dangers of self-diagnosis »
From November 2018 to April
2019, Romanian healthcare
provider Regina Maria ran a
campaign to raise awareness
of the consequences of self-
diagnosis using the internet.
The Internet’s Residency Exam
allowed people to take the
same test medical students must

(Google Health). Many turn up false
information that causes patients to mis-
diagnose themselves or fail to take proper
treatment.
AT THE DEEP END
AI-generated synthetic videos, known as
deepfakes, are opening up a new realm
of deception. According to Deeptrace,
the number of deepfake videos was 84%
higher in July 2019 than six months prior.
internal expertise and reputation to clear up
misconceptions? See healthcare provider
Regina Maria’s test and prompt to talk to
real doctors.
IT’S ON YOU
There’s a growing consensus that social
platforms are the ones responsible for the
truthfulness and reliability of content posted
on them – see how Pinterest responded.
Are you ready to verify your information?
pass to become doctors, using
Google for help. Users who didn’t
pass were given a certificate of
failure that doubled as a voucher
at Regina Maria clinics. The
brand also created Google ads,
encouraging people to ask a real
doctor about their condition.
The campaign led to 229,000 new
visitors, with 11% of the online
vouchers redeemed at clinics.
 92

93
MEDIA LITERACY COUNCIL
PINTEREST Media literacy kit aims to help children navigate fake news »
Social media site
shows only reliable In March 2019, Singapore’s Media Literacy Council launched a
vaccine information » toolkit to help equip schoolchildren with the skills needed to
think critically about media. Covering fake news,

In August 2019, US-based social media platform Pinterest digital photo manipulation, and differences

announced efforts to improve the accuracy of vaccine-related between facts and opinions, the kit is free to

information on its site. Now, searches for health terms like ‘measles’ download for schools. A collaboration between

or ‘vaccine safety’ will result only in reliable information from the Singapore Ministry council and US

leading public health organizations, such as the World Health nonprofit digital resource organization

Organization (WHO) and the Centers for Disease Control (CDC), Common Sense Education, the News

in a variety of languages. Users won’t see recommendations, and Media Literacy Kit is aimed at

comments, or ads in these results. Pinterest also actively removes students between the ages of 13 and 18.

medical misinformation from its site and the accounts that spread it.

YLE NEWS LAB

REVERSO Broadcasting company creates
Publishers unite to fight social media trolling game »
misinformation during election »
Yle News Lab at Finnish broadcasting

June 2019 saw more than 130 media company Yle released an online

and tech platforms in Argentina game in September 2019 that

join forces to fact-check information simulates social media trolling. In

during the country’s general election Troll Factory, players are tasked with spreading

campaign in Q4 2019. Called Reverso (‘reverse’ in Spanish), the initiative disinformation and fear on social media, using

aimed to identify and correct misinformation appearing in all forms tools such as botnets and memes. Players work

of media. Readers were invited to send comments or alert the platform on these campaigns for a full week under the direction of a

to suspicious content via email, through Reverso’s social networks, ‘boss’, with the goal of accumulating as many followers and

or by texting a dedicated WhatsApp number. The information was then shares as possible. The developers created Troll Factory as

checked and, if necessary, a correction was published. Training sessions a way to teach users to spot disinformation in real life.

were also hosted to teach people how to spot fake news.

FUZZYNOMICS
 94

95

In 2020, forget online

business as usual.

Social media expedited the collapse of traditional barriers

between brands, businesses, producers and consumers.
Facebook, Instagram and WeChat offered a way for

READ MORE IN PREMIUM: businesses to expand their reach, seek feedback and more.
FUZZYNOMICS »
Over the past few years, that story has evolved to include
RELEVANT BASIC HUMAN NEEDS:
commerce. And one region in particular embraced the
COMMUNITY »
opportunities social commerce offers: 85% of consumers
CONVENIENCE »
in Southeast Asia find it ‘quick and easy’ to buy products
via social media (Econsultancy, October 2019).

Social commerce is particularly popular in China,

the world’s largest retail market, where a model that
combines community and commerce has emerged.
But this trend won’t stop at China’s – or Asia’s – borders.
In 2020, smart businesses across the world will race to
meet the new expectations around a commerce model
that is participatory, useful and yes…fun!
FUZZYNOMICS

The evolution of

2015 2017
P2P » SHOPSTREAMING » 2020
BUSINESS AS SOCIAL »

Consumers cut out the Livestreaming blurred A new model of online commerce
middleman to buy and sell the boundaries between emerges, powered by consumer
directly to each other. entertainment and online communities on social platforms.
shopping.

Chinese resale app Idle Fish

generates USD 14 billion in annual
gross merchandise volume (GMV) via
transactions in common-interest groups.

Facebook Marketplace offers In China, Pearl Bro livestreams

a dedicated space on the social the process of opening mussels
network for users to buy and sell and invites viewers to bet on
to each other. which mussel contains a pearl.
 96

97

2020 2018

Social commerce is projected In 2018, just 3% of US

to make up 30% of China’s total e-commerce activities
online retail transactions in 2020. happened on social platforms.
(Internet Society of China, July 2019) (Bloomberg Businessweek, April 2019)
FUZZYNOMICS

ALIBABA

Communities-based
platform for secondhand
In 2020, consumers embrace new forms of social commerce. goods opens to brands »

Across Asia, social media and livestreaming shaped online commerce for hundreds
Idle Fish is Alibaba Group’s
of millions. Now, consumers in Asia and beyond will bring expectations for social,
secondhand goods platform,
community-driven and entertaining experiences to every online commerce moment.
where consumers can sell to
So in 2020, forget business as usual. It’s time for business as social. one another. The platform is
built around micro-communities
called ‘Fish Ponds’, based on
WHY NOW? YOUR RESPONSE? common interests such as
cycling or skin care. Users can
SO SOCIAL INTEREST TRIBES
join Fish Ponds, interact with
According to PayPal, way back in 2017, 80% One e-commerce strategy for you to
other members, and buy and sell
of Asian merchants considered social media consider in 2020? Build niche, interest-
a viable business platform. Asian consumers based communities in which members from them. In January 2019, Idle
now expect social e-commerce as standard. will want to buy and sell to one another. Fish launched a new premium
In 2020 their expectations will reach new Later, invite brands! Idle Fish generated channel that allows brands
heights – and the rest of the world will USD 14 billion in GMV via transactions to operate their own stores,
follow their lead. in its interest-based communities. selling sample items, overstock
merchandise and more. As of
EXPERIENTIAL E-COMMERCE NETWORKED KNOWLEDGE September 2019, Idle Fish had
Taobao Live pioneered a livestreaming Social platforms are a constant stream of 20 million daily active users.
platform that prioritized community and product recommendations, reviews and
content, with shopping as an added bonus. advice. Now, consumers will want instant
Cue expectations for experiential online access to that kind of networked knowledge
retail with a human touch. in other contexts, too. Sidekick connects
tourists to locals for real-time advice.
THE TRUST FACTOR
In a low-trust environment, social commerce SUPER SELLERS
becomes especially powerful. Just 34% of The mainstreaming of entertaining,
consumers trust the brands they buy from, immersive social commerce is an
but 72% will trust a brand message if heard opportunity for consumers, too. They’ll
first on social media (Edelman, June 2019). embrace platforms and tools that empower
them to set up stores and beat the
competition – Meesho is doing just that.

SIDEKICK
Service connects tourists with
locals for real-time advice »
Launched in July 2019, the Sidekick
platform lets tourists visiting South
Korea chat with locals and receive
help and recommendations in
real time. It works with a user’s
live chat platform of choice (LINE,
WhatsApp, Messenger or WeChat) and provides access to
local ‘sidekicks’, who provide tips on restaurants, shopping,
etiquette and culture. Tourists are connected with either
Korean, English or Japanese speakers who are available
from 7am to 5pm. The service can be purchased as a one-
day, three-day or five-day pass and prices start at USD 20.
PRICE KAKI
App lets consumers
compare in-store
retail prices »
Available for download from September 2019, Price
Kaki is an app that uses crowdsourcing to compile
prices of daily goods sold across multiple physical
stores in Singapore. The app enables price comparison of items
such as groceries and household goods. Users are invited to
contribute real-time information on prices and promotions, with
the most active rewarded with shopping e-vouchers. Developed
by the Consumers Association of Singapore, the app aims to bring
transparency and consumer empowerment to offline shopping.
98
99
TIKTOK AND KROGER
New feature enables social
shopping experience »
In August 2019, social media platform TikTok launched a
new shopping feature. Brands typically advertised on TikTok
using sponsored Hashtag Challenges, in which users made
videos using the brand’s product. The new feature, Hashtag
Challenge Plus, means that in addition to creating videos
featuring the brand’s sponsored hashtag, users can access a
separate tab where products from the brand campaign can be
purchased within TikTok. US grocery chain Kroger was the first
to make use of the new feature: #TransformUrDorm generated
thousands of videos and over 866 million views.
MEESHO
App helps homemakers resell products on social platforms »
One way to act on this trend? Empower consumers to launch
their own social commerce stores. Based in Bangalore,
Meesho is an online marketplace that connects sellers
with customers on platforms such as WhatsApp,
Facebook and Instagram. The app claims to
have 2 million sellers, mostly homemakers
and small businesses, who sell apparel,
home appliances and electronics. In June
2019, Meesho secured a USD 125 million
fundraising round, which included investments
from Facebook and VC firm Sequoia.
PRICING PANDEMONIUM

In 2020, prepare for the
disruption of loyalty, value
and exchange.
READ MORE IN PREMIUM:
PRICING PANDEMONIUM »
RELEVANT BASIC HUMAN NEEDS:
LOYALTY »
RECOGNITION »
100
101
Pesos and pounds, yuan and yen, dollars and dinars – fiat
currencies are fundamental to the global economy and the
way people live their lives. They’re so deeply embedded in
both, it’s no wonder their relevance is rarely questioned.
But now two forces are ushering new alternatives into the
spotlight. First, a decade of rising awareness of crypto
currencies, (and yes, right now those currencies still hold a
bigger place in the news cycle than they do in the wallets
of consumers). Second, the digitization of transactions and
the way that has reshaped expectations when it comes to
physical cash, and even the very idea of money.
In 2020, those forces converge. The result is a new
disruption to the way consumers earn, store and spend
value. And a historic opportunity for brands to challenge
the surpremacy of fiat currencies.
PRICING PANDEMONIUM
The evolution of
2008 2011 2015
GAME ON »
Seeking new forms of motivation,
consumers turned to products
and services that add elements
of gaming to everyday behaviors.
Runkeeper lets users track their
running and fitness activities,
compete with friends and compare
results.
CASH-LESS »
While far from taking over,
the long-predicted cashless
economy spread further into
mature and developing markets.
Deutsche Bahn, Germany’s
main rail operator, extends its
Touch&Travel NFC payments
service to all stations.
BRAND
FANATICS »
Public, passionate brand
fanaticism from devoted
consumers became a
counter-intuitive status play.
Kraft-owned food brand Oscar
Mayer creates Tinder-like app
to match bacon lovers.
 102

103

2018 2020
BRAND COINS »
An array of BRAND COINS emerge
and offer new ways to earn, store
BLOCKCHAIN and trade value.
BELIEVERS »
Consumers embraced the Jaguar Land Rover tests a
blockchain revolution in trust cryptocurrency that drivers can earn
and transparency. in return for sharing vehicle data.

De Beers announces 100

diamonds have been tracked from
the mine to retail stores via Tracr,
its blockchain platform.
PRICING PANDEMONIUM

New currencies disrupt payments, loyalty, and value itself.

In 2020, brands will become bankers with their own currencies that offer new ways to
earn, store and trade value. The digitization of transactions and emergence of crypto
currencies primed the market for the rise of BRAND COINS. They will offer new forms
of loyalty and incentivization, and redefine the entire notion of delivering value.

WHY NOW? YOUR RESPONSE?

CRYPTO DREAMS TRUST RESERVES LIBRA

It’s been two years since the great crypto
bubble and subsequent crash. What remains
is a rising awareness of alternatives to fiat
currencies. Now, Facebook’s Libra and other
initiatives are hammering home a message:
money is being disrupted.
CASHLESS LIVES
In developed and underbanked markets,
digital payments are steadily replacing
cash. The value of digital transactions is
estimated to grow by 15% in 2020 (Statista,
August 2019). Cashless lifestyles are priming
consumers for new ways to trade value.
NEW LIQUIDITY
Just 23% of US adults trust Facebook with
Facebook’s reserve-
their personal info, which explains why
backed cryptocurrency
just 5% express any level of interest in
Libra (CivicScience, July 2019). Before you has epic ambitions »
consider a BRAND COIN, make sure you’ve
earned the trust of all stakeholders, from As of November 2019,
consumers to partners. Facebook’s Libra has more
than a few regulatory hoops to
BEYOND POINTS
jump through before launch.
BRAND COINS can mean a traditional ‘cash
Yet Libra has already reframed
for points’ scheme if the points are truly
expectations. It’s not every day
liquid: see TAP. But consider new forms
that a private organization with
of value exchange: see Jaguar’s scheme
billions of users announces its
(currency for sharing data). Or new kinds of
behavior change: see how Miles incentivizes goal to ‘reinvent money’ and
green travel. ‘transform the global economy.’

Airline miles, hotel credits, supermarket
rewards: traditional loyalty schemes are
as old as consumerism. But new tech will
power branded ‘points’ that are so liquid
they become currencies in their own right.
COIN EXCHANGE
There are already crypto exchanges out
there. But who will create THE marketplace
for trading everything from supermarket
points to Nintendo coins?
Libra also set a high bar for
collaboration. Even after losing
Visa and Mastercard as partners
in October, Libra still has the
support of players like Spotify,
Kiva and Vodafone.
 104
MILES 105

Commuters earn miles for greener choices »

CHILIZ US-based transportation rewards app Miles announced

in June 2019 that it would launch a yearlong pilot
Soccer club tokens
with California rail operators Caltrain and SamTrans.
to reward fan
To encourage Californians to take public transportation
participation » instead of driving, the partnership will see users
earn special rewards when traveling with
November 2019 saw Malta-based Caltrain and SamTrans. Based on AI,
cryptocurrency Chiliz launch a pilot version of Socios, the app automatically identifies a user’s
a blockchain-based soccer fan engagement and rewards mode of transportation and then rewards
app. Clubs including Juventus, Paris Saint-Germain, Atlético them, using their data anonymously.
Madrid, Galatasaray, AS Roma and West Ham United have
partnered with Socios to offer fan tokens. Ownership of
tokens lets users vote in club-designated polls and earn
points, which unlock access to merchandise and experiences.

JAGUAR LAND ROVER

Automaker to let drivers earn GOVERNMENT

cryptocurrency by sharing data » OF CHINA

Chinese government plans new

Automaker Jaguar Land Rover digital currency »
announced in April 2019 it was
experimenting in Ireland with
In October 2019, Chinese President Xi Jinping told a party
software that rewards drivers
meeting that blockchain would play ‘an important role in
who share useful data with IOTA
the next round of technological innovation and industrial
cryptocurrency. The aim is to encourage
transformation’ and urged an acceleration in development
users to report information on road conditions to
of the technology. The statement was reported by state-run
navigation providers and local authorities, and to take part
news agency Xinhua. Later that month, Xinhua printed a lead
in ride-sharing schemes. The cryptocurrency could be used
story on bitcoin. The government’s reversal of its stance towards
to pay for parking, coffee, and to charge electric vehicles.
blockchain is understood to be related to plans for a state-
controlled digital currency.
POST-DEMOGRAPHIC

New identities.
New lifestyles.
New choices.
READ MORE IN PREMIUM:
POST-DEMOGRAPHIC »
RELEVANT BASIC HUMAN NEEDS:
SELF-EXPRESSION »
AUTHENTICITY »
106
107
Around the world, people are freer than ever to pursue
lifestyles of their own choosing. And in the coming
decade they’ll continue to break free from demographic
assumptions around race, gender, age and more.
But on the road to individual freedom many barriers
remain. Breaking down those barriers isn’t only a matter of
overturning longstanding traditions and reforming public
institutions. All too often, brands and businesses have held
back progress, too. That can be in ways large – the way a
business hires, for example – and small. Yep, a shoddy UX
can hamper personal freedom.
In 2020, consumers will demand that brands do more.
One powerful response? Reimagine your offering
around a world that increasingly rejects traditional,
binary descriptions of gender identity.
POST-DEMOGRAPHIC

ICELAND

The Icelandic Parliament

unanimously voted for new
US
legislation that improves the rights
Three years ago, no one in the of transgender people and legally
USA was legally recognized as
recognizes non-binary people.
neither male or female. As of Non-binary people will now be able
August 2019, over 7,000 ‘gender to change their legal gender to the
X’ IDs and driver’s licenses had
new third gender option of ‘X’.
been issued in nine US states,
plus Washington, D.C.
S PA I N

August 2019 saw Barcelona’s City

Council pass a law allowing women
MEXICO to swim topless at city-run public
swimming pools. The move came
In June 2019, the Mayor of Mexico
after campaign group Mugrons
City, Claudia Sheinbaum Pardo,
Lliures filed a complaint about
announced that children would
inconsistencies in rules governing
be permitted to decide what
topless bathing at certain pools.
school uniform they would prefer
to wear. The policy means both
girls and boys will be permitted
to wear pants or a skirt. ARGENTINA

In January 2019, ‘Ley Micaela’

came into effect. The new law says
that public workers in Argentina
must take courses in gender issues
From Iceland to India, 2019 saw a host and the prevention of violence
of legislation regarding gender inclusivity. against women.

INDIA
During the country’s general
election, which took place
between April and May 2019,
members of Delhi’s transgender
and non-binary community
voted for the first time under
their correct identity.
K E N YA
August 2019’s national population
census included categories for
intersex and indigenous people.
The results, announced in October,
revealed that 1,524 people (0.003%
of the population) said they were
intersex – campaigners attributed
the low number to stigma.
108
109
TA I W A N
Banqiao Senior High School
near Taipei introduces a
gender-neutral uniform plan,
effective from August 2019.
The change came after male
students and teachers donned
skirts during a week-long
campaign seeking to break
down gender stereotypes.
AUSTRALIA
In June 2019, several elite
Catholic schools in Brisbane
began using gender-neutral
religious terms to help students
connect with God, adjusting
prayers and hymns to replace
the word ‘Himself’ with ‘Godself’.
POST-DEMOGRAPHIC

In 2020, consumers of all genders demand equal recognition.

We all know that gender has become a controversial cultural battleground. But the
hyperbole obscures a fundamental truth: binary and gendered images, coding,
language and symbols unfairly exclude many. In 2020, rising numbers will demand
that brands offer a truly UNGENDERED experience.

WHY NOW? YOUR RESPONSE?

JUST THE START
This discussion isn’t new! MTV introduced
gender-neutral awards categories in 2017.
But the issue continues to edge towards
the mainstream: see music star Sam Smith
identifying as non-binary in September
2019, for example, and the ensuing debate.
Much, much more is to come.
RIPPLE EFFECT
There’s rising awareness that small changes
can make a huge difference. Research
published in the Proceedings of the National
Academy of Sciences found gender-neutral
pronouns reduced biases towards LGBTQ
people and women. In 2020, consumers will
demand brands step up.
BYE, BINARY
Yes, there will be resistance. But in a
POST-DEMOGRAPHIC world, the long-term
direction of travel will be one way: towards
greater freedom to inhabit a gender identity
of your own choosing.
A MILLION TINY PIECES
Yes, this is a huge battle. But much of it will
be won via a million little victories over the
right to inhabit a non-binary gender identity.
From booking seats on a flight to choosing
an emoji, traditional gender identities are
encoded in so much of daily life. See how
Mastercard enacted a small change that
sends a powerful message.
A WHOLE NEW WORLD
Small changes can make a huge difference.
But don’t let that truth prevent you from
asking: ‘could we reimagine our entire
offering around a non-binary world?’
Mattel made a bold leap: a new range
of gender-fluid dolls.
MIRROR, MIRROR
Applying this trend isn’t just about
changing your offering to consumers.
Take a look in the mirror, too. How can
you UNGENDER your internal culture? In a
transparent world, consumers will notice.
V O LV O
Auto manufacturer
introduces gender-neutral
paid parental leave »
Sweden-based Volvo
announced in May 2019 the
pilot of a gender-neutral
parental leave policy for its
sales employees in Europe,
the Middle East and Africa.
Both mothers and fathers will
be offered up to six months
of leave at 80% pay, a benefit
the company says is the most
generous and inclusive in the
industry. The aim of the pilot is
to address any practical issues
that may emerge from the
policy before rolling it out to
its 43,000 employees globally.
 M AT T E L
Maker of Barbie releases line of gender-fluid dolls »
In September 2019, US-based toy manufacturer
Mattel unveiled a line of customizable dolls that
allow kids to create their own characters free of
society’s typical gender norms. The Creatable
World line features six different kits that come
with dolls of various skin tones and multiple
wardrobe options, such as skirts and pants,
as well as short and long-haired
wigs. Each doll can be a boy, a girl,
both or neither. The suggested
retail price for each doll kit is
USD 30 and they are available
through toy retailers, including
online.
MASTERCARD
Credit card allows trans and
non-binary people to use
chosen name »
June 2019 saw US-based
Mastercard announce its True Name
card initiative, which will allow for chosen names
to appear on the front of consumers’ credit cards.
The company shared research that found that trans
and non-binary people in particular encountered
discrimination when buying items with a credit card
with a name or gender that did not match their gender
presentation. The cards are set to launch in early 2020.
110
111
AIR CANADA
Airline embraces gender-
neutral greeting »
An announcement by Air Canada
in October 2019 promised the
introduction of gender-neutral terms
on all its flights. With no date set for the change, the greeting
‘tout la monde’ or ‘everybody’ will replace ‘mesdames et
messieurs’ and ‘ladies and gentlemen.’ The gender-neutral
language will be adopted by gate agents, flight attendants
and pilots throughout the company.
Genderless voice to
power virtual assistants »
Q, a genderless voice
for virtual assistants, was
launched in March 2019. The project was a collaboration
between Copenhagen Pride, Virtue, Equal AI, Koalition
Interactive & thirtysoundsgood. To develop Q, a linguist
drew on voice recordings from five non-binary people.
The resulting artificial voice was then fine-tuned via a
process that included 4,600 people, who were asked
to rate the voices on a scale of 1 (male) to 5 (female).
The majority of virtual assistants, including Siri, Alexa
and Google Assistant, use voices identified as female.
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113

Revist eight key

trends featured in the
2019 Trend Report.

This report is focused on powerful innovation

opportunities for 2020 and beyond. But the
trends included in the 2019 Trend Report are
still relevant. After all, consumer trends last
beyond a one-year cycle!

In this section we revisit some of 2019’s trends

and highlight one recent, standout innovation
from each of them. That means even more
innovation ammunition for the months ahead.

And remember: all the trends featured in

the 2019 Trend Report – and their related
innovations – are available in the Premium
platform. Happy innovating!
BETTERMENT
L A B R AT S »
Self-improvement-obsessed
consumers deploy a new test-and-
fix approach in an intensifying
quest to unlock their full potential.
Experiment, optimize and repeat!
SECURITY SYSTEMS
D ATA G AT E S »
Consumers resistant to the idea of
giving up the data-driven benefits
they’ve grown accustomed to, seek
brands that offer autonomy and
security around personal data.
YOUNIVERSE
S E N T I E N T S PA C E S »
Brands leverage new technologies
– facial recognition, emotion
recognition and more – to create
smart physical spaces and deliver
personalized experiences.
PLAYSUMERS
FA N TA S Y I R L »
Consumers play at the blurred
boundaries between real and
imagined worlds, embracing
new chances to imagine, escape,
explore, create and connect.
In February 2019, The Beverly Hilton hotel in California opened Upgrade
Labs: a health and fitness retreat designed by Bulletproof biohacking
founder, Dave Asprey. The facility offers services including cryotherapy
and red-light therapy, which are designed to help clients gain strength,
accelerate recovery and promote glowing skin. Memberships include start
at USD 500 a month for unlimited cryotherapy.
In October 2019, Mastercard announced the launch of its Data Responsibility
Imperative, aimed at promoting dialogue around how companies collect,
manage and use consumer data. With three quarters of those surveyed
saying companies are not doing a good job handling people’s data, the
financial services company proposes six ‘data responsibilities’ it says
companies should adhere to: security and privacy, transparency
and control, accountability, integrity, innovation, and social impact.
In March 2019, outdoor media company Clear Channel put digital art on
display instead of advertising on over 250 Stockholm billboards, including
many in the city’s metro system, in an effort to combat stress. An algorithm
extrapolated the public’s mood from data gleaned from Google search,
social media, news articles and traffic to decide which artwork to show.
The Emotional Art Gallery featured work designed by six international artists
to tackle tiredness, stress and fear. The exhibition ran for two weeks.
March 2019 saw the first ever edition of PerifaCon, a free pop culture
and comic convention held in a low-income district in São Paulo, Brazil.
The event aimed to bring pop culture to communities generally unable
to afford the price of other mainstream ‘con events’ such as Comic Con
Experience (CCXP). With 45 artists and 24 speakers, PerifaCon attracted more
than 4,000 attendees and provided the local community access to games,
talks, cosplay competitions, and K-pop performances.

EPHEMERAL
END OF EXCESS »
Millions of consumers are focusing
on the long-term impact of their
consumption, and are demanding
that brands reimagine all single-
use and ephemeral products.
JOYNING
VILLAGE SQUARED »
Brands are joining the battle
against social atomization by
creating shared spaces that bring
people together in new ways.
BETTER BUSINESS
L E G I S L AT I V E B R A N D S »
Frustrated by a broken world and
glacial pace of change, consumers
look to brands to call for – or
create – social change.
POST-DEMOGRAPHIC
THE FUTURE OF MAN »
In the search of a more complex
and inclusive definition of
‘masculinity’, brands help to break
down barriers and construct a new
narrative around gender.
114
In October 2019, UK-based clothing brand Sheep Inc. announced it was 115
plans to become carbon negative. The brand will invest 5% of revenues
into selected biodiversity projects to offset the carbon impact of its sweater
production. Its sole item, a unisex Merino wool sweater, retails online in three
sizes and five colors for GBP 190. Customers who buy a sweater also get to
adopt a sheep from one of the farms from which the brand sources its wool.
Updates on the sheep’s daily life are shared with the purchaser.
Blue Heart, a specially-constructed communal space for neighbors to
gather, opened in Chengdu in Q3 2019. Designed by Chinese design studio
Wutopia Lab, the hub is an attempt to counteract the experience of ‘xiaoqu’
housing models with zero communal space, and bring residents together.
After scanning an app to enter, Blue Heart visitors can access a range of
spaces, including a reading nook, a shared kitchen and a party space,
and services that include mail and package pickup.
A new law in Denmark makes it illegal for the homeless to sleep in groups
on the street. Noting that the law provides an exception for groups sleeping
while in line in front of a store having a sale, the newspaper Ekstra Bladet
launched Homeless Home Sale in January 2019. The newspaper created an
online store that allowed homeless people to get in line for a sale, and so
claim the legal right to sleep in groups. As of March 2019, more than 8,000
people had used the site’s ‘get in line’ function.
January 2019 saw Gillette release ‘We Believe’, a campaign challenging men
to tackle toxic masculinity. To reinforce its message, the company twisted its
classic slogan ‘The best a man can get’ to ‘The best a man can be’. Achieving
over 10 million views in less than two days, the spot referenced #MeToo,
bullying and other negative male behavior to discourage acceptance of the
‘boys will be boys’ sentiment. Gillette will also donate USD 1 million per year
for three years to organizations that support men’s personal development.
 116

117

You’ve absorbed the trends in this

report and you’re feeling inspired.
So… what next?

Businesses don’t win because they know about

trends. Instead, they win when they use trends to
generate new products, services and campaigns
that customers love. The most powerful way to do
that? Build a culture of Trend-Driven Innovation
inside your organization.

Within the Academy section of the Premium

platform, you have access to video tutorials and
interactive tools to help you spot, prioritize and
ideate around trends.

Meanwhile, this section of the report includes a

worked example of the Consumer Trend Canvas
ideation tool, followed by a simple Trend-Driven
Customer Journey map. Gather your team and use
them to kickstart your innovation journey today!
Divided into three sections, the Academy section of the Premium platform guides you
through every step of the Trend-Driven Innovation process. It has everything you need
to supercharge your trend-led strategy in 2020 and beyond!

SPOT » STRATEGIZE » APPLY »

Level up your trend fundamentals via a
series of tutorials. Learn how to spot trends,
understand how the Trend Framework puts
innovations into context, and discover how
trends emerge and evolve over time.
Use the Consumer Trend Radar (CTR) to
prioritize and visualize the trends that matter
most for your customers and business.
Develop your organization’s strategic
roadmap with your team.
Use the Consumer Trend Canvas (CTC)
to unpack any consumer trend. Then use
those insights to generate consumer-facing
innovations of your own that will beat new
expectations!
 118

Ideate with the The CTC is a simple tool that lets you turn any trend into concrete 119

new innovation ideas for your business. Here’s an example using

Consumer Trend Canvas THE BURNOUT trend (see page 48 for more).

A N A LY ZE
First, unpack the trend into four simple
building blocks:
Inspiration: what real-world examples
of the trend have you seen?

Basic Needs: what basic human needs

inform this trend?

Drivers of Change: why is this trend

emerging now? Think about long-term
‘shifts’ and more immediate ‘triggers’.

Emerging Expectations: when these

drivers of change collide with these
basic human needs, what new
customer expectations emerge?

A PPLY
Now take those building blocks and ask
two key questions:
Innovation Type: how could you
apply this trend in your business?
A new product, service, campaign,
or business model? An entirely new
vision for your business?

Who: which consumer groups could

you apply this trend to?
Trend-Driven Mapping your customer journey shouldn’t be a one-time event. Tastes shift,
and new products, services and technologies are launched. Consumer trends
Customer Journey Map offer a powerful way to respond to these changes. Here's an example of
a Trend-Driven Customer Journey Map for TrendWatching's fictitious
coffee shop; opposite is a blank copy to use in your next brainstorm!
120

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Access all the content, tools and expert support you need
to succeed at every stage of your innovation journey.

KNOW AND UNDERSTAND
WHAT’S NEXT
Packed with actionable innovation
opportunities, the 2020 Trend
Report is a comprehensive
overview of the most impactful
and opportunity-rich trends that
should be on your radar as we
enter a new decade.
GAIN AN UNDERSTANDING
All of our trends are rooted in
basic human needs and drivers of
change. Understanding these two
elements, and the tension that’s
created as they interact with each
other, is central to understanding
consumer trends. Use the new
Trend Fundamentals index page
to learn more.
FOCUS AND VALIDATE
The Trend Mapper tool allows you
to plot your key areas of interest
against some of the bigger
consumer currents in our Trend
Framework. Industry Heatmaps
(PRO only) allow you to tap into
the collective intelligence of the
2,000+ professionals using the
platform: see what your peers
are focusing on and what’s being
overlooked.
ACCESS READY-MADE
REPORTS
Quarterly Industry Updates
spotlight key trends and
innovations across 16 B2C sectors,
while the Monthly Snapshot
features 75+ expectation-setting
examples. If you’re looking to dive
deeper into some of the biggest
issues impacting consumerism
today, TrendWatching Quarterly
is the report for you!

FIND, SHARE AND SAVE
RELEVANT INSPIRATION
Browse and filter over 23,000
innovations in the Inspiration
Dashboard. Use the Projects
tool to collate your research and
share it with your team, or set up
Saved Searches to receive email
notifications on the topics most
relevant to you.
ACCESS INSIGHTS
ON-THE-GO
Use the Slack workspace to
access a mobile-friendly feed
of innovations published in the
Premium platform. Perfect for
your morning commute or a
quick pre-meeting innovation
intelligence fix.
TURN TREND INSIGHTS
INTO INNOVATIONS
Dive into Academy to discover
how and where to spot trends,
understand our methodology or
use our tried-and-tested tools to
prioritize trends and generate new
ideas. If you want to level-up your
workshops, ask about the ready-
to-go Trend Box, which includes
five decks of cards to kickstart
your team’s ideation process.
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NEED SOME HELP?
Need some advice or want to
do more with your account?
Don’t be shy! Our friendly and
knowledgeable Customer Success
teams are here for you. Just email
sofie@trendwatching.com.
 ABOUT TRENDWATCHING

Established in 2002, TrendWatching is the world’s leading

trend firm, scanning the globe for the most promising consumer
trends, insights and related hands-on business ideas. Our
Premium Service counts 750+ of the world’s leading brands
and agencies as clients (think 7-Eleven, Alpro, Bauer Media,
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Microsoft, Moët Hennessy, Nextel, Oxfam, Penguin Random
House, Procter & Gamble, Renault, Saatchi & Saatchi,
Samsung, Shinsegae, Spotify, TBWA, Turner Broadcasting,
Twitter, VF Corp, Virgin Voyages, Vodafone, Volvo and many
more!), while our free trend and innovation newsletters go to
over 150,000 subscribers in 180 countries.