2. content
s
• Hello!
• What is a trend?
• Some structural drivers of change
• Trends to watch
• Trends in reality
3. Hello
• Head of Insight & Brand
Development
• Bring consumer to heart of the
business
• ShiB from research to insight
• Businesses tend to focus on the
issues but forget the context
• Every issue is bedded in people
• Research focus which helps build a
strategic view of certain markets
4. What is a trend?
• “a general direcHon in which
something is developing or
changing”
• Never standalone
• Influenced by numerous factors
such as demographics, economic
indicators and innovaHon
6. Affluence
• As wealth expands consumers grow
more confidents and begin moving
beyond basic needs towards self esteem
and self actualisaHon
• Real value of family wealth in the UK
doubled between 1987 and 2009,
despite 4 recessions since 1980
• Less about actual income and more
about how confident we feel about our
future
Source: ONS
8. Affluence
• As wealth expands consumers grow more
confidents and begin moving beyond basic
needs towards self esteem and self
actualisaHon
• Real family wealth in the UK doubled
between 1987 and 2009, despite 4
recessions since 1980
• Less about actual income and more about
how confident we feel about our future
• Confidence is on the rise
Source: ONS
9. Globalisation
• Increased trade agreements, populaHon movements, the growth of travel,
networked news and technology are all driving increased globalisaHon
• Last naHonal census:
7.5 million born outside the UK
• In London today
26% English not first language
37% born outside the UK
• Overseas visits have grown from 3million in the 1960’s to 56 million today
Source: ONS
10. Globalisation
• Increased globalisaHon can also drive us
more local
• Local newspaper have held up well
despite the virtual collapse of the wider
newspaper industry – local news brands
reach 40 million consumers per year
• SNP success at the General ElecHon put
down to strong local mobilisaHon
• And a small town murder ….
Source: localmedia.org
11. Ageing Populations
• All major EU economies will see the 50+
populaHon rise
Source: ONS, ScoEsh Gov, General Register Office
13. Ageing Populations
• All major EU economies will see the
50+ populaHon rise
• From 2012 to 2027 the UK populaHon
age 75+ will double to reach 7.7million
• Between 2006 and 2012 life
expectancy in England & wales
increased to:
79.1 for men
82.9 for women
• Male life expectancy in Scotland
increased from:
69.1 in 1981 to 76.1 by 2010
Source: ONS, ScoEsh Gov, General Register Office
14. Ageing Populations
• Ageing populaHons and longer life
expectancy resulHng in mulH-
generaHonal families
• Driving agelessness
• Nearly 50% of children say they
spend a lot of Hme with their
grandparents
• Grandparents carry increasing
influence parHcularly with their
improved financial security
Great
Grandparents
Grandparents
Parents/
Aunts/Uncles
Siblings/
Cousins
Tradi&onal Horizontal
Family
Modern Ver&cal
Family
Source: nVision Kids Research
16. Digital Revolutions
• According to UN Global Pulse, more data
was created in 2011 than in the whole of
human history
• Digital adopHon is acceleraHng
17. Digital Revolutions
• According to UN Global Pulse, more
data was created in 2011 than in the
whole of human history
• Digital adopHon is acceleraHng
Smartphone
ownership
2012 2015
40%
62%
Tablet
ownership
2012 2015
14%
51%
Source: nVision, Gilmour Graham
• Recently ran a study that found 74% of
kids aged 5 – 12 had tablet access
18. Digital Revolutions
• According to UN Global Pulse, more
data was created in 2011 than in the
whole of human history
• Digital adopHon is acceleraHng
• Recently ran a study that found 74% of
kids aged 5 – 12 had tablet access
• More than 80% of us have bought
goods and services online
• Boomers highest users
• Gen Y most likely to use mobile
Source: Target Group Index
19. Digital Revolutions
GeneraHon Z businesses
Founded 2005, more than a billion users
Founded 2004, 1.65 billion users, 4.5 billion daily likes
Founded 2006, 1 billion unique visits per month, 310 m
monthly acHve users
Founded 2003 414m users
20. Digital Revolutions
• Big data, Google Glass, Amazon’s
driverless cars
• Now TV could be watching you
• MulHple patents pending …..
22. Digital Revolutions
• Big data, Google Glass, Amazon’s
driverless cars
• Now TV could be watching you
• MulHple patents pending …..
• Driving a shiB in societal networks –
• 22% of couples in the South East
met online*
• Expected to rise to 50% within
20 years
Source: eHarmony
23. • Reward Me Society
• It’s All About Me Society
• Ageless Society
• Experience Society
key trends
25. Reward me… the evidence
• The power of social media:
70 % of Gen Y use social media daily
55% of Gen X
40% of Boomers
Source: nVision
26. Reward me… the evidence
Source: nVision
Which of these
have you used
in the last
month?
27. Reward me… the evidence
• The power of social media:
70 % of Gen Y use social media
daily
55% of Gen X
40% of Boomers
• Those on social networks use 2.1
networks on average
• 75% of kids age 12 – 15 like it when
their posts or photos are
acknowledged
Source: nVision
28. Reward me… the evidence
• CompeHHve facebooking is the act of
checking in or posHng on facebook to one
up your friends, relaHves, or others that
have it beter than you:
“We checked in at a really nice place, and shortly
a4er he checked in at the old haunt. I think he is
compe99ve facebooking”
• Daniel Gula9, Harvard Business
Review, 2011:
“Facebook is crea9ng a den of
comparison”
Source: Harvard Business Review
29. Reward me… the evidence
• CompeHHve TV
• Top 20 most watched TV episodes consisted
enHrely of 3 shows:
• Great BriHsh Bake Off - peak 15.05m
• Britain’s Got Talent – peak 12.75m
• Strictly Come Dancing – peak 11.93m
Source: The Press AssociaXon
32. Reward me… the evidence
• GamificaHon being used across
mulHple industries
• Linked with social media it drives
recogniHon and achievement
• Research example – Media Predict
• Combines be]ng, with futures markets
and wisdom of the crowds
• 85% success rate of predicHng box
office numbers
Source: Media Predict
38. It’s all about me… the evidence
• The rise of the managed persona
39. It’s all about me… the evidence
Source: nVision, Google Trends
40. It’s all about me… the evidence
• The rise of the managed persona
• Google searches for “selfie”, “unfollow”
and “unfriend” on the increase
• 72% of heavy users of Instagram
have de-tagged photos of themselves
Source: nVision
41. It’s all about me… the evidence
• “It’s important for me to be able to express
my creaHvity”
• For those who feel strongly the main
reasons are:
• To saHsfy my need for new experiences
• To be just that bit different from others in the
way I express myself
• To stand out from the crowd
• But not too much…..
Source: nVision
42. It’s all about me… the evidence
• Marketers already idenHfying a push
back on tribe referencing from
Millennials
• Recent fashion research indicates that
Gen Z want to operate within the
boundaries of “fi]ng in” whilst
creaHng their own unique look
Source: Pragma ConsulXng
43. It’s all about me… the evidence
• Marketers already idenHfying a push
back on tribe referencing from
Millennials
• Recent fashion research indicates that
Gen Z want to operate within the
boundaries of “fi]ng in” whilst
creaHng their own unique look
• Big brands catering to mass
customisaHon
Source: Pragma ConsulXng
44. It’s all about me… the evidence
• Rise of wish lisHng feeding
customisaHon and reflecHon of self to
the outside world
• Pinterest hit 100m acHve monthly
users in 2015
• Announced its intenHon to make pins
shoppable
• Wishlists already feature on most
major retail sites
• Bespoke wishlisHng businesses
Source: Fortune.com/Pinterest
46. It’s all about me… the evidence
• We are already building personal
media lists from web sites, feeds, likes
on FB and VOD viewing
• AdverHsing is the most targeted that it
has ever been – as a result those who
claim “adverHsing does not reflect my
life” are in decline*
• Nearly half of all social networkers
have “liked” brands
Source: nVision research
47. It’s all about me… the evidence
• A third of consumers watch on
demand TV weekly
• More kids are watching TV on a tablet
than on a TV set
• Kids age 5 -12 are now more likely to
watch catch up/VOD than live
scheduling
• “if they target me properly through
Facebook and Twiter then yep, I’ll buy
– I got caught for a pair of trainers last
week” (GG Research fashion forward
men age 25 – 55)
Source: Childwise, nVision, Gilmour Graham
48. It’s all about me… the evidence
• Lifelong learning taking on new
meaning
• Online searches for “learning new
skills” on the rise
• nVision esHmate that 13% of the
populaHon are “leisure learners”
• 23% Boomers
• 35% Gen X
• 42% Gen Y
Source: Google Trends, nVision
49. It’s all about me… the evidence
• Self employment is trending upwards
• Less than 3 million in 1980
• 4.5 million in 2015
• Being driven by the over 50’s
• Levels of entrepreneurs aged 50+
match the under 50’s for the first Hme
• Driven by wanHng to make a posiHve
change and take their desHny in their
own hands
Source: Oxford Economics Forecast, UK Global Entrepreneurship
Monitor 2013, PRIME
50. It’s all about me… the evidence
h[ps://www.somewhere.com/juzmcmuz
51. It’s all about me… the evidence
h[p://www.sololearn.com/
52. It’s all about me… the evidence
h[ps://www.emotuit.com/social.html
60. An Ageless Society… the evidence
• GeneraHons and life stages are colliding
• Over half of first Hme mothers were over 30 in 2014
• Marrying later (age 30 now vs age 23 in 1966)
• Ge]ng a mortgage/leaving home
• PosiHve role models: Michael Caine, Mary Berry, Tom Jones, Alan Sugar, Margaret
Moun|ord
• A third of over 75’s have taken on work post-reHrement, expressed intent of staying fit
and agile
• 75% of adults believe that no one should be forced to reHre
• An increasing number of life changing events post age 50
• Marriage, divorce, re-marriage
• Career changes
• Recurring “once in a lifeHme” holidays
Source: nVision, NaXonal StaXsXcs, Dept. for CommuniXes & Local Gov
64. Experience Society… the evidence
• As wealth increases we seek fulfilling
“experiences”
• The recession drove a renewed emphasis on
“family Hme” and building memories
• 40% of Britons love any excuse to celebrate
• Travel abroad, holidays and short breaks and eaHng
out have all boomed in the last decade
• New landmark events are created
Source: nVision
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69. Applying trends
Staff select their own rewards
+ +
Funding volunteering
+
Seed funding for employees who
are would be entrepreneurs
