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PHD trends for 2015

PHD network summarises in this presentation its predictions for some of the key trends that will shape consumers, retailers and media over the coming year. CONSUMER BEHAVIOUR IS CHANGING RAPIDLY. AS CONSUMERS’ NEEDS, WANTS AND EXPECTATIONS EVOLVE, BRANDS NEED TO IDENTIFY NEW WAYS TO RESPOND SO AS NOT TO FALL BEHIND THE CURVE. We will start by looking at key 2014 trends suggesting how they will evolve over the next 12 months. We will then explore 10 new trends to look out for in 2015.

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TRENDS FOR
2015
HOW TO
USE THIS
REPORT
THIS IS AN INTERACTIVE
REPORT AND IS BEST
NAVIGATED USING A MOUSE.
It starts with a Table of Contents where you can jump to any topic
of interest and has return buttons throughout. There are also many
more information opportunities where you can click or hover your
mouse to find out more.
TRENDS
FOR 2015
CONTENTS
WELCOME
KEY FACTORS OF CHANGE
2014 KEY TRENDS THAT WILL EVOLVE IN 2015
2015 TRENDS
CONTACT
TRENDS FOR
2015
CONTRIBUTORS
ROBERT RAY
MANAGING
DIRECTOR
PHD GLOBAL
STRATEGY UNIT
VIRGINIA
ALVAREZ
EMEA INSIGHT
DIRECTOR
VERA
SIMPLICIO
EMEA SENIOR
INSIGHT MANAGER
LILIYA GRECHINA
EMEA INSIGHT
EXECUTIVE
CHELSEA
HORNCASTLE
EMEA INSIGHT
MANAGER
TRENDS
FOR 2015
CONSUMER BEHAVIOUR IS CHANGING
RAPIDLY. AS CONSUMERS’ NEEDS,
WANTS AND EXPECTATIONS EVOLVE,
BRANDS NEED TO IDENTIFY NEW
WAYS TO RESPOND SO AS NOT TO
FALL BEHIND THE CURVE.
This presentation summarises our predictions
for some of the key trends that will shape
consumers, retailers and media over the
coming year.
We will start by looking at key 2014 trends
suggesting how they will evolve over the next
12 months. We will then explore 10 new trends
to look out for in 2015.
INTRODUCTION
WE HOPE YOU
ENJOY READING IT.
EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME
2014 KEY TRENDS THAT WILL
EVOLVE IN 2015
TRENDS
FOR 2015
CHANGING
CONSUMER
BEHAVIOURS
As our economies and
environments evolve, consumer
wants and needs shift creating
main factors of change. The
main identified 2015 factors of
change include the conscious
consumer, technological &
digital lifestyle, multi-social
behaviour, desire for
personalised experiences and
acceptant, collaborative attitude.
INFLUENCING
TREND ADOPTION
RATES ACROSS
COUNTRIES
The adoption of trends vary
from country to country. The
reasons are diverse, but two key
attributes are Gross Domestic
Product growth and the
adoption rate of new
technologies.
AFFECTING
MARKETING AND
ADVERTISING
A person spends 11.21 hours a
day on various forms of media,
of which 6.09 hours are online
and 5.12 are offline. Consumers
are also willing and welcoming
products and services that are
filling dead-time – with an
increase in online, gaming and
social behaviours.
KEY FACTORS OF CHANGE
EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME
2014 KEY TRENDS THAT WILL
EVOLVE IN 2015
TRENDS
FOR 2015
EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME
2014 KEY TRENDS THAT WILL
EVOLVE IN 2015
Sources: Future Foundation, eMarketer, The World Bank, United Nations
CHANGING CONSUMER BEHAVIOURS
KEY FACTORS OF CHANGE
Consumers are finding basic needs ever more readily met as wealth and education rise.
As basic needs are meet, consumers satisfaction becomes more experiential and less materialistic.
People are looking for greater personalised goods and services, as well as new and exciting
experiences. Overall the European, Middle East and African market has 1,110 million consumers
with increasing market confidence as GDP growth rates rise. In 2015, the World Bank predicts a
3.7% growth in GDP for Europe and Central Asia, a 3.6% increase for the Middle East and North
Africa and a 5.1% rise for Sub-Saharan Africa.
Ageing and immigration are two key population changes impacting consumers.
People 60 years or over will double from 2013 to 2050 reaching more than 2 billion worldwide.
The population might be ageing, but millions are now expected to live longer, healthier lives.
Moreover, in 2013 1 billion of the world’s population were migrants, of which 214 million were
international migrants. Although many of these people return home, they have an increased
knowledge of the world and choice.
Technologies become more accessible, portable, versatile, multi-functional.
Technology is further accelerating the connected consumer, empowering them through instant
communication and immediate information allowing users to practically accomplish anything on-
the-go. In 2014 Europe, Middle East and Africa had 591.5 million internet users, up 25% from
2013. Many still fear the lack of privacy online, however the perceived benefits of modern
networking generally trump such concerns.
NEXTBACK

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PHD trends for 2015

  • 2. HOW TO USE THIS REPORT THIS IS AN INTERACTIVE REPORT AND IS BEST NAVIGATED USING A MOUSE. It starts with a Table of Contents where you can jump to any topic of interest and has return buttons throughout. There are also many more information opportunities where you can click or hover your mouse to find out more. TRENDS FOR 2015
  • 3. CONTENTS WELCOME KEY FACTORS OF CHANGE 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 2015 TRENDS CONTACT TRENDS FOR 2015
  • 4. CONTRIBUTORS ROBERT RAY MANAGING DIRECTOR PHD GLOBAL STRATEGY UNIT VIRGINIA ALVAREZ EMEA INSIGHT DIRECTOR VERA SIMPLICIO EMEA SENIOR INSIGHT MANAGER LILIYA GRECHINA EMEA INSIGHT EXECUTIVE CHELSEA HORNCASTLE EMEA INSIGHT MANAGER TRENDS FOR 2015 CONSUMER BEHAVIOUR IS CHANGING RAPIDLY. AS CONSUMERS’ NEEDS, WANTS AND EXPECTATIONS EVOLVE, BRANDS NEED TO IDENTIFY NEW WAYS TO RESPOND SO AS NOT TO FALL BEHIND THE CURVE. This presentation summarises our predictions for some of the key trends that will shape consumers, retailers and media over the coming year. We will start by looking at key 2014 trends suggesting how they will evolve over the next 12 months. We will then explore 10 new trends to look out for in 2015. INTRODUCTION WE HOPE YOU ENJOY READING IT. EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015
  • 5. TRENDS FOR 2015 CHANGING CONSUMER BEHAVIOURS As our economies and environments evolve, consumer wants and needs shift creating main factors of change. The main identified 2015 factors of change include the conscious consumer, technological & digital lifestyle, multi-social behaviour, desire for personalised experiences and acceptant, collaborative attitude. INFLUENCING TREND ADOPTION RATES ACROSS COUNTRIES The adoption of trends vary from country to country. The reasons are diverse, but two key attributes are Gross Domestic Product growth and the adoption rate of new technologies. AFFECTING MARKETING AND ADVERTISING A person spends 11.21 hours a day on various forms of media, of which 6.09 hours are online and 5.12 are offline. Consumers are also willing and welcoming products and services that are filling dead-time – with an increase in online, gaming and social behaviours. KEY FACTORS OF CHANGE EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015
  • 6. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 Sources: Future Foundation, eMarketer, The World Bank, United Nations CHANGING CONSUMER BEHAVIOURS KEY FACTORS OF CHANGE Consumers are finding basic needs ever more readily met as wealth and education rise. As basic needs are meet, consumers satisfaction becomes more experiential and less materialistic. People are looking for greater personalised goods and services, as well as new and exciting experiences. Overall the European, Middle East and African market has 1,110 million consumers with increasing market confidence as GDP growth rates rise. In 2015, the World Bank predicts a 3.7% growth in GDP for Europe and Central Asia, a 3.6% increase for the Middle East and North Africa and a 5.1% rise for Sub-Saharan Africa. Ageing and immigration are two key population changes impacting consumers. People 60 years or over will double from 2013 to 2050 reaching more than 2 billion worldwide. The population might be ageing, but millions are now expected to live longer, healthier lives. Moreover, in 2013 1 billion of the world’s population were migrants, of which 214 million were international migrants. Although many of these people return home, they have an increased knowledge of the world and choice. Technologies become more accessible, portable, versatile, multi-functional. Technology is further accelerating the connected consumer, empowering them through instant communication and immediate information allowing users to practically accomplish anything on- the-go. In 2014 Europe, Middle East and Africa had 591.5 million internet users, up 25% from 2013. Many still fear the lack of privacy online, however the perceived benefits of modern networking generally trump such concerns. NEXTBACK
  • 7. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 AFFECTING MARKETING AND ADVERTISING KEY FACTORS OF CHANGE Sources: GlobalWebIndex, Future Foundation, eMarketer, Trendwatching.com Increased Originality. As consumer attention becomes fragmented, brands are having to adopt original advertising to cuts-through. Traditional advertisement is becoming more and more creative to stand- out or help consumers in their every day lives. Desire for greater human like interactions. Big data analysis is crucial for brand success both on the data it can provide about its customers, as well as on how they can interact with consumers gaining mutual benefits. Consumers increasingly expect brands to become more human in how they interact – becoming almost friends – from personalised customer services to open communication to inviting consumer collaboration. Greater presence across platforms in a uniform way. Social media allows brands to become present in consumer lives on their terms. It has changed the environment in ways brands can interact with consumers, with short-form content is being created in the hopes of becoming viral. Brands that do cut- through also attract consumer generated content, which personalises brand’s original content and are also shared online. Nivea launched an initiative enabling parents to keep track of their kids at the beach, with a removable Bluetooth-enabled bracelet magazine ad to be used with a free mobile app. Samsung over a five-day period in France, invited consumers to share the problems they had experienced with their mobile phones on social media using the hashtag #FailNoMore. #alpronista: a campaign to encourage people to cook at home, where Dutch shoppers were sent a free food package, encouraged to cook a 3 course meal and share their efforts online. NEXTBACK
  • 8. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 INFLUENCING TREND ADOPTION RATES ACROSS COUNTRIES KEY FACTORS OF CHANGE Sources: GlobalWebIndex, Future Foundation, eMarketer, The World Bank, we are social 3,6% -0,1% 4,7% 2,4% 1,9% 4,7% 3,7% 3,6% 5,1% Europe & Central Asia Middle East and North Africa Sub-Saharan Africa 2013 2014 2015 PROJECTED GDP GROWTH Percentage change year-on-year 40% 27% 7% 47% 37% 9% 55% 44% 11% Western Europe Central & Eastern Europe Middle East & Africa 2013 2014 2015 SMARTPHONE USER PENETRATION Percentage of population Growth in GDP fluctuates across regions and countries. New technology adoption rate variations across countries. Media consumption and technological adoption are essential to understand the context of trends – for both manifestations, as well as penetration. In 2014, traditional media consumption is highest in mature internet markets, peaking at 56% in the Netherlands. Saudi Arabia and the UAE account for some of the largest mobile internet users, with people spending over 40% of their time online using mobile devices. Social media penetration also varies and is most prevalent in the UAE (80%), the UK (57%) and Turkey (45%). With GDP slowly growing, consumer confidence is also improving. However, the rate in which countries are experiencing this increase varies. As a result, certain trends are more prevalent in different local markets. In countries with strong GDP growth, expect to see a stronger experiential trend presence. While in markets with slower GDP growth, anticipate a delayed experiential focus where 2014 discount and bargaining trends will still be prevalent. NEXTBACK
  • 9. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 LAST YEAR, WE HIGHLIGHTED THE MAIN TRENDS TO WATCH OUT FOR IN 2014. TRENDS ARE BY DEFINITION ORGANIC, CONSTANTLY EVOLVING. HERE ARE THE 2014 TRENDS THAT WILL CONTINUE TO EVOLVE IN 2015: 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 2014 TRENDS HOW THE TRENDS WILL EVOLVE IN 2015 The Polarisation of Luxury The meaning of luxury has changed; genuine luxury must fight to retain the definition of rarity against more accessible forms such as designer high street items or gourmet ready meals. Luxury Experienced Luxury will become more experiential, with consumers spending more on luxurious, unique and personalised experiences than on luxury goods. Exclusive Collaboration Big name brands are collaborating in order to either maximise their impact on the market, or to enter markets where they previously had no presence. Polarised Offerings Moving beyond mere collaboration, big name brands will increasingly acquire and merge with unlikely partners in order to offer lower prices and greater value. Consumers In Control Technology and the social media revolution has forever transformed consumer demands and expectations of advertisers. They expect to be engaged in two-way dialogue and appreciate relationships of fair exchange. Big Data & Increased Privacy Concerns Consumers will become increasingly wary about the amount of personal data that firms seek to collect. Where data is provided, they will expect to receive something tangible in return. Mobile Empowered Consumer Intuitive Technology With consumers feeling the need to be connected anywhere and everywhere, brands will have plenty of opportunities to blend into this intuitive digital ecosystem. The All-Purpose Mobile Mobiles devices will continue to transform the way consumers perform a multitude of everyday tasks - from watching television, to seeking information, to making financial transactions. The New 21st Century Family Demographic and lifestyle changes are leading to a shift in family dynamics. Accepting Today’s Modern Family Family demographics will continue to change; the LGBT culture, for example, is becoming increasingly mainstream.
  • 10. TRENDS FOR 2015 POLARISED OFFERINGLUXURY EXPERIENCED Luxury continues to shift from the material to the experiential. Though this trend has been identified previously, its impact is becoming greater. Consumers want brands to provide exclusive experiences associated with their product or service. These experiences are an opportunity for people to share an exciting moment via social media, indulging their need for recognition. In February 2014, Harrods partnered with British Airways to run an “In The Sky Catwalk” which featured Temperley London, Jimmy Choo and Stella McCartney. The 200 passengers were also offered champagne and food. WHAT IT MEANS FOR BUSINESSES Brands should consider how they can provide unique and exciting experiences, thinking about every moment that consumers come into contact with them. Social media applications should also be at the forefront of the experiences to leverage consumers’ social networks and encourage brand awareness. In the long term, brands should move away from just offering new, exciting encounters to actual meaningful experiences. As consumers became more focused on value, brands tried to establish their worth by collaborating with unlikely partners. As this trend continues to evolve, brands are now acquiring and merging with unexpected businesses. The hope is that the brand becomes more diverse in its offerings, increasing its attractiveness and cementing consumer loyalty. OPI collaborated with Ace Hardware’s Clark+Kensington paint collection to develop a line of house paint colour palettes, each featuring six shades. WHAT IT MEANS FOR BUSINESSES Brands should consider how to use this additional value to appeal to new audiences, markets and/or categories. They should consider who they are trying to reach, what the ultimate goal of the collaboration is, and whether a new partnership is for the short or long term. 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 Formerly “Exclusive Collaboration” EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 Formerly “The Polarisation of Luxury” Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com NEXTBACK
  • 11. TRENDS FOR 2015 THE ALL-PURPOSE MOBILEBIG DATA & PRIVACY CONCERNS Whilst some consumers are willing to give personal information to a brand in return for added value (i.e. rewards or better services), others want increased transparency about how their information is being used, and more control over it. Consumers expect personalised customer experience and tailored products, however, they want to limit the information acquired by companies. People feel that they are losing control over their data and privacy. The increasing need for privacy has contributed to anonymous apps, such as Secret and Snapchat, gaining popularity over the last year. In May 2014, Google launched a service enabling European residents to request that their public data be removed from online search results, instated after the European Union ruled that people should have a “right to be forgotten”. WHAT IT MEANS FOR BUSINESSES Brands should be more transparent about how data is collected, and how they are going to use it. Brands should also consider providing a real incentive to consumers to giving their personal information - i.e. making it clear what they stand to gain from providing it. Mobile devices have become more integrated into consumers’ lives, and are now essential. In the last year, mobiles have been made increasingly secure (e.g. biometric fingerprints) and are equipped with cashless payment applications. However, a disconnect still exists between what mobiles are able to do, and how they are incorporated in everyday consumer interactions. The Birds Eye pop-up restaurant in London offered diners the option of paying for their meal with a photo shared on social media using the hashtag #BirdsEyeInspiration. The concept was to promote the brand’s new premium range. WHAT IT MEANS FOR BUSINESSES Overall, brands should consider how mobile technology can help them attract, retain and interact with their customers. Consumers have embraced brands that have a fully- integrated and seamless mobile experience. However, they expect brands to offer mobile payment options as well. Moreover, mobile devices are also increasingly affecting how business operations can be done. This technology is providing businesses with cheaper, simple and mobile payment options and Point of Sales (POS) systems, etc. 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 Formerly “Mobile Empowered Consumer Intuitive Technology” EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 Formerly “Consumers In Control” Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com NEXTBACK
  • 12. TRENDS FOR 2015 ACCEPTING TODAY’S MODERN FAMILY Even though this trend has been around for years, it is starting to pick up speed. This past year, we have seen more countries pass laws that permit same-sex marriages, as well as brands starting to embrace and advocate for the LGBT community. However, this trend extends beyond the LGBT community – for example, women are increasingly involved in the workforce, and it is becoming more acceptable for dads to choose to be the primary caregivers for their children. WHAT IT MEANS FOR BUSINESSES Consumers want to see brands reflect the modern reality of what family is, thinking about dynamics and composition, etc. Brands can provide customised products or services to include different types of families, advocate for modern families and lifestyles, and portray the modern family in their marketing and advertising. In the future, expect this trend to expand and encompass the acceptance and inclusion of all modern lifestyles, not just the modern family. 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 Formerly “The New 21st Century Family” In February 2014, Facebook offered a new profile option that enables users to define their own gender. The brand recognises that gender extends beyond definitions of 'male' or 'female‘. EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com NEXTBACK
  • 13. TRENDS FOR 2015 KEY TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 WE HAVE SEEN WHICH 2014 TRENDS WILL STILL BE PREVALENT IN 2015. In this section, we will take you through the 10 new trends that will help shape businesses in 2015. The 5 trends are: The Gaming Culture Consumers will increasingly turn to gaming to fill downtime, or make everyday tasks more exciting. 001 The Multi-Social Consumer Digital dexterity will continue to increase with the use of multiple social networks and communication methods becoming commonplace. 002 Content À La Carte Consumers will continue to access media on their terms - at anytime, and anywhere. 004 Personalised Online Shopping Consumers will experience a more seamless transition between online and in-store shopping as the two continue to merge. Online will focus on enhancing customer service. 005Making It Mine Consumers will increasingly take on the role of designer, directly impacting product design and innovation, as well as getting closer to the core materials of consumption. 003 NEXT
  • 14. TRENDS FOR 2015 KEY TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 THE FOLLOWING 5 TRENDS ARE: Female Empowerment Men are being called upon to work with women to challenge traditional gender stereotypes, and establish new gender aspirations. 006 Know-It -Alls While consumers will continue to use the internet to harness information, they will become increasingly aware of the risks of providing personal data online. 007 Upgrading Health Consumers will increasingly look for brands that will help them to live better and healthier lifestyles. 009 The Sharing / Collaborative Economy Social media will continue to encourage the use of sharing services which allow people to find markets through peer-to-peer platforms, bypassing established channels. 010Biometrics Responsive systems, adaptive composition and remote-sensing technologies will continue to create an unconscious media collaboration instead of one-way audience consumption. 008 BACK
  • 15. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 THE GAMING CULTURE MEDIA TREND As smartphones and tablets become more mainstream, consumers’ playing aspirations are predicted to also increase. The gaming industry is set to reach $83 billion by 2016, with online and mobile accounting for 55% of this growth. People turn to games to fill downtime and to make mundane tasks more enjoyable. However, gaming is becoming more of an attitude, 'with consumers expecting more everyday tasks to involve playful interactions. DESCRIPTION Sources: eMarketer, FutureFoundation, GlobalWebIndex, Trendwatching.com Toothsavers is a mobile app designed to help teach children the importance of brushing their teeth for at least two minutes twice a day. Destination Unknown is an online game launched to allow potential travellers to explore destinations that can be reached from Amsterdam's Schiphol Airport. At Pizza Hut, customers can, on an interactive screen projected on their table, design their own pizza and play games while waiting for their order. MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES According to a Gartner report, “70 percent of blue chip companies will have at least one ‘gamified’ application by the end of 2014”. Games provide a platform to educate consumers and retain consumer engagement, with many applications that are yet to be explored. Even non-gaming brands should consider how they might adopt more playful approaches, including launching appropriate gaming apps, to engage with their target audiences. Top countries ranked by average time spent per day playing mobile games among Android gamers: 001 NEXTBACK 51.8 minutes 47.1minutes 40.8 minutes 38.5 minutes ARE STRONGLY INTERESTED IN GAMING: 47% 25% 10%
  • 16. TRENDS FOR 2015 002 Social media has changed both the way and the amount that people interact, providing consumers with platforms that let them share as much as they want, whenever they want to. The average internet user now has five social media accounts. As a result, people are sharing more opinions and moments of their lives. The biggest change is that they are now taking control over what they are sharing and becoming more aware of their social image and influence - people are even altering content or creating their own to reflect this. DESCRIPTION Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com #SwarovskiLook was a four- week global social media campaign which featured video tutorials, competitions and user-generated content, and each week a different blogger took charge, giving consumers an important role in the creative content of the campaign Burberry revealed a digital innovation partnership with WeChat so that Burberry followers can view Burberry’s catwalk show at London fashion week and personalise pieces according to their preferences before ordering them. Snickers responded quickly to the Suarez bite during the World Cup, providing people with a relevant and entertaining message to share across their networks. MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES People want, and are actively engaging with, brand content that is meaningful, entertaining and relevant. However, brands should be aware that consumers consider social media to be a part of their personal space. Consumers will increasingly expect brands to use social media in more 'human' ways - undertaking more interactive campaigns and personalised marketing that invites the user to engage. THE MULTI-SOCIAL CONSUMER CONSUMER TREND EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 NEXTBACK THE MULTI-SOCIAL CONSUMER TYPES OF SOCIAL MEDIA USERS AMONG THE ONLINE GLOBAL POPULATION THE AVERAGE INTERNET USER NOW HAS 5social network accounts. 64% 57% 79% 11% 45% 66%
  • 17. TRENDS FOR 2015 003 In today’s world of mass consumption, consumers want to directly impact product design and invention, by getting closer to the core materials of production. With basic Do-It-Yourself kits, open source technology and 3-D printing, consumers are able to create new products and improve or personalise existing versions of the original product. There is also a desire to start from scratch - consumers can impact design within set boundaries, allowing them to transform the functions of everyday items to suit their personal tastes. DESCRIPTION Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES By giving consumers the opportunity to create or customise a product, brands are reinforcing their engagement and opening up dialogues with consumers so that they may further understand their needs. In the future, consumers will increasingly want to co-create with businesses and offer their opinions. When consumers are allowed to play a bigger role in the brand, they will have a greater sense of belonging and loyalty. MAKING IT MINE CONSUMER TREND Fraemes offer a range of individually produced 3D- printed mobile phone covers where consumers can select their design. Consumers have the ability to choose the design, colour and text of their mobile phone covers. In May 2014, Adidas announced the international rollout of a mobile app that will let consumers customize footwear with their own photographs from Instagram or another photographic platform, and then arrange its placement on a ZX Flux sneaker. Levis offers customers the option to personalise their own jeans, shorts or jackets exclusively at the Levis’ Regent Street shop in London, which also provides a feeling of exclusivity. EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 NEXTBACK Those who are interested in a service that recommend food based on my personal health/ nutritional requirements. SOUTH AFRICA: 80% RUSSIA: 61% GLOBAL AVERAGE: 59% GERMANY: 32%
  • 18. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 004 Consumers increasingly have more choice over where, when and how they consume media. The screen of choice becomes dependent around the environment the person finds themselves in. Media is becoming more accessible through streaming and downloading content (music, event broadcasts, TV series and movies, etc.) – allowing consumers to access it whenever they want, and even on-the- go. As a result, there has been a rise in binge viewing - where consumers watch multiple episodes or films in one sitting. Consumers will seek more control over their viewing schedules, which extends beyond just media. DESCRIPTION Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com, Warc MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES As more consumers choose digital platforms to access content, brands have the opportunity to deploy more targeted strategies and create content that is relevant for these platforms - from branded playlists to actual shows or music. This trend is expected to accelerate in the future, with consumers demanding a more seamless experience between devices in order to facilitate the transition from in-home viewing to on-the-go consumption. BBC has announced that its iPlayer catch-up programmes will be made available for 30 days instead of only seven, which is good news for its 10.7 million daily users. Vubooo is an app which aims to bring sports fans together within a virtual Football stadium experience. The app also allows users to interact with each other in real-time. Beats by Dre launched a personalised music streaming app. The app allows users to select music genres they like, location and mood, creating personalised playlists based on the inputted data. CONTENT À LA CARTE MEDIA TREND NEXTBACK THE INTERNET POPULATION WHO HAVE BINGED VIEWED TV: 82% 77% 71% 78% 72% 63%
  • 19. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 005 As incomes recover in Europe and continue to grow in emerging markets, online shopping is also increasing. People’s shopping journeys are now both offline and online, with mobile playing a bigger role. Now more than ever, consumers expect services that have traditionally been constrained to in-store shopping, e.g. the ability to talk to sales staff, to be available online too. DESCRIPTION Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES Brands should ensure that they offer a retail experience that meets the needs of their consumers. Show-rooming (starting offline and purchasing online for a cheaper price) and web- rooming (researching online and buying in-store) provide opportunities for brands to improve both their in-store and online experiences to ensure that customers complete their shopping journey. Brands will need to help consumers move easily between online and in-store shopping, ensuring that they don’t lose valued services along the way, such as price comparison, customer service and product interactions, etc. Baukjen is an e-commerce store where shoppers are offered a free 25-minute video chat with a personal stylist. Katana is a customisable live- chat platform which enables online retailers to chat to customers without diverting them to a third party or requiring them to download software. PERSONALISED ONLINE SHOPPING RETAIL TREND NEXTBACK Prefer it when a brand recommends products the consumer has previously shown an interest in: 64% Prefer it when a brand personalises communications, such as sending a personal message with reference to past purchases: 60% Branded emails would be more appealing if they focused on special offers based on interests: 56%
  • 20. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 006 Emma Watson's 'Lean In' UN speech, and Malala Yousafzai's award of the Nobel Prize reflect the global society's acknowledgement that there is still a long way to go before we achieve gender equality. Increasingly, men are being called upon to work with women to speak out against the oppression of women, to challenge traditional gender stereotypes, and establish new gender aspirations. DESCRIPTION Sources: FutureFoundation, Trendwatching.com MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES Brands should abandon gender stereotypes. However, if brands do choose to communicate along gender lines, they should take care not to offend. Truly impactful campaigns embrace inclusion by combining shock and realisation (such as Always’ “Like A Girl” campaign). Moreover, brands are fostering women’s entrepreneurial ambition with helpful apps, services and programmes that can help them adopt new skills or start their own businesses. Mazda launched an interactive film experience, letting people drive the automotive brand’s Mazda3 model on the big screen in a race against other movie goers. Shazam launched a mobile app to enhance the viewing experience of a snowboarding competition. Viewers were invited to use the app to see what the athletes were seeing at the same time as the broadcast. Google and Samsung launched The Curved Experiment, an online campaign to showcase the Curved UHD TV experience. People were invited to enjoy a gladiator match, using their second screen to see the difference between the flat and curved screen experience. FEMALE EMPOWERMENT MEDIA TREND NEXTBACK illiterate people across the globe are women. This proportion is unchanged for the past 2 decades. 64% of the 781.2 million In the majority of countries, women’s wages represent between 70-90% of men’s. 2004: 10.4% 2014: 17.3% FEMALE BOARD DIRECTORSOF FORTUNEGLOBAL 200 COMPANIES 2014 KEY TRENDS THAT WILL EVOLVE IN 2015
  • 21. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 007 In today’s society, there is an abundance of knowledge and greater learning opportunity through e-learning platforms (closing the education gap between developed and emerging markets). Use of these e-learning platforms is growing. On the other hand, with increased knowledge, consumers have started to have a greater fear of risk. Consumers are becoming cautious, wanting to know all of the information before making decisions. As a result, consumers will expect brands to provide greater transparency and predictive analytics. DESCRIPTION Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES Brands should consider how they can facilitate knowledge and learning for consumers, from ensuring easy access to information to providing educational opportunities. Furthermore, brands need to be aware of consumers’ fear of risk – they need to design products and services that help ease consumer worries. There is also an opportunity to provide risk-free serendipity and surprises. Delta launched Innovation Class, an in-flight mentoring programme that connects aspiring entrepreneurs with established industry professionals. Peres is a system that checks if food is safe to eat through a portable sensor. The sensor detects temperature, humidity, ammonia levels and the presence of volatile organic compounds associated with decomposition. Foresee is an app that its developers say can help people to minimise risks and plan their activities based on the current weather, time of day and their personal preferences. KNOW-IT-ALLS NEXTBACK The need to find more excitement People who think about safety before fun and adventure 57% 50% 67% 70%
  • 22. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 008 Smartphone penetration has almost reached saturation, and consumers are interested in the next technological development. In 2015, we will see a rise in the use of smart watches and other self-tracking technologies, enhancing self-quantifying abilities. Biometrics will also become a powerful tool for media. This is the next chapter in individualised content creation and delivery, based on the consumer’s bodily reactions (temperature, pulse, etc.) and moods. Each collected data point becomes the key to genuinely one-off media moments. DESCRIPTION Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES This trend is an obvious fit for health and wellness, however it provides all brands the opportunity to enhance personalised content delivery. Moreover, it is another platform for brands to consider for both messaging and interacting with consumers. As people become more comfortable with biometric and wearable devices, they will expect the distinction between technology and their daily lives to blur. Wello is a smartphone case measuring blood pressure, temperature, heart rate and blood oxygen level. It helps users get a picture of their overall health. Mico are headphones designed by Neurowear to detect the user’s mood and play music accordingly. In early 2014, Samsung announced its fitness-focussed smartwatch, the Gear Fit, featuring an embedded heart rate sensor that can measure your pulse every 90 seconds. BIOMETRICS CONSUMER TREND NEXTBACK Monthly use of a personal health tracking app 2010: 4% 2013: 10% 2014: 13% ARE INTERESTEDIN WEARABLE TECHNOLOGYTHAT CONNECTSTO THE INTERNET,BUT DO NOT OWNANY TO DATE: 56% 52% 46% 42% 56% 39%
  • 23. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 009 With increasing health and appearance concerns, consumers are striving to adopt healthier lifestyles. Wellness now refers to optimising health and managing the mind. As a result, consumers are searching for products and services that offer them simple ways to support their overall wellness, as well as take control of it. People are becoming increasingly empowered by the amount of knowledge available to them, using apps and technology to help them track their efforts. DESCRIPTION Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES Brands can help consumers live healthier lifestyles through apps and programmes that reward healthy lifestyles, products and service that facilitate healthier habits, etc. Brands can also choose to adopt a healthy persona. This trend is predicted to accelerate with the adoption of Biometric devices. Haeckels is a premium skincare, haircare and home fragrance line offering products made from locally-sourced natural ingredients made in small batches. Innocent launched a new range of smoothies which they claim has three different health benefits: Energise, Defence, Antioxidant. Vittel release a prototype bottle cap designed to encourage people to drink more water, which features a timer. UPGRADING HEALTH CONSUMER TREND NEXTBACK I regularly buy food and drink products which claim to have specific health effects. 2012 51% 2013 55% 2012 53% 2013 66% 2012 30% 2013 34%
  • 24. TRENDS FOR 2015 EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME 2014 KEY TRENDS THAT WILL EVOLVE IN 2015 010 The peer-to-peer economy allows consumers to obtain access to something for a certain period of time, without owning it or going through traditional channels. This behaviour is reinventing how products and services are consumed and managed. Consumers can rent out their apartments (AirBnB) or find someone to take care of their dog (DogVacay), etc. Although this economy is still a minority behaviour, it is bound to become more mainstream throughout 2015. In fact, we are seeing many new sharing services emerge, changing ownership and payment models. DESCRIPTION Sources: eMarketer, FutureFoundation, GlobalWebIndex, Trendwatching.com MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES People choose to collaborate in a peer-to-peer economy to obtain cheaper prices (by cutting out the middleman), establish trust with the provider (human interaction) and get more value for money. Consumers are also becoming business entrepreneurs. Brands should consider how they can connect consumers, provide greater transparency and offer a more human tone. In the future, the sharing economy will be present across various sectors, changing traditional business models. In June 2014, Airbnb began piloting a programme encouraging hosts to throw dinners for strangers. The test program debuted in San Francisco, testing the market before full launch. Zipcar allows residents to rent out their car, or even their parking space. This is very popular since it responds to the decline of vehicle ownership, especially among younger age categories. Etsy is an e-commerce community for selling and buying handcrafted creations. The website allows people to directly shop from others around the world. THE SHARING/COLLABORATIVE ECONOMY CONSUMER TREND BACK People using a service such as Airbnb to rent a local person’s room or apartment to stay in while on holiday: France Q1 2014/Q2 2014: 8.0%/10% Turkey Q1 014/Q2 2014: 17.5%/18.4% UK Q1 2014/Q2 2014: 6.0%/6.4%