1. F O R E C A S T 2 0 2 0
r e p o r t s u m m a r y
T H E E N D O F C O N T R O L

2. • In-Depth Consumer Insights: an informed look at new consumer roles that will
shape the decade of 2020
• Key Power Shifts In The Marketplace: 5 key shifts consumer behavior shifts that
every organization should be aware of for strategic planning in the near future
• Trends-Driven Business Strategies: actionable roadmaps help creative
professionals navigate their way into the future and and participate in the
consumer power shift
• Industry Insights For 2020: a detailed understanding of how marketplace shifts
will impact key sectors including retail, home, health and marketing
• A 30+ Page Full Presentation Deck
The PSFK Forecast 2020 strategizes how brands and organizations can
remain relevant as the power of choice grows in the hands of the
individual consumer. By analyzing thousands of innovations on
PSFK.com and beyond, PSFK Labs has studied how consumers are
increasingly tailoring information and products to their own needs.
Download the Full Report at: psfk.com/forecast-2020
Access all Reports and Debriefs as a PSFK Member: psfk.com/membership
Forecast 2020 Report2
G E T T H E F U L L R E P O R T

3. Forecast 2020 Report | #Forecast20203
Piers Fawkes
Founder, PSFK
Trends and innovation reports have been talking about the rising power of the consumer since the
emergence of digital media; today, it can be surprising to consider how far this shift has developed. In
some areas of daily life, we expected a balancing of power between people and organizations
(business, government and so on)—but in more and more verticals we forecast a significant shift
where the consumer takes control by acting like, or even replacing, the organizations that traditionally
provide products, services and messages.
The democratization of technology is pushing a real power shift, allowing individual users to modify
their surroundings, their lifestyles and even their supply chains with less dependency on brands or
governments.
PSFK's Forecast 2020 is one of a series of monthly surveys on emerging ideas and market trends. It
sits alongside reports on the future of advertising, health, retail and even work. Our research and
strategy team leverage the same grounded theory analysis and pattern recognition techniques that
apply when they work privately on innovation projects for Google, Red Bull, Samsung and Toyota. The
PSFK Labs robust methodology allows us to reflect on the weak signals we can gather and present
future forecasts with certainty and accuracy.
Download the Full Report at: psfk.com/forecast-2020
W E L C O M E T O 2 0 2 0

4. Forecast 2020 Report | #Forecast20204
3
2
1
W H A T ’ S E N A B L I N G C H A N G E ?
SUBORDINATE
SURROUNDINGS
SELF-RELIANT
RESOURCES
IDEALIZED
DELIVERY

5. confidence in
big business
Forecast 2020 Report | #Forecast20205
C o n s u m e r s
D o n ’ t B e l i e v e
Y o u A n y m o r e
C O N S U M E R S T A K E C O N T R O L
T h e y F i l t e r
E v e r y t h i n g
& W i l l A c t
I n d e p e n d e n t l y
confidence in
agricultural
transparency
8%
confidence in
Congress
18%
30%
prefer ads that
personalized
to them
71%
personally verify
brand packaging
claims.
91%

6. Forecast 2020 Report | #Forecast20206
K E Y S H I F T S I N T H E
M A R K E T P L A C E
PRODUCT INFORMATION TRACEABLE TRANSPARENCY
LOCALLY-SOURCED VERTICALLY-INTEGRATED
MEMBERSHIPOWNERSHIP
EMOTIONAL BLOCKERSAD BLOCKERS
ATOMIC PERSONALIZATIONGENETIC MODIFICATION
Forecast 2020 Report | #Forecast20206

7. Forecast 2020 Report | #Forecast20207
C O N S U M E R R O L E R E V E R S A L
E M P O W E R E D
C O N S U M E R
C Y C L E

8. E X P L O R I N G N E W
C O N S U M E R P E R S O N A S
EVERYONE AS A FACTORY
EVERYONE AS A STORE
EVERYONE AS A MEDIA CHANNEL
EVERYONE AS A POLITICIAN
EVERYONE AS A HOSPITAL
Forecast 2020 Report | #Forecast20208

9. Forecast 2020 Report | #Forecast20209
E V E R Y O N E A S A F A C T O R Y
1People make their own
products or direct
brands’ offerings.

10. Forecast 2020 Report | #Forecast202010
E V E R Y O N E A S A S T O R E
People carry key
functions of the store
with them at all times of
their day.
2

11. Forecast 2020 Report | #Forecast202011
E V E R Y O N E A S A
M E D I A C H A N N E L
3People select, remix,
create and distribute
content.

12. Forecast 2020 Report | #Forecast202012
E V E R Y O N E A S
A P O L I T I C I A N
4People mobilize,
organize & subvert to
deliver collective
change.

13. Forecast 2020 Report | #Forecast202013
E V E R Y O N E A S A H O S P I T A L
5From self diagnosis to
self-treatment and self-
referral.

14. • In-Depth Consumer Insights: an informed look at new consumer roles that will
shape the decade of 2020
• Key Power Shifts In The Marketplace: 5 key shifts consumer behavior shifts that
every organization should be aware of for strategic planning in the near future
• Trends-Driven Business Strategies: actionable roadmaps help creative
professionals navigate their way into the future and and participate in the
consumer power shift
• Industry Insights For 2020: a detailed understanding of how marketplace shifts
will impact key sectors including retail, home, health and marketing
• A 30+ Page Full Presentation Deck
The PSFK Forecast 2020 strategizes how brands and organizations can
remain relevant as the power of choice grows in the hands of the
individual consumer. By analyzing thousands of innovations on
PSFK.com and beyond, PSFK Labs has studied how consumers are
increasingly tailoring information and products to their own needs.
Download the Full Report at: psfk.com/forecast-2020
Access all Reports and Debriefs as a PSFK Member: psfk.com/membership
Forecast 2020 Report14
G E T T H E F U L L R E P O R T

15. About PSFK Labs
PSFK Labs
42 Bond Street, 6th Floor
New York, NY 10012
PSFK Labs is an innovation consulting firm. Since 2004, our agency team has
helped global corporations concept better products, services,
communications and experiences. Our researchers, analysts and designers
leverage a unique research process with unparalleled access to experts to
identify and develop new business opportunities for brands.
In addition to our client work, PSFK Labs oversees the innovation portal
PSFK.com and produces a series of reports, workshops and events that inspire
creative professionals in their work.
LABS

16. PSFK MEMBERSHIP
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17. F O R E C A S T 2 0 2 0
r e p o r t s u m m a r y
T H E E N D O F C O N T R O L