#Dynamics15: A crowdsourced trend report

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A crowdsourced look at the ideas that are driving marketing, business and culture the new year.

Curated and edited by Rob Fields

Contributors:
Keith Anderson, Profitero
Kojo Baffoe, Project Fable
Martin Bihl, The Agency Review
Lauren Cerand, Lauren Cerand PR
Ted Coine', Meddle.it
Matt Collins, Microsoft
Piers Fawkes,, PSFK
Winston Ford, The Couch Sessions/Tasty
Alex Frias, Track Marketing Group
Jonathan Hall, Added Value
Dr. Nat Irvin II, University of Louisville
Anne Lise Kjaer, Kjaer Global
Denitria Lewis, CUSPData Corporation
Christine Mauro, Siegelvision
Grant McCracken, Freelance Anthropologist
Philip L. McKenzie, InfluencerCon
Laura Moser, Momentum Worldwide
Indy Neogy, KILN
Latoya Peterson, Racialicious
Marian St. Laurent, Heavy Symbols
Michael Street, SF1M
Michael Tonge, Carat/The Culture LP
Tadd Wilson, Toshiba Global Commerce Solutions

Published in: Marketing

#Dynamics15: A crowdsourced trend report

  1. 1. Table of Contents An Introduction 3 Keith Anderson, Profitero 4 Kojo Baffoe, Project Fable 5 Martin Bihl, The Agency Review 6 Lauren Cerand, Lauren Cerand PR 7 Ted Coiné, Meddle.it 8 Matt Collins, Microsoft 9 Piers Fawkes, PSFK 10 Rob Fields, Strategist & Curator 11 Winston Ford, The Couch Sessions 12 Alex Frias, Track Marketing Group 13 Jonathan Hall, Added Value 14 Dr. Nat Irvin II, University of Louisville 15 Anne Lise Kjaer, Kjaer Global 16 Denitria Lewis, CUSPData Corporation 17 Christine Mauro, Siegelvision 18 Grant McCracken, Freelance Anthropologist 19 Philip L. McKenzie, InfluencerCon 20 Laura Moser, Momentum Worldwide 21 Indy Neogy, KILN 22 Latoya Peterson, Racialicious 23 Marian St. Laurent, Heavy Symbols 24 Michael Street, SF1M 25 Michael Tonge, Carat/The Culture LP 26 Tadd Wilson, Toshiba Global Commerce 27 About Rob Fields 28
  2. 2. A funny thing happened on the way to 2015. . . After many years in the marketing industry, I’m no stranger to the raft of “year-in-review” reports and pronouncements of trends for the coming year that start popping up around late November and continue on into the early part of January. They’re staples of our industry. But unlike previous years, I had this feeling that maybe, given my interest in marketing, business and contemporary culture, I should publish one of my own. Unfortunately, there were two big obstacles confronting me. First, it was December, so I was getting a late start. Second— and probably more important—I hadn’t really thought about things in a way that would enable me to produce something significantly different that what others were putting out. Then I realized something. I may not have the answers, but my network does. After 20+ years of involvement in the arts, culture, business and marketing communities, I’ve been fortunate to meet a ton of super smart people. That’s the wonderful byproduct of having supported individuals, institutions and communities over the years. So instead of making it about me, why not ping this network and find out what’s on their minds? Not only would I learn some things and gain new perspective, I’d be able to create a platform to highlight people that I respect and learn from all the time. That’s the curator in me: Making connections between people who should, but may not, know each other, and highlighting those who aren’t in any way “the usual suspects.” What you’re looking at is a project I’ve called dy-NAM-ics (dynamics), as these are the ideas and trends that the participants have identified as the driving forces that will shape the year ahead. I’m also pleased that, in addition to mine, the 23 perspectives come from a range of ages, genders, and ethnicities and company types (smaller, indie consultancies to well-established conglomerates). I’m also pleased that we also have a few non- U.S. participants--two based in London, one in South Africa—and that’s not even counting the two Brits and the Canadian based here in NYC who participated. So, if you’ll permit me, I’m going to call this a “global” project. Yes, I’m very proud of what you’re about to see. Honored, actually, that these people took time right before the holidays to share their perspectives. So, enjoy dy-NAM-ics. Discuss and share amongst your teams, colleagues and companies. Most importantly, engage the participants and keep and eye out for them. Most of them are active on Twitter where they share and create a ton of great content. Thanks, and here’s to a productive, smart and dynamic year for all! Best, Rob Fields January 21, 2015
  3. 3. robfields.com | @robfields Inflection Point For Online Grocery Keith AndersonI’ve been following (and participating in) the online grocery landscape since phase 1 in the 90’s, and I’m deeply familiar with all of the economic and logistical challenges of selling CPG—and especially perishables—online. That said, 2015 increasingly looks like the year online grocery might finally break through to the mainstream. Walmart, Peapod, and Kroger are all proving increasingly serious about online grocery services—especially pick- up and drive models. AmazonFresh is steadily expanding, and the Prime Pantry program is another sign that Amazon is committed to grocery and CPG products over the long-term. Instacart is growing at breakneck speeds, reaching an estimated $100M in revenue in 2014 (10x its estimated 2013 revenue), with a $100M+ Series C war chest for further expansion. Other interesting players like Blue Apron, Door to Door Organics, and Relay Foods are also getting traction and soaking up funding. All this investment and innovation has made for some lofty projections. A joint BCG, Google, and IRI study recently projected that ecommerce’s share of CPG sales in the US will rise from 1% in 2014 to 5% in 2018—and could reach 10% soon after. That kind of exponential growth would profoundly change business and food culture. It won’t happen in a single year—and may never happen. Either way, 2015 should bring the future into better focus. Keith Anderson (US) VP, Strategy & Insights Profitero Impact: @keithanderson CPG, Grocery, Supermarkets4
  4. 4. robfields.com | @robfields Storytelling Kojo Baffoe We are still paying lip service to the power of authentic storytelling as opposed to simple marketing, but more and more people are realising that you can't approach marketing from purely a short-term perspective. Through stories, we build relationships with customers and turn them into evangelists. I believe we are returning to the basics of telling brand stories across platforms with honesty and authenticity. The story will become more important than the platform. It's about how it makes you feel, as opposed to the features/specs. Kojo Baffoe (SA) Director Project Fable @kojobaffoe Impact: Advertising, Alcohol, Fashion, RMCG, etc 5
  5. 5. robfields.com | @robfields There Is No Them. Again Martin Bihl I was listening to Marketplace’s Kai Ryssdal talk with Ben Johnson about the Sony hack. As of December 18, the theory is that the hack went through one person’s email and then very easily spread throughout the system. Which reminded me – again – how fundamentally connected we all are. One employee making one innocent mistake causes disruption on a global level. And that’s the trend for 2015. Not the disruption, and not Sony. Rather, the discovery of all the ways we have become interconnected. For on one level, the past seven years can be read as an exercise in demonstrating this to us again and again. The meltdown of Lehman Brothers made it clear how intertwined the world’s economies were. The housing crisis drove down your home’s price because your neighbor defaulted. China’s industrial revolution drives the price of your gas up. Ebola, global warming, credit card breaches at retailers – the list goes on. And all of that, curiously, within the context of – and probably in no small part because of – a degree of tribalism that is astonishing. Gated communities. Political gridlock. The 99%. Generation this, that and the other thing. Will this change in 2015? I don’t know. My hope is that at some point we will stop fighting the interconnectedness and start managing it. My expectation, however, is that we will continue to be surprised by it in new ways all year long. Martin Bihl (US) Editor-in-Chief The Agency Review @MartinBihl or @TheAgencyReview Impact: All 6
  6. 6. robfields.com | @robfields Reactionary Eloquence Lauren Cerand Credit for inspiring this idea, and coining the expression, goes to Stacia L. Brown, a writer whose work and perspective I have long admired. She posted a tweet on September 24th that advanced my thinking about the news cycle and how to approach it, both as a reader and a communications professional: "(Online) writers are being afforded less and less room to become better thinkers. The expectation is that we be eloquently reactionary." While the idea of responding to events with one’s own spin on the narrative is as old as Montaigne, the 16th Century writer often credited with inventing the essay, I’m not sure what he would have made of the frequency that “think-pieces” are churned out in today’s Information Age. Whether it’s an album fourteen years in the making, a podcast series that takes up one case in episodic form, or a media venture that will report a single story for a year, I'd like to believe that one response to the complex world in which we live is to take some time to reflect, and satisfy the craving for knowledge with deeper analysis, maybe even slow news. In his Nobel Prize acceptance speech, the writer Patrick Modiano noted the way that always being logged-on consumes the intimacy and privacy that nurtures in us an essential depth of character. It’s a provocative point, and I may comment. I’ll think about it. Lauren Cerand (US) Lauren Cerand Public Relations @luxlotus Impact: media, publishing, literature, journalism 7 photo: Zack DeZon
  7. 7. robfields.com | @robfields The Crowdsourcing of Everything Ted Coiné In crowdsourcing predictions for top trend of 2015, Rob is demonstrating what that trend will be: the Crowdsourcing of Everything via the power of OPEN (Ordinary People, Extraordinary Network). Rather than leaving innovation to the R&D department as we did in the Industrial Age, leaders of the Social Age are using collaboration technology to find the true experts within their organization. They’re turning to social platforms such as Twitter, Facebook, and LinkedIn groups to identify expertise without. And they’re tapping firms such as Innocentive, which holds contests to their community to source the best invention for a client company. Businesses are doing something similar with marketing. Where once a small, highly polished cadre of marketers and PR pros crafted a company’s public image, today’s savvy brands are encouraging employees to show their own thought leadership on social sites, personal blogs, or – for the non-blogging 99% - a content marketing tool such as meddle.it, which allows anyone to quickly add their insights to existing articles, demonstrating their own thought expertise in the process. In every aspect of our lives, from self-management to self-rule, from crowdsourced startup- and charity-funding to self-organizing social groups through platforms like Meetup, the Social Age is proving to be a time of profound democratization. That will be the true headliner of 2015. Ted Coiné (US) Chief Relationship Officer, Meddle.It & co-author of A World Gone Social: How Companies Must Adapt to Survive. @tedcoine 8
  8. 8. robfields.com | @robfields Return Of The Creative Matt Collins Big Data dominated the marketing press in 2014, and for good reason. It has proven that itself be a driver of marketing innovation, enabling more efficient targeting and the extraction of meaningful insights about consumers. Just as Sabremetrics enabled the Oakland A's to acquire a temporary competitive advantage over its rivals, though, Big Data soon will be ubiquitous and affordable. Companies relying on Big Data will see their knowledge edge erode. In a world in which information flows freely and cheaply, how will companies out-flank their rivals? I contend that market leaders will innovate the creative itself, including the ads we consume, the promotions we enter, and the packaging that draws our eye in-store. They will design mobile ads that work. They'll scale native advertising. They'll deliver new, compelling video formats. If Big Data tells us whom we should target, the Return of the Creative will show us how to do it. Matt Collins (US) Global Director, App & Partner Marketing Microsoft @amherstmatt Impact: Advertising, especially digital, social and mobile 9
  9. 9. robfields.com | @robfields Step Inside The Story Piers Fawkes Immersive 360-degree audio and video experiences are providing early glimpses into the real promise of virtual reality, offering new possibilities for how people will interact with their media and entertainment. Piers Fawkes (US) Editor-in-Chief PSFK @piers_fawkes Impact: Advertising, Tech, Hollywood, Media, Publishing 10
  10. 10. robfields.com | @robfields Brands Explore Culture Through Social Rob Fields Lately, many brand leaders are talking about “aligning with culture.” We’re at an inflection point, and that’s great. But it’s not because everyone’s sold on the importance of culture. Rather, everyone’s sold on the importance of social. Heretofore, the problem with contemporary culture was that it’s been too amorphous for brand managers who were measured on hitting hard volume, lift and sales targets and CEOs concerned with rising stock prices. But social media has at least made culture’s Matrix-y code visible, even if it still remains a mystery to many. The rushing Twitter stream, ballooning Facebook likes and spiking Google search trends provide close-to-real-time indicators of what’s capturing people’s attention and what they’re finding meaningful. Brands know they need to be in social because that’s where consumers are. In 2014, eMarketer projected that worldwide social ad spend would reach over $16B, a nearly 50% increase over 2013. But social is only one aspect of unlocking culture’s potential. To generate lasting growth and loyalty, companies need to reshape their organizations to move with the speed and self-awareness that culture demands. Social isn’t only the promise of real-time information into the corporation, but also the ability to meet growing consumer expectation that companies will respond more quickly, and with more agility, transparency and humanity. Rob Fields (US) Strategist & Curator @robfields Impact: All 11
  11. 11. robfields.com | @robfields The Rise of Experience Companies Winston Ford One of the things I'm really looking at for 2015 is the rise of "experience," companies. Companies such as KitchenSurfing and Bookalokal allow users to hire chefs or mixologists in their home, or book a space at private dinner parties and shows. It's already been proven that millennials are seeking more authentic experiences, so this is a natural extension of a product such as Airbnb. In fact, Airbnb has already started experimenting in this space. Winston Ford (US) Founder & CEO/Director of Digital The Couch Sessions / Tasty @ThisIsStone Impact: Travel, Hospitality, Restaurants and Dining 12
  12. 12. robfields.com | @robfields The Big Shift Towards Virtual Reality Alex Frias In 2014, virtual reality and the multiple iterations of the current VR experience (Oculus Rift, mobile, tablet, augmented reality) were leveraged in immersive brand activations throughout the world. For example, Marriott introduced us to The Teleporter, which allowed consumers to step into a phone booth-like “Teleporter,” put on an Oculus Rift headset and be digitally whisked away to different Marriott locations throughout the world. 2015 will be the tipping point where the barrier of entry to leverage virtual reality (cost, availability of technology, consumer acceptance and willingness to try) will be lowered to where forward thinking brands will be able to integrate VR across-the-line into their consumer engagement strategy. VR will become part of the consumer expectation not just for momentous and high-profile brand programming, but day-to-day experiences. Retail store experiences will be transformed where finding gluten-free items in a grocery story will be accessible via an augmented reality mobile app. Nordstorm and Rebecca Minkoff have already jumped on this wave by starting to retrofit their dressing rooms into “smart” rooms featuring large touch-screen mirrors. The key to this tectonic shift in consumer experience will be how brands use the virtual reality ‘toolkit’ to enhance the consumer experience. We, as consumers, will only accept this shift if the interactive benefits are worth any potential trade-offs. Alex Frias (US) Co-Founder & President Track Marketing Group @iamalexfrias 13
  13. 13. robfields.com | @robfields From Products To Experiences Jonathan Hall Brands and consumers are demanding more of each other. As touchpoints fragment and competition proliferates, the brands creating the most impact make every interaction with consumers add as much value as the product or service itself. This is about creating things that generate greater meaning for consumers – either by being useful, being highly entertaining and immersive, or by facilitating social connections. To do this, brands need to stop thinking about communications, and start thinking about content that has genuine value in people’s lives. Red Bull is the king of the experience ecosystem. The brand has built a rock-solid association with high octane sports, from cycling to Formula One, something it lives through every touchpoint, creating a volume of content so substantial that it owns its own Media House, producing just about every type of digital and traditional content you could imagine. It operates a TV station; prints one of the biggest magazines in the world; produces documentaries, movies and music; and runs a market- leading digital strategy offering of web TV, web radio, online games (leveraging its association with competitiveness), newsfeeds and digital databases. It runs more than 900 domains in 36 languages under the umbrella of RedBull.com, and is one of the top five sports content producers on YouTube globally. Throughout its operation, it entertains its young, marketing-cynical audience by showing daredevil, extreme, epic content that people want to watch. Jonathan Hall (US) President, Consulting Added Value @hallcjonathan Impact: All14
  14. 14. robfields.com | @robfields Rise Of The Walkouts Dr. Nat Irvin II Given the events of 2014, I expect that we will see an increasing number of acts of civil disobedience. Look for a combination of both minor/ major “walkouts” designed to focus national attention on matters of race and equality in America. These “walkouts” will occur mostly around live ( but not always) broadcast events where previously unknown persons of various identities will self- organize —using all manner of social media to inveigh upon the larger populace—and draw attention to policies and procedures that have helped to perpetuate the unequal treatment of blacks and browns in America. The more likely venues (though not limited to) will be sports entertainment including high school events, NCAA tournament games, and even some professional sporting events. Nat Irvin, II, D.M.A. (US) Woodrow M. Strickler Chair, Executive In Residence Professor of Management Practice College of Business University of Louisville @natirvinii 15
  15. 15. robfields.com | @robfields Lightweight Nomads Anne Lise Kjaer Lightweight Nomads are Millennials who see a world without borders. These mobile- and tech-savvy global citizens are vital influencers so you need to make them part of your community, as customers and employees. It’s estimated they will make up half the workforce and most international assignments by 2020. The key to engagement with them lies in the 4Ps—considering People, Planet and Purpose alongside Profit—since over a third of Millennials believe that the goal of “improving society” should be at the core of every business. This group wants to know why they should buy from you or work for you—and that’s a clear motivator for ensuring purpose sits at the core of your organisation’s ethos. —Taken from Kjaer’s The Trend Management Toolkit—A Practical Guide To The Future Anne Lise Kjaer (UK) Founder Kjaer Global @kjaerglobal 16 Photo credit: Morten Holtum
  16. 16. robfields.com | @robfields Cultural IQ Denitria Lewis Marketers are finally becoming aware of how they may be (are) deficient in Cultural IQ. Good Cultural IQ is having a fundamental understanding of the social behavior of a society, specifically where various ethnicities are concerned. Trends of late note how various companies lack of Cultural IQ is becoming more exposed. Cultural missteps online by companies like IHOP, Taco Bell and Dave & Busters, feature slang filled tweets that are not “on fleek.” Rather, they are offensive, and misrepresent key insights at the core of their targeted audience marketing efforts. Advertisers are not the only ones who can benefit from increasing their Cultural IQ. The Sony email leaks, besides being racially insensitive, point to a broader lack of understanding of various target markets and their relation to the companies revenue model. There are even a multitude of mobile apps, in a tech industry beleaguered by it's lack of cultural diversity, which are focused on reverse targeting urban communities in order to 'avoid' them. Personal perspectives and cultural cues shape how one views people, places and ideas, As marketers, checking yourself for unconscious bias should be the rule, not the exception. Unconscious biases and missed cultural nuances are responsible for more underperforming campaigns than poorly allocated media spends or ad inefficiencies. Denitria Lewis (US) Founder CUSPData Corporation @dnyree Impact: Advertising, Entertainment, Technology17
  17. 17. robfields.com | @robfields Clarity Christine Mauro Complexity is rampant. Consumers are overloaded with ambiguous information and overwhelmed with time-consuming and complex transactions. Figuring out their cell phone bill or applying for health insurance is a necessary evil, but it's shouldn't be difficult. If we are truly entering a customer-centric era, then business should take the time to simplify and clarify their communications, transactions and processes. It’s trendy to use the word “Simple” in marketing campaigns. But to truly be simple would mean to challenge the status quo, step out of the box, look at products and communications from a customer perspective and to push back on “lawyer-speak.” I challenge business to walk the simple walk rather than just talk it. I hope this sparks a movement to reduce societal, governmental and corporate complexity. The more clarity is recognized and rewarded, the faster we will break the curse of complexity. Christine Mauro (US) Senior Strategy Director Siegelvision @cmauroc Impact: Healthcare 18
  18. 18. robfields.com | @robfields Death Of Status, A “Slow” Culture Trend Grant McCracken Three things are clear: 1) that status was the magnetic north of personal aspiration and consumer behavior for contemporary culture, 2) that the younger you are the less you care about status, upward mobility, competitive or conspicuous consumption, 3) that luxury goods continue to sell themselves with this antique idea. e.g. those awful Macy's ads for Xmas 2014 in the NYC. Marketer heal thyself, heal thy culture. Grant McCracken (US) Freelance Anthropologist @grant27 Impact: CPG, Luxury Goods 19
  19. 19. robfields.com | @robfields Intimacy Philip L. McKenzie Predictions are always a challenge but in 2015 I can see a move toward increased intimacy. Intimacy is the flip side of authenticity, in the sense that as people crave honest experiences they will seek to have more personal experiences. The mass experience that we share online will be supplemented by offline intimate experiences. Social media/sharing often results in burnout. Our attention spans are stretched and it's harder to discern what is truly important. Intimate relationships that are authentic—i.e., heavily anchored in trust—will become the new norm. Those who can create and reinforce strong intimate community ties will likely have more effective networks with richer and deeper connections. Shifts in work (increased freelance) and in branding (millennials cite cues from peers as among their most trusted brand sources) means intimacy can (and will) operate on many levels. Philip L. McKenzie (US) Global Curator Influencer Conference @FarFlungPhil Impact: CPG (but likely broader) 20
  20. 20. robfields.com | @robfields Social Media & Commerce Laura Moser2014 was a year of game change as more marketers expressed their desire to better integrate their social media efforts with their shopper marketing programs. Unfortunately, many find themselves in organizations that either aren’t structured to deliver against these goals easily, or willing to recognize that it requires more than just “becoming part of a conversation.” Exploring these media beyond their immediate face value is key to successfully leveraging them. For those of us who are still weighing the business impact of these social tools, there’s good news for 2015. Platforms such as Twitter, Instagram and Facebook are all evolving to a point where commerce will be both enabled and seamless. We’re seeing the beginnings of integration with purchase! As an example, see how Target was the first to leverage the social strength of Instagram inspiration into immediate purchase. Also, Twitter is finding a way to capitalize on immediate and/or limited product opportunities with a new “buy now” feature. Of course, social platforms were initially created to facilitate connection, expression, immediacy and trends communications. However, it’s inevitable that marketers are going to want to be part of these conversations at the point where people are ready to buy. That said, I’m excited for those channels that are finding ways to connect their users to products while staying relevant within the context of their platform. Laura Moser (US) SVP, Shopper Marketing Practice Lead North America Momentum Worldwide Impact: CPG, Retail21
  21. 21. robfields.com | @robfields Analytics-Driven Inequality Indy Neogy If there’s one rolling trend I’d say will be the story of 2015, it’s the collision of inequality and analytics, which will bring us ever greater distinctions in levels of service and supply. Think “Platinum Premium Priority Service” lanes and “Silver Loyalty Rewards” but spreading out from airlines and hotels to events, movie theatres, restaurants, delivery services and more. As economic growth remains uncertain and tagging technology reaches every part of our lives, businesses turn to analytics to divide up the customer base by value ever more finely. And truthfully, as the airline experience shows, there are real limits to how much better you can make most things. So to get the required differentiation—to help you look down on the Joneses who only have “Bronze Priority Service”—we can expect that many services will actually get worse at the bottom end. Indy Neogy (UK) Co-Founder KILN @indy_neogy Impact: All 22
  22. 22. robfields.com | @robfields The Remix As Conversation Latoya Peterson Vine fascinates me, not just because of the content, but because of the new way of speaking. In the same loving spirit communicated by the rich sampled soundscapes of early hip hop albums, Viners build six second remix narratives using other people's speech, songs, and images to create a new conversation. From a copyright standpoint, this is going to be a nightmare of Danger Mouse proportions. But from a cultural standpoint, I love that acknowledgment, props, solidarity and playfulness is built into the base line interaction. And it's amazing to watch unfold. Latoya Peterson (US) Editor/Owner racialicious.com @latoyapeterson Impact: Tech; Hollywood; Culture 23
  23. 23. robfields.com | @robfields Weapons of Mass Construction Marian St. Laurent As we’ve seen with the controversy around Sony’s film The Interview, new paradigms of conflict & diplomacy are leading to new ways in which real world conflict are being conveyed in entertainment. As the stakes are raised, this trend is evolving into new ways in which public opinion, narrative trends in television, and advertising are looking and feeling today and tomorrow. Marian St. Laurent (US) Founder Heavy Symbols @HeavySymbols Impact: All 24
  24. 24. robfields.com | @robfields Podcasting Strikes Back Michael Street While everyone is screaming their heads off about video, there is a huge surge and interest in audio. Marketing powerhouse Jay Baer just recently launched MarketingPodcast.com and tons of people are in the process of launching audio only, talk based programming. While talk radio isn't new, brands and marketers now have an active audience to talk to. Podcasting was just about dead around 2009/2010 with everyones interested focused on YouTube. But YouTube has its own barrier to entry and everyone isn’t comfortable creating consistent video content. With the popularity of content on demand platforms becoming mainstream, audio content is now seeing the same amount of love. Also supporting the rise of audio-specific content is connected automobiles. Increasingly, consumers are linking up their phones to their cars and listening to more than music. In 2015 we will see podcasting really make a comeback and the brands will start to take bigger notice. New podcasters are willing to experiment and are creating fresh new programming that’s right for todays mobile audience thirsty for content in all forms. In the past year podcast listening increased 25% in the US, and nearly 1 in 3 Americans have reported listening to a podcast. Thus, as their trend grows we will see more creativity and new stars emerge in this space that will command our attention. Mike Street (US) Founder SF1M @MrMikeStreet Impact: Marketing; Radio; Tech25
  25. 25. robfields.com | @robfields Socialized Coworking Spaces Michael Tonge As work and play become more synonymous in the worlds of artists and entrepreneurs alike, the idea of the social club as well as the co- working space are ripe for disruption. Currently, both entities tend to stand alone. Either providing an experience ideal for work and collaboration, or one that fits the lifestyle and nightlife needs of movers and shakers. Very rarely do they provide ideal solutions for both. As millennials settle in professionally and explore entrepreneurial ventures - this group will garner increased spending power and require alternate living/work solutions. Without having the typical finances of a SoHo house or Norwood club member we've seen a couple of companies appeal to the more moderate earnings of the millennial. In 2013 and 2014 we saw companies like Magnises and Aristocard enter the market and connect with likeminded individuals. The two social clubs centered their membership around an exclusive credit card – disrupting what the typical experience provided by luxury programs like that of American Express. Additionally, Magnises has a townhouse that all members have access to 7 days a week. This is the future of work and play: Somewhere you can connect with a well- curated group of likeminded individuals, both professionally and personally, with a modern living/work space at the your disposal. Michael Tonge (US) Digital Strategist / Strategic Partnerships Lead Carat/The Culture LP @michael_tonge Impact: Tech, The Arts26
  26. 26. robfields.com | @robfields Techno-Spectrum Tadd Wilson2014 Toshiba and IBM research showed that while the most economically-attractive and tech-savvy consumers demand robust brand interaction capabilities, other segments (less-rich, less-young, less-tech-seeking, less mobile, etc.) want a few modest capabilities. This observation is only narrowly correct, and tempts us into myths of... • Progression. Over time, all consumers value what today is valued only by a select few. Fact: Old technologies rarely die (e.g., cash), they simply layer. Generational demographics show progress is not linear: Many in the 55+ age bracket skipped PC-based e-commerce but embrace tablets with high-quality interfaces. • Nationality. Certain countries or cultures shun technology. Fact: Nationality or culture provides little guidance. Canadian e-commerce languishes, yet Canadians adopted online banking and travel early, and over-index in mobile app use. • Prosperity: If richer means tech-seeking, poor means tech-avoiding. Fact: Wealth and pro-technology shopping attitudes align, but in emerging markets groups at the economic fringes are leap-frogging generations of technology, eg, skipping laptops to go mobile-first. • Consistency: Shopper always behave the same. Fact: Consumers seek or avoid technology depending on category, mission, location, etc. The 2015 reality: Brands will encounter consumers across a spectrum of tech- seeking to tech-avoiding – and over time, few generalities hold true across groups of consumers or even individual consumers. Tadd Wilson (US) Partner Toshiba Global Commerce Solutions Impact: @smarterretail Retail, CPG, Mobile 27
  27. 27. About Rob Fields An award-winning ex-agency account guy, Rob bridges the worlds of contemporary culture, marketing and business. He mixes an indie, DIY sensibility with an understanding of global business trends and opportunities. It’s what has helped him craft brand-building solutions across software (IBM); QSR (Burger King); consumer electronics (Panasonic); entertainment (Capitol Records, artist management, indie film); automotive (Honda and GM); as well as non- profits (Caribbean Cultural Center, the Black Rock Coalition, and the Brand Activation Association). He’s a contributor to Forbes.com and PSFK, and a few other places. Want to collaborate? He strategizes, ideates, consults, writes, executes and generally plays well in whatever sandbox he finds himself. Drop him a line at hello@robfields.com.

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