Trends move fast but human needs move slowly. We’ll explore how the basic human need for connection and belonging has manifested itself and where we anticipate consumer expectations will go next in light of major trends looming on the horizon. And we will demonstrate how the latest thinking on human motivation can be used to humanise trends and help brands more effectively bridge the gap between a low certainty future and the reality of the world we live in now.

1. HUMANISING TRENDS
Kelly McKnight, Join the Dots

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Start with the human, not the trend
Trends result from the human quest for happiness
Brands can and should help make people happy

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TRENDS
HAPPINESS THEORY…

4. The need for
positive
emotions
The need for
engagement
The need for
achievement
The need for
positive
relationships
The need for
meaning and
purpose
4
HAPPINESS
HAPPINESS
DRIVERS
CHANGING
EXTERNAL
FACTORS
HEDONIC
ADAPTATION TRENDS

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RELATIONSHIPS

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MACRO

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HEDONIC ADAPTATION

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FUN

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FUN

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SHARED FUN

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EVERYDAY FUN

13. 13
PLAY & DISPLAY

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Start with the human, not the trend
Trends result from the human quest for happiness
Brands can and should help make people happy
Kelly McKnight
Consumer Trends Director
Join the Dots
kelly.mcknight@jointhedotsmr.com
@wejointhedots