This document discusses emerging consumer trends for 2016 and beyond based on a presentation given at the NEXT Conference in Hamburg. It identifies several innovations and trends, including the sharing economy and internet of shared things, two-way transparency between brands and customers, helping consumers gain skills instantly, and rewarding healthy behaviors. The document provides examples for each trend and encourages attendees to apply these trends to develop new business concepts, products, services, and marketing strategies.

1. Consumer trends for 2016 and
beyond!
NEXT Conference, Hamburg
24/10/15

2. A QUICK WARM UP!

3. 2 INNOVATIONS:
GOOD OR BAD IDEA?

4. AIRFROV Platform connects buyers to
people travelling overseas

5. CATSTACAM Pet food brand unveils
Instagram device for cats

6. 2 INNOVATIONS:
GOOD OR BAD IDEA?

7. AIRFROV Platform connects buyers to
people travelling overseas

8. CATSTACAM Pet food brand unveils
Instagram device for cats

9. GOOD OR BAD?
LET’S VOTE!

10. AIRFROV Platform connects buyers to
people travelling overseas

11. CATSTACAM Pet food brand unveils
Instagram device for cats

12. YOU AREN’T THE ONLY JUDGE

13. 3,000 SPOTTERS
TRENDWATCHING INSIGHT NETWORK

16. #

17. A consumer trend is a new
manifestation among people – in
behavior, attitude, or expectation
– of a fundamental human need,
want or desire.
TRENDS

18. CHANGE

19. CHANGE?

20. INNOVATIONS

21. EMERGING EXPECTATIONS

22. Take these trends and examples,
learn from them, adapt them, and
launch innovations of your own!
READY TO RUN

23. LIGHTBULB MOMENT

24. Vision
New business concepts
New products,
services, experiences
Marketing, advertising,
PR
WHERE

25. How will consumers LIVE?

26. SHARING ECONOMY?

27. INTERNET OF
SHARED THINGS

28. A c q u i t y G r o u p ,
A u g u s t 2 0 1 4
of consumers cite ‘lack of
perceived value’ as the
main barrier to purchase
for in-home IoT devices.
36

29. The Internet of Things meets
the Sharing Economy. That
means smart devices and
digital services that help users
share physical resources.
INTERNET OF
SHARED THINGS

30. AUDI Scheme allows car to be shared
among five friends

31. BREATHER App lists urban spaces
available to rent for meetings
or relaxation

32. BITLOCK Bluetooth-powered system
allows cyclists to unlock their
bike with a cellphone

33. UMBRELLA
HERE
Device signals when users are
willing to share their umbrella

34. INTERNET OF ? THINGS

35. BAIDU Smart chopsticks help diners
avoid contaminated food
INTERNET OF CARING THINGS

36. LIGHTBULB MOMENT
Are your IoT discussions
centered around a real
human need, want or desire?

37. How will consumers SHOP?

38. …a compelling brand is still
about FEELINGS!

40. AMAZON DASH
BUTTON
Connected button brings 'Buy
Now' functionality to the
physical world

41. TWO-WAY
TRANSPARENCY

43. In 2016, enlightened
consumers – fresh from Uber
and Airbnb – will embrace
brands and organizations that
want to rate them.
TWO-WAY
TRANSPARENCY

44. SAVANNA Yes, it’s the Uber for haircuts

45. ART SERIES
HOTEL
Guests reviewed online by hotel
in exchange for discounts

46. STEFAN’S HEAD Potential customers vetted via
social media before allowed to
purchase

47. Vision
New business concepts
New products,
services, experiences
Marketing, advertising,
PR
WHERE

48. PRET Staff given ‘freebie allowance’
to use on customers they like

49. LIGHTBULB MOMENT
How can you turn transparency
on your customers?

50. How will consumers MAKE?

51. INSTANT
SKILLS

53. In a consumer arena in which
status is ever-more about ‘who I
am’ rather than ‘what I have’,
customers will embrace services
that remove all barriers to
producing amazing output.
INSTANT SKILLS

54. HEXO+ Intelligent drone follows and
films people autonomously

55. SEEDSHEET ‘Plug and plant’ service
allows gardeners to order
pre-seeded turf

56. ABSOLUT
BOOZEBOX
Automated beverage machine
mixes perfect cocktails every
time

57. MEITU XIUXIU ‘Beautiful image’ app maker
launches smartphone with auto-
enhancing front camera for selfies

58. FOREO MODA Device applies pre-selected
makeup look in 30 seconds

59. LIGHTBULB MOMENT
Who and what are your customers
trying to be, and how can you help?

60. How will consumers PLAY?

61. QUANTIFIED SELF?

62. E n d e a v o u r
P a r t n e r s ,
J a n u a r y 2 0 1 4
of people who buy a
wearable device for
self-tracking give up on
the device within six
months.
33

63. CURRENCIES
OF
CHANGE

64. Consumers will embrace
brands that reward them for
constructive, healthy, self-
improving behaviours.
CURRENCIES OF
CHANGE

65. TENCENT In-game rewards awarded for
real-world exercise

66. INTERSPORT
ČESKÁ REPUBLIKA
Sportswear brand rewards
runners with discounts

67. POCKET POINTS Students earn discounts for
avoiding cellphone use in class

68. P W C ,
O c t o b e r 2 0 1 4
of Millennials would be strongly
motivated to use a wearable
device if it ‘rewarded those who
frequently use it with loyalty
points’.
37

69. FITBIT Consumers burn calories to give
food to citizens in need

70. ICUKOO Charitable donations made with
each snooze

71. How can YOUR campaigns help consumers
become the people they want to be?
LIGHTBULB MOMENT

72. Just the tip of the
iceberg

73. How will MOVE and WORK?
Come and say HI!

74. A framework for
understanding

75. CHANGE

76. CHANGE?

77. INNOVATIONS

78. APPLY! APPLY! APPLY!

79. Vision
New business concepts
New products,
services, experiences
Marketing, advertising,
PR
WHERE

80. www.trendwatching.com/trends/consumertrendcanvas
WORKSHOP AT 4PM TODAY!

81. THANK YOU!
And happy innovating!
david@trendwatching.com