SlideShare a Scribd company logo
Consumer Trends for
2016 and Beyond!
Mediapark Jaarcongres
Hilversum
18/06/15
David Mattin
Head of Trends & Insights
TrendWatching
A QUICK WARM UP!
2 INNOVATIONS:
GOOD OR BAD IDEA?
HUG App replaces emojis with
physical sensations
CONNECTED
CYCLE
Smart pedal helps locate
stolen bicycles
2 INNOVATIONS:
GOOD OR BAD IDEA?
HUG App replaces emojis with
physical sensations
CONNECTED
CYCLE
Smart pedal helps locate
stolen bicycles
GOOD OR BAD?
LET’S VOTE!
HUG App replaces emojis with
physical sensations
CONNECTED
CYCLE
Smart pedal helps locate
stolen bicycles
YOU AREN’T THE ONLY JUDGE
3,000 SPOTTERS
TRENDWATCHING
INSIGHT NETWORK
David Mattin (Trendwatching.com) @ MPJC2015
#
A consumer trend is a new
manifestation among people – in
behavior, attitude, or expectation
– of a fundamental human need,
want or desire.
TRENDS
CHANGE
CHANGE?
AUTHENTICITY
AFFORDABILITY
MEET NEW PEOPLE
INNOVATIONS
TENSION & EMERGING
EXPECTATIONS
WHO ARE YOU REALLY
COMPETING AGAINST?
SO TODAY…
FIVE TRENDS AND MANY
EXPECTATION-CHANGING
INNOVATIONS.
Take these trends and examples,
learn from them, adapt them, and
launch innovations of your own!
READY TO RUN
LIGHTBULB MOMENT
KEY THOUGHT
SO LISTEN UP! ;)
To supercharge your innovation,
STOP seeing the world through the
lens of technology…
… and start seeing technology
through the lens of basic
human needs & wants!
ARTIFICIAL INTELLIGENCE?
BENEFICIAL
INTELLIGENCE
SCHIPHOL
AIRPORT & NS
Rail company guarantees
passengers will catch their
flight
FACEBOOK Facebook plans to prevent users
posting embarrassing photos
with help of AI
LASER
EGG
Device suggests locations for
better air quality in real time
E d e l m a n ,
A p r i l 2 0 1 5
of consumers say brands should
take a leading role in supporting
individual happiness.
65
PPLKPR App helps people manage their
social circle
LIGHTBULB MOMENT
Can you take an everyday task
off the hands of your customers?
PEER ARMIES
Swiping right is great and
everything…
… but can I get someone to
walk my dog?!?!
AIRBNB P2P platform connects users
with locals for advice and
shared meals
P a r a t u r e ,
A u g u s t 2 0 1 4
65
of consumers have stopped using a
brand’s products or services due to a bad
customer service experience.
of consumers have
stopped using a brand’s
products or services due
to a bad customer
service experience.
SKOL Beer brand rewards locals
helping tourists
TESCO Supermarket offers free online
beauty consultations with top
bloggers
HP ePrint technology used to find
missing persons
AUDI
Automaker enlists drivers to
help snow-stranded vehicles
LIGHTBULB MOMENT
How could your (superfan)
customers supercharge
customer service?
CROWD
SHAPING
PRIZM Smart music device learns
people’s tastes over time and
caters to groups, too
MUSIC
LIGHTWAVE Wristband aggregates audience
data to enhance live events
SMALL DATA
WAZE Los Angeles Country sharing
data with crowdsourced traffic
app
PEER ARMIES
IBM IBM uses cellphone data to
improve bus routes in Africa
LIGHTBULB MOMENT
How could you use SMALL DATA to shape
better experiences for your audiences?
RAMPANT
REAL-TIME
PERISCOPE App allows people to
broadcast live video from their
phones
PHANTOM 3
DRONE
Drone automatically streams
footage to YouTube
OLD SPICE Personal care brand hosts live
real-world gaming adventure
TOPSHOP Digital billboards feature real-
time fashion trends
VICE NEWS Digital media channel teams
with Skype for live interactive
broadcasts
LIGHTBULB MOMENT
How can you serve changing expectations
of real-time media experiences?
HERITAGE
HERESY
CONSUMERS ARE NOT
BEHAVING AS THEY ‘SHOULD’
J W T, S e p t e m b e r 2 0 1 3
of BRIC millennials feel
that ‘people are more alike
around the world than they
are different’
72
“It's not who they are in a superficial sense –
like gender, age, or geography. It's not even
what they tell you. It's what they do.
There are 19-year-old guys who watch 'Dance
Moms', and there are 73-year-old women who
watch 'Breaking Bad’.”
Tod Yellin, VP Product Innovation
March 2015
HARLEY-
DAVIDSON
Motorcycle brand pledges to
plant 50 million trees
worldwide
VERSACE Fashion brand partners with
singer for counterfeit-inspired
collection
SOTHEBY'S Auctioneer partners with eBay
to provide shoppable
livestreams
Healthy vegan food gets a
sweary, aggressive makeoverTHUG KITCHEN
HERITAGE HERESY
LIGHTBULB MOMENT
What should your brand NEVER do? What
would it look like if you DARED to DO it?
Just the tip of the
iceberg
A framework for
understanding
CHANGE
CHANGE?
INNOVATIONS
APPLY! APPLY! APPLY!
David Mattin (Trendwatching.com) @ MPJC2015
THANK YOU!
And happy innovating!
david@trendwatching.com

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