Read about the disruptions to influence and identity that impact our industry. Meabh Quoirin from Foresight Factory, lecturer on the MSc Digital Marketing & Analytics, discussed the digital marketing trends that will impact 2019 at an open lecture in Dublin Institute of Technology.

1. Trends for The Year Ahead
Meabh Quoirin, Co-Owner & CEO, Foresight Factory
July 2018

2. 2
Where are we now?
2
2018

3. 33

4. 44

5. 55

6. 6Source: Google Trends/Foresight Factory, Worldwide, 2018
0
20
40
60
80
100
2004-01
2004-11
2005-09
2006-07
2007-05
2008-03
2009-01
2009-11
2010-09
2011-07
2012-05
2013-03
2014-01
2014-11
2015-09
2016-07
2017-05
2018-03
Woke Meaning
Trend over time
100 = Peak searches
Woke

7. 7
What next? 2019
7

8. 8
Extremes are getting louder
on the left…
Pop
Politics
#1
8

9. 9
...and the right
9

10. 10
Brands we can believe in
52%
10
% who “like it when
companies/brands
address current social
issues in their
advertising”
Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August

11. 11
Respond
11

12. 12
Step out of your comfort zone
12

13. 1313
Germany
59%
More likely to buy
Source: Foresight Factory | Base: 714-1968 online respondents per country aged 16-64 , 2016 October
% more likely to buy from companies that support causes I believe in
GB
44%
China
69%
USA
63%
Sweden
62%

14. 14
Take a stand
Be agile - respond fast
Step out of your comfort zone...
...but maintain brand values
Be transparent
14

15. 15
Data as
Currency
#2
15

16. 16Source: CNN, August 2016
Cambridge Analytica
Searches for Cambridge Analytica are highest in the US, Kenya (where they were involved in the 2017
election), the UK and Canada.
Searches for GDPR are concentrated in Europe, particularly the UK and Sweden.
0
20
40
60
80
100
2014
2015
2016
2017
2018
Cambridge Analytica GDPR
100 = Peak searches

17. 17
Brands respond to data breach
17

18. 18Source: Foresight Factory /DMA | Base: 1000 18+ respondents per country, 2017
Willingness to share data
0% 20% 40% 60% 80% 100%
I trust the organisation
I get free services and products in exchange
I can get higher value goods for a lower price
I get improved service
It is a brand or business I have bought from
It is a well-known brand
I get special offers tailored to me
My friends/family recommended them
It saves time (i.e. shopping lists/card details)
It is part of a group of companies that I deal with
They have good online reviews for their products and…
If I receive adverts that are of interest/relevance to me
1 - Rank 1 2 - Rank 2 3 - Rank 3
Please rank the following in terms of what makes you happy to share your personal information with a
company from 1 to 10 (1 being very important)?

19. 19
Attention Economy
19

20. 20
Tech protects against tech
20

21. 21
Meaningful tech
21
Ireland
22%
The adverts I see on social networking sites are more
interesting / useful than the ones I see elsewhere online
USA
36%
GB
27%
CHINA
48%
GLOBAL
30%

22. 22
Show the consumer you are on their side
Be clear about data usage
Offer tangible benefits
Also offer protection
Make data meaningful
22

23. 23
Meaningful
Consumption
#3
23

24. 2424
Purpose, health,
sustainability.
These are the things
that will really define
the future of our
category.
Cees t’ Hart 2018
Carslberg CEO 0%
20%
40%
60%
80%
100%
China Ireland Germany Sweden GB USA
2017
% who already/intend to consume less
or completely omit alcohol from diet
Millennials
50%
Source: Foresight Factory │ Base: 370-3213 online respondents per country aged 16-64 [Indonesia 16-54], 2017 August

25. 25
0% 20% 40% 60% 80% 100%
Sugary soft drinks
Sugary foods
Alcohol
Gluten
Caffeine
Red meat
Meat alternatives
Dairy alternatives
White meat
Dairy
Eggs
Fish
2017
% who already/intend to consume less
or completely omit from diet
25Source: Foresight Factory │ Base: 23655 online respondents aged , Global Average, 2017 August
Flexitarians
2025:
45%

26. 26
Sustainability tracking in retail
26

27. 27
Luxury
27

28. 2828
War on Waste
Source: Foresight Factory │ Base: 370-3213 online respondents per country aged 16-64 [Indonesia 16-54], 2017 August
% who agree that people are far too wasteful when it comes to food
0%
20%
40%
60%
80%
100%
Ireland USA GB Germany Sweden China
2017
Global
71%

29. 29
Lease not buy
29

30. 30
Subscription culture: buy only what you need
30

31. 3131Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August
2017 2020
54%Own/
Interested in owning
47%
Own/
Interested in owning

32. 32
Be aware of moderation
Provenance is key
Offer sustainable options
Try subscription models
32

33. 33
Stakeholder
Models
#4
33

34. 34
Create around consumer input
34

35. 3535
Quid pro quo...
Source: Foresight Factory │ Base: 370-3213 online respondents per country aged 16-64 [Indonesia 16-54], 2017 August
% interested in being rated as a customer to be used for future
deals/promotions
0%
20%
40%
60%
80%
100%
USA Sweden China GB Ireland Germany
2017
Global
61%

36. 36
Consumers as brand ambassadors
36

37. 37
Quest to purchase
37

38. 38
Let consumers decide
Give them an active role in shaping your brand
Create higher stakes
Set challenges
38

39. 39
The
Changing
Face of
Influence
#5
39

40. 40
High gloss
40

41. 41

42. 42
Authenticity is key
42
0%
20%
40%
60%
80%
100%
Germany USA Sweden GB China
2016 (adjusted) 2016 (Reported)
% who agree that it is important that people come across as who they
really are
Source: Foresight Factory | Base: 1000-2000 online respondents per country aged 16+ (China 16-64), 2016 October

43. 43
Fine to be Fallible
43

44. 44
Fine to be Fallible
44

45. 4545Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August
Societal personality pressures
Creative Organised Successful Change Easy going Challenges Adventurous Traditional
52% 51%
39%
50%
37% 37%
17%
35%

46. 46Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August
Authenticity
drivers
Organised
Impulsive
Creative
Liberal in my outlook on
society
Traditional
Adventurous/unafraid to
take risks
Open to change
Easy going
Ambitious
Open to new challenges
Have closer family
relationships
Have closer friendships
Independent
Able to follow my
instincts
Knowledgeable
Successful
Thrifty with money
Sociable
Patient
Empowerment
Excitement
Closeness
Trait
Driver

47. 47
Gloss and artificiality still has a place
But authenticity hits home
Flaws are fine
Reflect consumers back to consumers
47

48. 48
Invite consumers in
Make it meaningful
Be nimble and quick
2019

49. Thank you
Meabh Quoirin
Foresight Factory
meabhq@foresightfactory.co
+44 (0) 203 096 6389
@meabhq @futurethoughts