Beverages have always played a fundamental role in society, from the quintessential “social” tissue, to providing energy and nutrition, to offering plain and simple fun. There is a beverage for every occasion, need, ritual, and generation, and we continue to reimagine what we make, as well as why and how we make them.
Will future beverages be able t o elicit on-demand emotions? Will packaging be zero waste? Will beverages be liquid a t all? These are the questions that Makers in molecular mixology, biolabs, and food-tech startups are asking themselves today. Their answers will no doubt drive our future.
To better understand what’s ahead, sparks & hone y recently partnered with PepsiCo’s Creator team—a catalyst group on a mission to explore the edges of culture & co-create innovative experiences across the cultural landscape—and Toronto-based i&j to create a pop-up lab a t World Maker Faire in New York City. The lab was designed to learn from Makers through moderated discussions, surveys, and hands-on experimentation. This report offers five trends based on our experience with NYC Makers. There is no question that when it comes to the future, we turned to the right community to collaborate and imagine a new world of beverages.
Comprised of 21 countries, Latin America is a land of enormously diverse peoples, climates and geographies. Yet across the region we find two commonalities — what people eat and their high trust in the food and beverage industry.
Explore the Food and Beverage trends in Latin America.
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsEdelman
Look ahead to what’s next for food and drink around the world, and what it means for consumers and brands.
Prepared by Edelman's Global Food and Beverage sector.
This report outlines 10 of the most compelling macro trends identified today—trends whose impact will be felt in 2015 and beyond as they continue to unfold, the ones shaping societal mood, behaviors and attitudes. This report explores where these trends stand now and where they’re headed, with insights gleaned from a J. Walter Thompson MEA survey of consumers across six key regional markets and a spectrum of industry experts and innovators.
For 2018, we’ve selected cultural shifts in our 2018 Trends Brief that will emerge or continue to shape our behaviors, capture our aspirations and impact industries across culture.
These trends represent some of the most important influences in the coming year ahead. Our research took us on a roller-coaster journey where polarization, accelerating technological advancement, and evolving social norms constantly intersect to play an outsized role in the year ahead.
In a world where our perceptions of reality are challenged with the blurring of truth and fake, trends such as Truth Labs have far-reaching impact across culture. The walls that withhold biases and discrimination are more visible than ever, intensifying polarization, filter bubbles and creating tensions as we adjust to evolving social norms, such as with the trends of Detoxing Masculinity and the 67% Movement.
A polarized world is also fueling a desire to better understand ourselves, as we seek to quantify the very essence of humanity. This is seen in trends such as Stunt Math, Mind Rights and Armour Therapy.
Read the full report for the 69 trends you need to know in 2018.
86 pp.
METHODOLOGY
For this report, we applied a trend scoring methodology combining machine intelligence from our active learning system, Q™ with human intelligence. Q™ helps us identify signals, structure data, score trends, and add bias into the system at great speed and much more accurately than humans alone.
Our data science team scored and identified the emerging trends of 2018, using methods that measured the trend energy, recent rates of change and forecast the future of these trends.
Out of a working list of 108 trends, 69 trends made the final cut. These represent a balance of cultural change across our five categories of analysis — Aesthetics, Humanity, Ideology, Media and Technology — as well as a range of potential impact in our lives and collective imaginations.
Presentation given at the Food & Beverage Conference in Athens, November 2008. Based on insights research done in Greece, we present 10 topics to (make you) think about, with a focus on customer centric marketing and innovation.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
Comprised of 21 countries, Latin America is a land of enormously diverse peoples, climates and geographies. Yet across the region we find two commonalities — what people eat and their high trust in the food and beverage industry.
Explore the Food and Beverage trends in Latin America.
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsEdelman
Look ahead to what’s next for food and drink around the world, and what it means for consumers and brands.
Prepared by Edelman's Global Food and Beverage sector.
This report outlines 10 of the most compelling macro trends identified today—trends whose impact will be felt in 2015 and beyond as they continue to unfold, the ones shaping societal mood, behaviors and attitudes. This report explores where these trends stand now and where they’re headed, with insights gleaned from a J. Walter Thompson MEA survey of consumers across six key regional markets and a spectrum of industry experts and innovators.
For 2018, we’ve selected cultural shifts in our 2018 Trends Brief that will emerge or continue to shape our behaviors, capture our aspirations and impact industries across culture.
These trends represent some of the most important influences in the coming year ahead. Our research took us on a roller-coaster journey where polarization, accelerating technological advancement, and evolving social norms constantly intersect to play an outsized role in the year ahead.
In a world where our perceptions of reality are challenged with the blurring of truth and fake, trends such as Truth Labs have far-reaching impact across culture. The walls that withhold biases and discrimination are more visible than ever, intensifying polarization, filter bubbles and creating tensions as we adjust to evolving social norms, such as with the trends of Detoxing Masculinity and the 67% Movement.
A polarized world is also fueling a desire to better understand ourselves, as we seek to quantify the very essence of humanity. This is seen in trends such as Stunt Math, Mind Rights and Armour Therapy.
Read the full report for the 69 trends you need to know in 2018.
86 pp.
METHODOLOGY
For this report, we applied a trend scoring methodology combining machine intelligence from our active learning system, Q™ with human intelligence. Q™ helps us identify signals, structure data, score trends, and add bias into the system at great speed and much more accurately than humans alone.
Our data science team scored and identified the emerging trends of 2018, using methods that measured the trend energy, recent rates of change and forecast the future of these trends.
Out of a working list of 108 trends, 69 trends made the final cut. These represent a balance of cultural change across our five categories of analysis — Aesthetics, Humanity, Ideology, Media and Technology — as well as a range of potential impact in our lives and collective imaginations.
Presentation given at the Food & Beverage Conference in Athens, November 2008. Based on insights research done in Greece, we present 10 topics to (make you) think about, with a focus on customer centric marketing and innovation.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
On January 30th, 2014, Rainforest Alliance hosted a group of innovative specialists in consumer behavior to brainstorm a new global narrative that taps into the consumer shift towards a broader and more meaningful set of values around mindful living and sustainability.
Compelling information on consumer trends were presented by experts including Tom LaForge of Coca-Cola, Chris Coulter of GlobeScan, Chip Walker of BAV Consulting, Amy du Pon of Havas, Carol Fitzgerald of BuzzBack Market Research, KoAnn Skrzyniarz of Sustainable Brands, Jonah Sachs of Free Range Studios, and Thatcher Young of ignition. Raphael Bemporad of BBMG then led a creative ideation session that inspired the findings in this report.
With lots of research and the same forecasts the big retailers use, our team designs promotional products that reflect what you'll be seeing in stores, on the street and when you're shopping online. Here's a peek behind the curtain so you can see the 5 key trends that inspired our new products.
How might we create brands of enduring value that are relevant to a new generation and resilient for a new world? Like never before, brands are navigating an era of constant change. In virtually every industry and category, incumbents are being challenged by upstarts as the marketplace moves faster than ever before. This report details a fundamental shift in the marketplace towards authenticity, wellbeing, sustainability and social purpose. It reveals how the deepest hopes, needs and aspirations of a rising generation of consumers will define our future. By understanding the Aspirationals - who they are, what they care about and why they matter - brand leaders will be inspired to think more creatively, design more holistically and act more purposefully for a world where we can thrive in change together.
Reclaimism: Aspirational Consumers and Emerging TrendsSustainable Brands
The rise of localism, the DIY movement and collaborative consumption business models are corollaries to the trend BBMG calls reclaimism, part of an emerging ecosystem of products, services and experiences that make it easier to live well and do good. Big brands are taking notice, too, recognizing the trend as a key signifier of Aspirational consumers, a fast-growing segment that refuses to compromise and wants to unite style and status with social purpose. This snapshot brings the trend to life by articulating its key themes, providing related brand examples, consumer stories and clear takeaways for today’s forward-thinking brands.
I worked on a consulting project in my Marketing Management class. We were split into two in-house agencies and then split into sub-groups. I was the Captain of my agency and Leader of my sub-group, Business Building team. Leading 14 students, my agency identified Eight O’clock Coffee’s target demographic and current positioning. We developed a marketing campaign with various marketing strategies and presented to David Allen, Vice President of Marketing and Sales
Advertising Project I did during my Sophomore Year at Ithaca College. The client was Eight O’Clock coffee and the target market was professional women.
As the Customer Obsessed Digital Agency®, Tenthwave wanted to take our customer-centric approach with our 2016 Trend Report. The information in this report should be used to help you identify opportunities in the marketplace that your marketing teams can use to develop things that matter to your customers. This report identifies and explores the 16 nascent marketing trends that will impact the marketing landscape in the upcoming year.
Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trendssparks & honey
Any person, business or brand looking to understand – and lead – cultural shifts can turn to the fashion industry as a bellwether. Fashion not only shapes culture, it acts as a mirror to society, reflecting important cultural shifts that may otherwise be imperceptible.
The fashion industry caters to early adopters and seeks inspiration from the edges, where trends and cultural shifts start. It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (i.e. MegaTrends).
For these reasons, the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order.
In this report, we’ll take a look at MegaTrends impacting life and society, illustrate how they are manifesting within the fashion industry and translate what it means for all brands.
After you’ve read this, the length of a hemline will take on entirely new meaning and you will never view paisley the same.
GUILT-FREE CONSUMPTION is the new luxury for consumers, and the Holy Grail for businesses. Discover the growing hunger for a new kind of consumption: one free from worry (or at least with less worry) about its negative impact, yet that still allows continued indulgence. Check out the guilt absolving examples from Nike, Miya's Sushi, McDonald's, Unilever, Fairphone, Burger King, Chipotle, Peddler's Creamery and many more...
The key consumer trends and insights influencing the Shopping sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.
We have collected consumer trends and inspirational observations in our journey to the most Southern point of the African continent. Discover in our trend report which news and innovations African stores and markets have to offer. Sawubona!.
China’s brands haven’t yet made a notable impact on the global consumer market, but will that change in the near future? Before the country can develop a cohort of strong brands, its marketers will have to remake what “Made in China” means to consumers. A leading crop of Chinese brands are already chipping away at some of the key factors standing in the way of global success as China actively seeks to export more than just the rest of the world’s manufactured goods.
This report details the external and internal factors hindering the efforts of Chinese brands to take root in developed markets. It also details some of the strategies that prominent brands, from Lenovo and Li-Ning to Haier and Huawei, are deploying to knock down these roadblocks.
FESTIVAL INTERRUPTUS: The future of music festivals and what it means for hum...sparks & honey
Today we are seeing a rapid growth in music festivals, both in size and number.
In 2014 alone there were 874 festivals in North America, with festival capacity growing from 475,000 attendees in 2010, to 1.8 million in 2014. What’s apparent is that Millennials seek a more complete music experience, and Gen Z, we anticipate, even more so.
To develop a point of view on the festival of the future, sparks & honey partnered with PepsiCo’s Creator team to identify the defining characteristics and present our vision of the music festival of the future.
To help the curious class stay relevant, we’ve assembled an A-Z glossary of what we predict to be the 100 must-know terms and concepts for 2017.
We hope this cultural crib sheet will help prepare you for the year ahead.
Enjoy!
On January 30th, 2014, Rainforest Alliance hosted a group of innovative specialists in consumer behavior to brainstorm a new global narrative that taps into the consumer shift towards a broader and more meaningful set of values around mindful living and sustainability.
Compelling information on consumer trends were presented by experts including Tom LaForge of Coca-Cola, Chris Coulter of GlobeScan, Chip Walker of BAV Consulting, Amy du Pon of Havas, Carol Fitzgerald of BuzzBack Market Research, KoAnn Skrzyniarz of Sustainable Brands, Jonah Sachs of Free Range Studios, and Thatcher Young of ignition. Raphael Bemporad of BBMG then led a creative ideation session that inspired the findings in this report.
With lots of research and the same forecasts the big retailers use, our team designs promotional products that reflect what you'll be seeing in stores, on the street and when you're shopping online. Here's a peek behind the curtain so you can see the 5 key trends that inspired our new products.
How might we create brands of enduring value that are relevant to a new generation and resilient for a new world? Like never before, brands are navigating an era of constant change. In virtually every industry and category, incumbents are being challenged by upstarts as the marketplace moves faster than ever before. This report details a fundamental shift in the marketplace towards authenticity, wellbeing, sustainability and social purpose. It reveals how the deepest hopes, needs and aspirations of a rising generation of consumers will define our future. By understanding the Aspirationals - who they are, what they care about and why they matter - brand leaders will be inspired to think more creatively, design more holistically and act more purposefully for a world where we can thrive in change together.
Reclaimism: Aspirational Consumers and Emerging TrendsSustainable Brands
The rise of localism, the DIY movement and collaborative consumption business models are corollaries to the trend BBMG calls reclaimism, part of an emerging ecosystem of products, services and experiences that make it easier to live well and do good. Big brands are taking notice, too, recognizing the trend as a key signifier of Aspirational consumers, a fast-growing segment that refuses to compromise and wants to unite style and status with social purpose. This snapshot brings the trend to life by articulating its key themes, providing related brand examples, consumer stories and clear takeaways for today’s forward-thinking brands.
I worked on a consulting project in my Marketing Management class. We were split into two in-house agencies and then split into sub-groups. I was the Captain of my agency and Leader of my sub-group, Business Building team. Leading 14 students, my agency identified Eight O’clock Coffee’s target demographic and current positioning. We developed a marketing campaign with various marketing strategies and presented to David Allen, Vice President of Marketing and Sales
Advertising Project I did during my Sophomore Year at Ithaca College. The client was Eight O’Clock coffee and the target market was professional women.
As the Customer Obsessed Digital Agency®, Tenthwave wanted to take our customer-centric approach with our 2016 Trend Report. The information in this report should be used to help you identify opportunities in the marketplace that your marketing teams can use to develop things that matter to your customers. This report identifies and explores the 16 nascent marketing trends that will impact the marketing landscape in the upcoming year.
Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trendssparks & honey
Any person, business or brand looking to understand – and lead – cultural shifts can turn to the fashion industry as a bellwether. Fashion not only shapes culture, it acts as a mirror to society, reflecting important cultural shifts that may otherwise be imperceptible.
The fashion industry caters to early adopters and seeks inspiration from the edges, where trends and cultural shifts start. It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (i.e. MegaTrends).
For these reasons, the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order.
In this report, we’ll take a look at MegaTrends impacting life and society, illustrate how they are manifesting within the fashion industry and translate what it means for all brands.
After you’ve read this, the length of a hemline will take on entirely new meaning and you will never view paisley the same.
GUILT-FREE CONSUMPTION is the new luxury for consumers, and the Holy Grail for businesses. Discover the growing hunger for a new kind of consumption: one free from worry (or at least with less worry) about its negative impact, yet that still allows continued indulgence. Check out the guilt absolving examples from Nike, Miya's Sushi, McDonald's, Unilever, Fairphone, Burger King, Chipotle, Peddler's Creamery and many more...
The key consumer trends and insights influencing the Shopping sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.
We have collected consumer trends and inspirational observations in our journey to the most Southern point of the African continent. Discover in our trend report which news and innovations African stores and markets have to offer. Sawubona!.
China’s brands haven’t yet made a notable impact on the global consumer market, but will that change in the near future? Before the country can develop a cohort of strong brands, its marketers will have to remake what “Made in China” means to consumers. A leading crop of Chinese brands are already chipping away at some of the key factors standing in the way of global success as China actively seeks to export more than just the rest of the world’s manufactured goods.
This report details the external and internal factors hindering the efforts of Chinese brands to take root in developed markets. It also details some of the strategies that prominent brands, from Lenovo and Li-Ning to Haier and Huawei, are deploying to knock down these roadblocks.
FESTIVAL INTERRUPTUS: The future of music festivals and what it means for hum...sparks & honey
Today we are seeing a rapid growth in music festivals, both in size and number.
In 2014 alone there were 874 festivals in North America, with festival capacity growing from 475,000 attendees in 2010, to 1.8 million in 2014. What’s apparent is that Millennials seek a more complete music experience, and Gen Z, we anticipate, even more so.
To develop a point of view on the festival of the future, sparks & honey partnered with PepsiCo’s Creator team to identify the defining characteristics and present our vision of the music festival of the future.
To help the curious class stay relevant, we’ve assembled an A-Z glossary of what we predict to be the 100 must-know terms and concepts for 2017.
We hope this cultural crib sheet will help prepare you for the year ahead.
Enjoy!
Celebrity 2.0: New New Hollywood is Breaking All The Rulessparks & honey
The rise of the creative class is reshaping media and redefining fame and celebrity. The balance of power has shifted from producers, studios, broadcast networks, etc., to the new creative talent. We call this creative class “New New Hollywood” (NNH).
But what’s really profound is the power that these NNH creators wield. NNH personalities have enormous fan bases with extraordinary loyalty and unprecedented engagement - fanatical, in fact.
For example, Nicki Minaj (a traditional celebrity) has <9.5><5mil Twitter fans, while PewDiePie (a NNH celebrity) commands an audience of nearly 40 million on YouTube. NNH has so much influence it could single-handedly reshape culture and society, let alone brand preferences. NNH could even swing the 2016 presidential election!
Brands need to leverage NNH, but to do so, they need to understand the context and unique ways in which NNH operates. The rules of engagement are very different.
This report sets out to shed light on one of the most important cultural forces at work today: NEW NEW HOLLYWOOD.
Download the full Gen Z 2025 report here: http://bit.ly/1Vcecow
The future will be defined by a generation that promises to learn from the lessons of the past to create a world unlike anything we’ve ever seen.
Growing up in the shadow of global meltdowns and watching their Millennial siblings flail, Generation Z have resolved to do things differently. In an instant everything world, these kids are present in today, but curate their experiences for tomorrow. But, what will Gen Z be in 2025?
In Gen Z 2025, we unpack the present to unveil a future defined by the next greatest generation’s evolving worlds of work, education and digital, and the dissolving boundaries between social and cultural norms. Exposed to the breakneck speed of culture, Gen Z will transform our very understanding of generations to come.
To be culturally relevant today means knowing how to speak the new language of gender. Constantly in-flux, the way we talk about gender is fluid, just like we are. In The New Language of Gender, we help you understand and speak naturally from this quickly changing lexicon.
Gen X were the slackers, the latchkey kids, the middle children of generations...but a funny thing happened on the way to Gen X at 50. They became the new middle, holding political and purchase power for themselves and their Millennial and Boomer relatives. Ignore them at your peril.
www.reports.sparksandhoney.com
The Future of Humanity
Through our interaction with machines, we develop emotional, human expectations of them. Alexa, for example, comes alive when we speak with it. AI is and will be a representation of its cultural context, the values and ethics we apply to one another as humans.
This machinery is eerily familiar as it mirrors us, and eventually becomes even smarter than us mere mortals. We’re programming its advantages based on how we see ourselves and the world around us, and we’re doing this at an incredible pace. This shift is pervading culture from our perceptions of beauty and aesthetics to how we interact with one another – and our AI.
Infused with technology, we’re asking: what does it means to be human?
Our report examines:
• The evolution of our empathy from humans to animals and robots
• How we treat AI in its infancy like we do a child, allowing it space to grow
• The spectrum of our emotional comfort in a world embracing AI
• The cultural contexts fueling AI biases, such as gender stereotypes, that drive the direction of AI
• How we place an innate trust in machines, more than we do one another
Methodology
For this report, sparks & honey conducted US-focused research on the future of AI. Together with Heartbeat AI Technologies, we examined the emotional sentiment (feeling and emotions) around artificial intelligence in a Heartbeat AI Pulse Survey of 150 people in the US. Tapping into our Influencer Advisory Board and proprietary cultural intelligence system, we combed through thousands of signals to build a vision of the future of AI. We also interviewed leading experts in the field of artificial intelligence.
HON3Y is a mobile-based research platform at the intersection of emotional, contextual, and behavioral data. Participants experience the platform as any life-logging app, tagging and/or inputing behaviors as part of the research study. Researchers access an intimate view into the relationship between emotion states such as stress and happiness and consumer behaviors such as visiting a store or buying a specific product.
HON3Y is powered by emozia’s new “always on” method to map human emotion, context and behavioral patterns over time.
Walls: A Manifesto for an Open Agency
We created a new kind of agency that leverages the power of culture to open minds and create possibilities in the now, next and future.
Our doors are open to creators and makers, thinkers and influencers, experts, leaders in industry, the eclectic, diverse, and culturally curious. We reach out to the vast community of fascinating minds exploring our constantly changing world as we consider the cultural context shaping what people think, feel and do. Together we build and iterate, imagining, innovating, designing and executing as one.
The autonomous vehicle, driverless or self-driving car will be one of the greatest technological developments of the next decade (if not all time).
It will profoundly change life on earth.
For the past century our car-centric culture has shaped infrastructure and ideals, landscape and lifestyle, ethics and enterprise. We rely on the mobility that cars provide us more than ever, but the car’s purpose and meaning changes as the driver fades out.
When the car drives itself, what we do in our cars and with our cars is exponentially different. When the car is intelligent, intuitive and adaptive, our relationship to the car alters. When the car builds itself, environments and economies are reshaped.
This report looks at the players, technologies and trends in the autonomous vehicle space and paints a picture of probable futures for citizens, businesses and marketers.
Buckle up. Bumpy roads ahead.
Download the full report now: http://bit.ly/1QD3aDm
Imagine a future where you don’t have to think about money. Got it? Well you’re probably thinking about it the wrong way. Because today, right now, money isn’t real.
That bill you can hold in your hand is simply a representation of a transaction about to take place, completely dependent upon our belief that it has a value. We believe wholeheartedly that a piece of paper can be exchanged for a cup of coffee or a microwave oven. But, when we strip away our dependence on this concept of “money”, and the physicality of its exchange, what remains in the pure transaction. A transaction of value.
This report unpacks how our very concept of money is evolving, and describes how the system designed to manage its movement is ripe for disruption. This shift will create immediate opportunities for brands to connect with consumers as not only participants, but partners in modern culture.
Our report examines:
• The concept of value beyond traditional financial notions
• How value hinges upon trust, and the way trust is driving disruption
• Tech startups and small group communities working together to challenge the way we’re paying for our lives
• Peer to peer exchanges, dying middlemen and algorithmic security
• New asset classes and a working vision of the Internet of Things
49 pp., 23 illustrations
Our report points to the near future, where every person, place, and thing has a measurable value that can be exchanged intangibly, rapidly, securely, and most importantly, directly. It’s a system where abstract notions like social currency have a value that can be transacted in the same way that we now buy a cup of coffee. It’s a system that can empower a planet where every single device, every head of lettuce, every drop of fuel, every road and cable that make up our infrastructure have a value not only in and of itself, but also in the context of its use.
Meet your new value system, or the future of money. UnMoney.
Methodology
For this report, sparks & honey conducted research and interviewed experts at DevCon1 in London (2015) and the Scaling Bitcoin Workshop in Hong Kong (2015). Using new social listening tools, we gauged public sentiment around the disruption of established currencies and financial systems. And tapping into our global scout network and proprietary cultural intelligence system, we combed through thousands of signals to build a vision of the future of value in an unmonied world.
eSports: The Biggest Sport You've Probably Never Heard Ofsparks & honey
With millions of people already playing video games and the popularity of video game competition rising, gamers developed an interest in watching others play for fun, while learning tips to improve their play and witnessing pro-gamers
showcasing their skills.
eSports organizations recognized this trend and created platforms for people to participate and watch. The dramatic rise of game streaming services like Twitch, ESL, and MLG created communities between players and fans.
Then came the big prize money. The professional game casters. Video games broadcast on major networks. Huge, sold-out crowds. Brand sponsorships. And from the beginning, unrelentingly passionate fans.
A perfect sport that fulfills the cultural need to be the hero, to be part of a community as both participant and spectator and experience the thrill of victory.
Last year, we presented the top, must-know, culturally relevant trends for 2015 and our predictions were 83% accurate!
To help the “curious class” stay relevant in 2016, we’ve assembled an A-Z glossary of what trends we predict to be 100 must-know terms and concepts of 2016.
We hope this cultural crib sheet will help prepare you for the year ahead!
Meet Generation Z: Forget Everything You Learned About Millennialssparks & honey
Marketers have been focused on Gen Y (a.k.a. Millennials) for more than a decade. In fact, Millennials are the most researched generation in history!
But Gen Z (born 1995 to present) is different from the Millennial generation. In many ways, Gen Zers are the opposites or extreme versions of Millennials and marketers need to adjust to them.
We are just beginning to understand Gen Z and its impact on the future, but this report explores what we know and foresee.
In the past, careers were stable, linear and singular. People chose one path and pursued it over the course of their lives from college to retirement. In our modern age of technology driven exponential change - this model no longer works.
Careers are now complex, fragmented, specialized, collaborative and ever evolving. More often than not, our work life will be made up of a portfolio of micro-careers.
This presentation will show you a snapshot of 20 careers that will likely come of age in the next 10 years. Some of these jobs exist now, but will come into greater demand soon. Others do not exist yet, but through our daily scanning of future fringe signals we see strong potential in their emergence.
Everything evolves, including how human beings relate to one another in intimate relationships. Norms which have been relatively stable in this space have been mutating and changing rapidly over the past ten years - and will continue along this trajectory into the foreseeable future.
In this report we will be sharing with you a snapshot of some of the forces and waves of change which are shaping the future of relationships. And while many of these data points may seem alien or downright strange, they do point to a possible future of acceptance, openness and increased happiness through relationships that really work.
The Future of Relationships was created by the cultural strategy team at sparks & honey, in partnership with the Museum of Sex in NYC.
The CBB "ultimate healthy hydration" was finally decided upon. Our research indicated that the consumer market knew that hydration was important to have in an enhanced beverage, but is unsure of exactly how hydration works. We were going to be the functional beverage that could showcase and prove to hydrate better than tap water (a substantiated claim by researchers are OSU).
A lot is happening in the food sector. Our white paper "Edibles - tasting the future of food and drinks" describes the most relevant shifts within the food industry at this moment. This whitepaper not only introduces you to the concepts of phygital flavors, ethical appetites, elevated animalistics and habitual hijacking, but also shows their impact on your brand.
Whitepaper by Fitzroy Amsterdam
Building Soft Drink Brands Through Intrinsically Engaging NarrativesBRAND AVIATORS
Did you know that soft drinks act as emotional stabilisers, agents of reassurance and inducers of momentary regression, our official providers of happiness and bliss, eternal self regenerators, mood-altering forces, panacea and elixirs of life, activity energisers, pleasure instigators, our universal connectors, trusted friends, partners in unexplored worlds, and small escapes? This pioneering research cracks the code of buying behaviour related to soft drinks and puts forward a framework for shaping brand strategy and for growing revenue.
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
Nos hemos recorrido Madrid y hemos hablado con influencers y expertos para descubrir las nuevas tendencias en restauración. Lee nuestro report para convertirte en un verdadero foodie.
This pioneering research redefines the way we market sweets. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity.
Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour. Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour towards sweets and proposes a way to build confectionery brands that engage people at a profound human level.
Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.
There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit. The efficiency of communication budgets is maximized when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
Above all, by satisfying the most fundamental of our human motives the brand is deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.
Food and Beverage Trends: The Fancy Food Show, 2017Hamutal Schieber
In June 2017 we visited New York’s “Fancy Food Show” in order to review the most interesting innovations in F&B first-hand, and help our clients find partners and discover opportunities.
This presentation features the trends we believe to be shaping the food & beverage industry, along with examples from the exhibition’s products and lectures, which in our opinion best express those trends.
Recipe for food & beverage brand communicationRohit Arora
Let’s admit it; we are all in small little ways ‘a foodie mindset’. It’s in human nature to be experimental with food and give in to indulgence sometimes and for few most-times. People tend to form a subliminal relationship with what they eat and drink, that form in to our eating-habits. Food and beverages have varied meaning to our lives which may differ from product-to-product, brand-to-brand and person-to-person.
Just as the preparation of a sumptuous meal requires a recipe, marketing food and beverages brands have their own recipe.
Building Liquor Brands Through Intrinsically Engaging NarrativesBRAND AVIATORS
Did you know that liquors act as transmuting catalysts, dream transfusers, invokers of mystic powers, amplifiers of feeling, revelatory powers, instant wound healers, time negators, entropy fighters, self reconciliators, hope confirmers, limit breakers, potentiality creators, spirits sharpeners, proofs of maturity and character depth, equilibrating forces, invitations towards disobedience, character builders, the fastest routes to intimacy, passion instigators, personality creators, thought releasers, thrill triggers, fighters of fear, providers of security, our most common mood brighteners, people connectors, and markers of social class? This pioneering research cracks the code of buying behaviour related to liquors and puts forward a framework for shaping brand strategy and for growing revenue.
Culture Vulture, Entertainment – inspiring original thinking through a deeper...Vikrant Mudaliar
Culture Vulture is a research series from Mindshare that offers a global snapshot of current and emerging cultural trends, bringing fresh insights from around the world to inspire and ignite new strategies for brands.
Culture Vulture has broad application across strategic and planning services in the communications, branding, packaging and product development areas and is intended to stimulate free thinkers looking for inspiration into the wide cultural context in which we live in today and tomorrow's world.
Culture Vulture Entertainment focuses on our connected world where entertainment is now at our fingertips, in our ears, and all around us, all the time. The lines have blurred - between entertainment, information and advertising - through an ever-evolving range of platforms, formats and technologies. So what are the implications for brands in this dynamic landscape?
This pioneering research redefines the way we market confectionery products. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour towards sweets and proposes a way to build confectionery brands that engage people at a profoundly human level.
Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.
There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit. The efficiency of communication budgets is maximised when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
Above all, by satisfying the most fundamental of our human motives the brand is deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.
LEARN MORE HERE: http://laurenbaier.com/tenlittlechocolatefactories.html
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This two-part project came about after I began to informally ask people about their favorite chocolate. This led to research about chocolate and chocolate making, which led to my discovery of the Bean-to-Bar process of chocolate production. Bean-to-Bar refers to when a chocolate manufacturer starts with the cacao beans rather than simply buying production-ready chocolate from a wholesaler or other provider. At the time of this project, this method was used by less than one hundred chocolate manufacturers worldwide. I worked with Bean-to-Bar chocolate makers from ten different factories around the world and asked them each the same set of questions:
- How did you get into your profession?
- What is it about your job that you enjoy the most?
- Why do you choose to do your craft the way you do? (bean-to-bar process)
- Why do you do this job versus something else? What do you think you are offering to society?
I compiled the interviews into a book, along with background information and a glossary of terms on chocolate-making and Bean-to-Bar process specifics. Although it's not the same as reading the book in real life, you can view a PDF of the book here.
The second part of this project was an exhibition design, which displayed the information I gathered from interviewing the chocolate makers and also included an interactive experience. I wanted to capture the excitement I had observed when asking my friends about their favorite chocolate, so I designed a "live-action ethnographic study." I set up a computer station with a jar of hand-wrapped chocolates, each with a question/prompt inside the wrapper. Users were to draw a question from the jar and answer it on camera, recording a video onto the computer. The prompts varied from "what do you love about chocolate?" to "if you could design your own chocolate, what would it be like?" and more. Previously recorded responses were able to be viewed by other users. Over 200 videos were recorded over the course of the study. See some of the responses in the video here: http://youtu.be/BQ7j_MXwC_A
---
Special thanks to the interview participants from the following chocolate factories: Ah Cacao Real Chocolate, Chocolates Fénix, Grenada Chocolate Company, Malmö Chokladfabrik, Original Hawaiian Chocolate Company, Pacari Chocolate, Red Star Chocolate, SOMA Chocolatemaker, TCHO, and Theo Chocolate
For 2016 AAF NSAC competition we created a advertising campaign for the Snapple brand. We placed 2nd in our district. I was in the brand activation, account planning, and creative teams.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
2. Beverages have always played a fundamental role in society,
from the quintessential “social” tissue, to providing energy and
nutrition, to offering plain and simple fun. There is a beverage for
every occasion, need, ritual, and generation, and we continue to
reimagine what we make, as well as why and how we make them.
Will future beverages be able to elicit on-demand emotions?
Will packaging be zero waste? Will beverages be liquid at all?
These are the questions that Makers in molecular mixology,
biolabs, and food-tech startups are asking themselves today.
Their answers will no doubt drive our future.
To better understand what’s ahead, sparks & honey recently
partnered with PepsiCo’s Creator team—a catalyst group on a
mission to explore the edges of culture & co-create innovative
experiences across the cultural landscape—and Toronto-based
i&j to create a pop-up lab at World Maker Faire in New York City.
The lab was designed to learn from Makers through moderated
discussions, surveys, and hands-on experimentation. This report
offers five trends based on our experience with NYC Makers.
There is no question that when it comes to the future, we turned
to the right community to collaborate and imagine a new world of
beverages.
2 +
3. “We’re inviting people from the Maker
community to come in and really examine
what beverage can be tomorrow.
The bar is set higher in terms of their
expectations of what they’re going to
do...When we start thinking about how
the Maker community differs from other
communities, people come in and they’re
ready to get their hands dirty.”
Irwin Eydelnant, i & j ideations
3 +
4. “The consumer in 2015 is resourceful,
highly networked, and literate about their
health and the environment – they are
simultaneously more conscientious than any
prior generation over what they put into their
body, while also faced with more options than
at any point in human history.”
Ashley DuVal, Shoots & Roots Bitters
4 +
5. FIVE MAKER-
APPROVED FUTURE
BEVERAGE TRENDS:
1. Technologically Crafted & Beyond Liquid
2. Multicultural & Multisensorial
3. Brain Health
4. Energy Management
5. Edible Packaging
5 +
6. Makers feel a stronger sense of individual identity – they seek
unique drinkable experiences that reflect this sentiment. Makers
see a future where beverages cater to unique, disparate, and
exploratory palates in ways that address the senses beyond taste.
TECHNOLOGICALLY
CRAFTED & BEYOND LIQUID
6 +
7. LAB INSIGHTS
• Makers want to control flavor
combinations, intensity, and other
personalizable beverage characteristics.
They experiment with new flavors and
beverage forms to create their own
“signature” mixed drinks.
• When asked, “If you could invent a new
type of drink, what would it be?” Makers’
responses identified personalization
areas like “glow in the dark” that signal a
broader spectrum of sensorial interests.
Q: WHAT SENSES WOULD YOU
LIKE TO STIMULATE WITH EACH
AND EVERY SIP?
BEYOND-
LIQUID
BEVERAGES
36% TASTY
23% GLOW-IN-THE-DARK
18% EXPLODING
14% CLOUD-LIKE
19% CHEWABLE
7 +
8. “Using technology to amplify flavor is
an area where I see a lot of growth. For
example, a five percent fermented apple
juice in a beverage could not only provide an
interesting story for our marketing partners,
but the fermented juice could provide
a unique, potentially proprietary flavor
profile.”
Kyle Shadix, Corp Exec Research Chef at PepsiCo Global R&D
8 +
9. CULTURAL SHIFT
• Cognitive Cooking learns from thousands
of recipes to select the perfect dish for a
food truck customer: IBM.COM
• This device regulates atmospheric
pressure around food and beverages for
the purpose of extracting distinct and
customizable flavors: BKONBREW.COM
• Bone broth adds savory elements and
the sensory experience of eating food to
drinking cocktails: ABCNEWS.COM
IMPLICATIONS
• Makers will come to expect technology
to craft the perfect beverage experience
specifically for them. Using taste input,
biological measures, and personality
profiles, subtle (and not-so-subtle)
boosts of flavor, flavor combinations,
and sensorial elements will be added to
beverages of the future.
FUTURE
• Frictionless, on-demand beverages
based on your mood in the moment.
Sensors will automatically understand
your needs and desires before you
become conscious of them.
9 +
10. Beverages can be associated with specific places, cultures, colors,
tastes, textures, sounds, and smells all at once. As consumers grow
into engaged synesthetes, they want beverages that ignite multiple
senses, often simultaneously. Multisensory beverages will mix global
textures, smells, and flavors to spark imagination and transport us
to different corners of the world.
MULTICULTURAL &
MULTISENSORIAL
10 +
11. “How do we integrate our senses from
the signals in our environment and
create a beverage experience? My
sight, my sound, my smell manipulate
how I experience flavor.”
Irwin Eydelnant, i & j ideations
11 +
12. LAB INSIGHTS
• Makers mix their senses, associating
particular colors or music with beverage
taste. One out of seven Makers linked
their favorite soda to musical genres.
Over 50% want to stimulate their sense
of smell with beverages, wanting
maximum “mouth feel”.
Q: WHAT SENSES WOULD YOU
LIKE TO STIMULATE WITH EACH
AND EVERY SIP?
SENSE
STIMULATION
WITH
BEVERAGES
19% TOUCH
15% SIGHT
13% HEARING
53% SMELL
12 +
13. “International flavors - Asian and Indian
flavors especially. Millennials love to
travel abroad more so than any other
generation and are curious about trends
in other countries, including what flavors
and products they are consuming. We
want to share global experiences and
beverages with multicultural, international
flavors in them will be intriguing for
the millennial audience (who are the
trendsetters, sparking the rest of the
generations to follow).”
Sam Klein, IBM Millennial Expert
13 +
14. CULTURAL SHIFT
• Designer cookies combine aesthetics of taste
and smell:
EPICURIOUS.COM
• A project that converts data from “musical
DNA” into different flavors of meatballs:
KICKSTARTER.COM
• Wearable technology turns human bones into
speakers: BBC.COM
• Based on the idea that different colors of coffee
impact a consumer’s perception of taste, one
researcher correctly hypothesized that coffee
mug color also impacts taste perception:
COOLHUNTING.COM
IMPLICATIONS
• Makers will want to transform the entire
beverage experience into a multi-sensory
symphony that engages anything from multiple
senses at once to their sense of place, memory,
and their spirit of exploration.
FUTURE
• Future beverages will be designed on the
molecular level to offer layered taste-sensation
narratives that unfold over time. Packaging will
be provocatively tactile, incorporating
additional smells and sounds to compliment the
core drink experience.
14 +
15. “In a world where unique and exotic
experiences are the new social
currency among young consumers,
it is no longer sufficient to provide
bland iterations on existing beverage
concepts. We’re looking for true
innovation – think: synesthetic, or even
extrasensory technologies that deliver
a richer, more dynamic beverage
experience. I truly believe that the
global maker community will be a key
driver of this innovative future.”
Carlos Saavedra, Senior Director, Creator -
Culture Strategy & Innovation
15 +
16. BRAIN HEALTH
Beverages are moving toward increasingly complex health
and wellness benefits, such as supporting emotional states
often associated with creativity and focus. This new level of
nourishment promotes a mind + body balance that is equally
healthy and indulgent.
16 +
17. “There are over 70,000 edible and
medicinal species of plants in the
world, and very few utilized in foods
and beverages.”
Ashley DuVal, Shoots & Roots Bitters
17 +
18. BRAIN
HEALTH
LAB INSIGHTS
It’s not surprising that the Maker
community is focused on brain health.
Makers expressed a genuine need for
non-caffeinated beverages with neuro-
enhancing benefits such as:
• UPLIFTING: Ability to change the mood
of everyone around them to infuse more
happiness into a situation.
• EXCITEMENT: Feeling emotionally ready
to take on challenges; focus beverages
for sharper concentration on tasks.
• PICK-ME-UP (NON-CAFFEINE):
Intellectual stimulation, curiosity, and
discovery; memory-making beverags to
help imprint and recall memories.
18 +
19. CULTURAL SHIFT
• Charcoal has made its way from beauty
products to juice, trapping toxins and
gases in its pores and eventually
removing them from the body:
INTOTHEGLOSS.COM
• Top neuroscientists have concrete
evidence linking the microbiome (gut) to
the human brain, especially in early life:
NATURE.COM
IMPLICATIONS
• Besides traditional benefits such as
hydration, energy, and taste, Makers are
looking for beverages that play a
tangible role in the creative process.
FUTURE
• As the lines blur between pharma and
food, instant point-of-purchase scans
will tweak microbial mixtures to balance
the gut + brain connection.
19 +
20. The beverage industry already provides drinks that offer a boost of
energy to support concentration or physical endurance. However,
this paradigm seems to be shifting as Makers imagine benefits
elsewhere on the energy spectrum. The market of beverage users is
growing more and more stressed, whether it is adults working jobs
or students in school. New drinks that enhance positive or calming
emotions could help consumers cope with their multifaceted lives.
FROM ENERGY TO
ENERGY MANAGEMENT
20 +
21. “I believe that all sodas that
are fortified with essential nutrients or
super foods with health benefits will the
be the norm for the future. It’s a trend that
we’ve been seeing for years, but is now in
the mainstream and will only continue
to gain momentum.”
Bryan Janeczko, Chief Executive Officer at The Fresh Diet
21 +
22. LAB INSIGHTS
• Young Makers were particularly
interested in stress-relieving beverages
that would help them concentrate
at school or unwind after a day
of studying.
• Over 60% of young women chose
“Automatic Relaxation” as the top
characteristic for a mood-altering drink,
due to the stress they feel from school
responsibilities, social media, and more.
Q: IF YOU COULD CREATE
A BEVERAGE WITH MOOD-
ALTERING SUPERPOWERS,
WHAT WOULD IT DO?
32% AUTOMATIC RELAXATION
12% SOCIAL BUTTERFLY
11% TO BE FUNNY
45% INSTANT HAPPINESS
NEW BEVERAGE
CHARACTERISTICS
FOR MAKERS
:)
22 +
23. CULTURAL SHIFT
• While there are foods and drinks that
provide endorphins and other everyday
mood uplifts, the Maker community and
wider audience for which they speak are
seeking bolder, stronger mood
enhancements: MENSHEALTH.COM
• Matcha is a Japanese green tea that
enhances energy, alertness, and focus and
is making its way into American diets:
FREEWILLIAMSBURG.COM
• The first Bulletproof Coffee shop opening
in Santa Monica will offer toxin-free coffee
that boosts energy, focus, and even skin
health: WELLANDGOOD.COM
IMPLICATIONS
• As previously obscure substances become
mainstream (mate, matcha, etc.), Makers
are looking for much more than caffeine or
electrolytes in regard to changing mental
states.
FUTURE
• Look to the complex taste and effect
profiles of high-end cocktails, teas, and
infusions to understand micro-shifts and
ingredients that can preconsciously adjust
to fine-tune moods.
23 +
24. EDIBLE PACKAGING
New Age beverages have the potential to be self-recycling
ecosystems from creation to consumption. Plant-based and edible
forms of packaging could minimize environmental waste, allowing
for constant usability and conservation of resources.
24 +
25. “What can packaging look like tomorrow?
How can we create more sustainable
packaging systems? How do we have
packaging systems that are edible?
How can we move away from liquid as
the singular phase or format that we
experience beverages as today?”
Irwin Eydelnant, i & j ideations
25 +
26. LAB INSIGHTS
• Makers talked about a “cycle of energy”
which included low-energy access to
beverages and self-recycling packaging that
can go back into the environment without
causing harm.
• Makers favored edible packaging to reduce
waste and were even willing to pay slightly
higher prices for beverages with truly
sustainable packaging.
Q: SUSTAINABILITY IS IMPORTANT;
WHAT SHOULD BE DONE AS WE
CONTINUE TO EVOLVE HOW WE
PROTECT THE PLANET?
40% EDIBLE PACKAGING
19% REFILLABLE
PLASTIC BAGS
21% MADE FROM
MUSHROOMS
12% RIDE RECYCLABLE BIKES
8% DRONES TO DELIVER
WAYS TO CREATE
BEVERAGE
SUSTAINABILITY
26 +
27. CULTURAL SHIFT
• Edible packaging is just one method of
promoting sustainability:
DEFENSEONE.COM
• These “frozen yogurt pearls” are
sustainable, healthy, and delicious:
THEDIELINE.COM
• A supermarket in Berlin dispenses with
traditional disposable packaging, making
shoppers as accountable as producers:
CITYLAB.COM
IMPLICATIONS
• Recyclable packaging, reusable packaging,
and systems to encourage such initiatives
will be expected by increasingly conscious
consumers.
• This self-contained beverage delivery
system has all the necessary tools and
ingredients to brew the perfect coffee in
any environment: OXX.COM
FUTURE
• In a similar way that personal data
is now being consciously traded for
goods, services, and money – participation
in the efficient and waste-free cradle-to-
cradle ecosystem will garner points for
active users.
27 +
28. “The narrative around climate change is
changing and centering on the impacts
it will have upon our everyday routines –
focusing upon ‘endangered foods’ rather
than endangered species, and posing the
question of what climate change will
‘taste’ like.”
Ashley DuVal, Shoots & Roots Bitters
28 +
30. “Innovation is the lifeblood of our
business and requires us to continually
rethink how we create new products and
experiences. And in an era of transparency,
our consumers are increasingly savvy in
their desire to understand the origin of the
products they consume. We look to the
maker community, not just as a source of
inspiration, but as true collaborators and
co-creators in the future of beverages.”
Simon Lowden, Chief Marketing Officer of PepsiCo Americas
Beverages
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31. 1. Beyond Liquid: The future of beverages must be highly
intelligent and extend beyond the liquid phase.
2. Multisensory Celebration: Make the beverage experience
more than just “a drink.”
3. Focus on Biological Benefits: Growing consumer interest in
the relationship between the microbiome and neurological
functionality should be a top development priortity.
4. Make it Bold: The Maker community seeks audacious and
stronger energy enhancements.
5. Recycle/Reuse/Reimagine: In the world of increasing
transparency, consumers will expect and demand
accountability in dealing with packaging waste.
WHAT NOW
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