The document discusses the concept of using consumer trends to drive innovation, highlighting the need for brands to support self-improvement among consumers who lack motivation due to costs and inconvenience. It presents various examples where brands have incentivized positive behavior through rewards and recognition, emphasizing the role of brands as 'coaches' to encourage healthier lifestyles. The final part encourages teams to analyze these trends, apply them creatively, and pitch their ideas for innovation.

1. INSPIRATION TO INNOVATION:
USING THE CONSUMER
TREND CANVAS
Victoria Loomes
Head of TW:Premium
TrendWatching

2. WATCHING TRENDS
IS NOT ENOUGH…

4. BEFORE WE
DIVE IN…

5. CHANGE

6. BASIC NEEDS

7. INNOVATIONS

8. EMERGING EXPECTATIONS

10. VISION
NEW BUSINESS MODELS
NEW PRODUCTS, SERVICES,
EXPERIENCES
MARKETING,
ADVERTISING, PR
WHERE?

11. WHO?

15. CURRENCIES
OF CHANGE

16. Show us a consumer who isn’t
trying to improve their lifestyle (or
aware of the need to). But high
costs, inertia and inconvenience
mean action is often lacking.
Brands that offer discounts and
deals as self-improvement
incentives will be welcomed.
CURRENCIES OF
CHANGE

17. MEXICAN
GOVERNMENT
Free subway tickets offered
in exchange for exercise

18. COMMERCIAL
BANK OF DUBAI
Bank rewards customers
for getting active

19. Hotel rewards guests for
making ethical choices
HOTEL
CAPPUCCINO

20. Festival-goers receive discounts
for donating blood
UNTOLD
FESTIVAL

21. CURRENCIES
OF CHANGE

23. Hotel
Cappuccino
Untold
festival
Commercial
Bank of
Dubai
Mexican
government

25. Self-
improvemen
t
Accomplishment
Recognition /
flaunt
achievements

26. Health as
a lifestyle
‘Human’
brands
Tracking and
wearable
devices
Social media
pressure

27. Brands
take the role
of a ‘coach’
Improve
behavior
Seamless
access to
‘doing good’
Tangible
rewards

28. Tangible
rewards
Self-
improvement
Recognition /
flaunt
achievements
Untold
Hotel
Cappuccino
Mexican
Government
Accomplishment
CURRENCIES
OF CHANGE
Brands as
coaches
Improve
behavior
Seamless
access to
doing good
Health as
a lifestyle
Commercial
Bank
of Dubai
Tracking
and
wearable
devices
‘Human’
brands
Social media
pressure

30. From
niche to
mass

31. Extreme
users
Post-
demographics
Business
Model
Vision
Campaign
Product/
Service
From
niche to
mass
Tangible
rewards
Untold
Hotel
Cappuccino
Mexican
Government
Brands as
coaches
Improve
behavior
Seamless
access to
doing good
Commercial
Bank
of Dubai
CURRENCIES
OF CHANGE
Self-
improvement
Recognition /
flaunt
achievements
Accomplishment
Health as
a lifestyle
Tracking
and
wearable
devices
‘Human’
brands
Social media
pressure

33. NOW, IT’S
YOUR TURN!

34. VIRTUAL EXPERIENCE ECONOMY
MOTIVATED MINDLESSNESS
VISIBLE INDIVIDUALS
INCOGNITO INDIVIDUALS

35. ANALYZE
THE TREND…

36. APPLY
THE TREND…

37. INNOVATE!
Document your new idea on
the one pager

39. PITCH!
60 seconds
per team

40. VOTE
With prizes for
the winner ;)

43. TEAM UP!

44. ANALYZE
THE TREND…

45. APPLY
THE TREND…

47. PITCH
60 seconds
per team

49. LET’S VOTE!

50. APPLY! APPLY! APPLY!

51. 32 4
1

53. EMERGING EXPECTATIONS

54. THANK YOU…
vicki@trendwatching.com
david@trendwatching.com
… & HAPPY INNOVATING!