Trends 2017

MAKING A REMARKABLE
DIFFERENCE IN 2017

WHAT DOES 2017 HAVE IN
STORE FOR US?

TRENDSFOR2017
Table19.co.uk • @WeAreTable19 3
The rise of ‘geek’ TV…

TRENDSFOR2017
Increase in forms of biometric identification
such as vein authentication

TRENDSFOR2017
Slightly bizarre health foods…
Hawaiian salad

TRENDSFOR2017
The rise of outdoor playgrounds for
adults (to boost health)
Hakone Forest Net, Japan
The Lawn on D, Massachusetts

TRENDSFOR2017
Ground-breaking discoveries in the
healthcare industry

TRENDSFOR2017
And a couple of other predictions…

TRENDSFOR2017
And a couple of other predictions…
Hillary Clinton to
resign from politics?
A large fire at the Houses of
Parliament?
Shakespeare’s bones to
reveal he was poisoned?
August eclipse over
America to coincide
with stock market
crash?
The first human head
transplant to take place?

WHAT 2016 SHOWED US WAS…
…WE JUST DON’T KNOW

TRENDSFOR2017
We live in a disconnected society
Image credit: Unequal Scenes - Kya Sands and Bloubosrand by Johnny Miller

TRENDSFOR2017
A societal disconnect is increasingly characterised by…
Income disconnection
Access exclusion
Rising disenchantment

TRENDSFOR2017
As a result,
consumers feel
more…
• Distrustful
• Discorded
• Displaced
• Disposed
• Disillusioned

IN ORDER TO MAKE A REMARKABLE
DIFFERENCE AND HELP BRANDS BETTER
ENGAGE WITH THEIR CUSTOMERS IN
2017, WE BELIEVE THERE ARE THREE
MACRO TRENDS THAT WILL HELP THEM
(AND US) DO THIS

“THE FUTURE HAPPENS VERY
SLOWLY AND THEN ALL AT ONCE”
Kevin Tulley, the founding editor of Wired

TRENDSFOR2017
1. Trust

60% of men can’t go 10 minutes
without telling a lie…..

TRENDSFOR2017
Trust in companies is an important
differentiator
KPMG Nunwood Six Pillars of Customer Excellence 2016

TRENDSFOR2017
High net worth individuals (who earn more
than £100.000 p.a. with liquid assets upwards
of £650,000) record trust levels of 67% in
British business.
However, only 35% of those in Low Income
Households (less than £15,000 p.a.) say they
trust companies to do the right thing.
Both sections of society identified “paying
expected levels of tax” as the number one choice
with “responsible behaviour” and “increased
transparency” close behind.
Trust in companies especially low
amongst Low Income Households

TRENDSFOR2017
• Only 30% of consumers believe companies are
taking their personal data protection very
seriously
• 58% of consumers fear they will be victims of
an online data breach
http://www.bobsguide.com/guide/news/2017/Jan/17/consumers-increasingly-aware-of-
online-security-risks-but-hold-businesses-responsible-for-data breaches-finds-
gemalto-study/
Consumers don’t trust companies
to safeguard their data

TRENDSFOR2017
People are shifting their faith towards the
internet rather than traditional media as
purveyors of truth…In fact online search
engines were deemed more reliable than
traditional media for information, a
reversal from five years ago.
https://www.ft.com/content/fa332f58-d9bf-11e6-944b-e7eb37a6aa8e
People have lost trust in
traditional media

TRENDSFOR2017
The most powerful companies,
especially in technology, have a
duty to respond to the post-truth
world.
It’s becoming harder to trust ourselves with
being able to discern fact from fiction

TRENDSFOR2017
Subject : This is not fake news
Timing: 1 hour after the inauguration

TRENDSFOR2017
Questioning everything we see and hear is normal when it
comes to dealing with brands

TRENDSFOR2017
1. Real people, real lives
2. Nothing hidden, no surprises
3. Do the right thing
How brands are building trust

TRENDSFOR2017
Real people, real lives
Leveraging genuine and real people to amplify your brand
A conscious move from celebrity partnerships to real-life mum vloggers Make-up tutorials from trusted and established vloggers

TRENDSFOR2017
Nothing hidden, no surprises
Using everyday language to quickly and effectively communicate
what your brand stands for
Southwest Airlines does not believe that customers should be tricked when
buying cheap airline tickets – it believes in Transfarency
The Channel 4 Viewer Promise explains how
customers’ data is to be used and why it’s
needed. The brand used Alan Carr to get the
point across in a clear, understandable way.

TRENDSFOR2017
Nothing hidden, no surprises
Inviting customers into a brand’s world so they know how business is done
McDonald’s builds trust by address negative press, misinformation
and rumours directly by sharing facts. They invite customers to
publically ask anything about their products.
Lidl invited a sceptical customer to visit its Scotch beef farm to
see exactly where its meat is farmed.

TRENDSFOR2017
Do the right thing
Sustainability initiatives are becoming part of companies’ DNA
IKEA cites H&M as being one of its
influences. The fashion retailer has been
extremely vocal about tackling fast-fashion
issues and implementing bring-back
schemes.
Levi’s open-sourced its
Water Less initiative so other
companies could learn how
to cut down on water waste
in clothing production
Lush is working with soap paper so
customers can use the packaging
their products come in.

KEY OUTTAKE
At a time when consumers have never been more cynical, the
importance of trust and being seen to do the right thing are
imperative if brands want to engage and build loyalty.

TRENDSFOR2017
2. EASE

Table19.co.uk •
35
In 1954 the average British male
weighed 11st 6ibs
weighed 12st 10 ibs

weighed 11st 6ibs
weighed 12st 10 ibs

TRENDSFOR2017

TRENDSFOR2017
An amazing year for Amazon Echo
http://uk.businessinsider.com/amazon-echo-sales-figures-stats-chart-2016-12
Nothing demonstrates the
rising interest in personal
assistance technology better
than the success and
ubiquity of the Amazon Echo
(Alexa technology).

TRENDSFOR2017
More money is being poured into A.I chatbots
A.I and chatbots are
seen as a crucial
investment for
businesses that want to
create seamless
customer experiences

Sources estimate that an adult makes about 35,000
remotely conscious decisions each day*.
Unfortunately, human beings have a finite amount of
resource with which to make these decisions and this
resource gets depleted by small and large decisions
equally.
In the modern world, having too much choice leads
to more decisions having to be made. As a result
consumers start to suffer from decision-fatigue.
*http://go.roberts.edu/leadingedge/the-great-choices-of-strategic-leaders

TRENDSFOR2017
Offering lower prices and more products doesn’t
mean you’ll be more successful. In fact…
In 2015 Tesco chief executive Dave Lewis decided to scrap
30,000 of the 90,000 products from Tesco’s shelves. This was,
in part, a response to the growing market shares of Aldi and
Lidl, which only offer between 2,000 and 3,000 lines.

TRENDSFOR2017
1. Automating the mundane
2. Everyday personal assistance
3. Subscription-based living
4. Personal outsourcing
How brands are helping us in our
daily lives

TRENDSFOR2017
Automating the mundane
Routines, necessities and habits are being governed more by technology (if we want
them to be)
IFTTT is now integrated with more brands’ services, e.g. Tesco, so people can
programme more useful actions and reduce the time they spend
remembering menial tasks

TRENDSFOR2017
Automating the mundane
Businesses are using technology to automate the in store process
KFC China uses facial recognition technology to
remember what previous customers order so their
subsequent orders are dealt with quicker.
Amazon Go lets shoppers pay for the goods just by scanning the app on
their phone as they walk out. There are no cashiers in sight.

TRENDSFOR2017
Everyday personal assistance
Voice-activated technology has entered the home
Amazon Echo is gradually making
its way into cars and fridges.
Google Home can do anything
from ordering an Uber to language
translation.
Gatebox has developed the first A.I.
assistant with a 4d hologram to act
as a digital girlfriend for Japan’s
introverted males.

TRENDSFOR2017
Everyday personal assistance
Chatbots are everywhere – how are you 100% sure you’re not talking to a robot?
Switch by AXA is an insurance chatbot to help under-
30s find out what they need to know about switching
insurance policy
TalkBank enables banking
customers to get instant
support on managing their
money within an app.
And Chill is a film/TV recommendation chatbot

TRENDSFOR2017
Subscription-based living
The types of subscriptions consumers can request are only increasing
HelloFresh
Pact Coffee
Dollar Shave Club
Le Chapar
Not Another Bill
Cure & Simple
Glossybox
The London Sock Company

TRENDSFOR2017
Personal outsourcing
Consumers can request others to do something for them, in order to free up more of
their time
Tailster Laundrapp TaskRabbit

KEY OUTTAKE
The services which effectively streamline and simplify our everyday
lives are capturing more of our attention. UX and just making
things easier is key, whether this be through cutting edge
technology or simple well thought through comms design.

TRENDSFOR2017
What triggers the brain’s ‘happy
chemicals’?
Dopamine = Anticipation
Oxytocin = ‘Cuddling’
Serotonin = Eating
Endorphins = Exercise

TRENDSFOR2017

TRENDSFOR2017
‘Secret Cinema fulfils an analogue need in a
digital world’
FT June 2016

TRENDSFOR2017
1998 – Pine and Gilmore first argue that businesses must
orchestrate memorable events for their customers, and that
memory itself becomes the product — the "experience“.
A core argument is that because of technology, increasing
competition, and the increasing expectations of consumers –
the “experience” is the true differentiator.
1998 2017
In 2017, the Experience Economy will gain a new dimension: that of the
VIRTUAL EXPERIENCE ECONOMY. digital experiences will quickly
come to carry a status-weight equal to ‘real’ experiences, if not
become more sought-after and prized.
In a truly infinite and boundless virtual world the usual physical limitations
of cost, accessibility and personal capability no longer apply to
experiences, making consumers’ time the only scarcity.
As a result, the experiences an individual chooses will make
an even stronger statement about ‘who they are’ as an individual than in
the physical Experience Economy of the past decades. And that’s a
status offer few consumers will refuse to embrace.

TRENDSFOR2017
2017 will see the breakthrough of
commercially viable HMD’s (linking with our
Smartphones) as well as the continued
growth of dedicated HMD’s such as Oculus
Rift (VR) and Hololens (AR)

TRENDSFOR2017
3 out of 4 Millennials prefer to spend money on
experiences rather than consumer goods

TRENDSFOR2017
1. Unexpected partnerships
2. Bringing AR and VR into he mainstream
3. Immersive retail
How brands can connect and excite in
2017

TRENDSFOR2017
Unexpected Partnerships
https://www.youtube.com/watch?v=M1jM9gTkrOI
Audi partnered with Airbnb on a unique
driving and travel experience as part of their
sponsorship of the Emmy Awards.

TRENDSFOR2017
Experiential Partnerships
https://www.youtube.com/watch?v=55uCGbEDbT8
Ford generated more than 1.5 million
interactions with a campaign on Tinder
featuring its Mustang model

TRENDSFOR2017
Bringing VR and AR into the mainstream
https://www.youtube.com/watch?v=tptOo_gQ5Uo

TRENDSFOR2017
Bringing VR and AR into the mainstream
Bjork Digital – Somerset House
It's not quite an ABBA reunion, but it's virtually
the same thing: Teaming up with Simon Fuller
in 2018 for a digital experience that will employ
"previously unimagined" technology, including
virtual reality.

TRENDSFOR2017
Bringing VR and AR
into the mainstream
NY Times immersive VR App. Puts readers at
the centre of the story….

TRENDSFOR2017
Bringing VR and AR
into the mainstream
BMW VR Test Drives
https://www.youtube.com/watch?v=FSfkE4emoBE
VR Retail with a twist…….

TRENDSFOR2017
Immersive Retail
Samsung’s new Manhattan
flagship store isn’t a retail
space. It doesn’t stock any
product

TRENDSFOR2017
Immersive Retail
Sonos store – New York – listen to music as you would at home
Apple Regents Street – blending architecture and tech
Consumers expect more out
of bricks-and-mortar retail – whether
it’s an experience, or a space worth
visiting
even when they’re not in the market
for a specific product.
.

KEY OUTTAKE
In our information-saturated, automated lives we continue to
crave unique experiences that connect on a human and
emotional level and make clear statements about who we are.

Trends 2017

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