The document outlines key trends for 2019, emphasizing the need for brands to align with human needs and engage in social issues. It highlights the importance of empathy, ethics, and transparency in technology usage, urging companies to take a stand for the common good. Additionally, it stresses the necessity for brands to empower consumers by designing solutions that cater to their preferences and promote wellbeing.

1. TRENDSDEFINING 2019

3. Trends
2018
# 3
TALK TO THE MACHINE# 1
OUTSOURCED DECISIONS# 2
FROM TOUCHPOINT
TO TRUSTPOINT
Conversational / Smart speakers
Turning smart devices into personal butlers
The rise of the blockchains

5. NEW YEAR
– we’re the same old humans
with the same old human needs.

6. New trends
emerge when
CHANGE
unlocks
NEW WAYS
to serve basic
HUMAN NEEDS

7. Sharing
Circular
Experience

8. We live in an
Expectation Economy

9. Gartner Hype Cycle
Peak of Inflated Expectations
Plateau of Productivity
Trough of
Disillusionment
Innovation
Trigger
Slope of
Enlightenment
TIME
EXPECTATIONS

10. Emerging Technologies 2018
TIME
EXPECTATIONS
Augmented
Reality
Blockchain
Digital Twin IoT platform
Deep learning
Connected home
Flying
autonomous
Vehicles
5G
Virtual Assistants
Autonomous
Driving level 4
Plateau reached in:
5 to 10 years
2 to 5 years
10+ years

12. We believe that 2019 will be
the year of doing things better.
Matching true human needs, with
what brands can truly deliver.
META THEME

15. TREND NOVELTY
- obviously useful
- has broad appeal and application
- sustainable – profitable mass produced
- meshes with other trends
- has some history
vs

16. Do things better.
Together
Embrace empathy
and ethics
Design for human
centricity
# 1
BE THE
CHANGE
BE THE
CONSCIOUS
BE THE
EMPOWERER
# 2 # 3
TRENDS
THE

17. BE THE
CHANGE
# 1
Do things better. Together

18. 86%
believe companies should
take a stand
on social issues.
Shelton Group, May 2018

21. Consumers expect
brands to engage in
open-source
solutions to solve problems
collectively.

23. Move fast and
break things.
FROM (INSPIRED BY TECH OPTIMISM)

24. Work together
and fix things.
TO

25. ALLBIRDS
Giving away renewable
sole formula to any other
brand that wants it
“Our goal was to innovate and show the industry
that this could be done. But if this is actually
going to take hold and have an impact, it is
critical for this to scale beyond ourselves.”
Jad Finck
Allbirds’ VP of sustainability and innovation

26. ASKING OURSELVES A FUNDAMENTAL QUESTION
What kind of
world do we
want to live in?

27. In 2019, consumers will
expect businesses to take a
stand, and to join forces for
the greater good.
WE BELIEVE
# 1
BE THE
CHANGE

28. • It means authentic commitment to the common good
• It means focus on all levels in the chain
• It will come at a cost. Make it worth (e.g. brand narrative, employer satisfaction)
• It will open you up to criticism. Organization. Q&A. Channels
# 1
BE THE
CHANGE
What does this mean to your organization?

29. BE THE
CONSCIOUS
# 2
Embrace empathy and ethics

30. IN SEARCH OF
HUMANISM
EMPATHY
FAIRNESS
WHEN ALGORITHMS
RUN THE WORLD

31. (27,000 global participants)
Brands in motion 2018
WE Communications & YouGov
97%
of consumers expect
brands to use
technology ethically.

34. ALGORITHMIC
FAIRNESS
Biased algorithms fail to
recognize non-white people

35. Danielle Krettek
Founder,
Google Empathy Lab

38. Data minimalism
Design for transparency,
responsibly store and use
only the data you really need.
……….
Regards,
Your users
MINIMUM VIABLE DATA

39. Not asking ourselves
“Are we compliant?”
but rather
“Are we doing the
right thing?”
Gartner

40. In 2019, consumers will
demand virtual entities that
are ethical and fair.
WE BELIEVE
# 2
BE THE
CONSCIOUS

41. What does this mean to your organization?
• Moving forward, organizations must design for transparency
• Only store and use the data you really need
• Focus on getting the algorithms right, for everyone
• Over all – make sure to have ethics and empathy as northern stars
in all tech advancement
# 2
BE THE
CONSCIOUS

42. BE THE
EMPOWERER
# 3
Design for human centricity

43. METRICSCHOICES EVERYTHING
ENDLESS
(but time &
congnitive space)

45. Brands empower us
to better handle
tech addictions

46. IRL GLASSES
Screen-blocking
sunglasses blocking
LCD and LED screens

48. BARCLAYS
Offers a service to switch
off problematic spending

49. NESTLÉ – DNA-FUELED DIET
Moving away from sugar
based food to health- and
wellness food business

50. SNIPS – DECENTRALIZED
ASSISTANT
Runs on blockchain, ensuring
that personal information is
kept on the device, rather
than stored in the cloud.

51. In 2019, consumers will ask
for solutions created on their
terms, helping them to make
better informed choices.
WE BELIEVE
# 3
BE THE
EMPOWERER

52. • Know when not to disturb. Services vs. advertising
• Be respectful of switch-off moments. Dare to create them
• Be obsessed about understanding the wants and needs of your consumer.
How can you empower her?
• Understand the customer journey
# 3
BE THE
EMPOWERER
What does this mean to your organization?

53. The amazing thing about good
design is that it looks at ambiguity
and disruption and sees fertile
ground. There is huge opportunity
when we focus on things that
humans are uniquely equipped to do
—empathy, creativity,
care, love.
- IDEO

54. Do things better.
Together
Embrace empathy
and ethics
Design for human
centricity
# 1
BE THE
CHANGE
BE THE
CONSCIOUS
BE THE
EMPOWERER
# 2 # 3
TRENDS
THE

55. Not all
trends are
(all) new
REMEMBER!

56. THANK YOU
FOR LISTENING
kan.se
Ebba Tärbe
ebba.tarbe@kan.se
Kristoffer Åkesson
kristoffer.akesson@kan.se

57. Food for thought
Consequences if our organization fails to take action?
How will expectations around us transform?
Potential new partners or collaborators?
The future of our organization and brand?
TAKE THESE WITH YOU
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