The December 2017 edition of Trendwatch covers various brands and topics, highlighting trends in technology, consumer behavior, and innovation. Key insights include Airbnb's new real estate venture, the growing biohacking movement, and Salesforce's commitment to corporate philanthropy. The document emphasizes the importance of adapting to consumer expectations and emerging trends in industries like retail and transportation.

1. TRENDWATCH
Bi-monthly news on tech, trends, hot topics,
communication, creativity and innovation
Solange Francois
December 2017

2. What’s in the December edition?
December’s edition is in a slightly different format and includes these
brands and topics:
- Airbnb
- Biohacking
- Salesforce
- Uber
- Airlines and biofuels
- Ikea andTaskrabbit
- Dubai’s Martian City
- Retail
- Beauty and wellness
- Slow content
- Non-alcoholic beverages

3. While you’re reading
Here are some questions to ask yourself:
- Could I apply this idea to my industry?
- What impact will this have in the future?
- What can this teach us about changing consumer trends?
- How will this play in the future employment landscape?
- What does this mean for existing business models?
By asking these questions now, we can be
better prepared for the future.

4. Airbnb invests in real estate market
Airbnb is opening an upscale apartment complex in Florida, targeting a
demographic of regular travellers who can sublet their apartment for up to
180 days per year. The project is a partnership with Miami-based Newgard
Development Group.
What it means: Old habits die hard. If you can’t beat ‘em, join ‘em. Cliches
aside,Airbnb knows that entering the homes of strangers is scary to some.
But if the homes are standardised and hotel-like, there should be fewer
surprises for the wary traveller.
Image: TheVerge

5. Biohacking heading to mainstream
The biohacking movement is growing. The 5th annual Biohacking
Conference was held in October in California, drawing in experts in
psychology, brain performance, sleep, stem cell technology, nutrition and
fitness, to name a few.
What it means:As technology continues advancing, people are self-
monitoring, taking more control of their health, and becoming more
educated about wellbeing than ever before.
Image: Bulletproof Labs

6. Salesforce invests in corporate
philanthropy
Millennials are driving the ‘what’s in it for other people?’ outlook and
putting pressure on corporates to ensure they are giving back. Salesforce
has been ahead of the game, and has now launched a $50 million impact
investment fund to invest in social enterprises that are using its cloud-
based CRM platform to change the world.
What it means: Companies are expected not only to sell great products or
services, but also tangibly show that they are invested in making the world
a better place.

7. Uber’s challenging year
An ousted CEO, a questionable corporate culture and accounts of abuse by
drivers….it hasn’t been a good year for Uber.
And 2018 doesn’t look much better, with new models such as RideAustin in
Texas and a possible mutually-owned Uber alternative in London.
What it means: Many things. Firstly, technology is changing so fast that
even the best innovators must keep innovating hard. Secondly, the global
market is lucrative yet challenging – there is less control over a greater
number of variables. Lastly – not all PR is good PR!
Image: Uber

8. New airline for millennials
Organic meals, in-flightVR and sporty flight attendant uniforms.
AirFrance’s new airline, Joon specifically targets millennial customers.
What is means: Companies are adapting to keep up with the younger
demographic and be attractive in the face of legacy brands. But let’s not get
carried away….millennials aren’t the only demographic who appreciate
comfort and good food.
Image: Joon

9. Ikea acquiresTaskrabbit
Ikea has acquired marketplaceTaskRabbit that matches freelance labour
with local demand. Ikea will useTaskRabbit’s established brand and
platform to improve the Ikea customer experience and offer an end-to-end
service. Ikea is a leader in both creative advertising and the tech space –
this year it released an AR app called Ikea Place.
What it means:We will see more and more acquisitions of this sort as
businesses find other ways of innovating, capitalising on existing platforms
and staying relevant.
Image: Ikea

10. Dubai’s Martian city
In preparation for its plans to establish a settlement on Mars, the UAE has
announced that it’s building a 1.9 million square feet simulated Mars
settlement called Mars Science City.
What it means: Some of us may have to travel a greater distance to visit
our relatives in the not-too-distant future….
Image: Government of Dubai

11. Replacing humans in retail
Restaurants have been dabbling in this space. Shake Shake’s newest
location nixes human cashiers for kiosks.Alibaba’s Hema supermarkets are
touted as the future of the retail model.WeChat users scan a code to enter
and shop in unmanned convenience stores.
What it means:A shifting workforce and new perspectives on customer
experience, but replacing humans in one part of a business can result in a
need for more humans in another.
Image: flicker/Drew XXX

12. Is bike sharing the next Uber?
Yes, according to many investors. In China, dockless bike sharing platforms
have grown rapidly.
What it means:With driverless cars on their way and increased bike
sharing, the future of roads looks uncertain yet promising from an
automation perspective as well as pollution reduction and increased
physical activity.
Read more on Wired.
Image: Johannes Eisele/AFP/Getty

13. Electric planes
EasyJet says it could be flying electric planes within the next 10 years.The
UK carrier has formed a partnership with US firm Wright Electric, which is
developing a battery-propelled aircraft for flights under two hours.
What it means:Air travel has become more affordable, and finally now
looks to become cleaner and quieter, too.
Image: Philippe Huguen/AFP/Getty

14. Fancy floss
This new take on a dental hygiene staple is one of those ‘why didn’t I think
of that’ ideas. Cofounded by a dentist and her sister, Cocofloss have
positioned their product as a fashionable item in four flavours – mint,
strawberry, coconut and orange.
What it means:There are opportunities for innovation all around us, even
in the most seemingly mundane items.
Image: Cocofloss

15. The dullest film ever made
Baa Baa Land is an eight-hour slow-motion film with no dialogue or
storyline. It focuses on a field of sheep in the UK and was designed not to
entertain, but to help people relax and even fall asleep.Watch the trailer
onYouTube.
What it means:Wellness is changing the face of entertainment.

16. Non-alcoholic drinks
Health-conscious socialisers have historically had limited options.A few
companies are changing that, including Seedlip,‘the world’s first non
alcoholic spirit’, and Dirty Lemon, which offers drinks infused with
ingredients such as collagen and charcoal.
What it means:Alcohol companies will need to adapt their proposition to
remain relevant to a more health-conscious and discerning market.
Image: Seedlip

17. Final observations for 2018
• Pinterest continues on an upward path
• As consumers look to smaller groups, Facebook’s growth slows despite
its ongoing innovation, including integration with Paypal and suicide
detection AI
• Now entering homes with Amazon Key, the company continues
acquiring, diversifying and becoming a challenger to the powerhouses
that are Google and Facebook
• There is a greater focus on voice and branded audio
• Food continues being real and wholesome, such as that offered byTyme
• Legacy beauty and personal care brands say goodbye to the term ‘anti-
ageing’ and reposition by acquiring modern and authentic brands
• Biofuels such as coffee grounds and mustard seeds will pave the way
forward for more climate-friendly transportation
• “Biological living is the next revolution in real estate.” – Deepak
Chopra

18. Please get in touch with feedback, comments or ideas:
https://www.linkedin.com/in/solangefrancois/
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