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PEER ARMIES - TrendWatching

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In 2016, consumers will embrace brands and startups that build, partner with or become a PEER ARMY: that's a network of connected peers who do something new for customers (and earn the rewards that follow!)

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PEER ARMIES - TrendWatching

  1. 1. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION M A R C H 2 0 1 6 G L O B A L T R E N D B R I E F I N G PEER ARMIES Ready for the next evolution of peer power?
  2. 2. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION The revolution that is peer-to-peer buying, selling, renting, and sharing is ubiquitous and thriving. But where is all heading?
  3. 3. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Storm clouds have gathered around the P2P rainbow. Many services that rely on peer or freelance providers (think Uber) have faced legitimate criticism around worker welfare. Is the P2P revolution really the empowering dream some have claimed?
  4. 4. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION P A R T O N E PEER ARMIES P A R T T W O THE BIGGER PICTURE P A R T T H R E E WHAT'S NEXT? In this Trend Briefing…
  5. 5. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION PEER ARMIES The next evolution of peer power – and the smart brands and startups already riding this trend. P A R T O N E
  6. 6. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Awesome (peer) power. Used for good. The instant access to networks of peers is here to stay. The expectations it has fueled (ultra convenience, better value service) can’t be put back in the box. Now people will insist it is used for good.
  7. 7. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION In 2016, consumers will embrace brands and startups that build, partner with or become a PEER ARMY: that's a network of connected peers who do something new for customers (and earn the rewards that follow!) D E F I N I T I O N
  8. 8. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Remember, a PEER ARMY is a mutually beneficial relationship: good for the brand, good for the ARMY, and good for customers!
  9. 9. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION WHAT'S DRIVING THIS?
  10. 10. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION W H A T ’ S D R I V I N G T H I S ? A whirlwind of expectations around a more meaningful, sustainable consumerism that EVERYONE can feel good about. 1. Self-actualization becomes social- actualization
  11. 11. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION W H A T ’ S D R I V I N G T H I S ? 2. The disruption of work New technologies, new mindsets, and profound social and demographic shifts are changing the world of work.
  12. 12. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION The number of self-employed people in the US grew by 1 million in the year to May 2015. U S B U R E A U O F L A B O R S T A T I S T I C S , A U G U S T 2 0 1 5
  13. 13. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION W H A T ’ S D R I V I N G T H I S ? 3. The informal economy gets organized In emerging markets, informal, decentralized services are being revolutionized by more widespread access to digital technologies. Many services are being transformed, as new platforms and startups bring independent suppliers together to form organized and accessible PEER ARMIES.
  14. 14. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION An estimated USD 10 trillion of economic activity takes place in the informal economy each year worldwide. P R O F E S S O R F R I E D R I C H S C H N E I D E R , L E A D I N G E X P E R T O N T H E I N F O R M A L E C O N O M Y
  15. 15. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION
  16. 16. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION BUILD A PEER ARMY Build a PEER ARMY from superfans, ordinary customers, users… or anyone else already engaging with you! O P P O R T U N I T Y I
  17. 17. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION P2P accommodation site launches PEER ARMY-fueled tours BUILD A PEER ARMY Airbnb
  18. 18. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Dutch airline connects flyers on layover to locals BUILD A PEER ARMY KLM
  19. 19. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Shoppers able to interact with Chevrolet owners via WhatsApp BUILD A PEER ARMY Chevrolet Brazil
  20. 20. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Tourism organization gets citizens to answer foreign tourists' questions BUILD A PEER ARMY Visit Brussels
  21. 21. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Customer selfies help users find the perfect beauty products BUILD A PEER ARMY CoverFX
  22. 22. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Luxury hotel group uses guests as mystery inspectors BUILD A PEER ARMY Small Luxury Hotels of the World
  23. 23. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Printer owners agree to automatically print missing person posters BUILD A PEER ARMY HP Brazil
  24. 24. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Retailer plans to roll out P2P delivery service to more US cities BUILD A PEER ARMY Amazon
  25. 25. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION PARTNER WITH A PEER ARMY Another option? Partner with a PEER ARMY that’s already been built. O P O R T U N I T Y I I
  26. 26. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION National post service partners with P2P delivery service PARTNER WITH A PEER ARMY Correos de México and Kangou
  27. 27. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Hotel group partners with Instagram to create city guides PARTNER WITH A PEER ARMY Marriott Hotels and VSCO
  28. 28. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Automakers ask customers of taxi hailing app to offer test drives PARTNER WITH A PEER ARMY Automakers and Didi Kuaidi
  29. 29. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Pop-up restaurant partners with P2P delivery service PARTNER WITH A PEER ARMY Ijburg Serveert and TringTring
  30. 30. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION BE A PEER ARMY Create a new brand, service or startup that has a PEER ARMY at its core. O P O R T U N I T Y I I I
  31. 31. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION New on-demand taxi service is built on idea of treating drivers better BE A PEER ARMY Juno
  32. 32. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Navigation app features tips from local drivers BE A PEER ARMY Mapkin
  33. 33. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Kit facilitates P2P bike sharing BE A PEER ARMY AirDonkey
  34. 34. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION To understand where this trend comes from (and where it's going) it pays to see it in the context of our Trend Framework. P A R T T H R E E THE BIGGER PICTURE
  35. 35. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION The Trend Framework All the trends we spot and share are newly-emerging directions of travel in one (or more) of the 16 mega-trends that make up our Trend Framework. See a glimpse of that on the next slide. PEER ARMIES sits under the FUZZYNOMICS mega-trend.
  36. 36. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION
  37. 37. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION WHAT’S NEXT? Where does this trend go next – and how can you ride it? P A R T T H R E E
  38. 38. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Uber are entrenched in disputes over driver unions that could force them to improve pay and conditions. Surely it’s better to embrace a trend, rather than resist it? ;) W H A T ’ S N E X T ?
  39. 39. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION Spotify’s Fresh Finds playlists are populated by an anonymous army of 50,000 ‘exemplary taste’ users without their knowledge. Are you ready for PASSIVE ARMIES, and more…? W H A T ’ S N E X T ?
  40. 40. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION When marshaling a PEER ARMY ask: who should we include? In a world where people a more free than ever to construct their own lifestyles, you might need to overturn old assumptions to reach the best answer. W H A T ’ S N E X T ?
  41. 41. GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

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