Cruise Control USA Trending 2015

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Cruise Control Never before have people had so many tools of self-reliance. Apps, Big Data and wearable tech help us take measures to protect and indeed morph our identities to suit our moods.

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3 Source: nVision Research │ Base: 2482 online respondents aged 16+, USA, 2014

Cruise Control Nobody brags about being a klutz any more; nobody brags about just how much they paid for

their new hatchback or that vacation in Florida. In fact, it is now sexy to be visibly and professionally in charge of all aspects of our lives and to use our social conversations to

emphasize this. This reality has to educate brand owners in how to talk to the Cruise Control citizen. That person loves control and wants to be acknowledged accordingly (while wanting

more all the while).

“I try to appear in control of my life at all

times”

30% 18-24s

1 in 4 Strongly Agree

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Our trend hears speaks of swelling consumer empowerment.

What happens to Banking and Healthcare and Nutrition when human beings just stop making

mistakes as they shop, eat, drive, plan…? It is unimaginable that the brand-consumer dialogue is not to be dramatically re-worked in such

circumstances.

2015 IMPACT

The social norm in favor of personal control just has to intensify; we all expect others to eschew laziness,

manage weight, be perfect parents, live balanced lives, stay productive, avoid excessive debt.

Soon, not having a personal finance app will be the cultural equivalent of not having a smartphone at all. In 2015, this very idea will be accelerated by the roll-out of Apple Pay (perhaps amplifying the space that Google Wallet has in the past sought to create). In 2015, we

can expect mechanisms of personal control to continue to become the normal lifestyle furniture of every-

consumer.

SECTOR IMPACT

Living La Vida Data

Mobile First

Professionalized Budgeting

The Death of Risk

CRUISE CONTROL TRENDING 2015

CONNECTED TRENDS The Level app operates “like a financial GPS”.

The system promises serious but effort-free

control over personal finances. It can send

updates and, most significantly, warnings as

transactions mount across the working week.

The proposition is : total control over personal

spend-and-save.

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Trending 2015 : The Top 10

To find Global or UK data - and to see which other

Trends made it into the top 10 - download Trending

2015 by visiting:

http://futurefoundation.net/nvision/

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