Key Trends for 2018

Maxwell Luthy

Maxwell LuthyDirector of Trends & Insights, TrendWatching

@MaxLuthy | #Trustme

WHAT A RIDE!

WE DON’T ASK CONSUMERS ANYTHING.

INNOVATIONS

EMERGINGEXPECTATIONS

EXPECTATION ECONOMY

A moment to stop and think.

VISION

BUSINESS MODEL

NEW PRODUCTS, SERVICES, EXPERIENCES

MARKETING, ADVERTISING, PR

WHERE?

WHO?

A-COMMERCE

VIRTUAL COMPANIONS

ADAPTIVE BY DESIGN

MOMENTS OF TRUTH

GLASS BOX BRANDS

AI AVALANCHE

THINKING: OUTSOURCED

In 2018, shoppers will look to handover almost every element of the sourcing, bargaining, purchasing, tailoring and picking up of products and services.

A-COMMERCE

AMAZON Connected devices can reorder supplies when running low

TOO EARLY

NOT ALONE

DRIFT Company uses AI and analytics to supply affordable energy

BARTERING

FINERY Digital closet organizes outfits and manages purchases

RETURNS

AMAZON ECHO Voice-activated selfie camera dispenses fashion advice

GUIDANCE…

TAILORING!

What do your customer interactions look like in the emerging era of

automated commerce?

RUTHLESS COMPETITION

78%of US consumers say they retract loyalty faster today than they did three years ago.

A c c e n t u r e , F e b r u a r y 2 0 1 7

IDIOT PROOF

Consumers are spoiled with honey traps before they make a purchase. In 2018, brands that continue to serve after a sale will earn trust, love and loyalty.

ADAPTIVEBY DESIGN

MASTERCARD & CURVE

Financial service provider lets people switch cards for past purchases

TIME TRAVEL

RYU Apparel brand’s discounts reward active customers

ENCOURAGING

OSLO TOURISM Couple ‘rescued’ from their vacation fail after posting about it on Instagram

RESCUE MISSION

TESLA Automaker’s free update helps customers evacuate hurricane zone

ACTUAL RESCUE MISSION

Is your organization well-placed to adapt and respond to customers’

changing needs in 2018?

394%increase in time spent on Social and Messaging apps in 2016.

Y a h o o , J u n e 2 0 1 7

CAPITAL ONE Bank uses AI to respond to SMS and emoji

CONVERSATIONAL

“Siri, find me a software engineer with a peer counseling or psychology background”

In 2018, virtual personalities will prove they have the power to entertain, educate and heal.They will make the leap from assistants to companions.

VIRTUAL COMPANIONS

75%of surveyed consumers associate mental health with ‘health’.

J W T , A p r i l 2 0 1 7

REPLIKA Chatbot uses AI to befriend and support users

MIRROR MIRROR

BLUE LEAF CAFÉ 

Cafe lets diners interact with virtual pop star, Hatsune Miku

PERSONALITY

72%of regular voice technology users say “brands should have unique voices and personalities for their apps/skills and not just use the assistant on my phone.”

J W T , A p r i l 2 0 1 7

KLM Airline's wearable gives tourists advice

OUT OF HOME

When interacting with your customers, could you provide something even

more meaningful than great service?

Edelman Trust Barometer

Edelman Trust Barometer

In 2018, rather than preach at consumers, brave brands will communicate with honesty and clarity and empower their customers with choices.

MOMENTS OF TRUTH

GENERAL MILLS Artificial yet “classic” version of breakfast cereal relaunched

DECISION TIME

AMERICAN APPAREL

US-based apparel brand relaunches with globally-made items

REALISM

SKOL Beer brand admits and tackles its history of sexist marketing

ASSISTANCE

HELP US FIX THIS!

COMMBANK Bank's ATM surveys solicit opinions about the future of Australia

CONVERSATION

Can you empower your customer with moments to stand by, celebrate

and share their values?

BLACK BOX…

CONNECTIVITY

GLASS BOX…

One powerful way to show consumers that your values align with theirs? Make meaningful positive changes to your internal culture, and then tell the world!

GLASS BOX BRANDS

Tool deals with problem of vacation email backlog

PROCESSES

THRIVE GLOBAL

Agency pays higher bonuses to staff who work less overtime

PRIORITIES

QUARTET COMMUNICATIONS

Bank CEO walks gay employee down the aisle

PERSONAL

HSBC TAIWAN

MOVE IN THE RIGHT DIRECTION…

Your internal culture can be a powerful asset. What steps will you

take to improve it?

A-COMMERCE

VIRTUAL COMPANIONS

ADAPTIVE BY DESIGN

MOMENTS OF TRUTH

GLASS BOX BRANDS

THANK YOU!max@trendwatching.com

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