23
2014 TRENDS WORKSHOP February 21, 2014

2014 Trends Workshop

Embed Size (px)

DESCRIPTION

Facilitate an ideation session with this deck. I chose what I think are the 5 biggest trends from Trend Watching's 2014 report. Please note, I changed TW's "Ubitech" to really be about Internet of Everything and added my own examples.

Citation preview

Page 1: 2014 Trends Workshop

2014 TRENDS WORKSHOP

February 21, 2014

Page 2: 2014 Trends Workshop

2

TODAY’S GOALS

•Learn about a few mega consumer trends

•Generate ideas as to how BRAND might leverage them

•Identify strong thought starters for further exploration

•Have fun!

2014 TRENDS WORKSHOP

Page 3: 2014 Trends Workshop

32014 TRENDS WORKSHOP

AGENDA

• Introduction to Mega Consumer Trends (5 min)

• Present Five Trends relevant to BRAND (20 min)– What is the trend?– How is it relevant to BRAND?– Examples

• Break into Small Groups by Trend (25min)– How might BRAND leverage this trend?

• Present Ideas (20 min)– Does anyone have builds for another groups’ trend?

• Vote on favorite three (10 min)

• Wrap Up (5 min)

Page 4: 2014 Trends Workshop

INTRO: MEGA CONSUMER TRENDS

“Big, slow moving ‘currents’ [among consumers] that remain broadly stable year-on-year, and can be applied across regions, industries and demographics.”

– Trend Watching

They are informed by and overlapped with macro trends: PESTLE (political, economic, social, technological, legal & environment)

42014 TRENDS WORKSHOP

Page 5: 2014 Trends Workshop

THREE BROAD THEMES

1. The transfer of online expectations (abundance, flexibility, access etc.) to the ‘real world’

2. The overturning of ‘conventional’ expectations (about price, time, quality and more)

3. The craving – expectation even – for consumption that makes one feel good, not guilty

52014 TRENDS WORKSHOP

Page 6: 2014 Trends Workshop

6

FIVE MEGA CONSUMER TRENDS

2014 TRENDS WORKSHOP

1. YOUNIVERSEMake your consumers the center

2. UBITECHThe ever-greater pervasiveness of technology

3. HUMAN BRANDSWhy personality and purpose will mean profit

4. BETTERMENTThe universal quest for self-improvement

5. HELPFULLBe part of the solution, not the problem

Page 7: 2014 Trends Workshop

7

Page 8: 2014 Trends Workshop

8

TREND 1: YOUNIVERSE

.

Self Central

2014 TRENDS WORKSHOP

Page 9: 2014 Trends Workshop

9

TREND 1: YOUNIVERSE

Instant Makers

2014 TRENDS WORKSHOP

Page 10: 2014 Trends Workshop

10

Page 11: 2014 Trends Workshop

11

TREND 2: UBITECH

What if all your things could talk to each other and you?

Connected HomeConnected TV Content

2014 TRENDS WORKSHOP

Page 12: 2014 Trends Workshop

12

TREND 2: UBITECH

Connected Cars

Connected Clothes

Connected Experience

2014 TRENDS WORKSHOP

Page 13: 2014 Trends Workshop

13

Page 14: 2014 Trends Workshop

14

TREND 3: HUMAN BRANDS

When asked about ‘meaningful brands’, most people said they wouldn’t care if 73% of brands ceased to exist (Havas, June 2013). 90% of people want brands to be as transparent about a product’s performance as they are about their values.

Honest Flexibility

2014 TRENDS WORKSHOP

Page 15: 2014 Trends Workshop

15Q1

TREND 3: HUMAN BRANDS

Bitter Truths

Page 16: 2014 Trends Workshop

16

Page 17: 2014 Trends Workshop

17

TREND 4: BETTERMENT

90% of consumers value the role that brands play in enabling their personal goals.

Breaking Bad

2014 TRENDS WORKSHOP

Page 18: 2014 Trends Workshop

18

Currencies of Change

2014 TRENDS WORKSHOP

TREND 4: BETTERMENT

Page 19: 2014 Trends Workshop

19

Page 20: 2014 Trends Workshop

20

TREND 5: HELPFULL

75% of consumers prefer customized in-store experiences to online shopping (Instant.ly, April 2013).

Video Valet

2014 TRENDS WORKSHOP

Page 21: 2014 Trends Workshop

21

Preemptful

2014 TRENDS WORKSHOP

TREND 5: HELPFULL

Page 22: 2014 Trends Workshop

BREAK INTO FIVE GROUPS

•Trend 1

•Trend 2

•Trend 3

•Trend 4

•Trend 5

22

How might X brand leverage this trend?

Ground Rules:

No bad ideasBuild vs. critique

Contribute!

2014 TRENDS WORKSHOP

Page 23: 2014 Trends Workshop

WRAP UP & NEXT STEPS

•Share out ideas highlighting identified favorites

•Discuss how best to move forward

232014 TRENDS WORKSHOP