The Cultural Shifts That Transformed Consumers

Curated by M. Fair

POLARIZING

POLARIZING 2016 may have been the most divergent sequence of events in History.

From key advancements in modern technology to the election of the most controversial U.S. President in history, consumers were shaped and

transformed by the moments that comprised this year.

As we enter 2017, consumers will bring along the past year’s most pivotal and poignant moments in their mindset and behavior.

WHAT WE SAW… Race was the undercurrent of many of the year’s most significant events.

From the most divisive and turbulent Presidential election in US history to the ongoing issue of racial social inequality, Consumers were forced to make choices like never before.

People spoke their truth across multiple platforms, from real world demonstrations to full-scale social media onslaughts, with live technology fueling the fire.

The altruistic view of Race in America was banished and content showcased this shift across TV, Film, Print and Music. Everyone from athletes to politicians were vocal in their particular stance and furthered the national conversation.

The spectrum of emotion ranged from wide spread fear to complete anger around the state of race relations in the US.

WHAT WE LEARNED… Silence is Consent.

Across every facet of communication, consumers were speaking out and looking for alignment and dialogue in their communities. The same expectation was expected among the brands they support.

There is no longer room for brands to remain silent in the face of racism or injustice.

In a country where political lines revealed deep-seated issues around race, religion and sex, there has never been a greater propensity among US citizens to stand for what they believe in.

In 2017, brands will need to be vocal. Affiliations will be uncovered or assumed if not blatantly stated.

Political Correctness is the New Wack.

WHAT WE SAW… Connected technology = the new normal.

Beyond merely features, the requirements of the “connected self” shifted the paradigm of “Smart” from functionality to experience.

2015 saw the release of the Apple Watch – complete with it’s far share of fan-boy glorification and significant panning. 2016 ushered in the next-gen iteration of the watch and a host of competitors, but the real talk of tech was Smart Home technology.

Alexa, Google Home, Nest, Canary and the list goes on. Smart functionality became a way of life and consumers aren’t looking back.

Electric vehicles got in on the Smart conversation as well. From the next gen Chevy Volt to the Tesla Model 3 (which garnered nearly half a million reservations in less than 30 days), electric cars began laying the ground work for autonomous driving and continued to reshape the conversation the “connected life”.

WHAT WE LEARNED… Wearable becomes Livable

More than just wearable, the shift to a Smart Life perspective will require experiences that are hearable, feel-able and leverage experiential technology. Look for innovation around wearable payment, tech driven street-wear and the evolution of the smart virtual assistant through products (think hearable smart shoes).

Connected Tech Will Drive

The next wave of experiences will be powered by big data, AR/VR intelligence, sensors and multiple inputs that consumers will submit to for the viability of said experience.

The Brand Experience Thrives

Brands will rally behind the experience. Multi-sensory, integrated experiences will become central to garnering the consumer’s attention and affinity. Look for automotive, retail and CPG industries to lead innovation.

WHAT WE SAW… Static is Dead. 2016 saw the introduction of live streaming technology across the leading social media platforms. Consumers went wild for the capacity to share experiences in the moment.

Brands flocked to the opportunity to drive real-time engagement in a completely new way.

Each social platform worked to carve their own unique space in live streaming functionality.

Notable executions included: •  Twitter’s introduction of live video streaming functionality

across all users and integration with the National Football League (NFL) for live game streaming

•  Instagram introduced live video streaming user functionality that disappears post transmission

•  Facebook’s introduction of Live video for users with Map & Face Mask functions.

•  Snapchat offered Live streaming technology around noted Live Story events

WHAT WE LEARNED… Real Time or Die.

The larger theme around consumer demand for immediacy has birthed the Live mentality and this trend won’t die.

People want “it” NOW. Social is no different.

Brands will continue to craft experiences designed for live streaming and further leverage the technology to create “all-access” type content to pull in consumers.

Live technology will be critical in crafting holistic brand experiences that provide a sense of urgency for consumers. Live brings about an appointment setting CTA for consumer engagement. Think “Must See TV” in the social space.

THE BOTTOM LINE

THE BOTTOM LINE