Consumer Trends in 2018: 42 Expert Perspectives - Canvas8

CONSUMER TRENDS IN 201842 expert perspectives

We interviewed 42 experts from the Canvas8 network about the key trends influencing consumer behaviour across 14 sectors in 2018...

CONSUMER TRENDS 2018

Dr. Trudi EdgintonPsychologist, neuroscientist and mindfulness teacher

Health

Mansal Denton Founder and managerat Nootropedia

Ilana Jacqueline Patient advocacy manager at FDNA

CANVAS8 EXPERT PANEL

Jo DensleyFounder of Relish Marketing

Eating & Drinking

Brandt Maybury Co-founder of Tastehead

Holly Shackleton Editor of Specialty Food Magazine

Kate Zadah, Abbie CarterFounder and director of Mantelpiece PR

Beauty

Alice Hart-Davis Beauty journalist and skin care range creator

Tracey McAlpine Founder of Fighting Fifty

Lisa JaneEditor of Trips 100, Travel LovingFamily and Cruising with Kids

Leisure

Randy White Co-founder of White Hutchinson Leisure & Learning Group

James Kirkham Head of online football channel Copa90

Kyle ChaykaTechnology writer for the New York Times

Technology

Wendy Powell Lecturer at the University of Portsmouth

Adelyn Zhou Chief marketing officer at Topbots

Matt NavarraDirector of social media at The Next Web

Communications

Liam Brennan Director of innovation programmes at MediaCom

Dr. Pamela Rutledge Director of the Media Psychology Research Center

David PriceDirector of insights & analysis at the IFPI

Media & Entertainment

Nina Evans Talent and music producer for Channel 4’s Sunday Brunch

Ian Dransfield Games journalist and consultant

Bruce DaisleyVice president of Twitter EMEA

Careers

Mark Lester Director of partnerships at FutureLearn

Danielle Harlan Founder of the Centre for AdvancingLeadership and Human Potential

Andrew LloydLuxury brand growth specialist

Luxury

Emma Hart Founder & creative director at PUSH PR

Marie Cécile-Cervellon Professor of marketing at EDHEC Business School

Lyndsey DennisEditor of Retail Focus

Shopping

Simon Gosling Futurist at Unruly

James Dion Founder and president of Dionco Inc.

Anna WinstonEx-editor of Dezeen and an architecture and design consultant

Home

Bill Walsgrove Advisor to the Design Council

Caroline Rowland Editor of 91 Magazine

Duena BlomstromFintech and digital experience specialist

Money

Pierre Jean-Hanard Banker-turned-fintech entrepeneur

David Birch Expert on digital identity and digital money issues

Joe LeaderCEO of the Air Passenger Experience Association

Getting Around

Tony Lynch CEO of commuter rideshare company Faxi

Barney Williams Co-founder of coach service Zeelo

Janek SeevaratnamCorporate advisor for the CAF’s Philanthropy Services

Citizenship

Jessica Abrahams Europe Editor at Devex

Tomas Diez Co-founder of FabLab Barcelona


More people are not drinking alcohol, and instead want sophisticated soft drinks. People are always wanting the next big thing that’s new and tastes great. Gone are the days where you’d just have a lemonade or alcohol-free lager.

#1 Fancy Softs EATING & DRINKING IN 2018

Jo Densley, Founder of Relish Marketing

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#2 Happy Tummies EATING & DRINKING IN 2018

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Fermented foods, which help keep the healthy diversity of the bacteria in people’s guts, are going to be big. Bio-tiful produces kefir, a very old fermented milk-based drink. Health foods often stay niche, because they sound weird, but Bio-tiful’s design means it looks cool. Brandt Maybury, Co-founder of Tastehead

https://ctt.ec/wZ6FC


#3 Tasty Values EATING & DRINKING IN 2018

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Big retailers are recognising that artisan producers are doing well because they’re tapping into what customers want – the face and story behind a brand. They’re naming the farmers who raised their beef, stocking more artisan producers and changing the words they use, such as ‘small batch’. Holly Shackleton, Editor of Specialty Food Magazine

https://ctt.ec/9L0wZ


#4 Social Prescription HEALTH IN 2018

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The link between physical and mental health will continue to be developed in 2018 and healthcare providers will increasingly prescribe behavioural solutions, including advocating community involvement, to combat existing and future health issues. Dr. Trudi Edginton, Psychologist, neuroscientist and mindfulness teacher

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#5 Optimal Self HEALTH IN 2018

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In 2018, genetics and tracking technology will allow patients to identify what they’re deficient in and susceptible to and take preventive measures. They’ll be able to find and adopt solutions that are specific to them. Rather than a generic multivitamin, patients will take supplements that have a single target. Mansal Denton, Founder and manager at Nootropedia

https://ctt.ec/9U3W7


HEALTH IN 2018

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#6 Technology Prescribed

Technology will highlight health abnormalities at a quicker and more effective rate than doctors, communicating information to patients who can then do their own research and find possible remedies. Patients will have more control in the conversation – forcing the industry to change and adapt. Ilana Jacqueline, Patient advocacy manager at FDNA

https://ctt.ec/7kjm6


#7 Intimate Luxury BEAUTY IN 2018

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There’s been a rise in luxury skin care specifically designed for women’s intimate areas. We’re seeing them marketed next to skin and hair care products. It’s a positive step because intimate health still carries a negative stigma.Kate Zadah & Abbie Carter, Founder and director of Mantelpiece PR

https://ctt.ec/Z02eL


#8 Friendly Fillers BEAUTY IN 2018

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In 2018 we’ll see growth in non-surgical cosmetic procedures. The stigma around these treatments is starting to fade. Younger generations are keen to look good on social media, so we’re seeing a rise in women in their 20s and 30s getting treatments like llers or lip plumpers. Alice Hart-Davis, Beauty journalist and skincare range creator

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#9 Ritual Routines BEAUTY IN 2018

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In 2018 we’ll be spending more time on our skincare, incorporating more stages, and adding steps in that help make our beauty regimes more of a ritual – everything from sheet masks to serums. While make-up is always going to be popular, the emphasis on having clean skin is growing too. Tracey McAlpine, Founder of Fighting Fifty

https://ctt.ec/84wtW


#10 Home Comforts LEISURE IN 2018

Families will opt for a staycation in 2018. In a bid to cut the costs further, people are travelling in ways they might not have considered before – be that going self-catering, opting to hire a campervan or booking an Airbnb. Multi-generational holidays are becoming increasingly popular too. Lisa Jane, Editor of Trips 100, Travel Loving Family and Cruising with Kids

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#11 Convenient FunTweet me

LEISURE IN 2018

People are cocooning at home more often – they’re attending a concert in their pyjamas. People are spending less time face-to-face socialising and it’s because they’re able to do almost everything at home, which is far more convenient.Randy White, Co-founder of White Hutchinson Leisure & Learning Group

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#12 Authentic Action BEAUTY IN 2018

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Although people still go to watch Chelsea, they also have a cultist devotion to grassroots clubs. This feels more real. People are even hashtagging #properfootball on social media. From the food, the ambience or even the way that people watch the game, it feels more authentic.James Kirkham, Head of online football channel Copa90

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#13 Selective Social TECHNOLOGY IN 2018

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As people feel increasingly unsafe or unheard in the vast, uncontrollable spaces of Facebook or Twitter, we’ll see social networks transform into more intimate formats. It could be something like Slack or a private version of a platform like Airbnb.Kyle Chayka, Technology writer for the New York Times

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#14 Virtual SensesTweet me

TECHNOLOGY IN 2018

We’ll see VR hardware become increasingly immersive by incorporating touch as well as vision. To truly offer immersion, companies will begin to incorporate technology that responds not just to what users are doing, but what they’re feeling, too. Wendy Powell, Lecturer at the University of Portsmouth

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#15 AI UbiquityTweet me

TECHNOLOGY IN 2018

From using AI to detect the possibility of disease or cancer, to generating creative content previously seen as the gold standard, the use of AI will accelerate across sectors. Technology is successful when it becomes seamlessly integrated into daily life. It’s evident in how AI has been used in smartphones.Adelyn Zhou, Chief marketing officer at Topbots

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#16 Personal Soundtrack MEDIA & ENTERTAINMENT IN 2018

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The rapid adoption of on-demand streaming has changed the music industry. But with 40 million tracks – what to pick? Curation will become key. Spotify has found great success with Discover Weekly, while Amazon is using the Echo speaker to explore what happens when users can choose the music they want.David Price, Director of insights & analysis at the IFPI

https://ctt.ec/30aCa


#17 Show StoppersTweet me

MEDIA & ENTERTAINMENT IN 2018

An interesting change in TV is how much advertising has had to up its game – because people are so used to skipping them. Some ads on YouTube are really interesting – producers are making mini programmes, which are funded by brands, and people are drawn into watching them. Nina Evans, Celebrity producer at Channel 4 Sunday Brunch

https://ctt.ec/9iXP2


#18 Continuous PlayTweet me

MEDIA & ENTERTAINMENT IN 2018

The games industry is moving much closer to a service-based model rather than relying on a single purchase of a game. This means publishers are able to consistently monetise their titles from release through the game’s entire lifespan. Ian Dransfield, Games journalist and consultant

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#19 Private Eyes COMMUNICATIONS IN 2018

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An interesting change in TV is how much advertising has had to up its game – because people are so used to skipping them. Some ads on YouTube are really interesting – producers are making mini programmes, which are funded by brands, and people are drawn into watching them. Matt Navarra, Director of Social Media at The Next Web

https://ctt.ec/eHdM7


#20 Sound WavesTweet me

COMMUNICATIONS IN 2018

2018 will see a growth in screenless advertising as voice input becomes more common. It’s opening new opportunities and the brands that are doing voice well are utility based companies and food brands. They understand that Alexa sits in the kitchen and provides a nice way of suggesting recipes or helping people cook.Liam Brennan, Director of innovation programmes at MediaCom

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#21 Same Difference COMMUNICATIONS IN 2018

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Communication companies are all starting to look a bit the same; Instagram Stories is the same as Snapchat Stories, and you can video chat on Facebook now just as well as you can on Skype. So the defining feature of any platform is where the people are – where I can talk to who I need to talk to.Dr. Pamela Rutledge, Director of the Media Psychology Research Center

https://ctt.ec/60H0g


#22 Burning OutTweet me

CAREERS IN 2018

One-in-five sick days are now stress related, while the workplace is exacerbating mental illness. By being constantly connected to work emails, people have lost the freedom to escape, decompress, or prepare. People are feeling overwhelmed –companies will be pressured to take action.Bruce Daisley, Vice president EMEA of Twitter

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#23 Micro Credentials CAREERS IN 2018

There is demand to train people much more quickly because the world is changing rapidly. These pressures are driving demand for micro- learning, or bite-sized tutorials employees can consume when they need to. Many employers are trying to move to a more skills-based hiring practice, rather than relying on a degree.Mark Lester, Director of partnerships at FutureLearn

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#24 Meaningful MétiersTweet me

CAREERS IN 2018

In 2018, Gen Y will continue to shape the workplace. They’re focused on finding a purpose in work, which is valued even more than money. Two thirds of Gen Y say they’d rather make $40,000 and enjoy their job, than make $100,000 at a job they think is boring.Danielle Harlan, Founder of the Centre for Advancing Leadership and Human Potential

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#25 Unsung HeroesTweet me

LUXURY IN 2018

Cutting out the middleman is going to be a big theme in 2018. Buy something direct from the maker. Consumers are much more informed. If someone buys a piece of jewellery from the jewellery court in Birmingham, for instance, they can share it on Instagram, and say: “Don’t go to Boodle’s, go to XYZ.”Andrew Lloyd, Luxury brand growth specialist

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#26 Highly ValuedTweet me

Luxury is not about a logo, it’s not about the bling. Luxury has become about how to make a statement of either your political persuasion or your values and your beliefs, rather than how much money you have. Luxury brands are investing more in telling a good story and aligning with people’s values.Emma Hart, Founder & creative director at PUSH PR

LUXURY IN 2018

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#27 Everyday LuxuryTweet me

Gen Y and Z are looking for luxury that’s less formal, less conventional, and is something that they can integrate into their lifestyle in a comfortable way. T-shirts, sneakers and phone covers have been given a luxury upgrade. These are things that can be worn all the time; not just during the evening or on a business trip.Marie Cécile-Cervellon, Professor of marketing at EDHEC Business School

LUXURY IN 2018

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#28 Community SpacesTweet me

SHOPPING IN 2018

The store has evolved from a space to shop, to a space to explore and experience, and now a space to interact with others. Brands like ARKET or Lululemon are opening up coffee shops in their stores. This allows people to meet other people that shop there for the same purpose (like doing yoga) and engage with them. Lyndsey Dennis, Editor of Retail Focus

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#29 Brand BypassTweet me

SHOPPING IN 2018

Searching via voice may be comfortable, but it also allows the home assistant manufacturing brands like Amazon, to do something very useful – bypass other brands. When someone asks Alexa to add ‘AA batteries’ to their shopping basket, Alexa will, by default, add Amazon’s own make instead of, say, Duracell.Simon Gosling, Futurist at Unruly

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#30 Mobile DistractionsTweet me

SHOPPING IN 2018

Retailers haven’t figured out how to seamlessly combine the fact that people walk around with their faces in their phones with the need to get them to look up at the rails. Phones also mean consumers are far better informed – if they see an item they like they can check to see online if somewhere else has got it cheaper.James Dion, Founder and president at Dionco Inc.

https://ctt.ec/dT0E0


#31 Silicon BankingTweet me

MONEY IN 2018

As a consumer, PSD2 means that your data is no longer being held prisoner, you can aggregate your information and see it in one place. It’s not only informative, but you can transfer money, and make payments. This could be provided by any brand that has a notification framework. So, why wouldn’t it be Apple?Duena Blomstrom, Fintech and digital experience specialist

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#32 Seamless DelegationTweet me

MONEY IN 2018

In 2018, artificial intelligence will become increasingly present in our banking life, enabling people to delegate what they are doing to a third party. Everything will be done on your behalf, so you can have a very light touch with respect to your banking experience. And because of its success, people will delegate even more.Pierre-Jean Hanard, Banker-turned-fintech entrepeneur & Partner at The Startup Platform

https://ctt.ec/hc1pm


#33 Conversational CommerceTweet me

MONEY IN 2018

People are going to start to do business inside WhatsApp, rather than through the dedicated applications. If I’m talking to you on WhatsApp, for example, and could say, “OK, we’ll meet at five o’clock; here’s twenty pounds for the ticket”, I then don’t have to come out of WhatsApp to run some stupid banking app.David Birch, Expert on digital identity and digital money issues

https://ctt.ec/eXr26


#34 Curated TreasuresTweet me

HOME IN 2018

The curation of different pieces has been seen in fashion for a while. It’s now being adopted in interior design. It’s about carefully tracking down trinkets from a multitude of sources, e.g. something from a local market, a piece from Zara Home as well as a souvenir from a holiday.Anna Winston, Ex-editor of Dezeen and an architecture and design consultant

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#35 Design SmartTweet me

HOME IN 2018

Instagram and Pinterest have provided a design education to the masses. The image collecting platforms have taught people to mood board their lives. Interior design was once considered high brow, but now people are comfortable accessing blogs, magazines and social media.Bill Walsgrove, Advisor to the Design Council

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#36 Cosy MinimalismTweet me

HOME IN 2018

As the outside world becomes harder to cope with, and people get more in touch with their wellbeing, homes are expected to act as sanctuaries. Minimalist designs are being rethought. The white walls and simple layouts remain, but are being complemented with tactile elements to bring personality and warmth inside.Caroline Rowland, Editor of 91 Magazine

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#37 Seamless SolutionTweet me

GETTING AROUND IN 2018

In 2018, travel is going to become a more seamless experience, helped by AI, biometrics and technology. Digital bag tags with ‘e-ink’ can be electronically programmed with the right information, so you just have to drop them off. Biometrics will also be implemented at touchpoints other than security.Joe Leader, CEO of the Air Passenger Experience Association

https://ctt.ec/EKL20


#38 Pooled ParkingTweet me


The biggest changes in 2018 will be about how we best use the spaces we already have – encouraging carpooling and public transport usage, maximising existing infrastructure in growing areas.Tony Lynch, CEO of commuter rideshare company Faxi

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#39 Data DrivenTweet me


There’s going to be a surge across the transport sector in using data to create services that are flexible and customer-focused. It’ll be interesting to see what CityMapper do with their data-driven bus routes, filling the gaps where public transport is missing.Barney Williams, Co-founder of coach service Zeelo

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#40 Staying Local CITIZENSHIP IN 2018

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Given today’s social and political climate, we’re seeing brands focus a lot more on local elements in their corporate responsibility and sustainability practices. The best way to show shoppers that you’re active in the community and that you’re doing good things is for them to see it in local causes that are important to them. Janek Seevaratnam, Corporate advisor for the CAF’s Philanthropy Service

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#41 Consistent Values CITIZENSHIP IN 2018

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If you’re going to take a stand on an issue and include it in your messaging, then you need to build it into all company ideology too. For example, if you’re speaking up on behalfof women’s empowerment in advertising, people expect you to act on that value in your practices and supply chain, too.Jessica Abrahams, Europe editor at Devex

https://ctt.ec/fYU4t


#42 Collaborative Creation CITIZENSHIP IN 2018

Right now, we’re engaged on the web, but we don’t know what’s happening next door. Citizen participation can happen through the promotion of physical spaces in which people can come and co-produce things. Encouraging this community ties into the growing desire to be more informed about what’s happening locally.Tomas Diez, Co-founder of FabLab Barcelona

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