2. Big trends
• Big data- More and more data analyse
• Connectivity- more and more part of our lives will be connected and
online
• Wearable's- more wearable devices (e.g. Google glass)
• Internet… everywhere and everything
• Cloud’s
• Mobile payments
• Better ad targeting – search technology
• Augmented reality
• Dual screening
4. Connectivity and wearable's
• Whilst 2014 saw the connectivity market rocket with more than 420,000 wearable's sold in
the UK alone
• Health and fitness is a big growth area
• It is thought that over 79 million wearable's will be purchased in 2015 worldwide
• Companies and start ups have started to design ways to use these wearable's in a practical
way (DR’s)
• The bPay took hold last year and is set to grow with events like Pride allowing customer to
pay for goods without there wallet, this maybe over taken by mobile payments going
forward
• From toaster to fridges and toothbrushes to your car the home is becoming a hot bed of
connectivity. cars like the BMW i8 are becoming a computer first and a car second
• Marketers are starting to see how this connectivity can work for them, the 2015 Super
Bowl and the Christmas ads here in the UK featured more ads then ever asking people to
“connect” though social media which is set to continue
6. Think: Apple Ipay, mobile gaming,
product customising
Fast-laneing, dead
time and mobile
payments
7. Fast-laneing, dead time and mobile payments
• While some companies have already started to find ways to get services to the customer
quicker and more conveniently this trend will continue to see growth in 2015
• Starbucks have already started to give customers the opportunity to select and pay for
their coffee before they reach the counter. Tacobell have also offered customer the chance
to customize before reaching the counter
• For a fun and creative FAST-LANING initiative, look to Swedish amusement park Liseberg,
who in June 2014 released an app to accompany its new Helix roller coaster. Attendees
could play the free Helix Game while waiting in line for the attraction. Every 15 minutes,
the player with the highest score got a pass to skip the line
• Phone usage and mobile payments are likely to be increasing over the coming years one
study suggests that by 2017 half of smartphone users will use mobile payments
• UK payments value will increase by more than 50% in 2015 and millennials are most
open to using this type of technology with 48% saying they would like to use it.
• 2015 will also see the launch of Zapp which will allow users to make mobile payments via
their bank account and is backed by several UK banks
• Air France has recently released a game the allows passenger to upgrade their seat
10. Caring companies
• Increasingly consumers are starting to think about where they spend their money
• One survey suggested: 87 percent of global consumers factor in CSR into their purchase decisions.
• 66% of consumers feel that the value exchange between consumers and brands is one-sided.
Meanwhile, 70% feel that brands are motivated by a self-centered desire to increase profits rather than
by a sincere commitment to their customers
• These stats show consumers are moving towards a more ethical business as well as those with
environmental credulities (TREND SNAPHOTS 2015) (http://ecowatch.com/2015/01/09/food-trends-
2015/)
• There are also more and more main stream events being set up to cater for the more environmentally
aware consumer (Ecobuild) (Green Gathering)
• People are starting to look at brands how they are doing business responsibly for example, 73% of
Millennials don’t believe governments can solve today’s issues alone, and 83% want businesses to get
more involved
• As people also see government services cut people will start to demand companies play more of a role
in helping to provide them Waze who offer real time traffic updates, Taxi drives who recognise signs of
illness and Volvo creating chargeable roads. People want companies who give back
• Multiple companies have released apps that allow the consumer to benefit as well as charities
Foodtweeks and the Macdonalds BFF apps are both examples
12. EXTRA TREND: Sympathetic Pricing (and sometimes unsympathetic)
• Consumers are continually looking for discounts but many feel the Current trend for paper
and digital vouchers is having a detrimental affects on brands
• Just 5% of consumers in the UK and US believe big businesses are very transparent and
honest.
• consumers are keen to see brands care see this expressed where it really counts
• Led by the start-ups and new innovative brands
• Painkiller pricing - discounts that target lifestyle pain points
– The wolf & I in melbourne offers a free drink to anyone with a parking ticket!
• Compassionate pricing -discounts that offer a helping hand at a difficult time.
– The community shop offers reduced prices for those who hit hard times
• Purposeful pricing - Discounts in support of a shared value or belief
– Corendon offered 50% for gay activists going to the Russia winter Olympics to protest
• Just say please and get money off!
• BE WARNED! While Uber has used the pricing to it advantage (tube strike fare reductions)
they have come under criticism when it raised prices during the Sydney seize
15. Augmented reality
• Google glass officially launched in 2014 to much acclaim but 2015 will be a year
that will see this trend become more main stream as consumers and companies
begin to see its benefits to them
• The benefits of augmented reality are easy to seem, one example of its practical
use if for training doctors and surgeons (Applications in medical teaching)
• Marketing in augmented reality is going to become part of the mainstream
marketing process (Why Augmented Reality Marketing Will Be Huge in 2015)
• Tesco is launching a google glass app that will offer customer the chance to do
their shopping by looking at the food in your fridge
• Quantus are also lunching an in flight simulator that allows users to have a very
different in flight experience
• Microsoft is also set to join this growing trend, marketing its hologram glasses as
the next generation of computing
18. Sharing
• Linked closely to mobile technology, the sharing economy is set to grow with services like
AirBnB still growing this year and still gaining users. We will also see company and services
dedicated to allowing consumers to share data and become better connected with each
other. One example is the umbrellahere which gives users the chance to share there
umbrella with fellow users
• Pareup also sends messages to users informing them about opportunity's to buy food that
will shortly go out of date at participating restaurants, cafes and stores
• While 48% of those who had used ‘neo-sharing’ collaborative consumption platforms (such
as Airbnb, Zipcar and Kickstarter) were aged 18-34, 33% were aged 35-54 and 19% were
aged over 55
• Sharing has started to go beyond some of the traditional boundaries thanks for
technology. For example one Brazilian language school connected students to retired
Americans for the mutual benefit of both parties
• Breather allows users to find a space for as little as 30 minutes to give people the chance
to use different productive spaces. We Work is a worldwide service that allows users to
work in any of its office spaces
19. • A recent study found that 45% of Millennials
in the US & UK would like to use their mobiles
to split bills with friends and by 2017, there
are forecast to be 450 mobile payment users
• Use of new forms of real-time tools and data
to help consumers seamlessly share costs.
And not just for products, but services and
experiences, too
• Think: Taxi splitting, splitting dinner
• Car sharing companies set up to allow
customers and user to share the cost of the
journey have sprung up over 2014 and are
set to grow over 2015. Zipcar the Audi Unite
allows users in Sweden to share the cost of
an Audi with up for 4 other users (friends,
neighbours etc…) by sharing usage
Bonus: FAIR
SPLITTING
21. Think: Granny’s on tablets and kids
on grammar phones
Post-demographic
consumerism
22. Post-demographic consumerism
• Consumer boundaries are changing – the traditional demographics are evolving
to be a wider all embracing
• The changing demographics are leading to marketers having to change the way
they target products
• Definition:
– People – of all ages and in all markets – are constructing their own identities more
freely than ever. As a result, consumption patterns are no longer defined by ‘traditional’
demographic segments such as age, gender, location, income, family status and more
• Radio 1 found of the 1,000 favourite artists for 60-year-olds and the 1,000
favourite artists for 13-year-olds, there is a 40% overlap.
• Many companies are embracing these new trend in there marketing
23. Post-demographic consumerism
• Challenging:
– Coca-Cola’s 2014 Super Bowl ad featured “America the Beautiful” sung in a wide variety
of languages (including Spanish, Tagalog, Hindi and Hebrew) and by people from
various races, ethnicities, religions and families. The ad caused controversy with its
non-traditional depiction of American society and culture.
• The new customer:
– August 2014 saw Rolls-Royce make its debut in racing videogame Forza Motorsport 5,
the first time the British automotive brand has made an appearance in the gaming
world
• Sharing common knowledge and interest:
– PandaBed is a Singapore-based peer-to-peer lodging service, similar to Airbnb. After
finding that a fear of lodgers being a cultural mismatch was a major barrier to hosting
for many of its Asian users, in August 2014 the site introduced a PeerMatch feature,
which gives hosts the option to narrow their audience based on their own preferences.
26. Brand Stand
• Brands need to stop being “neutral” and start to have an opinion on things,
particularly if it affects them
• 73% of Millennials believe that businesses should share a point of view about
issues
• 73% also think businesses should influence others to get involved in an issue
• When consumers are surrounded by an ocean of branded content, constantly
occupying neutral ground means a slow drift into obscurity, Social is one of the
best ways for brands to show their stand
• Nandos created the “blue lights brigade” which showed the irony of the SA
convoy system
• Companies come out, at least 27 companies came out in support of gay
marriage including Apple, Google and Oreo
28. Some other food for thought
• Instant skills - cravings for lifestyle
maximisation still as intense as ever,
reducing if not eliminating the barriers
to the creation of high quality output
will be the key to delighting
aspirational consumers everywhere in
2015.
– Think – technology doing everything
perfectly for you
• Garden clever
• Cook smart
• ROBOLOVE - smart business will be
planning not just how robots might
decrease their costs, but how they can also
increase customer satisfaction, too.
• ROBOLOVE will free your (human)
employees from the most repetitive parts
of their roles, and free them to focus on
the more engaging, valuable tasks (that will
further increase their satisfaction, and so
ultimately that of your customers too).
• Airport parking
• Café assist
• Prosumer is a portmanteau originally formed by contracting professional with the word consumer
29. Some other trends worth considering
• Travel:
– Live like a local and fitness and
wellness
• Fashion
– Yellows, Kimono-Style Trench Coats
and Medium-Size Obi Belts
• Native advertising
• tongue in cheek look at trends in
2015
• Food and more food
– Cauliflower, Breakfast and Desert
• Drink
– Korean, Gadgets and Celebrities
• Social media
– Social buying and New networks
growth
• Weddings
