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Trends and insight specialists Future Foundation take a look back at its consumer trends predictions over the last year. What made the grade? What has changed? How does our data stack up? And what might be the biggest trends for 2014?
4 1 | Professionalized Budgeting
We predicted A widespread ongoing commitment to budgeting across all age/ income groups, even as economic recovery gained momentum Photo: Andrew Rueda
5 What happened? More than
two thirds of Americans agree that they are carefully budgeting their finances... 100% Agree strongly “I carefully budget my personal finances each month” Agree (Increase.) 80% 60% 40% 20% Source: nVision Research | Base: 3,000-5,000 online respondents aged 16+, USA, 2013 $100k+ $60k $100k $40k - $60k $20k - $40k HH income <$20k 65+ 55-64 45-54 35-44 25-34 16-24 Female Male 2013 2012 2011 2010 0%
6 Trend in action TK
Maxx’s Fall 2013 ad campaign featured the tagline “Savvy Is The New Black” - emphasizing to consumers that it offered high-quality style at affordable and sensible prices. TrustEgg is designed for parents on relatively modest incomes who want to start saving for their child’s future. A policy can be set up with a deposit of just $1, with other individuals (e.g. grandparents, family friends) designated as “trustees” who are able to contribute additional funds as and when they like. Cheap Energy Club invites individuals to register for a free service to check whether they currently have the cheapest deal available; if they do not, they can access a full comparison of the market and then let the service handle the switch on their behalf.
7 1 | Professionalized Budgeting
Outlook for 2014 We expect to see no slackening in power, especially as tools and apps help people manage their money in automated, ultraefficient ways Photo: Andrew Rueda
9 2 | Society of
Sobriety We predicted Self-regulation is the new cool. Excess is just not amusing any more and certainly not conducive to social or career success - especially when the digital world puts our every move on public display. Photo: (Creative Commons) epSos.de
10 What happened 100% Agree
strongly “I am too fat” Agree 80% 60% 40% 20% Obese Overweight Normal $100k+ $60k - $100k $40k - $60k $20k - $40k HH income <$20k 65+ 55-64 45-54 35-44 25-34 16-24 Female Male Total 0% This trend has clearly gained a lot of support this year - nowhere more so than in the food and drink sectors Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
11 Trend in action From
June 1 2013, Starbucks banned smoking in any seating areas outside its branches as well as within a distance of 25 ft of 7,000 of its stores in the US and Canada. Fall 2013 saw Burger King launch “Satisfries” - crinklecut fries which are said to contain 40% less fat and 30% fewer calories than leading alternatives in the fast-food sector. In summer 2013, authorities in New York continued the “Pouring on the Pounds” campaign - an initiative designed to highlight the potentially unhealthy effects of consuming sugary drinks. As alternatives, consumers were advised to drink fat-free milk and water as well as eat fresh fruit rather than drink juices.
12 2 | Society of
Sobriety Outlook for 2014 Even as we return to economic growth, inclination towards moderation will remain strong. It is hard to imagine flamboyant excess becoming socially endorsed again Photo: (Creative Commons) epSos.de
14 3 | Native Marketing
We predicted Talking to customers about price, value, efficiency is boring. Brands are making emotionally rich journeys for/with customers, narrating their presence into the heart of the shared social space. Photo: (Creative Commons) brewbooks
15 What happened? This theme
has experienced significant traction, with brands from Coca Cola to Red Bull turning to content as a prime way of driving engagement Via any means Via laptop / desktop / netbook Via smartphone, among mobile internet users 100% Via tablet, among tablet users Those who have recently “used a service (such as Facebook, reddit, di gg, del.icio.us, or Twitter) to share something I’ve found online” 80% 60% 40% 20% $100k+ $60k - $100k $40k - $60k $20k - $40k HH income <$20k 65+ 55-64 45-54 35-44 25-34 16-24 Female Male 2013 2012 0% Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
16 Trend in action Dunkin’
Donuts premiered a Vine ad on TV. Aired as part of its sponsorship of ESPN’s Monday Night Countdown, the fivesecond commercial was supported by branded activity on Twitter, with Dunkin’ Donuts livetweeting during the game and recreating memorable match moments with its own products. Lexus launched a co-creation platform to promote its IS sport sedan vehicle. Branded Amazing Mix, the website invited consumers to create their own ad from a selection of clips. A spokesperson commented that: “The Lexus IS sport sedan appeals to performance-driven, techsavvy customers who are looking to stand out from the crowd." Red Bull Personal Best is an online Quantified Self platform that invites users to compete against famous mountain biker siblings Rachel and Gee Atherton.The system lets users compete directly with professional sportspeople, encouraging direct interaction with Red Bull’s celebrities.
17 3 | Native Marketing
Outlook for 2014 As social networkers need to be given progressively better reasons for continuing to interact with brands, we expect the level of innovation to remain high Photo: (Creative Commons) brewbooks
19 Tech Change 30% in
the US own a tablet computer in 2013 Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) designmark, bburky
20 Tech Change Vs. 11%
who owned a tablet computer in 2011 Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) designmark, bburky
21 Tech Change 40% of
16-24s have paid to download/stream tracks. Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) designmark, bburky
Trends 2014 Savvy Shopping Over
two thirds in the US “specifically look out for promotions when shopping” Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) rose3694, owenwbrown 22
Trends 2014 Savvy Shopping 69%
whose household income is greater than $100k Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) rose3694, owenwbrown 23
24 Green Shoots Two-thirds agree
that companies should be penalized for failing to care for the environment Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) ningunaparte
25 Green Shoots up from
57% in 2012, approachin g the prerecession high of 2008 Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) ningunaparte
26 Green Shoots “Companies should
be penalized for failing to care for the environment” 100% Agree strongly Agree 80% 60% 40% 20% Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013 $100k+ $60k - $100k $40k - $60k $20k - $40k HH income <$20k 65+ 55-64 45-54 35-44 25-34 16-24 Female Male 2013 2012 2010 2009 2008 0%
27 10 Trends to Watch
in 2014 1. Probability Gets Personal: predicting life events with ever greater accuracy 2. Recovery Blues: downturn behaviors remain prominent, even as recovery grows 3. Power of Anon: the search for greater privacy in many of our online activities 4. Catwalk Computing: wearable technology enters the mainstream 5. Narrative Data: personal datasets transformed into meaningful stories 6. Death of Risk: the rise of the risk-averse and safety-first consumer 7. Loyalty Contracted: innovative subscription models designed to secure loyalty 8. Totally Bespoke: uniquely personalized products, services and campaigns 9. Versat-aisle Shopping: the blurring of the lines between online and offline retail 10. Once is Not Enough: evolving lifestages and the end of age-dependent landmarks Creative Commons : Nosha
28 Legislation 2014 UK becomes
first country to allow the creation of babies using three people’s DNA Obamacare comes into effect New York ban on unregistered guns comes into effect Single Euro Payments Area comes into force Jan Feb March April May EU legislation ends surcharge on credit card payments June July Aug Sept Oct Tougher EU tobacco health warnings may be applied to 75% of packaging (currently 30-40%) First Marijuana stores to open in Colorado Boy Scouts of America lift their ban on openly gay members 10% increase in taxes on cosmetic surgery in South Korea Germany draws up legislation for strengthened same-sex adoption rights New York law to raise smoking age to 21 comes into effect Photo: (Creative Commons) David Ortez Nov Dec
29 Social & Cultural Events
2014 MTV VMA Awards Mardi Gras Superbowl SXSW Winter Olympics, Russia Jan Feb March Grammy Awards The Oscars Jay Leno retires from Tonight Jimmy Fallon to take over The Hobbit : There and Back Again Brazil FIFA World Cup April May June July Aug Sept Guardians of the Galaxy Amazing Spiderman 2 US Special Olympics Katy Perry world tour Oct Nov World Series Tennis: US Open Commonwealth Games, UK Photo: (Creative Commons) Benson Kua Dec
30 Political Events 2014 General
Motors buys back 200 million government shares India General Elections Jan Feb US and UK withdraw troops from Afghanistan US National Health Promotion Summit March April May US-EU Summit June July Aug Sept Oct US debt ceiling agreement expires Nov Dec Elections for Senate & House of Rep Energy Efficiency Global Forum Former Obama advisor David Axelrod publishes memoirs G20 summit Photo: (Creative Commons) Benson Kua
31 Technology Events 2014: some
potential milestones Wearable Technology diversifies. Curved phones get worldwide distribution. iPhone 6 and iWatch released? More Xbox One and PS4 gamers hack their consoles. Biometric sensors revolutionize how data is translated. 3D printing gets affordable. Data Privacy Legislation Hardens?
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@futurethoughts Sign up to Future Foundation newsletters | www.futurefoundation.net For a downloadable version of this report | http://futurefoundation.net/trends-2014usa/ Contact | Pippa Goodman, Commercial Director E: email@example.com Heather Corker, VP Consumer Trends, NA E: firstname.lastname@example.org