THE FUTURE 100: WHAT’S IN STORE FOR 2020 AND BEYOND?
If you missed Wunderman Thompson’s “Future 100” report, which forecasts what’s in store for 2020, here’s a summary of 7 of its most illuminating trends.
There’s no denying the latter part of the 2010s were filled with political, economic and environmental instability – so it’s a relief to see a growing number of brands combating anxiety with optimism.
According to Wunderman Thompson, “Forward-thinking companies are brightening the gloom by offering a measured and thoughtful outlook, one that is both realistic and optimistic.”
Here are a few trends worth watching in 2020 and beyond…
Climate positive brands
According to Wunderman Thompson Intelligence’s SONAR™ research, 90% of consumers believe that companies and brands have a responsibility to take care of the planet and its people.
As a result, brands are taking greater responsibility for environmental impact.
Two examples: Since 2017, H&M has been working towards its aim of becoming carbon neutral by 2040, while Unilever has pledged to be carbon positive by 2030.
It’s interesting because: “Carbon-positive practices are becoming more than just a trust-building exercise to earn consumer loyalty—they are evolving into a modern business imperative,” says Wunderman Thompson.
“Untabooing” in the East
According to Wunderman Thompson, long-established taboos are beginning to fall away in Asia. From mental health to sexual health and gender stereotypes, once-taboo topics are seeing the light of day – thanks in large part to technology and progressive advertisers who are being braver with their messaging.
In China, a platform called Yummy invites women to discuss sexual and health issues, and its user numbers have reportedly topped two million. In Thailand, Ooca is making therapy sessions accessible through its website and a smartphone app.
For brands, there’s an opportunity to help younger generations tackle taboos by creating safe, open platforms for conversation.
Sentient tech
Brands are embracing technology to devise pleasing ways of relieving people’s stress and anxiety. Last year, Microsoft unveiled Ada, an AI sculpture that translates emotions into a colourful display (below). At CES 2019, Kia showcased its ability to monitor a driver’s emotions using its Real-time Emotion Adaptive Driving (Read) system. The car adjusts the car accordingly, altering the lighting or music to reintroduce a sense of calm, cleverly coaxing you to shift your mood.
Haptic tech
Imagine if you could feel products while you’re online shopping, using AR and VR to simulate physical interaction with a dress you’d like to buy, for example.
Haptic technology is making virtual tactile experiences possible – and it made a big splash at CES 2019, according to Wunderman Thompson. Alibaba has already launched a haptic technology solution called ‘Refinity’. Disney has produced a prototype for a haptic Force Jacket that will produce physical sensations for VR environments so you can feel punches or hug, for example.
“Haptic technology is set to revolutionize everything from entertainment to education,” Wunderman Thompson predicts.
“It elevates 3D digital environments to something far more interactive and emotional. As haptic-enhanced products improve, demand will grow and R&D will see further investment. Now’s the time for brands to assess how haptics can enhance their product innovation strategy.”
“Gamefluencers”
The gaming industry will be worth $300 billion by 2025, according to GlobalData, and brands that want a slice of the action are recruiting ‘gamefluencers’ to promote their wares.
In August 2019, Fortnite megastar Tyler Blevins signed a multi-year partnership with Adidas, while Nike signed a deal to with League of Legends Pro League (LPL) players to become their exclusive apparel and footwear partner. Watch this space.
Futureproof recipes
“Consumers are pivoting towards a “climate diet,” consuming less meat and dairy, and seeking environmentally friendly alternatives,” says Wunderman Thompson. “Food brands will need to start producing healthy and sustainable foods that not only feed consumers but also nourish the planet.”
Consumers are flocking to brands like Impossible Foods’ Impossible Burger, and Oatly’s oat-based ‘milk’, which emphasize sustainability as much as they do flavor.
Next-gen retail spaces
Finally, with much of their lives spent on social media, millennials regard design values as being of paramount importance. Expect to see far more immersive, impeccably designed retail spaces in future to captivate their minds – and wallets.
• Download the complete ‘The Future 100:2020’ report here, published by Wunderman Thompson Intelligence.
