Trend Hunter has released their report for the Top 18 Trends of 2020. This detailed report leverages their proprietary framework of 18 Megatrends and six Patterns of Opportunity to explore critical trends that will shape 2020 and beyond.
The report highlights trends that are a must-know for anyone looking to accelerate innovation personally or on behalf of their workplace. If you are looking to spark new ideas, get caught up on the latest innovations or get a competitive edge in your industry, we have pulled some of the trends from the report that got us the most excited for 2020 and beyond!
“Evolving technologies- from AI to blockchain- act as a catalyst for the betterment of the human race.”
This one is a no brainer. AI is already embedded in our everyday society through things such as Siri and Google Home, so it’s only natural that this space is going to continue to grow. While AI is designed to make our lives easier, it is a topic people are often wary of. We have all seen the movies where technology fights back, and sometimes the realness of AI can make us wonder “have we gone too far this time?” As marketers in 2020, the Trend Hunter report outlines that it will be our challenge to embrace AI and reassure consumers that not all AI is bad. “As consumers become more concerned about how to discern what’s real and what’s fake online, creative endeavours that educate instead of sensationalising are allowing them to be more informed and empowered with how they engage with the content.”
“Consumption guilt causes consumers to seek products conducive to environmental, spiritual or physical purity.”
With climate change, plant-based and plastic-free conversations dominating 2019, it is evident that we are becoming ‘woke’ (as the younger Gen’s say) when it comes to the products, and items we are buying. Consumers have endless access to resources at their fingertips, enabling them to be more educated on the products they are buying. As marketers, it is important to jump on the bandwagon and ensure that, where possible, a client’s brand is showcasing its naturality and ethical behaviour at the forefront of messaging. No matter how great the product or service you are providing is, if things aren’t up to scratch behind the scenes, consumers aren’t going to buy into your business.
“The world is becoming more playful, redefining what it means to grow old, be young, or assign to any specific age or generation.”
The trend we are most excited for is Youthfulness! We are all for breaking down the stereotypes and stigmas surrounding what you should or shouldn’t because of your age. “Because the ageing Boomer demographic will have free time and resources in retirement, they’ll acquire the freedom to reconnect with old tendencies from their youth. These broader tendencies mirror what is observed with the Millennial demographic and the modern ways in which they’re manifested mimic Millennia methods in a more literal way.” With this in mind, as marketers, we should be aware of the gaps or potential new spaces in our target markets so that we can explore and reach more opportunities for our clients.
“The need to belong results in allegiant groups being formed around causes, common interests or brand fandom.”
K-Pop (Korean Pop) is breaking stereotypes with their development of genderless beauty. Beauty and skincare brands in Korea often have the face of a male K-Pop group as their ambassador, pushing forward the cause for gender neutralism. While this is the norm for Korean culture, who has a very different version of masculinity than Western, it is a great concept to see how we can introduce foreign trends into our marketing techniques to leverage more results. As marketers, we should be looking at how we can break the moulds, support causes and common interests and implement them into strategies for our clients.
“The application of game dynamics and incentivisation to day-to-day tasks results in a more competitive and engaging world.”
Gamification has been used in marketing techniques for years, providing consumers with an additional incentive to engage with brands or businesses. A classic example of this is McDonalds Monopoly, which sends people into a frenzy to collect all of the tiny tabs, getting prize rewards or free meals all through an app. It seems as though this trend is here to stay for 2020. So when planning strategies for clients, consider how you can implement gamification to provide additional incentive.
“Companies work with consumers to collaborate on better, more consumer-centric products and services.”
Last year we saw the release of Netflix’s Black Mirror episode, Bandersnatch, which gave viewers the control to choose how the story would go. This is a trend we will be seeing more of in 2020 and beyond, and consumers are wanting to become less idle and more collaborative. Consider how you can incorporate Co-Creation into your client’s brand and tap into their consumer’s creativity to keep them engaged. Click here for the full report from Trend Hunter.