WPP’s Wunderman Thompson, has launched its annual Future 100 report, lifting the lid on trends shaping the coming 12 months. The report is developed by Wunderman Thompson Intelligence, the agency’s futures think tank and innovation unit.
You can download a copy of the report here.
These wide-ranging trends look at creative innovations set to go mainstream along with shifts in consumer behaviours, across 10 different sectors. It also features 20 opinions from experts including Brenda Milis, principal of creative and consumer insights at Adobe Stock and Don Stein, CEO and founder of Teooh, Mark Reid WPP, among many others.
The one hundred trends are drawn from the culture, technology, travel, branding & marketing, food & drink, beauty, retail, health, business and finance sectors. For the first time, the report also looks at work trends, as the dual forces of a mass shift to home working and the rise in unemployment fueled by the pandemic, change our professional lives dramatically.
Mel Edwards, Global CEO, Wunderman Thompson commented, “At a time when gaining a competitive advantage has never been more important, the Future 100 report reveals the key trends that will shape consumer behaviour and define the way ambitious brands engage with their customers during the coming year. These insights will help marketing leaders inspire growth for their organisations and move forward into 2021 with confidence and optimism.”
Developments under the spotlight include:
Micropreneurs: Move over side hustles, there is a startup boom in the making, fueled by the pandemic and rising unemployment, driving more and more people to make entrepreneurship their next career move
Immunity wellness: The world has never been so interested in how our immune systems can be boosted and the coming year will see numerous experts telling us how; from ancient treatments to DNA research
Unbiased banking: Another industry where inclusivity is on the rise is banking – specifically the online-only neobanks, including Simba and Greenwood, which address the frequently overlooked needs of minority groups
Cloud gaming: As video games become the latest media to get Netflixized, major players, including Amazon, Google, Tencent, Microsoft, Sony and Facebook, are betting big on cloud gaming
Multigenerational travel: Extended families, forced to spend so much time apart in 2020, are increasingly likely to opt to vacation together – often a practical choice as well as a caring one
Ethical scoreboard: A rise in the number of platforms which monitor corporate behaviour, as more people make purchase decisions influenced by brand purpose
Ghost kitchens: Influenced by the growth of delivery-first dining, this new restaurant concept sees off-premises dining prioritized
Foraged ingredients: Not another food trend, but a beauty one, with the emergence of new skincare brands made with wild-harvested plants and promising potent result
Intersectional beauty: in an industry where diversity has been sorely lacking, independent brands are now leading the way in championing intersectional beauty, such as LGBTQ+ advocate We Are Fluide and indigenous-owned Prados Beauty
Live commerce: Retail-tainment is moving online with engaging, tailored shopping experiences using video streaming to demonstrate and sell products and interact with customers in real time
Emma Chiu, Global Director at Wunderman Thompson Intelligence, said: “Few of us will have experienced quite as much drama on a societal and global level as we did in 2020 and the fallout from that is more new trends than we’ve seen since we started publishing The Future 100, and behaviors which had been evolving slowly thrust into the mainstream. Knowing which of these trends matter and why has never been so important for marketers at a time when the very survival of many brands depends on adapting at pace.”
Please login with linkedin to commentWunderman Thompson
In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]
Seven Victorian charities are uniting for a month-long virtual fundraising challenge - Power Up 2021 - between 28th February and 28th March. There’s no denying that 2020 affected everyone, but small charities experienced a huge drop in much needed donations and it is hoped the Power Up campaign will bring fundraising back to life.
South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]
A-listers turned out to Klarna's Sydney party last night. It did move significantly down the alphabet on B&T's arrival.
On Thursday, Quantcast held their Virtual NOVA event, discussing the current state of the advertising industry, the end of third-party cookies, the open internet vs walled gardens, and data privacy and consent. The event coincided with the launch of their new Quantcast Platform. It is an intelligent audience platform powered by the company’s patented AI […]