Which trends do marketers need to keep a close on in 2014? Which are set to rock our worlds, and which are losing their potency? Future Foundation has created a top 10 trends we believe are set to shape the consumer landscape over the coming year.
2013 was a year of much-needed stabilisation for the UK – predictions for the economy slowly started to become optimistic (well, less pessimistic); house prices began to rally; consumer spending growth moved up out of the doldrums to… somewhere just above the doldrums; GDP grew at a modest but not unhappy 1.4%. The interesting outcome of all this is that several of our top trends for 2013 were reinforced – Ish!, for example, which speaks to a growing consumer promiscuuity in an age where there are fewer obligations on us to stay loyal to brands; or Society of Sobriety where we examine the creeping preference for moderate living and self-regulation of indulgence.
So what’s to come in the year ahead? The trends to watch in 2014 are:
- Recovery Blues : Many consumers will continue to need diplomatic encouragement to spend from brands
- The Death of Risk : Risk is the new evil and safety the new morality, with under-24s one of the least ‘leap-in-the-dark’ generations we have ever seen
- Narrative Data : Consumers expect their data to be transformed, real-time, into a personalised plan. We want Big Data to tell us useful stories about our lives
- Power of Anon : As Big Data becomes Big Reality, social networkers will look to platforms that facilitate more selective sharing – sharing that is public yet also private
- Breaking the Fourth Wall : Brands create immersive experiences for synaesthetic moments of delight
- Probability Gets Personal : Consumers harness predictive technologies to pre-empt and prioritise decisions
- Catwalk Computing : Wearable connectivity allows technology to reach into the very fabric of our lives
- Once Is Not Enough : No single age – or life stage – is any longer defined by a pre-packaged set of expectations and behaviours
- Wired Guanxi : A more human face – Soft Power – for e-commerce and Big Data
- The Versat-Aisle Shopper : Retail experiences that flow naturally between home and store, street and aisle, mobile and market
- Totally Bespoke : Techno-innovation drives ultra-personalisation and a new route to premiumisation
Happy Christmas from all at Future Foundation!