Data security and privacy.
Alternative payment & business models.
Desire for honesty in the wake of corrupt establishments and dishonest organisations.
Trust, especially with regards to data, has become ever more critical. Many of the services we use give us little control over what they do with our data. We acquiese because we don’t see the harm in handing over our data and indeed don’t feel we can do anything with it. But as the Cambridge Analytica scandal demonstrated, increasingly, those who have the most data and the capabilities to wield it, have the most power. As businesses collect and retain more data, people will turn to those who are transparent, give them control, and protection from malicious intent.
Widening inequality gap, decreasing social mobility.
Desire for transparency.
Failings of the democratic-capitalist system.
The internet as a platform and agent of change.
New business models.
Capitalism as an imperfect system.
Effect on the environment.
Drive for sustainability.
Audacious change recognises that our largest social issues are largely driven by a political and economic paradigm that people have become disillusioned with. After years of being 'conscious consumers', people are demanding change, from everyday products to structural shifts. Businesses can no longer sit on the sidelines, as people are expecting businesses to be proactive and engage with relevant issues. Business practices and models must adapt, not only to align with customers’ values but as a moral imperative.
Ageing society & youth obsession.
Search for happiness.
Shift to a holistic, preventative view of health.
Influence of Eastern philosophies of wellbeing.
Scientific advances enabling us to live longer.
Rise of mobile and internet-base health services.
Baby boomer spending power.
Governmental need to reduce financial burden of unhealthy, sedentary, ageing populations.
Wellness has become an important facet of people’s lives as they look to fitness, food and spirituality as mediums for achieving or ‘doing’ wellness. People are looking past consumerism as a way of seeking enjoyment and towards fulfilment through the expansion of their mind, body and consciousness. It is crucial for businesses to understand that people’s wellness-based motivations and needs reach well beyond the gym, yoga studio or juice bar and into many other facets of life, whether the daily grind or a higher consciousness.
Migration, tensions and refugee crisis.
Ease of global communication.
New world order, shifting geo-political power.
Changing power dynamics as a result of growing middle classes.
Resurgence of far right.
Terrorism, war and refugee crisis.
Changing geo-political power, local demographic shifts, a globally attuned audience and an ever stronger equality movement are requiring businesses to self-reflect on their own biases and assumptions, and the role they play in celebrating diversity and promoting inclusivity. This cultural shift offers an opportunity for brands to become part of a rapidly progressing landscape in a rich, positive and meaningful way, where actions are as important as words.
Freedom to choose to have families and a career (contraception).
The internet allowing like-minded people to connect.
More women gaining education, entering the workforce, and becoming significant economic forces.
Growth of liberal ideology, and continuing civil rights movements advocating for equality regardless of gender and sexual orientation.
As gender and sexuality are increasingly viewed as a spectrum, businesses need to adapt to the varying relationship dynamics, family structures and the way we express ourselves as we move past gender binaries. It's important to have an inclusive and empathetic lens or voice. This is especially important with Gen Z who have grown up in diverse households and are the least tolerant generation towards sexism, racism, homophobia and transphobia. And in connection to Work Revolution and Audacious Change, a rethink on how we (under)value the labour of care and economic implications is gaining traction.
Growing health crisis (stress, obesity) linked to the work system.
Lifestyle change and a search for purpose.
Internet, AI, machine learning, robots and emerging technologies.
Increasingly online business models and DIY platforms.
New business models.
Social mobility and a widening equality gap.
Sustainable ways of doing business.
Workplace purpose and flexibility come to the fore as organisations undergo human-centric transformations to attract employees with fulfilling roles. Technological advancements in the workplace are changing businesses’ internal practices and systems to empower their employees, clients and customers through sustainable and/or new business models. And while fears of automation uprooting traditional work roles exist, technology may also allow us to focus on reshaping the workplace to be more inclusive and equitable.
Democratisation of communications.
AI, VR, automation and other emerging technologies.
New business models.
Solutions for environmental issues.
The way people interact is ever-changing as technology augments our everyday interactions, experiences and the way we view relationships. Technology plays a larger role in our lives and the rise AI, machine-learning and automation is making people question how they might navigate the future world of digital connection. Businesses need to understand the nuances of these digital platforms, technologies and mediums and adapt their practices to find meaningful ways to engage with customers. Businesses and people alike will also need to reframe how they view communication and experiences as technological advancements and integrations shift and mould how we interact.
Individual and societal well-being.
IoT, AI, automation and driverless vehicles.
The need to build high quality of life cities to attract talent and income.
Pollution, climate change and sustainability.
People are beginning to realise that the notion of a white picket fence may not be a reality in this current climate. The housing crisis, migration and moves towards urban wellness are influencing impressions of city life and ever growing urban areas. Wherever you live, human needs for belonging, connection, safety, health, novelty and stimulation remain, with businesses and organisations playing a role in understanding and meeting the needs of urban inhabitants.
Self-actualisation, purpose and learning.
A shift to openness and collaboration.
Emerging technologies and internet platforms.
Ease of communications.
New ways of earning income.
People are becoming more proactive in upskilling to achieve their personal or business goals. Entrepreneurial aspirations are becoming more widespread, especially with Gen Z and Millennials. Businesses can either engage, facilitate or empower the entrepreneurially-minded to succeed and grow their craft or monitor the space to stay on-trend or beyond.
Populations are living longer and healthier than ever.
Age irrelevance on the internet.
Scientific advances enabling us to live longer.
Baby Boomer’s consumer demand and spending power.
Led by rebellious Baby Boomers refusing to adhere to traditional expectations of what 'older' means and boosted by technological and scientific advancements in health, medicine and care, people are becoming less pigeon-holed by their age. Age offers new options and experiences. Rather than shutting them down, this provides businesses with the opportunity to become part of a new journey for people to learn, enjoy, connect, have adventures and follow their passions.
Decline of religion and the search outside to fill the existential gap.
VR/AR creating new experiences.
Peak stuff – money, work and material things are no longer enough.
Return to nature as the cradle of significant experiences.
People are shifting away from materialism and consumerism as a means to satiate their existential needs. While the last decade has promoted meaningful and purposeful experiences as an alternative to wasteful or meaningless consumption, people now expect more from their experiences – those that offer some sort of transformation or self-evolution. Technological advances also offer a means of new and innovative experiences but businesses need to be wary of not overwhelming customers with technology. Businesses need to understand their role in this changing dynamic and landscape, how to be enablers of transformation, not just producers of more stuff.
Consumerism and industrialisation backlash.
Climate change and natural disasters.
Sustainability should be embedded in any company today. Customers are looking for businesses to be leading forces for change, to provide them with the solutions that help them minimise their impact on the planet, while still creating convenience in their busy lives. Whether this is a radical rethink that makes life easier or a quick switch to smarter, greener affordable solutions, people are open and ready to reward businesses that can facilitate this.