The global consumer and marketing trends to know for 2021
The global consumer and marketing trends to know for 2021 – GWI
01
There’s no place like home
02
All work and no play
03
More than lockdown blues
04
It’s a kindness magic
05
A green awakening
06
Coming of age
07
The digital storefront
08
Data for good
There’s no place like home
Many predicted that COVID-19 would mean the death of the city. If you can work from home, why not move to the countryside? But actually, most countries are still urbanizing, with cities in the West evolving, not dying. Night-time and service economies have been badly hit, but city dwellers will come to value other aspects of their environment, from the local neighborhood stores to their home interiors.
The big city appeal% of urbanites who would choose to continue living in the city
India
90%
China
88%
Brazil
83%
Germany
79%
UK
74%
France
71%
USA
70%
All work and no play
Almost overnight, office-acclimated workers had to set up camp at home and get working. Now bosses are torn between pulling the troops back in or continuing with remote working. The latter may be the smarter decision. Not only can it whip up business performance during an uncertain time, but may also boost productivity and employee satisfaction – when combined with flexible working.
How have working arrangements changed since 2019?
Office staff are…
More than lockdown blues
What a year. The pandemic in 2020 put just about every bit of our lives out of whack. Sadly, the effects of this health crisis will usher in another one in 2021 – a mental health crisis. Businesses will need to take the same proactive approach that they used in the early stages of the corona meltdown.
What are consumers more concerned about?
Mental healthand wellbeing
31%
As the COVID-19 crisis develops, businesses must think through their responses beyond short-term crisis management. Like building new ways of doing business that bake in kindness and empathy at their core. Serving up PPE and sanitizer worked well at the time, but next year will need more focus on individual consumers and how to support them during times of hardship.
Due to the outbreak, I want brands to put more focus on the following…
A green awakening
The first wave of lockdowns had an unexpected upside: we began a new chapter in our relationship with the environment…or so it seemed. Sadly, any gains look set to be wiped out as normality returns. Cynicism is also making a comeback. Consumers have gone from seeing a bright future ahead to feeling pessimistic – and this backlash will ensure our green values remain a hot topic through 2021.
The environment will get better in the next 6 months
Many have called 2020 a “generation-defining” year. This is especially true for the mature age groups. Generation X and baby boomers have increased their reliance on the internet and online shopping, which looks to be permanent. As many populations are aging, the older groups’ market power is soaring. So their decisions and behaviors will be more impactful than you might think.
Online grocery shopping among Gen X and baby boomers in the USA has grown +57% since Q3 2019
The digital storefront
The explosive growth of TikTok, the rise of influencers, and the need for brands to distinguish themselves online. Three trends that will converge in the world of “livestreaming commerce”. Already popular in China, livestreaming commerce will be a new battleground for retailers and may bring community and entertainment to online shopping – elements it currently lacks.
What do online shoppers want? % of internet users in 7 countries who say the following would encourage them to buy a product online
Data for good
The hot topic of data privacy seems to be cooling off. In the recent past, scandalous exposures have fueled an ever-growing concern among consumers. But with the advent of contact-tracing apps, consumers are more accepting of data as a public good. As Google prepares to kill off the cookie, publishers might just have a new way to influence consumers with the value of first-party data.
I am concerned about the internet eroding my personal privacy% change in agreement levels with the above statement between Q4 2019 and Q1 2020
Best trend reports 2021 – Medium
Photo by @DoseIn the last Future Today newsletter I published a Google Drive folder that Ci En and Gonzalo Gregori had created with more than 100 trend reports on different topics. Many of you wrote to me thanking me for sharing it and some of you asked me for recommendations of specific trend reports. Below I list my top 3 trend reports, and not only for this year, these are the ones I look for every year:Fjord Trends 2021This year’s Fjord Trends are like no others that have gone before, shaped during a period of comprehensive, global uncertainty. Even in the time it’s taken us to write them, the situation has evolved frequently, so it’s possible that we might issue a second edition at some point — particularly if a successful vaccine transforms the landscape. (We can but hope. )As we looked through the submissions for this year’s trends from our designers around the world, one thread connected them all: a sense of displacement. In 2020, the transformation in who we are in the world and how we move through it has been unquestionable. We liken it to standing on your own street corner and finding, in the blink of an eye, that someone redrafted the map of the neighborhood you’ve always known, leaving you seeking the comfort of familiar sights that stay just out of reassuring thing is that we’re all in the same boat of uncertainty and unpredictability. We’ve tried not to let the pandemic make Fjord Trends 2021 a gloomy read, but pretending it isn’t a factor would be to render them irrelevant before we even hit “publish”. Yes, Covid-19 has made things tough for people and businesses alike, but we can and will come through rtner Top Strategic Technology Trends for 2021When employees at an industrial site returned to the workplace after it was closed during the COVID-19 pandemic, they noticed a few differences. Sensors or RFID tags were used to determine whether employees were washing their hands regularly. Computer vision determined if employees were complying with mask protocol and speakers were used to warn people of protocol violations. What’s more, this behavioral data was collected and analyzed by the organizations to influence how people behaved at work. Distributed cloud, AI engineering, cybersecurity mesh and composable business drive some of the top trends for Future 100: 2021 — Wunderman ThompsonThe Future 100: Trends and Change to Watch in 2021 highlights emerging consumer behaviors with 100 trend predictions from Wunderman Thompson Intelligence. Trends span culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, work and finance. Each includes an original analysis of why it matters for the organizations whose products and services we use daily. This year’s report also includes 21 exclusive predictions from leading experts across industries to mark the Future Today Institute report would have made the list, but it is published in March… Set a reminder! It’s always worthwhile. And to complete the list, here are a few more that I think are particularly insightful:The next normal arrives: Trends that will define 2021 — and beyond — McKinseyTrends 2021: Three Scenes from the Future — Frog Design21 meaningful, trend-driven innovation opportunities for 2021 — TrendwatchingTech trends in 2021: Fast planes and homeworking — BBCThe Global Risks Report 2021 — World Economic ForumTop tech trends of 2021, according to 30+ experts — Fast CompanyThe State Of Sustainability In Consumer & Retail: Ahead In 2021 — CBInsights Read this article in Spanish
2021 Tech Trends Report | The Future Today Institute
The cataclysmic events of the past year resulted in a significant number of new signals. As a result, we’ve analyzed more than 500 tech and science trends across multiple industry sectors. In our 14th annual Tech Trends Report, we have published 12 separate reports with trends grouped by subject. We are including what we’ve called Book Zero, which details our methodology and shows how we did our work.
Discover critical insights for business, strategy, government and strategy leaders. See what strategic action you can take on the futures, how FTI’s trends and applied foresight can help your organization make better decisions and plan for alternative futures. Contact us to schedule an introductory meeting. Explore our 2021 Tech Trends at your own Scenarios
1-minute read
Scenarios are distributed throughout all booksSummary
20-minute read
Concise summary of all topics coveredIndividual Reports
50-minute read
Plus strategic guidance and key questions for all organizationsFull Report
Don’t read in one sittingOverview
This book shows our work: the tools, frameworks and methodology we used to develop FTI’s trends and tificial Intelligence
AI trends: enterprise; health, medicine & science; consumer; research; talent; creative; geopolitics; China. Scoring + Recognition
Trends related to face, voice, gesture (and more) recognition, algorithmic scoring systems and surveillance. New Realities
Synthetic content and media, deepfakes, algorithmic content generation, streaming, AR/DR/VR/MR and, Culture + Play
Tech trends related to the future of work, fashion, beauty, cognitive enhancers, vices, gaming, eSports, + Medical
Tech trends about healthcare, medicine, Covid-19, smart fitness, smart glasses, watches + other wearables. Consumer Electronics
Tech trends covering the future of smart homes, rollable screens, consumer electronics and working from home. Government + Policy
Tech trends related to geopolitics, geoeconomics, U. S. government (federal, state, local), policy and ivacy + Security
In-depth tech trends covering privacy and security. Plus a list of major breaches and a glossary for execs. Blockchain, NFTs, Fintech
Tech trends covering the future of blockchain, NFTs, cryptocurrencies + fintech. Plus use cases and applications. 5G, Robots, Mobility
Strategic trends covering 5G, 6G, network infrastructure, robots, supply chain, logistics, drones + mobility. Energy, Climate, Space
Tech trends on the future of energy, climate change and off-planet exploration. Plus deep-futures scenarios. Synthetic Biology, CRISPR, AgTech
Trends covering synthetic biology, CRISPR, mRNA, vaccines, brain-machine interfaces, agriculture and food.
Frequently Asked Questions about trend report 2021
What will be trend in 2021?
“The spring 2021 runways were full of pink silk, pink pants, pink accessories, and even pink details in tweed.” Hues like bubblegum and pastel pink may be easier to incorporate into everyday wear, but more saturated and neon shades are gaining popularity, too.May 7, 2021
What are the latest technology for 2021?
Top 10 Trending Technologies in 2021DevSecOps.Intelligent Process Automation(IPA)Tactile VR.Big Data Analytics.Human Augmentation.Everything-as-a-Service(XaaS)Cybersecurity.Artificial Intelligence(AI)More items…•Aug 9, 2021
What is the trend report?
A trend report is a feature that allows you to view changes in performance from one performance test to another, or across several performance tests. By analyzing these changes, you can easily identify improvements or regressions in the measurement’s performance.Sep 5, 2021