10 consumer trends for 2015

David Mattin

Warc Trends

January 2015

 

 

10 consumer trends for 2015

David Mattin

Trendwatching.com

The spread and advancement of mobile technologies will drive new consumer behaviours over the coming year.

Smart brands will spot the opportunities.

Three powerful currents will help reshape the consumer arena in 2015. First, the 'on demand' mindset characteristic of the

past decade will hit a new high and extend to more services and products than ever before. Second, brands will face rising

expectation to do good and initiate constructive change rather than only talk (and Tweet) about it. And last, consumers will

expect instant, digital-fuelled social connection in every area of their life, not just dating (call it the Tinder effect).

The following 10 consumer trends, presented in no particular order, are the product of these and other shifts. As you read,

remember: trends aren't really the point. Opportunities are. Each of these trends contains a key, actionable opportunity for

innovation that could serve, delight or surprise consumers in a new way in the months ahead.

Yes, the pace and volume of innovation – and the range of consumer trends – can feel overwhelming. But you don't have to

apply all the trends all of the time: focus on the ones that really matter – to your business, client or consumer.

1. Instant skills

   Title: 10 consumer trends for 2015

   Author(s): David Mattin

   Source: Warc Trends

   Issue: January 2015

 

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In 2015, status-hungry consumers will continue to care less about what they have and buy, and more about what they can do

and create. The result? Brands that can reduce (if not totally eliminate) learning- and time-barriers while enabling a

professional-quality output will delight aspirational consumers everywhere.

Need some inspiration? Think Crowdfunder in November 2014, or Seedsheet which allows amateur gardeners to 'plug and

plant' vegetable patches that are tailored to individual garden requirements. Similarly, Palate Home's sensor-equipped Smart

Grill allows users to input ingredients and preferences to ensure food that's never undercooked or overdone. How can your

products and services give consumers the instant skills (and corresponding status fix) they demand in 2015?

2. Fast-laning

After a year where mobile-powered, on-demand start-ups found favour across the globe, where will demands around service

delivery head next? In 2015, expect many time-starved consumers to embrace accelerated services that allow them to queue-

jump everywhere – from coffee shops to restaurants, hotels… and more. In October 2014, Starbucks announced its new in-

app 'order ahead' function and Taco Bell started allowing customers to place (and pay for) orders while en route to a drive-thru

service. The Starwood, Hyatt and Hilton hotel chains already allow loyalty-programme members to check in via a dedicated

app. The common thread? Traditionally 'busy' providers rolling out no-delay services. Of course, a multi-tiered service

provision isn't universally applicable, but it's time to start thinking about solutions that can benefit as many consumers as

possible.

3. Fair splitting

It's a safe prediction that 2015 will (finally!) be the year when mobile payment platforms become commonplace. Just consider:

Apple Pay saw 1 million cards registered in the first three days after its launch. One way brands can capitalise? Let consumers

practise fair splitting by using mobile payments to seamlessly split and share costs with peers. US ride-sharing service Lyft

allows solo users to pick up other passengers during their ride and reduce ride costs by anything up to 60%. Similarly, Audi

unite allows Swedish car owners to share a vehicle in a private network of up to five people, with drivers charged a usage-

based or fixed monthly fee. The challenge for brands in 2015? To turn the moment of payment into a moment of pleasure for

customers.

4. Internet of sharing things

The next iteration of the Internet of Things is the Internet of Sharing Things. The much-lauded network of smart, connected

objects is projected to grow exponentially – currently just 4% of consumers currently own an in-home IoT device, but nearly

two-thirds plan to buy one in the next five years (Acquity Group/Accenture, August 2014). As more objects become connected,

consumers will be allowed new ways to share possessions with others. One practical (and very British) application? The

umbrella. Here is a doughnut-shaped device that fixes onto the top of umbrellas and, when it rains, signals via LED that the

owner is willing to share.

5. Lasting spaces

As seasonal, time-limited and often gimmicky branded spaces (yes, we're talking about pop-ups!) become little more than local

white noise, consumers will reform their expectations of what brands can and should do. In 2015, they'll look to proactive

brands to make lasting and meaningful commitments to the community. Show empathy, understand – and serve – the

 

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concerns of a locale: in September 2014, energy company Shell renovated a football pitch in a favela in Rio de Janeiro,

complete with underground energy-harnessing tiles. The pitch is intended to serve as a safe place for young people to gather

at night. Alternatively, cater to the needs (or wildest dreams) of a specific tribe. Skate brand Vans created a skate park and

arts space amid the Victorian arches beneath a London train station.

6. Intimate info

In 2015, consumers will embrace offscreen information delivery channels that allow more context and feeling. Already

conditioned to expect seamless connections, they're now looking for data that is more intuitive and immediate, that better

conveys what they feel as well as what they know. The long-anticipated Apple Watch will allow users to share taps, touches

and heartbeats – 'human' reminders delivered via a digital device. Yes, tactile and haptic are buzzwords. But the ability to

communicate in a nuanced and natural way will appeal to consumers who increasingly feel that mobile technologies are

reducing the quality of (and intruding upon) in-person interactions.

7. Projected self

One actionable use for 'Big Data' in 2015? Using the metrics gathered by wearables, fitness trackers, smart devices and more

to offer insights into the potential effects of consumers' long-term 'bad' behaviour. Although many nowism-conditioned

consumers struggle to connect with their future self, research suggests that those presented with digitally aged photos of

themselves are more likely to make decisions with long-term benefits (Stanford and Microsoft, 2013). So think about how you

could help your consumers motivate themselves, set more realistic goals or manage their finances more effectively. The US-

developed smart air-conditioning unit Aros syncs with a smartphone app and allows users to project their AC usage and

calculate energy consumption and cost. The aim? To avoid hefty bills and eco-guilt.

8. M2P

New digital social connectors (yes, we're talking about Tinder) are changing the way consumers interact with each other.

Increasingly used to connecting with strangers online, in 2015 they will seek to utilise the instant connectivity enabled by apps

and wearables to connect with mentors who can help them achieve their goals – whether that's Cantonese or arboristry.

Mentor-to-protégé (M2P) is less about data, rather about direct, often face-to-face, human guidance and the increased

accountability that creates – after all, it's too easy to skip a digital workout reminder. Some examples of M2P in practice? In

Brazil, Hellmann's WhatsCook service connects users to professional chefs via WhatsApp, while Delta's Innovation Class

allows mentees to sit next to inspiring business leaders on select flights.

9. Robolove

Forget dystopian nightmares. In 2015, consumers will have their first face-to-face encounters with robots: and some will fall in

love. Yes, robots can decrease supply and production costs, but they can also initiate better customer service: more reliable,

faster, richer, more personal, more convenient… the list goes on. RoboLove is about freeing (human) employees from

repetitive jobs and allowing them to focus on more engaging and valuable tasks. Still sceptical? Düsseldorf Airport already 

uses a robotic parking valet that automatically parks cars and retrieves them on the driver's return. And in California, hardware

retailer Lowe's is trialling robot sales assistants. Each is equipped with a 3D scanner to identify items and check if parts are in

stock.

10. Brand stands

 

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Too often, stating a point of view about a topic that's potentially polarising is seen as too risky. But 'on the fence' neutrality is

as damaging as inaction: abundance-saturated consumers need contention to cut through bland obscurity. In fact, 73% of

Millennials want businesses to share a point of view about issues. That's why, in 2015, it's time for brands to take a stand and

use their position and resources to make a difference. In South Africa, Nando's #NoBlueLights campaign pokes fun at security

convoys who take precedence over 'normal' traffic; in India, Pantene's campaign highlights the ridiculous claims made by

personal care brands (including their own). The key takeaway? Cultivate an authentic personality and start painful or

necessary conversations. Consumers will thank you in the long run.

About the Author

David Mattin is trendwatching.com's head of trends and insights, he has also consulted on consumer insight and innovation for

brands ranging from BMW to Ray-Ban to Johnnie Walker.

david@trendwatching.com

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