Another year and more breathless change, change that is hitting every single category as the pace of trends accelerates exponentially thanks to consumer appetite, social media and technology.

The Future 100 2018 is our snapshot of this change, assessing the most compelling trends, themes and phenomenon to keep track of in key verticals such as food, drink, beauty, travel, tech and more. Everything we select is through the lens of what we see as part of a bigger macro trend among consumers. So what are 2018’s key themes?

High speed, everywhere commerce

2018 looks set to be the year in which 5G and AR drive massive change in our interactions with the internet. We’ll be able to shop from our cars and visualize living room furniture in our home before deciding to buy it. And rather than this be something we read about as ‘the future’ at tech conferences, it will happen en masse.

Beyond AR, we are also seeing massive transformation in the way consumers interact with the internet at large. Voice activated technology, verbal commerce, home pods such as Amazon Echo, the Internet of Things, it all points to a world where using the internet is less and less about screens and buttons. It is something spoken, requested, environmental and constantly learning. 

Silicon Valley octopus

More than any year prior, every sector is being infiltrated by Silicon Valley from food to health to beauty. Meanwhile, having been dominated by Facebook and Google, Amazon is shaping up as the next giant in advertising to watch (as well as the newly minted organic grocer and wellbeing company.) 

The Golden Triangle

Wellbeing + self-improvement + experiences. The focus of consumer aspiration and spending is increasingly triangulated between wellbeing, experiences (travel, events, food) and self-improvement. It’s intertwined with visual social media sharing. After all, why bother if you can’t Instagram it? Consumers are focusing on enriching their lives with healthy products. They want to be their best selves at work and in life. And they want memorable, transformative experiences.

Here come the Xennials

In 2017 we charted the Xennials, the 30-45 year old micro generation caught between the core Gen X and Millennial groups. This cohort sits outside both the clichés of millennial stereotypes and tropes around cynical Gen Xers. They are redefining adulthood on their own terms in the wake of the 2008 crisis and as they reach professional and financial maturity, are creating new expectations from brands. Travel, food, drink, beauty and tech brands need to come to grips with this as this group is also set to more than double in net worth over the next 10 years. They will be by far the most powerful and affluent consumer group in the coming years (even more so as they inherit wealth from their Baby Boomer parents).

Key take outs:

• Tech is moving beyond the screen to being ambient, everywhere, learning, verbal and visual. Brands work best with a clear mission that everyone can get behind.

• Make way for technology. Silicon Valley is moving into a myriad of categories and redefining them with data-optimized, consumer centric models. Brands thrive when they stay close to their consumer.

• Beyond product. The future of luxury and indeed the future of lifestyle is almost entirely focused on experiential categories.

• Wellbeing is the lens through which consumers, mindful of their lengthening lifespan, is also a key priority and one which is affecting how they buy food, drink, property and more. 

• After years obsessing over millennials, a more focused consumer target is emerging. The affluent Xennials, caught between the upper years of Millennials (the early 30somethings who are having babies and splurging on iPhone Xs) and the younger Gen Xers who are wealthy and far removed from middle aged stereotypes. Make way.

THE FUTURE 100

Visit JWT's showcase to read the full report

CONTACT

Jo Doyle, PR & Marketing Manager, JWT London, [email protected]