Here are four trends we think we will see more of in the next couple of years:

We will value our data more:

Snapchat is quietly revolutionising social networks with pictures with a limited shelf life. They are heavily promoting spectacles and sunglasses that can record video and are becoming one of the most influential technology companies with a valuation of $30bn. Why? Their business model is based on advertising and not data, so for us the user, their site feels more intimate and authentic. Will we readily give away for free every detail of our daily lives in future?

Stakeholder brands will shine

Smart brands let their people have a stake in the business which allows greater material, cultural and creative balance. Consumers still demand convenience, quality and value but will pay for meaningful justifiable consumerism from brands where it is not just the management that benefit from their custom – ask John Lewis Partnership

Subversion gets attention

It is easier to align with like minded consumers if you are both on the same side. Make your brand about standing up to the baddies. Dear Leader sunglasses want to support the idea of a free society in North Korean so donate a percentage of every pair of sunglasses sold to Rimjim Gang, a Japanese journalist helping broadcast what really happens inside their hermetically sealed borders

First Responders bring real value

Some brands have the ability to make the world a better place and the capacity to respond to crisis situations. Coca Cola diverted their advertising spend in Haiti to relief and converted their bill boards to shelters, whilst we are working with GE Oil and Gas on their Gas to Power initiative to deliver sustainable power to regions where investment in infrastructure is not an option

 

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