Think Forward 2019: The Key Trends To Know

First things first, the headlines from the report:

Social media has made the world an increasingly borderless place. The ultimate representation of globalisation and its gradual blending of cultures, it has allowed people to come together to share similar experiences across cultural divides.

But, what has that led to in 2018? Caroline and Paul put it down to the following three key behavioural changes:

1. People have found their identities are under threat
2. Some have rallied against social
3. Many have taken control back of their data

Some brands have taken these change of behaviours as an opportunity to use social as a platform for change. Take Levi’s firm stance on gun control, Nike’s support of Kaepernick’s stand against bigotry, Diesel’s Hate Couture, Bonobos’ #EvolveTheDefinition of masculinity and Mercedes Tough Conversations campaign.

But, while some brands have entered the bear pit and succeeded, there are many who are afraid to jump in due to fear. Fears to commit, to have an opinion, to stand up for something and fear of audience alienation and reprisal.

Caroline, however, notes that audiences have reasonable expectations from brands. People expect honesty and proper representation and this is why our 2019 Think Forward report delves into the complex web of consumer identity.

It’s time to get trendy as Paul talks through the six social drivers that were the backbone of the report; certainty, connection, belonging, status, progression and conscience. Now, on to the report itself.