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dentsu consumer vision
Download chapter 3 - Bigger Bolder Brands
What will a world of Bigger Bolder Brands feel like for consumers? Let us introduce you to Christian, an imagined 71-year-old from Berlin who is reaping the benefits of this potential future. We’ll also explore the potential events that could unfold between now and 2030.
A day in the life of…
By 2030 brands and governments alike will rate consumers/citizens across a whole range of factors, determining whether they can access exclusive or even public services.
Such change presents the possibility of a Black Mirror-like future where new social platforms allow consumers to rank each other, a world in which each person is scored across work, personal and public service contexts.
For brands, navigating the reputation economy will be rife with risk, requiring them to carefully navigate the acceptable boundaries of exclusivity as well as develop a new model of what a ‘good’ customer looks like.
By 2030 over 4 out 10 of Chinese citizens would consider being 'ranked' by the government based on their societal contribution.
5-Star citizens
Trend Three
Peter Hamilton
Science fiction author
There will be a growth in non-intrusive real-time monitoring of your body. It’s ultimately the evolution of the Fitbit and this thing will transmit to your phone, which will monitor you.
By 2030, securing long-term health and well-being will be an increasingly central goal in purchase decision-making for many consumers.
In this climate, every brand will have become a health brand and all companies will be expected to help consumers enhance their well-being through the brand’s products and services.
The home will become an increasingly important domain for the practice of self-care, with the detection and forewarning of pathogens being a feature of smart cities and homes in 2030.
Every brand is a health brand
Trend TWO
33%
44%
By 2030 consumers will select specific brands to be their main lifestyle partners, based on their holistic benefit to their desired lifestyle. These partners will provide super-functionality, becoming an integral part of all commercial activity and everyday lifestyle.
As consumers increasingly search for categories, rather than specific brand names, brand identity will be challenged – compounded by these ‘Titan’ brands’ access to huge amounts of customer data.
One-third of consumers would consider using a single company for all of their lifestyle needs by 2030, including shopping, healthcare and financial services.
Rise of the Titan brands
Trend one
Bigger Bolder Brands
Macro theme THree
TREND ONE:
Rise of the Titan brands
TREND TWO:
Every brand is a health brand
TREND THREE:
5-Star citizens
Macro theme THree
Bigger Bolder Brands
TREND ONE:
Rise of the Titan brands
TREND TWO:
Every brand is a health brand
TREND THREE:
5-Star citizens
By 2030 consumers will select specific brands to be their main lifestyle partners, based on their holistic benefit to their desired lifestyle. These partners will provide super-functionality, becoming an integral part of all commercial activity and everyday lifestyle.
As consumers increasingly search for categories, rather than specific brand names, brand identity will be challenged – compounded by these ‘Titan’ brands’ access to huge amounts of customer data.
One-third of consumers would consider using a single company for all of their lifestyle needs by 2030, including shopping, healthcare and financial services.
Rise of the Titan brands
Trend one
33%
By 2030, securing long-term health and well-being will be an increasingly central goal in purchase decision-making for many consumers.
In this climate, every brand will have become a health brand and all companies will be expected to help consumers enhance their well-being through the brand’s products and services.
The home will become an increasingly important domain for the practice of self-care, with the detection and forewarning of pathogens being a feature of smart cities and homes in 2030.
Every brand is a health brand
Trend TWO
Peter Hamilton
Science fiction author
There will be a growth in non-intrusive real-time monitoring of your body. It’s ultimately the evolution of the Fitbit and this thing will transmit to your phone, which will monitor you.
By 2030 brands and governments alike will rate consumers/citizens across a whole range of factors, determining whether they can access exclusive or even public services.
Such change presents the possibility of a Black Mirror-like future where new social platforms allow consumers to rank each other, a world in which each person is scored across work, personal and public service contexts.
For brands, navigating the reputation economy will be rife with risk, requiring them to carefully navigate the acceptable boundaries of exclusivity as well as develop a new model of what a ‘good’ customer looks like.
By 2030 over 4 out 10 of Chinese citizens would consider being 'ranked' by the government based on their societal contribution.
5-Star citizens
Trend Three
44%
What will a world of Bigger Bolder Brands feel like for consumers? Let us introduce you to Christian, an imagined 71-year-old from Berlin who is reaping the benefits of this potential future. We’ll also explore the potential events that could unfold between now and 2030.
A day in the life of…
dentsu consumer vision
Download chapter 3 -
Bigger Bolder Brands
