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dentsu consumer vision

By 2030, appealing to emotion will become an even more powerful way of asserting truth than objectivity or rationale/critical thinking.

Fuelled by social media and the development of AI-generated deepfakes, the blurred lines between fact and fiction will make many consumers more inclined to go with their gut and prioritise emotional responses in decision-making.


This complex terrain will make it increasingly important for brands to focus on transparency to substantiate any claim they make about their products or services, as well as providing novelty.

Emotion trumps objectivity  

Trend Three 

Mark Pesce
Futurist and innovator

In this decade everything is emotion: every job is emotion, every role is emotion and all of the skills you needed to maintain a position in an organisation are also emotion.

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Rachel Botsman
Trust expert and author

Echo chambers and filter bubbles and confirmation bias… that very much is in the DNA of what digital technologies want to do and it will get worse.

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Consumers will seek serendipity and surprise in how they spend their free time, providing new opportunities for brands willing to curate seemingly spontaneous moments of discovery.

The rise of immersive leisure experiences will drive renewed appeal for offline, human-led fun. Expect the growing appeal of sustainable and social purpose led experiences, providing new opportunities for brands as curators of offline experiences.

7 in 10 consumers agree COVID-19 has increased their interest in the good life/more sustainable pastimes.

Objective-free play  

Trend TWO 

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70%

By 2030 there will be an even greater premium on human skills such as creativity and compassion—and the brands that successfully embody those traits.

Embedding and nurturing human skills and traits across a customer base and workforce will become a dominant brand attribute.

Human vs. automated services will become a key factor in consumer choice, with humanised service will be at the centre of premium brand propositions by 2030.

What robots can’t do

Trend one 

human_dividend-header...

The Human Dividend

Macro theme FOUR

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Launch of the first AI voice assistant that can provide hyper-personalised leisure suggestions 

2026

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The ASA in the UK makes blockham evidence compulsory for specific CSR brand claims

2028

All public schools in the EU include human skills as part of their required curriculum 

2024

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‘Made by humans’ product labels designate the level of human vs. robot input

2029

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Inaugural ‘Burst the Filter Bubble’ event held in San Francisco

2027

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First major tech company shifts its workforce to a 4-day working week

2022

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Governments begin to impose fines on social media firms that don’t curb manipulated media and information

2021

The pathway to a world that celebrates The Human Dividend will be characterised by a number of potential signposts and events. When will a tech company be the first to move to a 4-day working week? When might ‘Made by Humans’ be a common product label? Find out more in this chapter.

The Human dividend 

pathway to 2030

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human_dividend-header...

Macro theme FOUR

The Human Dividend

By 2030 there will be an even greater premium on human skills such as creativity and compassion—and the brands that successfully embody those traits.

Embedding and nurturing human skills and traits across a customer base and workforce will become a dominant brand attribute.

Human vs. automated services will become a key factor in consumer choice, with humanised service will be at the centre of premium brand propositions by 2030.

What robots can’t do

Trend one 

Consumers will seek serendipity and surprise in how they spend their free time, providing new opportunities for brands willing to curate seemingly spontaneous moments of discovery.

The rise of immersive leisure experiences will drive renewed appeal for offline, human-led fun. Expect the growing appeal of sustainable and social purpose led experiences, providing new opportunities for brands as curators of offline experiences.

7 in 10 consumers agree COVID-19 has increased their interest in the good life/more sustainable pastimes.

Objective-free play  

Trend TWO 

By 2030, appealing to emotion will become an even more powerful way of asserting truth than objectivity or rationale/critical thinking.

Fuelled by social media and the development of AI-generated deepfakes, the blurred lines between fact and fiction will make many consumers more inclined to go with their gut and prioritise emotional responses in decision-making.

This complex terrain will make it increasingly important for brands to focus on transparency to substantiate any claim they make about their products or services, as well as providing novelty.

Emotion trumps objectivity  

Trend Three 

dentsu consumer vision

diagram70.png

70%

logo_footer

Mark Pesce
Futurist and innovator

In this decade everything is emotion: every job is emotion, every role is emotion and all of the skills you needed to maintain a position in an organisation are also emotion.

quote1.png (copy) quote1.png (copy1)
photo1.jpg (copy)
photo1.jpg (copy)

The pathway to a world that celebrates The Human Dividend will be characterised by a number of potential signposts and events. When will a tech company be the first to move to a 4-day working week? When might ‘Made by Humans’ be a common product label? Find out more in this chapter.

The Human dividend 

pathway to 2030

icon1.png (copy)
icon1.png (copy)

Governments begin to impose fines on social media firms that don’t curb manipulated media and information

2021

icon1.png (copy1)

First major tech company shifts its workforce to a 4-day working week

2022

All public schools in the EU include human skills as part of their required curriculum 

2024

icon1.png (copy2)

Launch of the first AI voice assistant that can provide hyper-personalised leisure suggestions 

2026

icon1.png (copy2)

Inaugural ‘Burst the Filter Bubble’ event held in San Francisco

2027

icon1.png (copy3)

The ASA in the UK makes blockham evidence compulsory for specific CSR brand claims

2028

icon1.png (copy2)

‘Made by humans’ product labels designate the level of human vs. robot input

2029

Rachel Botsman
Trust expert and author

Echo chambers and filter bubbles and confirmation bias… that very much is in the DNA of what digital technologies want to do and it will get worse.

quote1.png (copy1) quote1.png (copy2)