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Consumer Trends in 2016: 36 Expert Perspectives

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CONSUMER TRENDS IN 2016 CONSUMER TRENDS IN 2016 36 Expert Perspectives


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CONSUMER TRENDS IN 2016 We interviewed 36 experts from the Canvas8 network about the key trends influencing consumer behaviour across 12 sectors in 2016. Here’s what they said…


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CONSUMER TRENDS IN 2016 Eating & Drinking in 2016 #1 AUTHENTIC EATS “The popularity of street food has led people to want authentic experiences, so there are lots of restaurants introducing regional cuisine we haven’t seen before.” Stefan Cosser, chef director at Food Innovation Solutions


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CONSUMER TRENDS IN 2016 Eating & Drinking in 2016 #2 GUILT-FREE FOOD “Making food ‘good’ and ‘bad’ is a trend – and it’s a trend I don’t like. I’ve seen so many books in the past six months that have the words ‘guilt-free’ in the title.” Karen Barnes, editor of Delicious


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CONSUMER TRENDS IN 2016 Eating & Drinking in 2016 #2 PEOPLE PARTICIPATION #3 NUTRITIONAL NUDGES “In 2016, people are going to embrace the idea that they can become ‘slim by design’. They’ll replace the cookie dish with a fruit bowl.” Brian Wansink, director of the Cornell Food and Brand Lab


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CONSUMER TRENDS IN 2016 Health & Beauty in 2016 #4 BEAUTIFULLY AGED “The beauty industry is just waking up to the fact that they don’t market well to older people. People aren’t looking for a cure; ageing isn’t a disease.” Tracey McAlpine, founder and editor of Fighting Fifty


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CONSUMER TRENDS IN 2016 Health & Beauty in 2016 #5 LIFESTYLE FIT “There’s going to be a lot more focus on lifestyle fits in 2016. People want something that fits into their purse and makes them mobile.” Julie Fredrickson, founder of Stowaway


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CONSUMER TRENDS IN 2016 Health & Beauty in 2016 #2#6 PRETTY PRODUCTS PEOPLE PARTICIPATION “Thanks to people posting ‘shelfies’ on Instagram – pictures of bathroom shelves, cabinets or dressing tables – products themselves are increasingly in the limelight.” Daniela Morosini, beauty journalist


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CONSUMER TRENDS IN 2016 Leisure in 2016 #7 EXTREME STAYS “People are looking for unique accommodation, like sleeping in a train. People want a story to share on social media, even if they’re only going on a short trip.” Goof Lukken, founder of Vrijetijdskennis


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CONSUMER TRENDS IN 2016 Leisure in 2016 #8 UPCYCLED LIFESTYLE “Customising your home is a part of modern living. There’s a crossover between crafting and DIY; knitting and painting are all incorporated into our homes.” Julie Bonnar, editor of Craft Focus


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CONSUMER TRENDS IN 2016 Leisure in 2016 #2#9 VIRTUAL PASTIMES PEOPLE PARTICIPATION “VR is going to allow you to have the most crazy experiences. Why would you buy your kids a Scalextric track when they can drive a Formula 1 car?” Henry Stuart, co-founder and CEO of Visualise


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CONSUMER TRENDS IN 2016 Technology in 2016 #10 TIME IS MONEY “People are growing intolerant of anything that wastes their time. If something isn’t fully responsive, or doesn’t serve up relevant information rapidly, it’s disregarded.” Tom Chatfield, technology theorist and author


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CONSUMER TRENDS IN 2016 Technology in 2016 #11 IDENTITY MARKERS “Technology is an established part of life and the way we express our identities. Above functionality, it’s about how it makes you feel, how it makes other people see you.” Matt Hussey, editor-in-chief of The Next Web


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CONSUMER TRENDS IN 2016 Technology in 2016 #2 PEOPLE PARTICIPATION #12 THE NON-SHIFT “When people use a mobile, they don’t think of it as futuristic – it seamlessly integrates into their life. But a smart watch doesn’t provide any indispensable service.” Daniel Booth, editor of Web User and Computeractive


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CONSUMER TRENDS IN 2016 Media & Entertainment in 2016 #13 DREAMS OF STREAMING “We’re going to start to see some clarity around the streaming situation. There’s no doubt that streaming is the present and future of the music industry.” Zack O’Malley Greenburg, senior editor at Forbes


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CONSUMER TRENDS IN 2016 Media & Entertainment in 2016 #14 INDIE GUYS FINISH LAST “There’s a shift towards blockbuster franchises and branded properties in cinema. Audiences are interested in recognisable properties and names.” Barry Hertz, film editor for The Globe and Mail


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CONSUMER TRENDS IN 2016 Media & Entertainment in 2016 #2 PEOPLE PARTICIPATION #15 TELLY ADDICTS “Networks are more open to the fact that the more
 places they give people access to content, the higher
 the ratings will go.” Alan Wolk, TV industry futurist and analyst


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CONSUMER TRENDS IN 2016 Communications in 2016 #16 SOCIALLY DIVERSE “The macro shift will be in messaging. Messaging apps are bigger than social networks at this point – private apps like WhatsApp and Facebook Messenger.” Mitch Joel, president of Twist Image


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CONSUMER TRENDS IN 2016 Communications in 2016 #17 CUSTOMER FIRST “Brands have come to understand that if they want an audience to step away from what they’re doing and interact with a message, it needs to be fun.” Tamsin Fox-Davies, senior development manager at Constant Contact


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CONSUMER TRENDS IN 2016 Communications in 2016 #2 #18 PERSONAL SPACE PEOPLE PARTICIPATION “There’s a psychological shift between the TV on your wall and your phone in terms of personal space. Brands need to create value and be invited in.” Dr. Pamela Rutledge, director of the Media Psychology Research Center


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CONSUMER TRENDS IN 2016 Luxury in 2016 #19 DIGITAL STORYTELLING “Expect to see brands invest even more heavily in video, augmented reality and mobile apps. Seismic shifts lie ahead in the way people purchase luxury goods.” Alastair Laidlaw, founder and CEO of Lux Worldwide


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CONSUMER TRENDS IN 2016 Luxury in 2016 #20 FINE LIVING “There are a growing number of wealthy people who aren’t that interested in luxury products, people who just don’t wear a watch or own a top brand car.” Alex Cheatle, founder and CEO of Ten Group


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CONSUMER TRENDS IN 2016 Luxury in 2016 #2 PEOPLE PARTICIPATION #21 SEXY SUSTAINABILITY “Ten years ago, ‘ethical’ was hemp and yoghurt, but today it’s very much for the luxury market. People want to know the provenance of the products they buy.” Emma Hart, creative director at PUSH PR


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CONSUMER TRENDS IN 2016 Shopping in 2016 #22 SPEND ANYWHERE “People are obsessed with their phones; 24% of Americans have admitted to making a purchase on the toilet and 2% have even done it at a funeral.” James Dion, retail consultant and founder of Dionco Inc.


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CONSUMER TRENDS IN 2016 Shopping in 2016 #23 PEOPLE PARTICIPATION “Look out for Nike’s 45 Grand gym. It’s a great example of building customer advocacy – a retail space also used for leisure and entertainment.” Paul West, strategy director at Dalziel & Pow


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CONSUMER TRENDS IN 2016 Shopping in 2016 #2 #24 SMALL & MIGHTY PEOPLE PARTICIPATION “The high street looks healthier, but it’s the independent stores that are really coming through. There’ll be a move away from big name stores.” Graham Soult, leading UK retail consultant


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CONSUMER TRENDS IN 2016 Money in 2016 #25 CONTEXTUAL WALLETS “In 2016, mobile wallets will mature into contextual services incorporating advice, sales and marketing at point of sale – as long as it’s consensual.” Chris Skinner, chairman of the The Financial Services Club


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CONSUMER TRENDS IN 2016 Money in 2016 #26 ZERO EFFORT “As people try services like Apple Pay, Venmo or Zopa – seeing how little effort is required – they will demand it from their banks.” Jonathan McMillan (pseudonym), author of The End of Banking


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CONSUMER TRENDS IN 2016 Money in 2016 #2#27 SHARED LEDGERS PEOPLE PARTICIPATION “The banking and financial services industry has finally begun to understand what distributed ledger technology is and the promise it holds for innovation.” Duena Blomstrom, fintech and digital experience specialist


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CONSUMER TRENDS IN 2016 Home in 2016 #28 URBAN RETIREES “The chronic housing problem could be overcome if retirees free up family homes, so housing providers will tempt them with new, high-end designs for the elderly.” Alex Ely, founder of architecture practice Mæ


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CONSUMER TRENDS IN 2016 Home in 2016 #29 UNCERTAIN TIMES “The increases in re-marriage or marrying later in life create a dynamic where family rules, boundaries and relationships are unclear.” Philip N. Cohen, sociologist and demographer


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CONSUMER TRENDS IN 2016 Home in 2016 #2#30 HOME COMFORTS PEOPLE PARTICIPATION “In 2016, the home is going to be about comfort, not size, especially as homeowners become more attuned to provenance and materials.” Emma J. Page, commissioning editor at 25 Beautiful Homes


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CONSUMER TRENDS IN 2016 Getting Around in 2016 #31 HANDS FREE “Will high adoption rates of autonomous vehicles make our cities worse or better? If they are privately owned, we may just have autonomous traffic jams.” Dr. Ryan Chin, managing director of the City Science Initiative at the MIT Media Lab


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CONSUMER TRENDS IN 2016 Getting Around in 2016 #32 SHARING THE ROAD “We’re seeing less focus on car ownership because cities can’t cope with the traffic and consumers are put off by the costs.” Michael Kodransky, global research manager at the Institute for Transportation & Development Policy


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CONSUMER TRENDS IN 2016 Getting Around in 2016 #2 PEOPLE PARTICIPATION #33 DATA DRIVEN “Crowdsourcing travel data is part of a bigger trend of decentralising information providers and the shift to a bottom-up approach to services.” Dr. Oded Cats, assistant professor in Transport and Planning at Delft University of Technology


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CONSUMER TRENDS IN 2016 Citizenship in 2016 #34 CIVIC SENSIBILITIES “There’s going to be a greater sense of debate over how much people’s locality matters to them and how well these localities are served.” Andy Thornton, CEO of the Citizenship Foundation


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CONSUMER TRENDS IN 2016 Citizenship in 2016 #35 MASS PARTICIPATION “ In 2016 we will see more applications, hardware, and technological innovations related to citizen involvement in the city.” Tomas Diez, urbanist and co-founder of Smart Citizen


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CONSUMER TRENDS IN 2016 Citizenship in 2016 #2 PEOPLE PARTICIPATION #36 OUTSIDE INFLUENCE “Crowdfunding sites – Kickstarter, Just Giving or Kiva – are essentially fundraising platforms. The potential of the use of these sites in this sector is exciting.” Jonathan Simmons, chief experience officer at pro-social digital agency Zone


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CONSUMER TRENDS IN 2016 WANT MORE? DOWNLOAD THE FULL REPORT FOR FREE HERE 36 expert interviews | Trends across 12 sectors | Key innovative brands to watch | 2016 cultural agenda Learn more about behavioural insights www.canvas8.com


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