全球100大趋势报告2.0（英文）- WundermanThompson-202006.pdf

The Future a report by wunderman thompson intelligence The Future Emma Chiu Global Director, Wunderman Thompson Intelligence Intelligence.WundermanT Normal life as we knew it has been upended by a global pandemic, laying the foundations for an entirely new normal that will shape the years ahead. After we released “The Future 100,” our annual trend report, in January 2020, news of a novel coronavirus started making headlines. On March 11, the World Health Organization officially labeled COVID-19 as a pandemic. As the world introduced measures designed to curb the virus, including social distancing and country-wide lockdowns, our team closely tracked the new behaviors, cultural shifts and industry changes stemming from these sudden changes. Looking back at “The Future 100,” released just months earlier, we found that many of the trends we identify in our report are still applicable, and have even accelerated and matured. “The Future 100 2.0.20” is a follow-up, highlighting 20 key trends that have fast-tracked as a result of COVID-19, plus five completely new trends to watch as the world embraces new habits (goodbye, handshakeshello, elbow bumps). Some of our findings show that the outbreak of COVID-19 has sent anxiety levels up. Younger Americans, aged 18 to 24, are five times more anxious than generation X and boomers; they are burdened by concerns around the economic future, job prospects and the cost of living. Despite that, an underlying sense of positivity keeps people hopeful during these uncertain Introduction times (see optimistic futures, p4), as they take to the internet to search for good news and tune into uplifting stories. Brands roles continue to evolve as companies are called on to step up and assume a philanthropic mantle. Many have taken unconventional actions, working together to further a greater cause than profit, setting aside competition, and even completely changing production (see unconventional brand actions, p31). Such actions are not going unnoticed; a vast majority of Americans, 92%, admire companies that are taking action to help stop the spread of the coronavirus. The global lockdown has given people time to reflect, and to reprioritize and reinforce their values. From the importance of community and supporting local enterprises to the need for better public health regulations to protecting future generations, brands and marketers have a plethora of new consumer attitudes to address. Needless to say, the year 2020 will go down in history. With a virus rippling across the world, trailing unprecedented disruption, brands and leaders need to be nimbler than ever. Those able to respond quickly, pivot business direction, and help work towards a better future will be best placed to thrive in the new normal. THE FUTURE 100 2.0.202 01 Optimistic futures 4 02 Taming techs influence 8 03 Protective tech, protective everything 11 04 New digital communities 15 05 Privacy era 19 06 Legacy preservation 22 07 Disaster-proof destinations 23 08 The new super-creatives 26 09 Unconventional brand actions 31 10 Future-proof ingredients 34 11 Regenerative agriculture 36 12 Skincare 2.0 40 13 Anti-excess consumerism 42 14 The new superstore 47 15 Health concierges 50 16 Wellness architecture 52 17 Digital spas 55 18 Engineering companionship 59 19 New payment gestures 62 20 Gen Z finances 64 21 The new language of advertising 67 22 The gaming multiverse 69 23 Novel dining formats 73 24 Renewed faith 76 25 Gamescape travel 79 Leader POV: experts weigh in on industry futures 85 20 accelerated trends from the Future 100 2020Five new trends plus leader POV People and brands are making a concerted effort to seek out positivity, fueling a collective momentum working towards a future built on optimism. People are seeking out good news now more than ever. In the United States, Google searches for “good news” spiked in the second week of April 2020, reaching a five-year high, according to Google Analytics. World Health Organization (WHO) guidelines for coping with COVID-19 include the recommendation that individuals “find opportunities to amplify positive and hopeful stories.” Platforms and news outlets are picking up the mantle, reframing their reporting approach to highlight uplifting and optimistic stories. On March 23, i-D introduced the “Coronavirus Good News Bulletin,” a weekly installment of “hopeful stories from the pandemic” intended to “inspire optimism and hope as we adapt to our new normal.” Elle UK has published a series of good news updates with positive stories from around the world. The Telegraphs “Coronavirus Positive” column is a “daily compendium of positive coronavirus news stories from around the world.” Optimistic futures Christopher Kane for Dazed #AloneTogether THE FUTURE 100 2.0.204 Left: Peter Kennard x Jamie Reid for Dazed #AloneTogether Right: Jonas Lindstroem for Dazed #AloneTogether THE FUTURE 100 2.0.205 a campaign in collaboration with all-star athletes encouraging people to stay home, with the message “now more than ever, we are one team.” Budweiser partnered with the American Red Cross to “come together in support of the heroes on the front line of the health crisis.” And in April, Nescaf Chile released an uplifting commercial featuring the 2010 song “Dar es Dar” (to give is to give) by Argentine musician Fito Pez, sung by ordinary people in their homes. On May 1, Doritos announced a new program championing the next generation. “Doritos Valedictorian” invites graduating seniors to submit short speeches that they would have given at graduation, with the chance to deliver them to listeners nationwide on iHeartMedias special podcast Commencement: Speeches for the Class of 2020 alongside cultural icons such as Katie Couric and John Legend. The goal is to inspire future generations. “The speech element of graduation was such a cultural moment for these seniors, and now theyre losing that voice,” says Marissa Solis, SVP of marketing, Frito-Lay North America. “Doritos is a brand thats long been about giving a platform and voice to that next generation, so we wanted to help take that platform to the next level.” Why its interesting: Consumers and brands alike are prioritizing unifying and optimistic messaginga move that is propelling uplifting and inspiring platforms. “Coronavirus has changed our lives,” wrote Mark Rice-Oxley in the Guardians March 27 edition of its weekly column “The Upside.” “It has changed newsrooms too. Never before have so many journalists cast around for silver linings. Never before has so much optimism been publishedand read.” On March 29, John Krasinski launched his Some Good News YouTube channel, reporting on uplifting stories and spreading happiness. The DIY news dispatchwhich Krasinski films alone in his home office, in front of a poster with a logo drawn by his daughtershas received an overwhelmingly enthusiastic response, with the first episode alone receiving over 17 million views by the beginning of May 2020. Brands are also projecting positivity with messages of appreciation and solidarity. A slew of ads at the end of March marked a collective step away from products and towards communicating unity and encouragement. Nike released Some Good News THE FUTURE 100 2.0.206 Never before has so much optimism been published-and read. Mark Rice-Oxley, the Guardian THE FUTURE 100 2.0.207 It has never been more important to tame the Wild West of social media. Our lives could depend on it. “Were not just fighting an epidemic; were fighting an infodemic,” Tedros Adhanom Ghebreyesus, director-general of the World Health Organization (WHO), told foreign policy and security experts at a mid-February 2020 gathering in Munich, Germany. The statement referred to fake news that “spreads faster and more easily than this virus.” Social media platforms have been common culprits in the spread of misinformation. From anecdotal evidence to sensational rumors to subjective opinion, these outlets are infamous for publicizing unreliable stories. During a global health pandemic, this can be not only misleading but also actively dangerous. “The sudden and near-constant stream of news reports about an outbreak can cause anyone to feel worried,” says the WHO. “Get the facts; not the rumors and misinformation.” To help combat misinformation, social media platforms and leaders in Big Tech are rolling out new measures to promote trusted sources for information on COVID-19. Taming techs influence Courtesy of Instagram THE FUTURE 100 2.0.208 On April 28, YouTube announced that it will begin adding fact-checking panels to US videos. “When users are searching on YouTube around a specific claim, we want to give an opportunity for those fact checks to show up right then and there, when our users are looking for informationespecially around fast- moving, quickly changing topics like COVID-19,” says Neal Mohan, YouTubes chief product officer. The video platform is one of many to add links to the WHO, Centers for Disease Control and Prevention (CDC), and local health authorities on searches for information about COVID-19. Google has added a side bar for any COVID- related search results that links to the WHO and CDC, and covers topics such as treatment, symptoms and statistics. Spotify and Instagram have added a link to WHO resources at the top of search pages. Pinterest is limiting search results for “coronavirus,” “COVID-19” and related terms to internationally recognized health organizations. And Facebook has embedded links into news feeds that direct users to the CDCs page on COVID-19. The platform is also regulating its ad space more strictly, banning ads that tout fake cures and giving free unlimited ad space to the WHO, to publicize facts and accurate information about the disease. Why its interesting: In our “Future 100 2020” report, we wrote: “2020 will see a new focus on how information, particularly the political, is disseminated through these channels.” While the worlds immediate focus has shifted from politics to health, this is truer now than ever. The measures put in place during the pandemic point to a future where Big Tech plays a bigger role in regulating viral misinformation. Courtesy of Instagram THE FUTURE 100 2.0.209 The measures put in place during the pandemic point to a future where Big Tech plays a bigger role in regulating viral misinformation. THE FUTURE 100 2.0.2010 After experiencing a world that has widely adopted hospital-grade sanitation protocols, people will expect continued high standards, and will seek designs and services that help to safeguard them from germs, viruses, pollutants and more. In China, interest in buying new cars is on the up, with 77% of Chinese respondents saying driving cars instead of taking public transport could reduce the chance of infection, according to a February 2020 survey by Ipsos. In addition, 51% said they preferred an air-conditioning system with a germ filter and 49% expressed a preference for a car interior that used antibacterial properties. Tesla has responded to this demand by changing its retail model, launching a contactless test drive service in Beijing and Shanghai in March 2020. The same month, Chinese car company Geely rolled out contactless car keys delivery by drone to new owners. In addition, its latest vehicle Icon, debuted on February 24, 2020, includes a new Intelligent Air Purification System that claims to eliminate bacteria and viruses. Protective tech, protective everything THE FUTURE 100 2.0.2011 Top: Geely drone delivery Bottom: Geely Icon Aware of the increased value that people are placing on hygiene, supermarkets are installing sneeze guards at checkouts to protect customers and employees from droplets that contain viruses or germs. In the United States, Kroger, Walmart and Whole Foods, as well as other local grocery stores, are putting up plexiglass barriers. An April article published by Bloomberg suggests that “sneeze guards and temperature checks are the new normal for US retail.” In the United Kingdom, major supermarkets including Marks electronics manufacturer Foxconn started producing surgical masks in early February; and General Motors started working on plans to produce ventilators for the US government in March to fulfill a 30,000-unit order. Did They Help? is a site documenting brands and celebrities that have contributed positively to COVID-19, listing them as “heroes” and allocating a point per good deed. The flipside is a list calling out brands that have had a negative impact, such as furloughing staff or providing misinformation about the virusthese are the “zeroes.” “The reputation of a company as a whole will have to be steeped in their good deeds,” website founder Pooj Morjaria tells Wunderman Thompson Intelligence. Ethics-driven consumerism, he says, “will grow and grow and grow.” Consumers will start to make “better informed decisions about where theyre spending their money, and that will have an impact on companies. So I think companies are really stepping up.” Why its interesting: An unexpected health crisis has turned industries on their heads, and those able to make nimble, altruistic business changes in the interest of public health and the greater good are being recognized by ethically minded consumers. Coming out of the pandemic, “there will be a new ranking system or value system for holding companies and public figures accountable,” says Morjaria. THE FUTURE 100 2.0.2033 Did They Help? Food that stands the test of time is proving to be a popular pantry requirement as consumers turn to provisions that are resilient and reliable. Sales of long-lasting goods have been on the rise since home quarantine regulations set in. In the United States, people are stocking up on staples like dried beans, sales of which rose 231% as of March 26, 2020, compared to last year; canned meat was up 188%; and canned tuna up 142%, according to Nielsen. In the United Kingdom, sales of canned pasta rose by 226% in the four weeks leading up to March 21, noodle sales increased by 167%, and pot noodle snacks by 150%. “People will rely more on shelf-stable products, including frozen items, going forward, more so because people will simply be cooking more and eating out less for the foreseeable future,” Amanda Shapiro, editor of Bon Apptits Healthyish, tells Wunderman Thompson Intelligence. Shapiro also notes that, in addition to the reassurance that food is always in the house, convenience also remains a priority. “If they cant buy a smoothie for breakfast or a salad for lunch, people will be looking for healthy convenience in other forms, like frozen smoothie packs, meal kits, et cetera.” Future-proof ingredients Frozen food sales are indeed on the up. A report released on April 28, commissioned