Wunderman Thompson Intelligence forecasts the 100 trends that will shape the new decade

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Wunderman Thompson Intelligence forecasts the 100 trends that will shape the new decade

Wunderman Thompson Intelligence has launched its annual Future 100 trend report, marking a new decade of consumer change. ‘The Future 100’ helps readers prepare for emerging consumer behaviour with 100 original trend predictions from the innovation group.


Split into 10 categories, each trend delivers a digestible snapshot of movements so far, while clearly explaining why brands and marketers should pay attention. From the anti-consumerism movement and digital day spas, to (AR)etail and gamefluencers, the first trends report of the decade will become a key marker for change as consumers and companies look beyond the 2010s.

Says Emma Chiu, global director of Wunderman Thompson Intelligence: “A real cultural change has taken place, with purpose and transparency leading customer loyalty, while imagination is trumping data for consumer appeal. ‘The Future 100’ is a way of keeping up with the big shifts and smaller fast-moving trends, offering marketers an opportunity to get ahead.”

The 10 trend segments featured in the report include; Culture, Tech & Innovation, Travel & Hospitality, Brands & Marketing, Food & Drink, Beauty, Retail, Luxury, Health and Finance.
2020 highlights include:

Optimistic Futures
With the past decade being one of an unsettling political, economic and environmental climate, consumers are left feeling more anxious than ever, with 5.2 million Australians affected by stress, up from 3.7 million 10 years ago. 2020 is the year of a society eager to move the conversation on from bleak, dystopic times, to an optimistic lens on the future.

The Female Sporting Revolution
2020 will see a continued rising interest in professional female athletes as global influencers and role models, prompting a shift in social perception and creating a new example for female strength. Physicality, passion, agency, sweat and grit are the new hallmarks of femininity.

Reframing time
The popularity of streaming content has shifted the way consumers engage with entertainment. The way time is being approached is evolving, as consumers increasingly adopt on-demand habits and have more autonomy with their time. For innovative brands up to the challenge, there’s space to help redefine the quotidian and restructure modern life for the 2020 consumer.

The Transparency Era
Consumers are demanding transparency in return for loyalty, not only with data but with sustainable practices. After a decade marked with the Cambridge Analytica scandal, the Equifax credit breach and the 2019 Ecuador data leak — consumers are losing trust in brands’ use of personal data. This transparency also carries over to ethical production which was prompted by the Rana Plaza collapse in 2013, with consumers purchasing in line with their ethical values over luxury goods.

The New Super Creatives
Gen Z are charting new territory for creative expression. The generations tech capabilities and hyper-connectivity have armed its members with fluidity in creative expression; with many doing so with an activist streak. The companies that succeed with these young consumers will be those that align their activities with what gen Zers care about, from authenticity and inclusivity
to the environment.

You can download the full report, including all 100 trends, here.