Every year the WPP-owned consumer insight and trends research agency Mindshare analyses the most recent global cultural trends that impact the marketing and communications strategies of the biggest brands. None of the top 10 «Culture Vulture» 2015 trends would be a revelation for marketers or strategic decision makers, however, some findings might be noteworthy.
1. Outsourcing control. The Mindshare researchers who surveyed 2,000 North American consumers in 2014 found out an interesting fact: the number of those who wanted «a trusted company to help simplify their life» had increased from 31% in 2012 to 42% in 2014. Consumers become lazier, and things — smarter.
2. Sensorialism. Instead of simplifying people’s experiences and turning them back to basics, brands will try harder to engage us with all five sensorial ways through 4D overwhelming experiences, use of Oculus Rift in the promotional campaigns, and more.
3. Internet-enabled intimacy. Looks like with Skype, email, Viber, social networks and other Internet communication tools this trend has been around for at least 10 years. For some reason, Mindshare includes here some Internet-based sharing-economy services like Airbnb that connect people both virtually and physically.
4. Age of shallow knowledge. This doesn’t sound like a new trend either. Busy online readers don’t read, but skim and scan the content they are interested in. The research found that 47% of Americans preferred to browse the headlines rather than read detailed information.
5. Marketing is a game. While marketers and managers alike try to gamify both external communications with customers and even internal processes in the companies, well-educated consumers have become too aware of bland advertising tricks and methods. According to Mindshare’s research, the number of those «who view advertising to know more about companies and products they offer» has decreased from 52% in 20005 to 41% in 2014.
6. Unbundled. Using this term, Mindshare merely means the further rise of personalization and customization.
7. Rise of good intentions. People not only want to do good, they are willing to share their behaviour with the world online.
8. Changing narratives. Fighting for scarce consumer attention, copyrighters and content marketers try to come up with unparalleled, non-trivial stories, completely new, impressive story lines.
9. The new conspicuous consumption. This trend once again proves the fact that people fell out of love with brands. Interestingly, 36% of U.S. consumers say they disliked wearing brand logos of any type. So consumption patterns do not define people’s lifestyle or identity, as it used to be 10 years ago.
10. The long tail of commerce. Both e-commerce and physical retail have become smarter than ever. Brands and retailers will continue to use big data to target and retarget customers, experiment with drone and hybrid delivery, 3D-printing, and more.
The full «Culture Vulture» 2015 trend report with more details is available on Slideshare.