Trends and insight specialists Future Foundation take a look back at its consumer trends predictions over the last year. What made the grade? What has changed? How does our data stack up? And what might be the biggest trends for 2014?
4. 4
1 | Professionalized Budgeting
We predicted
A widespread ongoing
commitment to budgeting
across all age/ income
groups, even as economic
recovery gained momentum
Photo: Andrew Rueda
5. 5
What happened?
More than two thirds of Americans agree that they
are carefully budgeting their finances...
100%
Agree strongly
“I carefully budget my personal
finances each month”
Agree
(Increase.)
80%
60%
40%
20%
Source: nVision Research | Base: 3,000-5,000 online respondents aged 16+, USA, 2013
$100k+
$60k $100k
$40k - $60k
$20k - $40k
HH income
<$20k
65+
55-64
45-54
35-44
25-34
16-24
Female
Male
2013
2012
2011
2010
0%
6. 6
Trend in action
TK Maxx’s Fall 2013 ad
campaign featured the
tagline “Savvy Is The New
Black” - emphasizing to
consumers that it offered
high-quality style at
affordable and sensible
prices.
TrustEgg is designed for
parents on relatively modest
incomes who want to start
saving for their child’s future. A
policy can be set up with a
deposit of just $1, with other
individuals (e.g.
grandparents, family friends)
designated as “trustees” who are
able to contribute additional
funds as and when they like.
Cheap Energy Club
invites individuals to
register for a free service
to check whether they
currently have the
cheapest deal available;
if they do not, they can
access a full comparison
of the market and then
let the service handle the
switch on their behalf.
7. 7
1 | Professionalized Budgeting
Outlook for 2014
We expect to see no slackening
in power, especially as tools and
apps help people manage their
money in automated, ultraefficient ways
Photo: Andrew Rueda
8. 8
2 | Society of Sobriety
Photo: (Creative Commons) epSos.de
9. 9
2 | Society of Sobriety
We predicted
Self-regulation is the new cool.
Excess is just not amusing any more
and certainly not conducive to social
or career success - especially when
the digital world puts our every move
on public display.
Photo: (Creative Commons) epSos.de
10. 10
What happened
100%
Agree strongly
“I am too fat”
Agree
80%
60%
40%
20%
Obese
Overweight
Normal
$100k+
$60k - $100k
$40k - $60k
$20k - $40k
HH income <$20k
65+
55-64
45-54
35-44
25-34
16-24
Female
Male
Total
0%
This trend has clearly gained a lot of
support this year - nowhere more so than
in the food and drink sectors
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
11. 11
Trend in action
From June 1
2013, Starbucks banned
smoking in any seating areas
outside its branches as well
as within a distance of 25 ft of
7,000 of its stores in the US
and Canada.
Fall 2013 saw
Burger King launch
“Satisfries” - crinklecut fries which are
said to contain 40%
less fat and 30%
fewer calories than
leading alternatives
in the fast-food
sector.
In summer 2013, authorities in
New York continued the “Pouring
on the Pounds” campaign - an
initiative designed to highlight the
potentially unhealthy effects of
consuming sugary drinks. As
alternatives, consumers were
advised to drink fat-free milk and
water as well as eat fresh fruit
rather than drink juices.
12. 12
2 | Society of Sobriety
Outlook for 2014
Even as we return to economic
growth, inclination towards
moderation will remain strong. It
is hard to imagine flamboyant
excess becoming socially
endorsed again
Photo: (Creative Commons) epSos.de
14. 14
3 | Native Marketing
We predicted
Talking to customers about price,
value, efficiency is boring. Brands
are making emotionally rich
journeys for/with customers,
narrating their presence into the
heart of the shared social space.
Photo: (Creative Commons) brewbooks
15. 15
What happened?
This theme has experienced significant traction,
with brands from Coca Cola to Red Bull turning to
content as a prime way of driving engagement
Via any means
Via laptop / desktop / netbook
Via smartphone, among mobile internet users
100%
Via tablet, among tablet users
Those who have
recently “used a
service (such as
Facebook, reddit, di
gg, del.icio.us, or
Twitter) to share
something I’ve
found online”
80%
60%
40%
20%
$100k+
$60k - $100k
$40k - $60k
$20k - $40k
HH income <$20k
65+
55-64
45-54
35-44
25-34
16-24
Female
Male
2013
2012
0%
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
16. 16
Trend in action
Dunkin’ Donuts premiered
a Vine ad on TV. Aired as
part of its sponsorship of
ESPN’s Monday Night
Countdown, the fivesecond commercial was
supported by branded
activity on Twitter, with
Dunkin’ Donuts livetweeting during the game
and recreating memorable
match moments with its
own products.
Lexus launched a co-creation
platform to promote its IS
sport sedan vehicle. Branded
Amazing Mix, the website
invited consumers to create
their own ad from a selection
of clips. A spokesperson
commented that: “The Lexus
IS sport sedan appeals to
performance-driven, techsavvy customers who are
looking to stand out from the
crowd."
Red Bull Personal Best is
an online Quantified Self
platform that invites users to
compete against famous
mountain biker siblings
Rachel and Gee
Atherton.The system lets
users compete directly with
professional
sportspeople, encouraging
direct interaction with Red
Bull’s celebrities.
17. 17
3 | Native Marketing
Outlook for 2014
As social networkers need to be
given progressively better reasons
for continuing to interact with
brands, we expect the level of
innovation to remain high
Photo: (Creative Commons) brewbooks
19. 19
Tech Change
30% in the US own
a tablet computer in
2013
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
Photos: (Creative Commons) designmark, bburky
20. 20
Tech Change
Vs. 11% who
owned a tablet
computer in 2011
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
Photos: (Creative Commons) designmark, bburky
21. 21
Tech Change
40%
of 16-24s have paid to
download/stream
tracks.
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
Photos: (Creative Commons) designmark, bburky
22. Trends 2014
Savvy Shopping
Over two thirds in
the US “specifically
look out for
promotions when
shopping”
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
Photos: (Creative Commons) rose3694, owenwbrown
22
23. Trends 2014
Savvy Shopping
69% whose
household income is
greater than $100k
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
Photos: (Creative Commons) rose3694, owenwbrown
23
24. 24
Green Shoots
Two-thirds
agree that
companies
should be
penalized for
failing to care
for the
environment
Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013
Photos: (Creative Commons) ningunaparte
25. 25
Green Shoots
up from 57% in
2012, approachin
g the prerecession high of
2008
Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013
Photos: (Creative Commons) ningunaparte
26. 26
Green Shoots
“Companies should be penalized for failing to care for the environment”
100%
Agree strongly
Agree
80%
60%
40%
20%
Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013
$100k+
$60k - $100k
$40k - $60k
$20k - $40k
HH income <$20k
65+
55-64
45-54
35-44
25-34
16-24
Female
Male
2013
2012
2010
2009
2008
0%
27. 27
10 Trends to Watch in 2014
1. Probability Gets Personal: predicting life events with ever greater accuracy
2. Recovery Blues: downturn behaviors remain prominent, even as recovery grows
3. Power of Anon: the search for greater privacy in many of our online activities
4. Catwalk Computing: wearable technology enters the mainstream
5. Narrative Data: personal datasets transformed into meaningful stories
6. Death of Risk: the rise of the risk-averse and safety-first consumer
7. Loyalty Contracted: innovative subscription models designed to secure loyalty
8. Totally Bespoke: uniquely personalized products, services and campaigns
9. Versat-aisle Shopping: the blurring of the lines between online and offline retail
10. Once is Not Enough: evolving lifestages and the end of age-dependent landmarks
Creative Commons : Nosha
28. 28
Legislation 2014
UK becomes first country to allow the creation of babies using three people’s DNA
Obamacare
comes into effect
New York ban on
unregistered
guns comes into
effect
Single Euro
Payments Area
comes into force
Jan
Feb
March
April
May
EU legislation ends
surcharge on credit
card payments
June
July
Aug
Sept
Oct
Tougher EU tobacco health warnings may be applied to 75% of packaging (currently 30-40%)
First
Marijuana
stores to open
in Colorado
Boy Scouts of
America lift
their ban on
openly gay
members
10% increase in
taxes on
cosmetic
surgery in South
Korea
Germany draws
up legislation for
strengthened
same-sex
adoption rights
New York law to
raise smoking
age to 21 comes
into effect
Photo: (Creative Commons) David Ortez
Nov
Dec
29. 29
Social & Cultural Events 2014
MTV VMA
Awards
Mardi Gras
Superbowl
SXSW
Winter
Olympics, Russia
Jan
Feb
March
Grammy Awards
The Oscars
Jay Leno
retires from
Tonight Jimmy Fallon
to take over
The Hobbit :
There and
Back Again
Brazil FIFA
World Cup
April
May
June
July
Aug
Sept
Guardians of
the Galaxy
Amazing
Spiderman 2
US Special
Olympics
Katy Perry
world tour
Oct
Nov
World Series
Tennis: US
Open
Commonwealth
Games, UK
Photo: (Creative Commons) Benson Kua
Dec
30. 30
Political Events 2014
General Motors
buys back 200
million
government
shares
India
General
Elections
Jan
Feb
US and UK
withdraw troops
from Afghanistan
US National
Health Promotion
Summit
March
April
May
US-EU Summit
June
July
Aug
Sept
Oct
US debt
ceiling
agreement
expires
Nov
Dec
Elections for
Senate &
House of Rep
Energy Efficiency
Global Forum
Former Obama
advisor David
Axelrod publishes
memoirs
G20 summit
Photo: (Creative Commons) Benson Kua
31. 31
Technology Events 2014: some potential milestones
Wearable Technology diversifies. Curved
phones get worldwide distribution. iPhone
6 and iWatch released?
More Xbox One and PS4 gamers
hack their consoles.
Biometric sensors revolutionize
how data is translated.
3D printing gets affordable.
Data Privacy Legislation Hardens?
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Contact |
Pippa Goodman, Commercial Director
E: pippag@futurefoundation.net
Heather Corker, VP Consumer Trends, NA
E: heatherc@futurefoundation.net