Top 10 Global Consumer Trends 2020

Top 10 Global
Consumer Trends
2020
ALISON ANGUS AND GINA WESTBROOK
Not to be distributed without permission.
The data included in this document is accurate

according to Passport, Euromonitor International’s
market research database, at time of publication:
January 2020
Top 10 Global Consumer
Trends 2020
GINA WESTBROOK
Director of Consumer Trends
ALISON ANGUS
Head of Lifestyles Research
CONNECT WITH US
© 2020 Euromonitor International

Contents
1 The Big Picture
7 Beyond Human
13 Catch Me in Seconds
21 Frictionless Mobility
27 Inclusive for All
33 Minding Myself
38 Multifunctional Homes
44 Private Personalisation
54 Proudly Local, Going Global
61 Reuse Revolutionaries
66 We Want Clean Air Everywhere
72 Conclusion
73 Methodology
74 About the Team
76 How Can Euromonitor International Help?
© Euromonitor International
The Big Picture
Every year, Euromonitor International identifies emerging and fast-moving trends that we expect to gain
traction in the year ahead. These trends provide insight into changing consumer values, exploring how
consumer behaviour is shifting and causing disruption for businesses globally.
Each of the 10 trends follows the same format:

• Specific characteristics and how the trend manifests
• Business environment
• Data showing behaviour / motivation
• Case studies about how industries are responding
• A view from one of our experts
• The long-term impact
2 The Big Picture
We are starting to We want flexible

embrace robots and personalised
transportation
The Beyond Human trend shows how people
are beginning to accept that robots or other
artificial intelligence (AI) can perform certain Consumers want the freedom to move around
tasks traditionally done by humans. Though increasingly congested cities as they please.
complete trust of, and universal access to, this Frictionless Mobility is now the expectation
technology will take more time, we are embracing as consumers use navigation apps to plan their
the concept of AI-driven robots for our own journey and want real-time updates on the best
welfare, convenience and comfort. Growing up way to get from A to B, whether it is by train, taxi,
with technology as an integral part of their lives, electric bike, scooter, helicopter or a combination
Generation Alpha will not distinguish between of them all. Consumers want their transportation
digital and physical. across cities to be modular and personalised to
their individual needs in 2020 as they embrace a
crowded world that is no longer seen as car-first.
The Big Picture 3
We want more content We want tailored

in less time experiences but at what
cost?
Swipe, click and scroll are now the main reflexes
to search for information among Catch Me in
Seconds consumers. With improved technology, Private Personalisation consumers expect brands
accessibility and usage, consumers can find to tailor products and services to them, yet they
immense amounts of information with fewer must surrender their personal information to
barriers. Consumers have the same capacity to optimise their experience. Companies are investing
process information as before but now contend in algorithms and data collection methods to achieve
with much more information to process, needing more precise marketing. In return, consumers
to identify the most relevant bits quickly. They spend less time researching product options. Yet,
are constantly seeking personalised, authentic consumers are growing concerned about who has
and appealing channels. Catch Me in Seconds access to their data and how it is used. While some
consumers want brands to make their information, brands are pushing the boundaries on the type of
product or service as accessible as possible in a information they collect, others are attempting to set
short timeframe to compete with other demands. new standards and appeal to consumers who prefer
to remain off the grid. The Private Personalisation
trend means consumers will likely opt out of those
digitally manufactured experiences they do not see
as adding value to their lives.
4 The Big Picture
We never need to We are opening up to

leave home other abilities
During times of economic, political or personal Brands are catering to individuals with physical or
uncertainty, consumers are drawn to the comforts mental disabilities, unlocking the potential for an
of home. In seeking to unwind and get back on Inclusive for All business model. Companies are
track, consumers retreat to their personal safe reframing their products and services to be more
spaces, where they are free from the distractions accessible to everyone, representing individuals
of the world around them. While this tendency is beyond the mainstream and helping to reduce
nothing new, for the first time, consumers don’t prejudice around diversity and differences. Brands
want to leave their homes, but also don’t have are responding to a societal push for change.
to. Thanks to high-speed internet access and Businesses are making steps towards authenticity
innovative goods and services, global consumers and inclusion, putting accessibility at the core of
are able to exercise, shop, work and play, all from new product developments.
the comfort of their Multifunctional Homes. The
impact on government, distribution and industries
is profound and far-reaching.
The Big Picture 5
We want to go back We want to use our

to our roots resources better
Proudly Local, Going Global will become more Today’s sustainability leaders are tapping into
sharply defined and relevant in 2020. It captures new circular business models that aim to offer
global consumer desire to adopt and appeal to more with less through sharing, reusing, refilling
a sense of individuality and growing national and renting. Increased environmental awareness
identity from local inspiration. There is also a is driving the Reuse Revolutionaries trend,
growing expectation of multinationals to respond especially for younger generations who are
appropriately and creatively to local culture, prioritising experiences over ownership. This is
social norms and consumer habits. Niche brands creating sustainable business opportunities. New
start their global route to success by accentuating business models that avoid waste generation are
their local credentials, keeping this at the appealing to more ethical consumers who are
forefront of consumers’ minds. At the same time, embracing sustainability through longer-lasting
multinationals are becoming more sophisticated products.
in shaping their products to local tastes and
preferences without losing their core brand
identity. Tuning into the Proudly Local, Going
Global trend is a compelling business strategy to
win and retain consumer loyalty.
6 The Big Picture
We are fighting for We are focusing on our

clean air mental needs
Growing concern for personal wellbeing and the Minding Myself is bringing mental wellbeing to
environment is putting air quality in the limelight. the forefront of consumer concerns in 2020. One
Mounting pressure on governments to avert rising in four adults in the developed world suffers from
temperatures is manifesting consumer activism. anxiety. Yet, under half receive treatment. At the
From travel backlash to going vegan, these same time, consumption of self-medicating
measures aim to save the planet from potential stress-relief products, such as cigarettes and
ecological disaster. The We Want Clean Air alcohol, is declining. Instead, consumers are
Everywhere trend highlights how awareness of seeking outcome-based goods to address
air pollution is impacting consumer choice and specific mental wellbeing needs and prevent
how brands are positioning themselves to target the physiological effects of stress, worry and
environmentally conscious consumers. sleeplessness. The future of socialising will be
redrawn. Responsible stimulation and mental
wellbeing will be the new normal as consumers
seek their “holistic happy.”
Gina Westbrook
Thanks to AI, Alexa will be a more frequently voiced word in the coming year. Virtual assistants, smart
devices, chatbots, unmanned factories and AI-driven applications are penetrating business operations,
supply chain logistics and consumers’ lives. Businesses are moving Beyond Human, creating sustainable
growth opportunities with technology to make life easier.
Humans are beginning to accept that certain tasks can be performed by robots or other AI, rather than
solely by themselves. Though complete trust of, and universal access to, this technology will take more
time, we are embracing the idea of AI-driven robots for our own welfare, convenience and comfort.
Has 2019 set the tone already?

AI-driven robots are not new. Ever since humans started to explore AI, massive commercial applications
have been highly anticipated. Technological improvements in algorithms, substantial data growth and
deeper network and connectivity penetration have laid the groundwork for the Beyond Human trend.
Virtual assistants and in-home smart hardware adoption paved the way for AI-driven robots to enter
consumers’ everyday lives. According to Euromonitor International’s 2018 Digital Consumer Industry
Insights Survey, AI and robotics / automation were ranked two of the top three technologies impacting
business over the next five years.
Numerous consumer success stories and enterprise inventions are pushing the Beyond Human trend
mainstream. Consumer acceptance is crucial for the adoption of new behaviours like talking to virtual
assistants, such as Amazon’s Alexa or allowing children to play with robots like Ubtech’s Alpha Mini.
8 Beyond Human
Global wireless speakers have registered double-digit annual volume growth of 30% since 2015.
Amazon.com Inc. and Alphabet Inc. quickly took share until the landscape started to stabilise and
growth slowed in 2019. This indicates the forming of a broad user base and the commencement of
commoditisation. Meanwhile, connected robotic vacuum cleaners recorded 50% global volume sales
growth in 2018, capturing 35% of total sales, a notable indicator of wider acceptance.
World Wireless Speaker Volume Brand Shares
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014 2015 2016 2017 2018 2019
Amazon Echo Google Home JBL Bose Tmall Genie MI Others
Source: Euromonitor International
Simplifying life
Consumers are already relying on AI-driven appliances in order to improve their lives, initially for personal
errands and domestic cleaning chores. According to Euromonitor International’s 2019 Lifestyles Survey,
12% of respondents own or currently have regular and easy access to in-home virtual assistant devices
for personal use. In addition, at least one-third of respondents currently own smart laundry or kitchen
appliances at home. There is a clear rise in demand as more consumers rely on automated technology to
complete household tasks.
The survey results show that consumers want these products. Globally, 41% are willing to pay a premium
for smart appliances and products while 26% feel comfortable sharing their data through smart home
technology. Ownership of smart appliances is strongest for Gen Z across the board.
Beyond Human 9
Smart Home Appliances Global Ownership
Smart kitchen appliances
Smart laundry appliances
Smart central heating and cooling system
Smart cleaning appliances
Smart security system
Smart lighting control system
Smart personal grooming devices
Smart outdoor or garden systems
0% 10% 20% 30% 40% 50% 60%
% of respondents currently have in home
Millennials Generation Z Generation X Baby Boomers
Source: Euromonitor International’s Lifestyles Survey (2019)
Improved day-to-day life and personalised experiences are driving wider acceptance of AI-driven robots.
In a time-constrained world, the Beyond Human trend shows how technology can make the complex
simple. According to the same survey, 67% of global respondents were looking for ways to simplify life and
a higher proportion admit to using technology to improve it. Millennials and Generation X are particularly
open to AI-driven robots for tailored and curated experiences.
10 Beyond Human
Industry response to Beyond Human

Alpha Mini / Ubtech Robotics China
Source: Ubtech Robotics
Ubtech Robotics Inc. is a humanoid robotic company that creates consumer-facing robots for science,
technology, engineering and mathematics. Ubtech launched the Alpha Mini in late 2018, a portable robotic
toy that has LCD eyes capable of voice interaction, facial recognition and flexible movement. Priced at
USD707, the toy combines robotics with AI to empower, entertain and accompany children. Humanoid
robots represent a cutting-edge innovation, especially when product functions are tailored to specific
consumers like children and elderly, among others.
BrainOS / Brain Corp US

Brain Corp’s BrainOS platform currently automates more than 100 of Walmart’s commercial floor
scrubbers across the country. BrainOS provides the machines with autonomous navigation and data
collection capabilities, all tied into a cloud-based reporting system. This technology allows store associates
to map a route during a training ride then activate autonomous floor cleaning with the press
of a button. The robot uses multiple sensors to scan its surroundings for people and obstacles.
User-friendly interfaces are critical to increase robot adoption for daily occasions.
Beyond Human 11
Tengai / Furhat Robotics Sweden Toyota Motor Corp Japan
Source: Furhat Robotics Source: Toyota Motor Corp STAN
Furhat Robotics is a social robotics and Toyota Motor Corp is an automotive company with
conversational AI startup developing a robot that additional efforts in robotics and AI to support
can interact with people by speaking, listening and Japan’s ageing society. The company is developing
showing emotions. The ‘Furhat’ robot can speak a series of robots, including Innovation Robot,
40 languages and change its appearance to suit a Human Support Robot, Rehabilitation Robot and
variety of scenarios. Working with recruitment Social Robot, as part of its Partner Robot family.
firm TNG, Furhat Robotics trialled the world’s first
interview robot, Tengai, which claims to overcome Toyota is set to bring these support robots and
emotional biases and improve decision-making a special-use Field Support Robot to the 2020
efficiency. Tengai helps reduce recruitment costs Olympic and Paralympic Games in Tokyo for a
and reflects the beginning of humans’ trust in AI. variety of functions, including goods delivery,
audience guidance and measuring results in the
field for throwing events. Companies can create
service robots focused on speciality areas and
tailored to occasions to drive higher adoption.
12 Beyond Human
EXPERT VIEW
Artificial intelligence in robots will drive our smart world forward
Robots have been in use since the 1960s. What makes robots in Industry 4.0 any different? The most
important difference today is the usage of AI in robots, which will drive our smart world forward. Robots
are mainly deployed in industrial applications but consumer-facing robots are increasingly making
inroads into our daily lives.
Think beyond physical robots. Alexa, Siri and chatbots have penetrated our connected world, from online
shopping to customer service hotlines, without us noticing! The greatest challenge for consumer-facing
robots is not the hardware but creating the software behind it. Creating software that can act as a human
interface is at the heart of the Beyond Human trend. Google, Alexa, Nvidia and other titans are trying to
nail natural language processing. A convincing customer-serving robot will not be possible unless the
interaction with the machine is natural.
Robots will replace tasks and repetition, not jobs and certainly not humans. Rather, robots and humans
will sit side by side. The industrial world will still be the main driver in robot adoption as the world
struggles with an ageing society and faces an increasing cost of labour. Backed by maturing algorithms
and machine learning, AI-driven robotics is a tool to achieve precise automation and avoid manmade
risks in a wide range of industrial situations, especially manufacturing, assembly and logistics.
LOO WEE TEK

Head of Consumer Electronics
Euromonitor International
Outlook for Beyond Human

Beyond Human is here to stay. Driven by technology, consumers will engage more deeply with
commercialised AI-driven robots. Signs of this include higher willingness to spend on new technology,
according to Euromonitor International’s 2019 Lifestyles Survey, as well as a wider acceptance of smart
home appliances and virtual assistants that require the adoption of relatively new consumer behaviours,
such as voice control. Growing up with technology as an integral part of their lives, Generation Alpha will
not distinguish between digital and physical. They expect products and services to incorporate technology.
The Beyond Human trend is still developing for enterprises globally. Organisations will incorporate
AI-driven robot capabilities into long-term strategies. This technology will be used to automate
manufacturing and logistics, understand differentiated consumer demands and deliver personalised
solutions with precision.
Swipe, click and scroll are now the main reflexes to search for information.
With improved technology accessibility and usage, especially among younger generations, consumers can
access immense amounts of information with fewer barriers. With this comes the need to identify the
most relevant bits. Consumers are constantly seeking personalised, authentic and appealing channels.
They are growing accustomed to shorter content, which is driving the Catch Me in Seconds trend.
Brands and platforms are producing catchy and speedy content by launching offerings with visual cues
and auditory comments — multisensory and quick for instant gratification. In 2020, this is the standard of
service for consumers, and if not met, they will move to the next option.
Technological advancement leads to new and

faster channels
Since the launch of the internet in 1991, Facebook in 2004 and the iPhone in 2007, digitally captivating
content has been in constant evolution. The Skimm’s email newsletter, launched in 2012, built on an old
idea, bringing fresh and synthesised news from the previous 24 hours to consumers every weekday. The
format’s popularity has since been replicated by numerous brands.
Improved infrastructure permits greater internet coverage, increased smartphone use and access to
content and technological advances that enhance how premium content is brought to the consumer, all
driving the ever-evolving digital space.
14 Catch Me In Seconds
Smartphones are not just for middle-income populations anymore. A key driver of internet access for rural
and less wealthy populations has been manufacturers offering affordable phones for these communities.
As digital marketing increased in popularity, so has spend on it. Brands are investing in video and AI to
shorten ads. According to Google, over 50% of shoppers confirm that video content aids in the brand
and product selection process. Consumers aim to avoid interruptive advertisements to watch and read
more relevant content. Social media offers opportunity, especially on platforms like Instagram where
advertisements as well as new social influencer channels blend naturally into a consumer’s newsfeed.
The Catch Me in Seconds trend is particularly visible in emerging regions, such as the Middle East and
Africa, Asia Pacific and Latin America, with higher historic and forecast economic growth. North America
and Europe have and will continue to experience slower growth as more mature markets. Moreover,
the populations of these emerging regions typically have a lower average age, which is relevant as the
demographic with greater online engagement and a higher prevalence to browse daily is usually within
18–44 years.
Internet Users and Penetration by Region 2019
6000 100%
Million of internet users
75%
% of total population
4000
50%
2000
25%
0 0%
World Asia Pacific Europe Middle East and Latin America North America
Africa
Number of internet users, 2019 Internet users by % of population, 2019
Catch Me In Seconds 15
Regional Ownership of Smartphones and Change in Share 2016 / 19 and 2019 / 22
100 20
Change in share of households, pp
75 15
% of households
50 10
25 5
0 0
World North America Europe Asia Pacific Latin America Middle East and
Africa
Share of households, 2019 (%) Change in share of households pp (16/19) Change in share of households pp (19/22)
Independent and authentic channels offer

greatest potential
Online engagement continues to grow at a global level. According to Euromonitor International’s 2019
Lifestyles Survey, the top four marketing channels ranked as extremely influential and very influential are
friends’ social media posts or shares, friends / family recommendations, independent consumer reviews
and loyalty rewards programmes. The first three registered a positive increase in percentage points from
2016 to 2019, whereas loyalty rewards programmes registered a decline in basis points over the same
period.
For consumers in 2020, the marketing channels that appear authentic — friends, family and independent
consumers — are the growing trusted sources. Conversely, marketing channels directly influenced by a
brand and its service or product rank lower in influence. Increasingly, consumers are turning to trusted
sources to help sift through the immense amounts of information available and make decisions quickly.
Attention spans are not only becoming shorter, but the Catch Me in Seconds trend is also causing
consumers to be more selective when sifting through considerable amounts of information in a matter
of moments.
As consumers seek to engage with brands, products and services in the most authentic way, online
influencers are gaining traction as an emerging digital marketing channel. Consumers typically follow
influencers with similar values, trusted reviews and content that evokes a positive response. This resulted
in a shift from brand-led macro influencers to micro influencers, independent of brands. This channel
particularly resonates with users aged 18 to 44 years, especially in regions with younger populations.
Top Marketing Channels by Region — % of Consumers That Selected These as Extremely and Very
Influential
40 6
35 5
Change in share of population, pp (2019/16)
4
30
3
% of population
25 2
20 1
15 0
‐1
10
‐2
5 ‐3
‐ ‐4
Independent consumer reviews
Friends' social media posts or mentions
Friends/family recommendations
Loyalty Rewards Program
Middle 0 0 0 Latin America 0 Asia 0 0 0 Europe 0 0 0 North 0 0 0
East and Pacific America
Africa
% of Population for Whom Online Influencers are Extremely, Very and Moderately Influential by Region
Industry response to Catch Me in Seconds

Fendi with Toplife China
Fendi is an Italian premium luxury fashion brand.
In 2018, Fendi partnered with Toplife, the luxury
e-commerce platform established by JD.com, to
launch a hybrid “drop” for its FF Reloaded capsule
collection. “Drops” are similar to flash sales but
are for a shorter time period or have limited
quantities. The brand has continued to invest
in capsule collections to be made available via
the “drop” format and at a global scale. Digital
innovation of physical pop-ups is popular with
consumers who like exclusive and experiential
shopping, through speedy delivery and advanced
technologies that match the in-store experience.
Google Maps / Google US

Google Maps is a web mapping service launched by Google in 2005. In the past 15 years, Google has
continued to innovate, thus allowing it to maintain its competitive edge. Today, a consumer travelling
abroad can turn to Google Maps to locate restaurants, view and translate the menu and see the top
photographed dishes via its “dish-covery” global integration. Consumers can also communicate
directly with business owners through a central source of information that is visual and quick to access.
Technology platforms have evolved as consumers look to find all the needed information in a central
location quickly. The platform developed a more authentic and real-life communication channel with its
customers allowing them to contribute content and recommendations. Inclusivity is a key to success.
Instagram US
Instagram is a photo and video sharing social media platform. The app added Stories, posts limited to 24
hours, in 2017, which continues to gain popularity.
According to Instagram, 39% of users became
more interested in a brand or product after seeing
it in Stories. The social platform combined with
the online influencer phenomenon has benefited
brands.
Aware of this connection, Instagram is taking

strides to become an e-commerce platform with
in-app shopping options. Instagram launched a
pilot in the US with over 20 brands, including
adidas, Dior and Michael Kors. According to Instagram, the number of users who tap on the shoppable
posts increased by 44% from 2018 to 2019. This exemplifies the Catch Me in Seconds trend because
consumers can visualise a product and make a quick purchasing decision directly from a post. Instagram is
leveraging its platform utility and popularity to diversify into e-commerce.
Quibi US
Quibi is a tech and entertainment startup expected to launch as a mobile video platform in April 2020.
Consumers will be able to stream content that is less than 10 minutes long via their mobile phones with
this subscription-based model.
A modernised version of CBS’ “60 Minutes” titled “60 in 6” will be available via Quibi. NBC and BBC
will also offer shortened newscasts. Quibi appeals to consumers, particularly 18- to 44-year-olds, that
spend more time on their smartphones and seek fast ways to process immense amounts of information.
Consumers want to stay in the know and evolving news formats that help accomplish this in a quick,
visual and multisensory way will gain popularity. Consumers are willing to pay a premium for customised
content. Today, this means shorter content; tomorrow, this could mean truly personalised content with
AI integration.
EXPERT VIEW
The new premium: Capturing consumer attention quickly and
saving them time
Across many goods and service sectors, what makes something premium or luxurious is evolving. No
longer is price the sole determinant. Time is key and the promise of time saving is a driver of innovation
and disruption, leading to new products and services. Technology has enabled companies to share more
information. Consumers have the same capacity to process information as before, but now contend with
much more information to process.
We see brands leveraging the Catch Me in Seconds trend to capture attention. Through “drops,” brands
are making their merchandise available exclusively for a short period of time. Here, the product is only
accessible to those with not just the money, but also the time to make the purchase. For more widely
available products, people are willing to pay a premium price to have quicker access.
Social media is changing, permitting people to access content with shorter live stories and videos. Some
platforms offer people ways to consume more content in the same amount of time. For example, they
can select faster playback speeds on YouTube and certain podcast platforms. Consumers are taking in
more information but expect to spend the same amount of time.
The Catch Me in Seconds trend has evolved and become stronger as technology, both accessibility and
usage, has made it possible to deliver instant information and functionality to users. Consumers expect
brands to make their information, product or service as accessible as possible in a short timeframe to
compete with other demands.
AMANDA BOURLIER
Consultant
Outlook for Catch Me in Seconds

The instant gratification that consumers feel and expect for quick and relevant content will further
propel the cycle of innovation. Sustained growth in smartphone usage, the middle-class population
and visual-centric younger generations, particularly in emerging markets, will strengthen Catch Me
in Seconds.
Today, the trend is visual and multisensory. Over the medium term, expected growth is in voice commerce
and artificial intelligence. In a highly competitive market, brands need to offer the dynamic content that
consumers seek. To get ahead of what Catch Me in Seconds will be in the future, businesses need to invest
in technology.
Consumers want the freedom to move around cities as they please. Frictionless Mobility is now the
expectation as consumers use navigation apps to plan their journey and want real-time updates on the
best way to get from A to B whether it is by train, taxi, electric bike, scooter or a combination of them
all. Consumers want their transportation across cities to be modular and personalised to their individual
needs in 2020.
Exponential growth of megacities puts strain on

existing transport systems
The world’s population is becoming increasingly urban. The lure of economic prosperity, higher education
and an exciting social life entices consumers to move to cities. The rapid increase of people in these
cities led to the emergence of the megacity, which has 10 million or more inhabitants. There will be 33
megacities in 2020. With roads becoming congested and public transportation overcrowded, consumers
are seeking Frictionless Mobility.
Travelling on two wheels is a popular and viable transport method in developed economies. Electric bikes
and scooters, brought by an explosion of rental-sharing startups, crowd the streets. These are ideal for
environmentally conscious consumers as an effective micromobility transport method that are cost- and
time-efficient alternatives to cars. In developing economies, a motorbike is often already the preferred
method of transportation to avoid traffic, particularly in Asia and Latin America.
However, consumers do not want to rely on a single transport method and demand multiple mobility
options that account for time, budget, weather and occasion. This led to the upsurge of navigation apps
that provide consumers real-time updates on the most effective way of arriving at their destination.
Consumers also expect purchase and payment to be convenient and seamless. This enabled the rise of
contactless and mobile payments as the norm across many cities. Frictionless Mobility is no longer the
aspiration of consumers but the expectation.
Global Growth of Urban Population 1980–2030
9 70%
8 60%
7
50%
6
5 40%
Billion
4 30%
3
20%
2
1 10%
0 0%
1980 1990 2000 2010 2020 2030
Total Population Urban Population % Urban Population of Total
Death of ownership as consumers choose to pay

as they go
With the rise of the sharing economy over the past two decades, ownership is no longer the expectation.
This does not only apply to cars but also appliances, furniture, toys and other durables that in the past you
would expect to buy outright.
In cities, renting is a norm, so it is natural that consumers within urban environments prefer to make
purchases on a pay-as-you-go basis. This is particularly true within emerging markets where weekly
or even daily wages are still common, thus it is rare that consumers can invest large sums of money in
products and services upfront.
Driving in cities is less common. Authorities are starting to charge vehicles travelling through cities in
an effort to reduce congestion and pollution. This contributed to the rise of shared mobility services. As
consumers seek fast, seamless and cheap transportation, the Frictionless Mobility trend emerged.
Frictionless Mobility 23
% of Households Who Own or Have Access to an Automobile by Region
Middle East and Africa
Latin America
Asia Pacific
Europe
North America
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
2016 2019
Industry response to Frictionless Mobility

BlueSG Singapore
BlueSG, a subsidiary of the Bolloré Group, is the
first 100% electric car-sharing service to launch
in Singapore with a network of 1,000 vehicles.
Consumers access the vehicles via a BlueSG
member card or paired EZ-Link card. BlueSG is set
to become the world’s second-largest electric
car-sharing service.
With no direct carbon emissions produced from

the car, they can be sustainably used within city
Source: BlueSG centres. Unlike traditional car rentals, vehicles can
be picked up and returned anywhere 24/7, catering
to any journey type. The scheme complements other modes of transport, enabling Frictionless Mobility as
BlueSG will likely be just one stage of the overall journey.
Citymapper UK
Source: Citymapper
Citymapper, founded as a navigation app in 2011, launched the Citymapper Pass. The pass allows
unlimited travel in zones 1 to 4 of London’s fare system as well as unlimited bus rides citywide, which is
GBP4.10 cheaper per week than Transport for London (TfL). Consumers will likely switch to a cheaper
service if it provides better value for their money. By undercutting TfL, Citymapper is taking a risk that
consumers will embrace the service and only increase subscription fees when new services are added.
Given Citymapper’s popularity among consumers in global cities, a natural next step was to include
ticketing and payment integration to provide a complete experience. The app also allows consumers
discount credit on taxis and unlimited 30-minute bike trips. Citymapper’s abundance of information
offers a truly frictionless experience for getting from A to B.
Frictionless Mobility 25
Volocopter Germany Whim Finland
Source: Nikolay Kazakov for Volocopter Source: Whim
Volocopter is an urban air mobility company Whim is a transport app where users pay a monthly
launching a commercially licensed on-demand air subscription fee to access a range of transportation
taxi service that offers an alternative method to get options in the city, including public transport,
around. Volocopter has conducted test flights in city bikes, taxis and car sharing. First launched
Dubai, Helsinki and Singapore, among other cities, in Helsinki, the app expanded into Birmingham,
and aims to launch by 2022. The two-seater air Stockholm, Vienna, Tokyo and Singapore. Whim
taxi is a glimpse into the future of transportation. provides consumers with a single app for all their
It provides business travellers a seamless way transportation needs and enables Frictionless
of commuting from an airport to a central Mobility as all tickets and payments are processed
business district for the price of a limousine ride. seamlessly within the app. Marketplaces
Unlike rival Uber, which launched Uber Copter, offering shopping, streaming and shipping
Volocopter is building the infrastructure in order for a subscription fee have been a theme for a
to make it a viable option for cities and consumers. while. However, mobility as a service is unique.
Consumers want to travel as quickly and efficiently Incorporating a multitude of solutions that can
as possible and are prepared to pay a premium for be personalised will become highly sought after.
the service.
EXPERT VIEW
Consumer demand prompts shift to private sector urban mobility
solutions
As urban population densities rise, the predominant mobility model of private passenger car ownership
has passed its sell-by-date. The old model presented an array of unwelcoming problems, such as
congestion, pollution and traffic accidents. There is consensus among key stakeholders, including
consumers, governments and businesses, that a new and more efficient model of mobility is required.
The availability of fast broadband internet and smartphone apps paved the way for numerous mobility
services, such as ride- and scooter-sharing schemes to complement existing public transportation. This
fostered the Frictionless Mobility trend — the notion of making mobility a seamless experience, providing
fast, convenient, efficient and cost-effective consumer travel.
The mobility landscape will continue to see lower ownership and more third-party services in 2020.
Indeed, the mobility-as-a-service model will be one frontier for growth. Its ability to integrate an
assortment of services and provide demand-responsive pricing will cater to consumer needs. Urban
mobility is headed towards a seamless experience, covering the entire journey from the first to the last
mile with consumer convenience in mind.
FRANSUA VYTAUTAS RAZVADAUSKAS

Cities Consultant
Outlook for Frictionless Mobility

With today’s overcrowded cities, mobility of the future will need to be personalised, efficient and
seamless. Personalisation is the key to achieving Frictionless Mobility. The change in consumer mindset
from ownership to access will enable the promise of Frictionless Mobility to be realised as consumers
embrace a crowded world that is no longer seen as car-first. With consumers increasingly living busy yet
flexible lifestyles, rush hour will be a term of the past. Transportation, along with all other industries, must
cater to the varying needs of citizens on a 24/7 basis.
Brands are catering to individuals with physical or mental disabilities, unlocking the potential for an
Inclusive for All business model. Companies are reframing their products and services to be more
accessible to everyone, representing individuals beyond the mainstream and helping to reduce prejudice
around diversity and differences. From fashion to toys, games, foodservice and interior design, brands are
responding to a societal push for change. Businesses are making steps towards authenticity and inclusion,
putting disability at the core of new product developments.
A need for cultural change

For years, disabled people faced a lack of representation around the world, with businesses often
struggling to understand and meet their needs. As a result, in many societies individuals with disabilities
often ended up disconnected, living in isolation and facing continued discrimination.
According to the World Health Organisation (WHO), more than one billion people across the globe live
with some form of disability, constituting the largest marginalised group worldwide. Approximately 80%
of individuals with disabilities live in developing countries. In addition, this figure continues to increase
with population growth, medical advances and ageing.
Today, global awareness of the Inclusive for All trend is rising, both from corporate strategies to new
product developments. As part of the United Nations (UN) 2030 Agenda for Sustainable Development,
the goals explicitly address the needs of individuals with disabilities, pledging to “leave no one behind.” In
fact, “people with disabilities are both beneficiary and agents of change,” according to the United Nations
Flagship Report on Disability and Development 2018. Today, the rights and wellbeing of people with
disabilities in all spheres of society is taking concrete form across the globe.
28 Inclusive For All
With the UN’s push for companies to embrace diversity, brands are shifting their traditional marketing
agenda and moving from a strategy of consumer segmentation to one of inclusion. Instead of focusing on
individuals’ differences, brands are addressing their similarities, bringing together individuals with and
without disabilities. To do so, businesses need to understand the disability culture and involve disabled
individuals in decision making. A growing number of companies are partnering with local organisations
and disabled communities to provide insights on new product developments from the initial design stage
through marketing and promotion.
Consumers quest for authenticity, wellbeing

and inclusion
The rise of disability initiatives resonates within the broader health and wellness movement across
the globe. It is not solely about being inclusive, but also about being physically and mentally healthy.
Innovative products that tap into mood, emotional wellbeing and self-care are gaining momentum in
consumer goods and redefining functional health.
Within beauty and personal care, societal pressures to look and appear a certain way are changing.
Body-positive expression is on the rise, with cultural arts and the media reinforcing these changing ideals.
Backlash against unrealistic and alienating standards continues to grow. Beauty standards are evolving and
consumers are embracing who they are.
Wellbeing in Beauty: “To Me, Beauty Means Being Comfortable in Your Own Skin” Attitudes by Region
70
60
50
% respondents agreeing
40
30
20
10
0
North America Europe Asia Pacific Latin America Middle East & Africa
15‐29 30‐44 45‐59 60+ Total
Source: Euromonitor International’s Beauty Survey (2018)
Inclusive For All 29
With the plethora of products and services available, consumers are more demanding, relying on
brand messages for differentiation. To address consumer doubts, companies are rebranding to deliver
authenticity, often developing new in-store personalised experiences and highlighting their commitment
to sustainability and inclusivity to win the hearts of their target consumers.
Yet, consumer attitudes changed. Consumers not only seek products that satisfy their needs but also
reflect their own values. Whether it is for shampoo, a new pair of jeans or gaming software, consumers
are looking to purchase products from companies that resonate with their beliefs. Looking at new ways
to simplify their lives, consumers show more commitment to responsible brands. These new purchasing
behaviours go hand in hand with interest in health and wellness movements and ethical attitudes.
Consumer Attitudes Towards Shopping Habits and Experiences by Region
80
70
60
% respondents agreeing
50
40
30
20
10
0
North America Europe Asia Pacific Latin America Middle East and Africa
I seek curated experiences that are tailored to my taste I am looking for personalised and tailored shopping experiences
I like to be actively engaged with brands I only buy from companies and brands that I trust completely
Being active in the community is important to me I find I am looking for ways to simplify my life
Industry response to Inclusive for All

Apple US
In 2019, Apple proposed to expand its icon portfolio to include disability-inclusive emojis, such as
prosthetics, wheelchairs and individuals with hearing difficulties or vision problems. After approval by the
Unicode Consortium, Apple’s new emojis will be launched worldwide and adapted to all communication
systems. By representing disability within the standard set of emojis, Apple fosters the Inclusive for All
trend. Emojis are a part of universal language, empowering individuals to share experiences visually.
Developers are expanding the emoji landscape to include a wider skin tone range, more gender-balanced
profiles and gender-inclusive couples. This worldwide development provides a powerful tool for
communication, enabling people with and without disabilities to interact in a new manner.
Kohl Kreatives UK
Source: Kohl Kreatives
Kohl Kreatives is an independent beauty brand specialised in stylish makeup tools tailored for cancer
patients and individuals with impaired motor skills. Flex Collection, their signature product line, features
free-standing brushes with easy-grip handles and fully bendable heads, giving consumers more precision
and comfort in their daily makeup routine. Proceeds from brush sales go towards educational workshops
and one-on-one makeup masterclasses in hospitals. Applying makeup can prove to be an important
challenge for shoppers with visual impairments or limited dexterity. Kohl Kreatives helps those with a
physical disability experience the beauty industry, allowing consumers to transcend harmful stereotypes
and be comfortable in their own skin.
ThisAbles / IKEA Israel

Global household goods retailer, IKEA, is creating furniture targeted at the disabled community, addressing
the need for more functional furniture in the home and aiming to improve the life of disabled people.
ThisAbles, a partnership between IKEA Israel and two charities, developed add-on accessories to improve
an existing product range. This includes “glass bumpers” stopping wheelchairs from knocking into
bookcases, “mega switch” buttons for easier on / off function on lamps, “easy handles” to open doors and
“grippers” for shower curtains. This project later expanded through the OMTÄNKSAM furniture range and is
available for purchase worldwide. IKEA is helping democratise disability in the home and putting disability
at the core of its business. Across the world, a few specialist stores are providing equipment for homes
targeted at individuals with specific disabilities, yet these remain largely underdeveloped and often more
expensive than standard formats.
Inclusive For All 31
Starbucks China
Source: Starbucks
Global coffee chain, Starbucks, opened its first signing coffee shop in Guangzhou, China to offer career
opportunities for the deaf and hard of hearing community, following successful store openings in
Washington and Kuala Lumpur. Starbucks provides interactive tablets for customers to write down their
orders directly. Sign language lessons and coffee workshops in sign language are offered in partnership
with the Guangdong Deaf People Association, encouraging locals to learn more about the deaf community.
The expansion of signing stores in China enabled Starbucks to broaden its culture in all parts of the world,
continuing to address the need for better representation of all disabilities in the workplace. As companies
embrace corporate social responsibility practice, inclusion of diversity in the workplace should be a
priority.
EXPERT VIEW
New path to innovation in toys for children with disabilities
Toys for children with disabilities is not new, especially in adaptive toys for special needs. However,
the Inclusive for All trend is emerging forcefully and US startup, “A Doll Like Me,” reflects this. The
company makes dolls that look just like the children they are made for, matching their unique physical
characteristics, medical issues and ethnicity. Making waves across countries, this trend promotes an
inclusive stigma-free approach to toys, seeking to normalise, empower and embrace diversity from a
young age. Social media is giving a stronger voice to its advocates.
Toy industry powerhouses have taken notice. In 2019, Mattel launched a line of Barbie dolls in
wheelchairs created in collaboration with UCLA Mattel Children’s Hospital, which were well received in
the US and beyond. There has also been strides in some developing countries. In Argentina in 2018,
Casita de Muñecas introduced dolls featuring Down syndrome. The launch was promoted by the
national toy organisation, Cámara Argentina de la Industria del Juguete, and organisations for persons
with disabilities. Furthermore, the country features a new specialised retailer catering to children with
disabilities, Juguetes Universales. In August 2019, the retailer announced a competition for toy designs,
further encouraging innovation in the space.
While sales are still small, there is a clear societal shift towards inclusivity and diversity. Aside from
stigma, mass production costs pose a challenge. However, this is where major industry players with
resources and economies of scale can play a role in supporting the trend long term.
SVETLANA UDUSLIVAIA
Head of Home and Tech, Americas
Outlook for Inclusive for All

Disabilities come in myriad forms and often demand specific needs to navigate through everyday life.
Companies must be more inclusive of the disabled community in their business models and address
the needs of those often underserved. Those who seek to embrace diversity in their products must truly
understand these consumers’ needs, putting the disabled community at the heart of their new product
developments. Diversity will become a measure of a brand’s relevance, and Inclusive for All will be the
new norm.
One in four adults in the developed world suffers from anxiety; yet, under half receive treatment,
according to WHO. At the same time, consumption of self-medicating stress-relief products, such as
cigarettes and alcohol, is declining. Instead, consumers are seeking outcome-based goods to address
specific mental wellbeing needs and prevent the physiological effects of stress, worry and sleeplessness.
Anxiety-relief as a consumer need state

Products positioned for mood enhancement, relaxation, stress- and anxiety-relief and boosting brain
function are increasingly prevalent across a range of industries from soft drinks to cosmetics. The
modern consumer, worried about worrying, is no longer basing a purchasing decision on what product or
ingredient they want or when they want to consume it, but rather the specific outcome they will get and
how it will make them feel.
Legal cannabis is at the forefront of catering to the broad spectrum of mental wellbeing, specifically mood
enhancement, using different strains of one ingredient. Euromonitor International predicts the global
legal market for cannabis will reach USD166 billion by 2025. Arguably, this dynamic and disruptive industry
led the way for other consumer products to position themselves in a similar outcome-based manner.
This could be the inclusion of functional botanicals in food and beverage products, such as turmeric,
mushrooms, ashwagandha and matcha, or hormone stimulants in neurocosmetics or
nature-mimicking scents in beauty products. Branding and consumer communication directly reflect
the Minding Myself trend with recent brand launches for non-alcoholic beverages, including Just Chill,
Chill Out, Recess, Mood and Good Mood.
34 Minding Myself
In beauty and consumer health, the link between the olfactory senses, memory and mental wellbeing is
well established and the main driver behind the concept of aromatherapy. More functional fragrances have
appeared in the last year, either evoking the smell of nature or using botanicals to calm the wearer.
Legal Cannabis Market Size
Growth
2018 (USD 2025 (USD % share of % share of
2018–2025
billion) billion) total* 2018 total* 2025
(% value)
World legal and illicit total 150 214 43% n/a n/a
World legal 12 166 1,283% 8% 77%
US legal 10 60 500% 20% 90%
Canada legal 1.4 6 330% 20% 90%
Europe legal 0.5 80 15,900% 1% 80%
Rest of world legal 0.1 20 19,900% 0.2% 50%
Source: Euromonitor International estimates based on individual market readiness and current growth
Note: * share of legal as a proportion of total market, ie legal plus illicit
Mental wellbeing will shape the future of

socialising
Traditional drinking and eating occasions are changing. In the past, businesses traditionally positioned
their brands for consumption at certain times of the day. Now, more products are showcasing how they
address a specific consumer need state instead. Functionality is crossing categories and blurred lines is the
new normal across the food and beverage landscape. Alcoholic and soft drinks are prime examples of this
crossover seen in the rise of non-alcoholic spirits and hard seltzers. Not to mention, everything wants to
be an energy or relaxation drink.
Social isolation in the modern world is growing due to evolving family structures, loss of public
space, longer working hours and social media. This is further fuelling anxiety and reducing or ceasing
consumption of tobacco and alcohol in social environments.
Booze and cigarettes are being replaced by less harmful stimulants like cannabis, alcosynth and molecular
alcohol, which mimic the effects of intoxication. The modern consumer need is thus twofold: to de-stress
via natural means and to have fun again. Preferably, both at the same time.
Players have an opportunity to offer adult consumers responsible stimulation using natural ingredients
to deliver a buzz, as well as through the use of molecular alternatives. Further on the trajectory is the
potential for controlled micro-dosing, via novel delivery mechanism such as vapour, of entheogens such as
LSD, psilocybin and ayahuasca.
Minding Myself 35
Level of Impact on Health Caused by Stress and Anxiety
Severe impact
% respondents
Moderate impact
A little impact
No impact
0 5 10 15 20 25 30 35 40 45
Source: Euromonitor International’s Health & Nutrition Survey (2019)
Industry response to Minding Myself

Functional Fragrance / The Nue Co US / UK
Functional Fragrance is a unisex blend that alters the wearer’s emotional state, relaxing and calming
the user to reset during high-stress moments. Nue Co collaborated with fragrance firm, Firmenich, and
perfumier, Frank Voelkl, to create the blend that is based on research from the Brain and Behaviour
Laboratory at the University of Geneva showing the connection between cognitive function and the
olfactory system. Connecting the olfactory senses, memory and mental wellbeing to calm and soothe the
wearer through fragrances is an apparent way that beauty brands are exemplifying the Minding Myself
trend. Functional fragrances are part of the nascent neurocosmetics trend driven by clean beauty.
Recess US
Recess is a carbonated water infused with hemp extract and adaptogens. The beverage includes 10 mg
of full-spectrum hemp extract, mainly CBD and adaptogenic ingredients like L-theanine for stress-relief,
American ginseng for memory and schisandra for immunity. The product helps adapt to stress and
regulates mood. Consumers are seeking outcome-based products catering to a specific need state with
branding specifically related to the function addressed. Rates of anxiety are at epidemic levels in developed
countries. Products intended to help consumers relax and unwind, especially in on-the-go categories, are
proving popular.
36 Minding Myself
The Good Patch / La Mend US
Source: The Good Patch
The Good Patch / La Mend are hemp-infused topical patches. All patches contain hemp extract and other
natural ingredients to address specific need states, which are reflected in each individual brand name: Nite
Nite, Hangover, Be Calm, Period, CBD, Pain Relief and Hot Flash. As a pain-relieving, anti-inflammatory
and calming ingredient, cannabis is positioned to aid a range of functions from sleep to relaxation.
Topical patches are traditionally associated with localised pain relief or less harmful alternatives, meaning
consumers are shifting towards holistic self-medication in contrast with synthetic pain relief.
Three Spirit UK
According to Beyond Alcohol, the alcohol-free
Three Spirit brand contains spices, roots and herbs
in each product targeted to specific receptors
in the brain to heighten positive feelings. For
example, their Social Elixir beverage features
lion’s mane mushroom, yerba mate and damiana.
Mindful drinking, where consumers either
abstain or consume low-alcohol variants, has
seen growth in non-alcoholic spirits. However,
natural ingredients role in mimicking the positive,
stress-relieving associations of feeling intoxicated
through either molecular mimicking or natural
Source: Three Spirit ingredients is a nascent trend.
Minding Myself 37
EXPERT VIEW
The future of stimulants is holistic
For decades, people all over the world used substances, such as tobacco and alcohol, despite
consequences, to self-regulate their mental health. However, savvy consumers are seeking a more
diversified, subtle and targeted approach to the age-old problem of mental wellbeing.
This transition manifests in rising demand for lifestyle products offering a wider range of active
ingredients and functional attributes. While previously overlooked, these ingredients can enhance the
sophistication of an individual’s response to the pressures and complexities of modern life. Through
the proliferation of need states, companies are also engaging with consumers in a more direct and
meaningful way, providing implicit reassurance that they are willing to travel on this journey with them.
The ultimate goal will be to develop holistic and responsible mental rebalancing solutions that are
hyper-customisable and personalised.
SHANE MACGUILL
Senior Industry Manager, Tobacco
SPIROS MALANDRAKIS
Industry Manager, Alcoholic Drinks
Outlook for Minding Myself

Minding Myself is a powerful long-term trend, bringing the mind and mental wellbeing to the forefront
of consumer concerns. Purchasing decisions will be based on personalised need states to address areas,
such as anxiety or low energy, across a range of industries. The Minding Myself trend ultimately heralds
a new future of socially responsible intoxication for traditional stimulants like alcohol and tobacco.
Some players will reinvent themselves as wellness providers. The future of socialising will be redrawn.
Responsible stimulation and mental wellbeing will be the new normal as consumers seek their “holistic
happy.”
During times of economic, political or personal uncertainty, consumers are drawn to the comforts of
their home. In seeking to unwind and get back on track, they retreat to their personal safe spaces, where
they are free from the distractions of the world around them. While this tendency is nothing new, for the
first time, many consumers don’t want to leave their homes, but also don’t have to. Thanks to high-speed
internet access and innovative goods and services, global consumers are able to exercise, shop, work and
play, all from the comfort of their Multifunctional Homes.
Doing everything from home

The percentage of global households with access to broadband internet has doubled since 2010,
giving many consumers internet access in their homes at speeds equal to their workplaces. As a result,
companies and workers alike are increasingly able to embrace the benefits of remote work, supported by
a host of software products enabling online meetings, chat and collaboration.
Multifunctional Homes 39
Share of Households with Access to Broadband Internet — Global Access has Doubled Since 2010
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Asia Pacific Australasia Eastern Latin America Middle East North America Western
Europe and Africa Europe
2010 2018
For employers, a flexible work policy, in which employees can work some or all days from home, means
higher employee happiness and productivity, as well as lower overhead costs. Employees save money on
commuting and have the freedom to complete work on their own schedule in the comfort of their home,
free from workplace distractions.
Resulting in more than just a dramatic shift in working culture, the growth of flexible work policies is
sending waves throughout all industries that serve office workers. This shift from the office to the home is
changing purchasing behaviour, from choices in clothing, transit systems, restaurants, gym memberships
and beyond. For example, electing to work in casual and comfortable clothing, remote workers are fuelling
growth in sports apparel by embracing the athleisure trend, all at the expense of suits, ties and other
formalwear. This is opening new opportunities to serve these consumers in their homes as foot traffic
around their workplaces falls.
Without having to leave the house to go to the office, consumers are reluctant to leave for any other
reason. As a result, remote workers are fuelling growth in areas, such as internet retailing, home fitness
providers and ready-to-eat food and grocery delivery, at the expense of brick-and-mortar stores, gyms and
restaurants.
Share of Global Consumer Foodservice Sales by Type 2010–2018 — Home Delivery’s Share has Doubled
Since 2010
100%
80%
60%
40%
20%
0%
2010 2011 2012 2013 2014 2015 2016 2017 2018
Drive‐through Eat‐in Home delivery Takeaway
Remote work frees time for more in-home

activities
As Euromonitor International’s 2019 Lifestyles Survey highlights, working from home is already common
among global consumers across regions, with 70% working from home at least weekly. Thanks to
broadband internet access, flexible work policies and workforce communication applications, consumers
can work from home at varying frequencies while maintaining or improving productivity.
42% of global survey respondents prioritise having a job that allows for a strong work / life balance, the
highest among all work priorities, including earning a high salary and having job security. By working
from home and reducing commute time, consumers can complete simple household tasks and productive
activities. At least weekly, 76% of global respondents clean and do other domestic chores at home, 67%
socialise with family or roommates who live with them and 62% exercise from home.
Global Frequency of Working from Home by Region — Nearly 70% of Respondents Work from Home
Weekly
60%
50%
40%
30%
20%
10%
0%
At least once a Weekly 1‐2 times a Less than once a Never
day month month
North America Europe Asia Pacific Latin America Middle East and Africa
Industry response to Multifunctional Homes

Heal US
Heal brings a licensed doctor and a certified
medical assistant into homes to care for any
issue typically seen in a doctor’s office or urgent
care facility. Through Heal’s mobile app, users
can schedule a doctor house call from 8 a.m. to 8
p.m. every day of the year. Networked with major
insurance providers, Heal offers convenient,
personalised care in the environment where
patients feel most comfortable. Despite a rising
health and wellness trend, many consumers
remain reluctant to visit doctor’s offices. By
receiving care in one’s home, Heal patients can feel
more comfortable to share their medical history
and concerns. Many countries’ populations are
ageing, and doctor house calls enable patients
with mobility issues to receive enough care.
Opportunities abound for in-home healthcare for
both mental and physical health.
Source: Heal
Mirror US
Source: Mirror
Mirror, a full-length interactive display equipped with a camera and speakers, becomes the portal to an
interactive fitness studio filled with instructors and fellow classmates. Requiring only a wall for the mirror
and space for a yoga mat, Mirror enables users to join a variety of instructor-led workout classes, from
cardio and strength to yoga and boxing, from any room in their home. Mirror offers users the opportunity
to join over 70 live workout classes per week, taking place in Mirror’s New York City fitness studio, in
addition to an extensive library of on-demand workouts. While competition in the market for
internet-connected home fitness products has grown in recent years, Mirror is one of the few to offer
multiple workouts in a single product. As consumers increasingly live in condensed urban areas, fewer
have space for a complete home gym.
Wecasa France
Wecasa enables consumers to book a wide range of in-home beauty and household services, including
hairdressing, manicures, massages and household cleaning, from its network of 1,500 professionals. All
services are conducted at home, with the customer able to pick the exact time and date to perform the
service. It’s currently available across major French markets.
Wecasa’s service is at the convergence of both the Multifunctional Homes trend and spending on
experiences over goods, enabling consumers to relax and save time in their own homes. Not only does
the gig economy enable consumers to experience affordable services in their own homes, it also enables
service providers to work flexibly.
Rappi Colombia
Source: Rappi
Starting as a grocery and food delivery app, Rappi evolved in recent years to offer mobile money transfers,
errands, package delivery and micro-mobility services. The Rappi website and mobile app is organised by
product instead of by store, so users can seamlessly shop across multiple restaurants and retailers. Rappi
strives to deliver within minutes for only USD1.
Operating in many Latin American cities where consumers do not feel safe visiting an ATM at night,
Rappi couriers are delivering cash to customers’ doors. As a result, the company is focusing on offering
more financial services. As consumers utilise mobile phones to access services, they will prioritise the
convenience of companies like Rappi that offer multiple services within a single app.
EXPERT VIEW
Future homes designed for work and play
The shift in focus from selling products to providing services, alongside rising internet connectivity has
transformed the work world. Changing gender roles, growing female labour force participation and the
rise of two working parents and single-parent families has made flexible work, including working from
home, necessary in today’s world. Besides working, consumers will use technology to cook, entertain,
clean, garden, socialise, exercise and relax in their Multifunctional Homes in the future.
Digitalisation enables Multifunctional Homes. Heading out to a restaurant to socialise has in some
situations been replaced by video chats with friends, while online food delivery apps, such as Deliveroo,
bring food to your front door. Even those consumers interested in flexing their culinary skills can turn to
smart induction cooktops, such as Hestan Cue, for precision cooking. At the same time, autonomous
robotic lawn mowers trim the grass, while smart sprinklers track the weather and water the flowers in the
garden. Even as spaces decrease in size and millennials and Generation Z reside in apartments in urban
settings with little or no green areas, connected indoor gardening systems allow consumers to grow
herbs and vegetables at home.
While home broadband connectivity continues to expand across all regions, 5G will be the key catalyst
to create truly smart homes in the future, making homes even more multifunctional and seamless. With
all that is needed at their fingertips, consumers will increasingly opt to spend time at home. Smart fridges
will automatically reorder groceries that are running low, while drones deliver these groceries to your
doorstep. Gym memberships might go virtual as more consumers exercise at home. Augmented and
virtual realities are transforming how consumers relax and have fun, creating opportunities to experience
live concerts and sports games in the comfort of their own home.
ERIKA SIRIMANNE
Head of Home and Garden
Outlook for Multifunctional Homes

With remote work continuing to gain popularity as more global households gain access to 5G, the
evolution of the home is only going to accelerate. The implications for both industries and governments
alike will continue to be dramatic and far reaching, as consumer habits regarding working, dressing,
shopping, exercising and more will revolve around their homes.
As traffic to stores, restaurants and gyms in central business districts decreases, consumer demand to
receive these same goods and services at home will increase. Meanwhile, consumers will spend more time
and money looking towards products, services and activities that enable them to make the most of time
spent in their Multifunctional Homes.
Private Personalisation consumers expect brands to tailor products and services to them, yet they must
surrender more of their personal information to optimise their experience. Companies are investing in
algorithms and data collection methods to achieve more precise marketing. In return, consumers spend
less time researching product options. Yet, consumers are growing concerned about who has access to
their data and how it is used. While some brands are pushing the boundaries on the type of information
they collect, others are attempting to set new standards and appeal to consumers who prefer to remain off
the grid. Companies may be penalised if they are not transparent about what data they are collecting and
how they use it.
Getting to know you better

Retailers that invest in advanced personalisation tactics receive 17% more revenue compared to those
using less sophisticated methods, according to Liveclicker. The pressure to offer a personalised experience
challenges brands and retailers to increase their collection of consumer data and effectively use this data
to drive sales.
According to Euromonitor International’s Digital Consumer Industry Insights Survey 2018, 76% of
industry experts expect their companies to explore emerging business models to reach new consumers or
deepen their relationship with current consumers. Many of these new business models rely on collecting
personal data to make their marketing efforts resonate.
Private Personalisation 47
% Agreeing Globally with “My Company is Exploring Emerging Business Models as a New Way to
Reach Consumers”
6%
8%
38%
15%
33%
Agree Somewhat Agree Neither Agree or Disagree Somewhat Disagree Disagree
Source: Euromonitor International, Digital Consumer Industry Insights Survey (September 2018)
Technology companies play major roles in collecting personal data and selling it to organisations.
Consumers’ excessive use of mobile phones provide major tech companies and other players with a better
understanding of consumer preferences and spending habits. For example, 71% of industry experts believe
that the most important innovations for commerce will improve the customer journey, while 54% believe
that these technologies will make the brand more consumer centric.
The proliferation of smart devices will only accelerate this demand, yet consumers may fear being
spied on by their smart televisions, speakers and phones. Rather than appeasing these apprehensions,
companies are seeking ways to better understand their customers, collecting personal data, such as DNA
and other biometric information, to further customise their products and marketing.
Most Important Commerce-specific Developments Globally in Coming 12 Months
Improving the customer journey and user experience
Creating a consistent brand experience across channels
Becoming consumer centric
Integrating new technologies
Building mobile presence
Shifting from physical to online platforms
Deepening customer loyalty programmes
Enhancing product delivery options
Enhancing cybersecurity
Digitising the supply chain (Amazon using robots to fulfil orders)
Diversifying payment options
Other
0 10 20 30 40 50 60 70
% respondents
Source: Euromonitor International, Digital Consumer Industry Insights Survey (September 2018)
Recent legislation, including the EU’s General Data Protection Regulation (GDPR), the California Privacy
Act in the US and China’s new rules on protecting minors’ personal information, is keeping pace with
advances in technology and protecting citizens’ privacy. However, there are still risks that data can be
breached and stolen.
While some user data, such as passwords or payment information, can easily be changed, biometric data
used for authentication and identification purposes is difficult to alter. Additionally, citizens fear that
both companies and governments may use DNA samples or facial recognition in ways that discriminate or
impose constant surveillance. Some argue that greater control for the individual to manage and sell their
personal data would better protect privacy.
Evolving terms and conditions in a less private

world
While past data breaches that compromised users’ contact and payment information had seemingly
minimal impact on the company’s long-term reputation, it caused disruption in the short term.
Consumers continue to be wary of services that collect personal information. They are often suspicious
of how their information will be used and if it will be unintentionally shared with third parties. Privacy
concerns intensify as the consequences and added complexity of data breaches impact the user
experience.
According to Euromonitor International’s Lifestyles Survey 2019, 40–50% of consumers believe that
targeted ads based on online searches are an invasion of privacy. However, younger cohorts are more
willing to share their data to receive personalised offers. This dichotomy implies that younger consumers
are less wary of sharing their data, but they also seek transparency in how that data is used. In other
words, when consumers trust that companies will use their data responsibly, they are more likely to
share data that helps the brand tailor their products or services.
Global Consumer Attitudes to Commercialisation of Data by Age
60
50
% of respondents who agree
40
30
20
10
0
15‐29 30‐44 45‐59 60+
Age group
I share my data in order to receive personalised and targeted offers/deals
Targeted ads based on online searches and purchase history are an invasion of privacy
Consumers are conscious about managing their personal data and restricting the type of information
they share online. The youngest and oldest cohorts are less likely to actively manage the way their data is
shared, indicating that they are either less concerned or less knowledgeable about how to monitor their
privacy settings. To maintain trust with consumers, companies must clarify their data collection methods.
Global Consumer Attitudes to Managing Personal Data by Age
70
60
% of respondents who agree
50
40
30
20
10
0
15‐29 30‐44 45‐59 60+
Age group
I freely share personal information online
I actively manage data sharing and privacy settings according to my preferences
Industry response to Private Personalisation

Alias Denmark
Alias is a cap-like feature emitting white noise over
the reception of smart speakers. Danish designers
Karmann and Knudsen were inspired by parasites
to invent a product that prevents speakers from
listening to conversations unless activated. These
are deactivated when the user says a custom wake
phrase. Many consumers are suspicious of their
smart speakers eavesdropping. Products like Alias
provides a solution to ease their mind of such
Source: Alias concerns.
Digi.me UK / UBDI US
Digi.me helps people better understand how companies are using their data. This company recently
teamed up with UBDI to help people monetise their data. The anonymised insights from UBDI data, pulled
by Digi.me, is sold to market research companies.
Internet users can opt in to share their financial

transactions, social media activity, medical history
and biometric and geolocation data tracked on
wearables.
Customers already benefit from the data they share

with companies, including personalised ads and
recommendations that facilitate their shopping
experiences. Monetising their data gives consumers
a sense of control by setting a price on what
information they feel comfortable divulging.
Source: Digi.me
IRPair / Reflectacles US
Reflectacles is set to launch a pair of sunglasses that protects its users from facial recognition technology.
The sunglasses employ infrared-blocking lenses to prevent cameras from recognising a face through
analysing eye measurements. The company expects to begin selling the glasses and similar products like
Phantom, which reflects infrared light that prevents cameras from reading critical facial measurements, in
April 2020. Other fashion brands are using their products to explore tactics that create digital invisibility.
If privacy ceases to exist in public places, people may turn to fashion to win back privacy.
Sushi Singularity / Open Meals Japan
Source: Sushi Singularity / Open Meals
Open Meals, a design studio, is slated to open a sushi restaurant that collects and analyses genetic
material from customers to create customised dishes using 3D printers. Customers submit their DNA to the
restaurant two weeks in advance. When they visit the restaurant, they receive their health identification
results and are given a menu of suggested dishes. Companies are extracting even more data through
features like quizzes and DNA tests to curate products and services, which may retain customers longer.
EXPERT VIEW
Bid for my data or bid farewell
Whether consumers would be willing to give up more privacy in exchange for more personalised
experiences is a major conundrum in the corporate world. In general, consumers are becoming aware
that their every move is being tracked by the devices that have brought so much convenience to their
life. Over the last three years, connected consumers globally reported that the internet has added
more to daily stress levels with less of the population willing to share personal information online. In
general, connected consumers are choosing to unplug more regularly, which is one way of controlling
the ability of brands to track their every move. Many are opting for a moderate, balanced approach that
ensures one’s digital wellbeing remains intact while still being tethered to the internet. This might involve
monitoring smartphone usage or limiting social media activity.
Legislation like GDPR in the EU suggests that the pendulum is shifting power to consumers. Being able
to dictate who has access to their data, future consumers will be more empowered than they are today
in the commerce transaction. As a result, consumers will be the most important stakeholders and will
heavily influence how the future of commerce will look across all consumer environments. Consumers
will likely be able to opt out altogether of digitally manufactured experiences they do not see as adding
value to their lives. In fact, consumers of tomorrow may be able to demand the experiences companies
must deliver, as well as dictate the methods used to execute such experiences. Taken together, these
forces could create a market for would-be data aggregators. They could pay consumers for access to
certain parts of their data bank and in turn sell to companies a more complete consumer profile upon
which to build memorable experiences.
MICHELLE EVANS
Senior Industry Manager — Digital Consumer
Outlook for Private Personalisation

Brands are employing proactive methods to give customers a more personalised experience with their
products and services, but they are ever more reliant on data to help them achieve these ends. While many
consumers enjoy these customised experiences, many are beginning to wonder what they are putting at
risk to achieve them. Private Personalisation consumers will surely become progressively less trusting of
companies extracting and using their data without transparency, adequate security and opt-out options.
Recent regulation has helped manage how data is collected and how individuals may exercise their rights
over privacy. However, as biometric sensors and speakers proliferate in homes and public spheres, Private
Personalisation consumers will also turn to more conventional products that physically block devices to
opt out of data collection.
Pride and power in local culture will become more sharply defined and relevant in 2020. The Proudly
Local, Going Global trend captures consumer desire to adopt and appeal to a sense of individuality and
growing national identity from local inspiration. There is also a growing expectation for multinationals to
respond appropriately and creatively to local culture, social norms and consumer habits.
Retreat from globalisation

A 2019 survey by Wave X Remix Culture found more than half of consumers believed that local brands and
products were more authentic than content and products from other countries.
There are deeper ethical value shifts beyond self-expression and consumption driving this desire

for localisation. Consumers are prioritising environmental responsibility while helping local businesses
thrive and reconnect with communities.
The Proudly Local, Going Global trend is driving the rise of local consumer brands, especially in
developing markets, going head to head with multinationals. For niche brands, regional and even global
success has followed.
Multinational companies are keen on localising their production or acquiring already established local
players. Localisation strategies also help multinationals better adjust to consumer needs that arise due to
cultural differences or lower purchasing power. The large and expanding consumer base is one of the key
factors driving production localisation in markets, such as India and Nigeria.
Proudly Local, Going Global 55
Food and beverages are among the leading industries for local production for a number of producer
nations, the majority of production is sold locally. This local trend extends to changes happening in
manufacturing facilities and processes. Mini factories, which are located much closer to the end consumer,
are superseding multinational megafactories. This aligns with environmental priorities and a retreat from
globalisation.
By producing locally, companies can reduce delivery times. This aligns with manufacturers in terms of
their sustainable credentials and distribution models. Being accessible, local and clean is becoming more
important to survival.
Food and Beverage Production Sold Locally % Share 2018
100%
80%
60%
40%
20%
0%
Key Categories Reliant on Domestic Market Consumption
100%
80%
60%
40%
20%
0%
Production Share Consumed Locally, % Exports Share, %
Shopping local to support the community

Shoppers are more discerning about where they buy. More than 27% of global respondents on average try
to shop in locally owned stores, according to Euromonitor International’s Lifestyles Survey 2019. This
reflects a subtle but significant shift away from international retail chains and a return to community
roots. The ethical or eco provenance of products is important to Proudly Local, Going Global consumers,
as well as the desire to purchase niche, non-mainstream brands.
The regions with the strongest attachment to shopping in locally owned stores are the Middle East and
Africa with around 32%, followed by North America at 28% according to Euromonitor International’s
Lifestyles Survey. The Proudly Local, Going Global trend in the Middle East and Africa may be attributed
to a combination of loyalty to the community, as well as affordability and easier access. For North
America, the shopping mall and chained retail experience feels homogenised and steadily less appealing.
People want to connect to their neighbourhood again and support local, independent traders.
Purchasing Priorities by Region
40
30
% respondents
20
10
0
Asia Pacific Europe Latin America Middle East and North America
Africa
Buying eco‐ or ethically‐conscious products makes me feel good
I try to shop in locally‐owned stores
I seek niche brands that are hard‐to‐find or unique
Industry response to Proudly Local, Going Global

Adire Textiles Nigeria
African societies are known for their diverse signature fabric making traditions. For example, Ghana’s
famous Kente is a type of silk and cotton fabric made of interwoven cloth strips. Nigeria’s southwest
Ogun province is the source of Adir textiles,
which are large indigo-dyed cloths decorated with
bold resist-pattern designs. An important step is
receiving the seal of “Adire Ogun” authenticity,
making the fabric an official and cultural identity
of the province, with full patent rights. Adire
jackets and ready-to-wear colourful designs are
in high demand globally. A Lagos-based fashion
designer Lanre da Silva is considered one of
Nigeria’s leading couturiers and her self-named
brand often incorporates metallic fabrics, lace and
Adire patterns.
Source: Adire Textiles
Allbirds Footwear US
Source: Allbirds
Allbirds, a digitally native company, makes simple and practical unisex shoes. Former soccer player Tim
Brown and industrial engineer Joey Zwillinger initially launched Allbirds in 2016, it was quickly adopted
in the tech-start up scene in California, becoming a cultural phenomenon. Eco-friendly apparel and footwear
resonates with millennials and younger demographics of the Proudly Local, Going Global trend. The natural
materials used in Allbirds shoes, such as merino wool, eucalyptus tree fibre and sugar cane, are attractive
and sustainable.
#SpendyoursummerinGeorgia Georgia
In 2019, the Russian government announced plans to cancel direct flights to neighbouring Georgia and to
evacuate all Russian tourists by mid-July. A campaign initiated by five girlfriends #spendyoursummerinGeorgia
started as a simple message posted to their foreign friends. It went viral attracting over 250,000 viewers in
less than a month. Previous visitors posted their memories and recommendations, and locals offered free
rides, guided tours and their homes and hospitality to newcomers. The campaign successfully attracted
first-time visitors, driving a new social media campaign #spendyourautumninGeorgia. The viral campaign
rooted in local hospitality resonates with the Proudly Local, Going Global trend. Tourists are able to have
authentic experiences and engage with local communities.
Nollywood Nigeria
Source: Iroko
In the last two years, Nigeria’s film industry has drawn attention and investment from global entertainment
brands, revitalising and raising the production quality of local film making. This made the content
accessible to the wider continent and beyond.
In July 2019, South Africa’s MultiChoice launched a video streaming service, Showmax, using Nigeria as a
testing ground for streaming platforms in African markets with poor infrastructure and low-income levels.
Multinationals investment in local production in Nigeria secures a steady supply of new films and series
with further expansion planned across the sub-Saharan continent. Nigerian films and local culture gain
greater exposure to an international audience through streaming on Netflix and other platforms.
EXPERT VIEW
People don’t necessarily want the same products as everyone else
Consumers are retreating from globalisation and want to support and be supported by their
communities. An important part of this has to do with environmental concerns as consumers associate
local with being ecologically responsible.
In emerging markets, such as in Sub-Saharan Africa and East Asia, consumers are becoming wealthier,
with a strong emerging middle class. They do not necessarily want the same products or brands as
everyone else. There is a desire to connect with local traditions and culture, often starting with fashion,
music and cuisine. This reconnection with one’s authentic roots is key in the Proudly Local, Going Global
trend in emerging markets.
JUSTINAS LIUIMA
Lead Industry Analyst
Outlook for Proudly Local, Going Global

Taking pride in and supporting local communities is an enduring feature of the consumer landscape.
Consumers are retreating from globalisation and hyper-consumption and moving towards buying fewer,
higher-quality products while shopping in and supporting local neighbourhoods.
People from the Proudly Local, Going Global trend are returning to their roots and traditions. This is
reflected in the growing preference for local products and brands, which are seen as more authentic and
better representing individuality. Niche brands start their global route to success by accentuating their
local credentials, keeping this at the forefront of consumers’ minds. At the same time, multinationals are
becoming more sophisticated in shaping their products to local tastes and preferences without losing
their core brand identity. Tuning into the Proudly Local, Going Global trend is a compelling business
strategy to win and retain consumer loyalty.
Today’s sustainability leaders are tapping into new circular business models that aim to offer more with
less through sharing, reusing, refilling and renting. Increased environmental awareness is driving the
Reuse Revolutionaries trend, especially for younger generations who are prioritising experiences over
ownership. This is creating sustainable business opportunities. Recycling labels are losing credibility due
to a lack of knowledge about a product’s recyclability. New business models that avoid waste generation
are appealing to more ethical consumers who are embracing sustainability through longer-lasting
products.
The milkman is back

The days of businesses taking unlimited materials from nature and giving little back are coming to an
end. The linear economy based on take, use, dispose is broken. Over 89 billion tonnes of materials were
extracted from the global economy in 2018, according to Euromonitor International. However, only
9% of materials were being recirculated, meaning 91% were wasted, according to the 2019 Circularity
Gap Report. This inefficient model, where non-renewable resources are under-priced, overexploited,
transported, used and discarded around the world, has devastating consequences for people and the
planet.
Recycling is no longer enough. Reuse Revolutionaries are now looking into ways to decrease their
footprint with disruptive business models becoming mainstream. The reuse economy, where materials
and products are reused several times, is booming. Companies are selling spare parts, teaching consumers
how to repair products and launching buy-back schemes to recover materials. Digital technologies are
bringing back the milkman with sustainable doorstep deliveries offering much more than milk.
Companies are shifting from products to services using subscription models that retain ownership.
This ensures brand loyalty and an efficient use of available resources. The reuse economy is critical to
achieve sustainable development. This approach saves materials, prevents valuable products from going
to landfills, reduces price volatility of raw materials, decreases supply chain risks and boosts resource
efficiency.
Domestic Materials Extraction by Region, 2000 / 2018
50
Domestic extraction, billion tonnes
40
30
20
10
0
Asia Pacific Europe Latin America Middle East and North America Australasia
Africa
2000 2018
Reusable and convenient

According to Euromonitor International’s Lifestyles Survey 2019, 60% of consumers are worried about
climate change and 54% think they can make a positive contribution in the world with their purchases. As
environmental awareness increases, consumers look for alternative eco-friendly products. However, more
sustainable products often come with a premium price, and not all consumers are willing to pay more.
While appeal for second-hand products is on the rise, convenience and affordability still play a role in
consumers’ purchasing decisions.
Eco-anxiety is creating greener expectations. Interest in sustainable products peaks after the age of 30, in
line with increased disposable income and earning potential. This interest is also usually higher among
consumers with children. However, there is no one-size-fits-all solution. Understanding which solution
works best in specific markets and consumer types is essential for companies with strong sustainability
commitments. While consumers in the Middle East and Africa and Latin America prefer to buy
Reuse Revolutionaries 63
longer-lasting products, the minimalist movement is strong in Asia and second-hand products are
becoming attractive in Western markets, such as the US and Europe.
Consumers in wealthy European countries, such as Sweden, Denmark or Germany, are more open to
repairing, renting and buying second hand. In the UK, second-hand shopping and repair services are high,
but renting is far less attractive. To succeed in the UK, the rental market needs to educate consumers and
put incentives in place.
Attitudes and Motivations and Shopping References by Region
Would rather buy fewer, but higher quality things
Try to lead a minimalist lifestyle, do not buy new unless necessary
Like to repair my items instead of purchasing new
Willing to rent items for specific occasion/set time period instead of
buying
Willing to buy second‐hand
Buying eco products makes me feel good
0 10 20 30 40 50 60
% agreeing
North America Middle East and Africa Latin America Europe Asia Pacific
Industry response to Reuse Revolutionaries

KitKat / Nestlé Japan
In the summer of 2019, Nestlé Japan announced the launch of recyclable paper packaging to replace
plastic wrappers for KitKat products. The packaging also contains instructions on how to make an
origami paper figure, inspiring consumers to have fun and reuse the packaging. Plastic packaging is
losing popularity due to its environmental impact on oceans. Companies are launching new formats that
claim to be more environmentally friendly. Players across all industries are tapping into this trend.
Algramo Chile made from 100% and 50% post-consumer recycled

plastics, respectively.
Using waste as a new resource is becoming

mainstream. As the global population approaches
9 billion in 2030, demand for basic products is
expected to increase, putting pressure on existing
natural resources. Businesses are looking at waste
materials as potential sources of ingredients.
Feel the Peel / Carlo Ratti Italy
Source: Algramo
Founded in 2013, Chilean startup Algramo sells

products by the gram using reusable and smart
packaging. Algramo incorporates RFID technology
into their reusable packaging called “packaging as a
wallet,” allowing consumers to add money to their
Algramo app and pay cashless upon refill. This
appeals to low-resource families since costs are
about 30% lower on a per unit basis. Algramo’s by
the gram refillable system enables these consumers
to pay the same per unit cost, regardless of how
much product they purchase. This innovation
has the potential to revolutionise retail. With Source: Feel the Peel / Carlo Ratti
single-use plastics in the spotlight, companies are

rethinking the way they offer and deliver products. Feel the Peel is a circular juice bar that uses orange
peels to make 3D-printed cups. The prototype cuts
Ecover / SC Johnson UK the oranges and separates the peel to produce a
Ecover, owned by SC Johnson & Son, launched disposable bioplastic cup used to drink the freshly
“Too Good to Waste,” a hand dishwashing liquid squeezed juice. After consumption, the cup is then
detergent made from beer waste. This innovative recycled. In the future, the company aims to include
solution follows a global wave of interest in new functions like printing fabric for clothing from
applying circular economy principles to reduce the orange peel. With younger generations valuing
waste, save resources and eliminate pollution. experiences, this innovation is not only greener,
Produced in Ecover’s newly certified TRUE but also attractive as it allows consumers to print
Platinum zero-waste factory in Belgium, the their own cup using their own waste. Technology
detergent contains 25% water and ethanol from the that optimises the use of materials, producing much
beer brewing process. The bottle and cap are also less waste, is set to disrupt the way products are
manufactured.
Reuse Revolutionaries 65
EXPERT VIEW
Circularity is the new reality
We live in a world mindful of our environment with a growing interest in reducing our footprint. Concerns
about the levels of consumerism as it relates to waste, climate change and air pollution show no
signs of subsiding. Plastic pollution and packaging waste are an important part of the driving force to
reuse. Reuse Revolutionaries are keen to do their part to keep waste out of landfills and the natural
environment.
Responsible handling of plastic packaging post-use has not corresponded with usage growth. Brands
and policymakers are helping reduce waste around the world by committing to 100% plastic recyclability
and incorporating design for recycling initiatives.
The Reuse Revolutionaries trend embodies two themes: recycle and refill. First, the recycling of plastic
bottles for repeated use is an important facet to reduce reliance on fossil fuels and enable a lower
carbon footprint. Second, refillable containers are rising, as seen in the expansion of free water refill
stations and reusable packaging initiatives from foodservice and retail establishments.
Circularity is here to stay. Today, the Reuse Revolutionaries trend signals a waste-free future for safety of
the planet and human health. Brands should be mindful of these needs.
ROSEMARIE DOWNEY
Global Head of Packaging Research
Outlook for Reuse Revolutionaries

With sustainability affecting brand perception, businesses are launching subscription models and reusable
or refillable options to meet ethical demands from Reuse Revolutionaries. Companies tapping into the
Reuse Revolutionaries trend will need to find the balance between sustainability and convenience as
consumers still rank efficacy, value and aesthetics as desired characteristics. To do so, companies need to
incentivise consumers to switch to reusable or refillable options that are both convenient and affordable.
As more companies integrate reusable packaging into their product lines, this option will become less of a
competitive advantage and more of a must-have.
Growing concern for personal wellbeing and the environment is putting air quality in the limelight.
Mounting pressure on governments to avert rising temperatures is manifesting consumer activism.
From travel backlash to going vegan, these measures aim to save the planet from potential ecological
disaster. The We Want Clean Air Everywhere trend highlights how awareness of air pollution is impacting
consumer choice and how brands are positioning themselves to target environmentally conscious
consumers.
Cities: The main culprits of air pollution

Climate change is a crucial driver of government policies, which aim to decelerate the impact of rising sea
levels, increase carbon dioxide emissions and escalate global temperatures. Cities are at the core of this
issue, utilising 75% of the world’s energy and generating 70% of global CO2 emissions, according to the
World Wildlife Fund.
Emerging markets face some of the largest air pollution challenges. Beijing, Skopje, Shanghai and Mexico
City are still recording air particulate matter levels well above the safe limits set by WHO. In Mexico City,
air pollution on some days is so high that schools are closed and authorities advise against exercising
outdoors.
Air pollution’s impact on health is an area of concern. According to WHO, air particulates from dust,
soot, smoke and fumes increase the chance of lung cancer, while the American Heart Association
suggests it as a possible risk factor for heart disease and stroke. The consequences of poor air quality
also impact businesses and economic growth. According to the Organisation for Economic Cooperation
We Want Clean Air Everywhere 67
and Development, by 2060, the annual number of lost working days due to poor air quality will reach 3.7
billion, up from 1.2 billion today.
Businesses are facing pressures to devise and implement solutions that safeguard the environment and
consumers from the effects of poor air quality. For example, air quality monitoring devices providing
real-time information of particulate matter (PM) are becoming a necessity, especially in large and polluted
cities. Furthermore, indoor pollution has also come to the forefront. Ecological cleaning products free of
volatile organic compounds (VOCs) are enticing consumers of the We Want Clean Air Everywhere trend.
PM10 in Selected Cities in 2005 and 2017

160
140
120
Micrograms per cubic metre
100
80
60
40
20 WHO
guideline level
0
2005 2017
Growing consumer activism

Climate activism is escalating. Leading the charge, teenage environmentalist Greta Thunberg initiated
numerous strikes shedding light on climate change and its impact on health and natural ecosystems. Her
decision to sail as opposed to fly to the UN Summit on Climate Change was a strong statement of intent.
If actions are not taken, climate change will have catastrophic effects. Because of this, urban consumers
are concerned about carbon emissions and air quality. According to Euromonitor International’s Lifestyles
Survey 2019, 60% of global respondents agreed or strongly agreed that climate change is a worrying issue,
up from 55% in 2015.
As a result, the percentage of respondents feeling good about buying ecologically or ethically sourced
products grew from 24% in 2015 to 28% in 2019 globally. Vegan, fair trade and natural are becoming
must-have brand credentials.
% of Respondents in Key Economies Strongly Agreeing with the Statement: “I Am Worried About Climate
Change” 2015–2019
35
India
30
25 France
% of respondents
20 US
UK Germany
15
China
Japan
10
0
2015 2016 2017 2019
Industry response to We Want Clean Air

Everywhere
Cambridge Mask Co. UK
Cambridge Mask Co. is a startup producing stylish
and colourful face masks that protect consumers
from the harmful effects of air pollution and
airborne diseases. The face masks are equipped
with filter technology for people walking or
cycling in the city. Climate activists use these
fashionable face masks in social media posts to
increase air pollution awareness. Air pollution
masks are gaining popularity with consumers as a
Source: Cambridge Mask Co tool to mitigate air pollution.
D-Bronzi / Drunk Elephant US

Drunk Elephant introduced D-Bronzi Anti-Pollution Sunshine Drops, a serum that protects the skin from
the adverse effects of air pollution. The product directly caters to the needs of health conscious We Want
Clean Air Everywhere consumers. It is free of drying alcohols, silicones, chemical screens, fragrances and
sodium laureth sulphate and contains antioxidants and natural ingredients. As consumers become more
aware of air pollution, companies are creating products that can help shield their skin from the adverse
effects.
Flow / Plume Labs France

Plume Labs SAS launched a mobile air quality
measuring device. The sensor is linked to a
smartphone app that provides a detailed analysis
of the air pollutants in real time. It helps people
avoid locations that are prone to high levels of air
pollution. The device measures nitrogen dioxide,
VOCs and particulate matter. The world’s urban
population is set to reach 56% in 2020, meaning
consumers will want to be aware of safe locations.
Companies are utilising big data and smartphone
technology to find innovative solutions that help
consumers reduce the impact of air pollution on
health.
Pernod Ricard Murals Mexico

Mexico City is fighting air pollution with giant murals using airlite paint, an innovative product that
neutralises air pollutants. It works similarly to photosynthesis; when exposed to sunlight, the paint
oxygenates the polluted air around it.
Through the Absolut Street Tree initiative, three murals have been painted to eliminate the total volume
of pollutants generated by 60,000 cars. The project is commissioned by alcoholic beverage operator
Pernod Ricard. Through corporate social responsibility, companies can show their contribution to the
global environment through credible projects and initiatives that make a difference.
EXPERT VIEW
Sustainability agenda will intensify
While urbanisation improves access to sustainable lifestyles, it also creates major challenges. Many cities
are exceeding WHO safe air pollution limits. By 2030, 60% of the global population is projected to live
in cities, with population density expected to grow by 14% over 2018–2030. This will have a substantial
impact on air quality, posing one of the greatest challenges to human health.
With 60% of consumers around the world worried about climate change in 2019, eco-anxiety is affecting
shopping decisions, with a shift towards sustainable products that allow for a guilt-free shopping
experience. Businesses are actively looking for cleaner technologies to fight pollution, with 42% of
companies across all industries planning to invest in clean energy over the next five years, according to
Euromonitor International’s 2019 Global Survey on Sustainability.
Companies are finding clever ways to turn air pollution into business opportunities. The We Want Clean
Air Everywhere trend is evolving, with anti-pollution claims moving into new product categories, such as
home textiles and apparel.
Reducing emissions is essential to achieve a sustainable future. Air pollution is linked with many of the
UN Sustainable Development Goals, such as climate action, access to clean energy, sustainable cities
and health and wellbeing. With a number of businesses promising to take action, air pollution control is
expected to be a higher priority over the next few years.
MARIA CORONADO ROBLES

Senior Sustainability Consultant
Outlook for We Want Clean Air Everywhere

Consumers are more aware of air pollution and its potential to drastically impact health, from
respiratory ailments to premature death. We Want Clean Air Everywhere is a powerful trend that
advocates for a carbon-free world. A range of industries are innovating and adapting products to appeal
to climate-conscious consumers. The trend will see new players fight for a carbon-free world, with brands
vying for market share based on their efforts to contribute to environmental protection.
We Want Clean Air Everywhere will continue to be powered by younger generations. The future is
pointing towards cleaner and more sustainable cities that prioritise the wellbeing of natural ecosystems.
Climate activists will intensify their stance against carbon emissions, further pushing consumers and
businesses to do their part in 2020.
Conclusion
Convenience and personal control will be the big themes of 2020. Sometimes these are complimentary
desires, but they may also conflict with each other.
Consumers are being given the chance to engage on an equal level and have their cultural identity
respected. They want to have an impact on the changing physical environment and are beginning to value
their own mental wellbeing.
To achieve greater convenience, consumers may be required to relinquish personal control. They are
looking for the advantages that technology can bring to everyday life, even though these might not be
fully realised yet. Consumers want shorter, personalised content, which means they must trade their data
privacy. The amount of data and privacy consumers will exchange for these desirable benefits will vary by
culture, territory and individual.
Brands must find the right balance between building trust, providing security and delivering products and
services that add value to outweigh consumer concerns in the year ahead.
Methodology
Euromonitor International’s annual Top 10 Global Consumer Trends are identified through a team
effort, making the most of our very broad and international coverage from industry market analysis to
quantitative global consumer surveys.
We prompt our analysts internally in each of our industry verticals and poll the expert teams for their
insights. We build a database of emerging trends and mine our trade interviews.
Each autumn, we take those collective insights into dynamic workshops and drill down collectively to
pinpoint emerging short-term trends.
Finally, we poll our research teams in our 15 global offices and ask them to rank this long list and together
we make the final cut.
About the Team
ALISON ANGUS
Head of Lifestyles Research
Connect on Linkedin
Alison Angus is Head of Lifestyles at Euromonitor International, a global strategic market

intelligence company. Alison heads up the lifestyles and megatrends research focused on
understanding consumer behaviour, attitudes and shifting trends, interpreting these into informative
and useful insights to support business and its strategy planning.
Alison has worked in research for 20 years, covering a wide range of industries including FMCG,
such as food, drink and beauty and apparel, to home entertainment and electronics, as well as
service sectors including manufacturing, consumer finance and retailing. She brings extensive
knowledge and expertise on research and analysis techniques and methodologies, managing
projects and producing informative and insightful analysis.
GINA WESTBROOK
Gina Westbrook is Director of Global Consumer Trends at Euromonitor International, a global

strategic market intelligence company. She started her career as Editorial Director and moved
to a strategic role in 2004, testing new editorial concepts that alert companies to global trends
influencing consumer markets. Her research offers insight into changing market conditions and
consumer behaviour and the opportunities and challenges companies should consider to maintain
a competitive advantage.
About the Team 75
Contributors
RACHEL HE Analyst — Beyond Human
JULIA FILLINGAME Associate Consultant — Catch Me in Seconds
MARIE ISQUENDERIAN Associate Consultant — Catch Me in Seconds
PHIL BENTON Research Manager, Home & Tech — Frictionless Mobility
JUSTINE MUDDE Research Analyst — Inclusive for All
ZORA MILENKOVIC Head of Research Drinks & Tobacco — Minding Myself
BENJAMIN SCHNEIDER Analyst, Fashion and Luxury — Multifunctional Homes
CHRISTOPHER QUINTOS Consultant — Private Personalisation
JEM GOLDEN Senior Consultant — Proudly Local, Going Global
MARIA CORONADA Senior Consultant Sustainability — Reuse Revolutionaries
FRANSUA VYTAUTAS RAZVADAUKAS Cities Consultant — We Want Clean Air Everywhere
Editor in Chief
GINA WESTBROOK Director of Consumer Trends
Advisors
ALISON ANGUS Head of Lifestyles
AMRUTHA SHRIDHAR Research Consultant Consumer Insights
LISA HOLMES Survey Manager
STELLA VATCHEVA Consulting Practice Manager
ZANDI BREHMER Head of Client Innovation
How Can Euromonitor
International Help?
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intelligence on industries, companies, economies and consumers around the
world. Comprehensive international coverage and insights across consumer
goods, business-to-business and service industries make our research an essential
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Top 10 Global Consumer Trends 2020

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Top 10 Global

The data included in this document is accurate

© 2020 Euromonitor International

1 The Big Picture

27 Inclusive for All

54 Proudly Local, Going Global

66 We Want Clean Air Everywhere

74 About the Team

76 How Can Euromonitor International Help?

Each of the 10 trends follows the same format:

• Data showing behaviour / motivation

• Case studies about how industries are responding

• A view from one of our experts

• The long-term impact

We are starting to We want flexible

We want more content We want tailored

We never need to We are opening up to

We want to go back We want to use our

We are fighting for We are focusing on our

Has 2019 set the tone already?

World Wireless Speaker Volume Brand Shares

Amazon Echo Google Home JBL Bose Tmall Genie MI Others

Source: Euromonitor International

Smart Home Appliances Global Ownership

0% 10% 20% 30% 40% 50% 60%

Millennials Generation Z Generation X Baby Boomers

Source: Euromonitor International’s Lifestyles Survey (2019)

Industry response to Beyond Human

Source: Ubtech Robotics

BrainOS / Brain Corp US

Tengai / Furhat Robotics Sweden Toyota Motor Corp Japan

Source: Furhat Robotics Source: Toyota Motor Corp STAN

LOO WEE TEK

Outlook for Beyond Human

Technological advancement leads to new and

Internet Users and Penetration by Region 2019

Source: Euromonitor International

Regional Ownership of Smartphones and Change in Share 2016 / 19 and 2019 / 22

Source: Euromonitor International

Independent and authentic channels offer

Source: Euromonitor International’s Lifestyles Survey (2019)

Source: Euromonitor International’s Lifestyles Survey (2019)

Industry response to Catch Me in Seconds

Google Maps / Google US

Aware of this connection, Instagram is taking

Outlook for Catch Me in Seconds

Exponential growth of megacities puts strain on

Global Growth of Urban Population 1980–2030

Total Population Urban Population % Urban Population of Total

Source: Euromonitor International

Death of ownership as consumers choose to pay

% of Households Who Own or Have Access to an Automobile by Region

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Source: Euromonitor International’s Lifestyles Survey (2019)

Industry response to Frictionless Mobility

With no direct carbon emissions produced from

Volocopter Germany Whim Finland

Source: Nikolay Kazakov for Volocopter Source: Whim

FRANSUA VYTAUTAS RAZVADAUSKAS

Outlook for Frictionless Mobility