Tendencias 2024

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2024 Trend Check Webinar | 30 January | TrendWatching


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Read, Watch & Ideate
We're still only in Q1 so plenty of reason to assess your
2024-readiness!

Dive into the Trend Check, then (re)watch our recent


webinar - we’ve selected 15 distinct industry trends, and we
encourage you to read them all, regardless of the industry
you’re in, as consumer expectations transfer across
Más videos
industries, borders and price points.

The world has changed significantly since we coined


Expectation Economy 16(!) years ago. Two financial crises, a
pandemic, climate-related disasters and deepening
geopolitical tensions will continue to fundamentally alter the
landscape.
0:01 / 36:30
Now, the Expectation Economy is giving way to the
Exchange Economy, an age requiring brands to work
together to tackle the world’s toughest problems - we’re
spotlighting how some of these can be solved with a cross-
industry approach.

Time to turn fear and overwhelm into actionable hope!

💡 💡 💡

1. Read each industry-trend intro 2. Pick the cross-industry opportunity 3. Receive a related, juicy 2024
you want to check first opportunity!

1. BEAUTY Q:
Which cross-industry opportunity will you explore first?

SUSTAINABILITY ON DISPLAY: Deeper shades of green in


beauty
A BEAUTY
As the beauty sector's not-so-pretty eco-reality — from deforestation
to growing emissions — is uncovered, 50% of millennials globally and B FASHION
45% of gen Z are prepared to drop personal care brands that fall
short of their responsibility to Mother Earth. Regulatory bodies,
C LIVING
including in the EU and US, are stepping up with new legislative
frameworks. And consumers, as climate urgency intensifies, are
rejecting greenwashing and seeking genuinely impactful efforts. As a
brand, your challenge isn't just to implement those green measures
but to vividly show how vital they are. How can you bring behind-the-
scenes sustainability stories to the fore?

BEAUTY FASHION LIVING

DOVE & RIMBA COLLECTIVE ASKET DILLE & KAMILLE


Partnership aims to restore 123,000 acres Receipts itemize the environmental cost Retailer upcycles in-store Christmas trees
of rainforest in Southeast Asia of every clothing purchase into compost

Dove and Singapore-based Rimba Collective After buying an ASKET sweater or pair of In early 2023, Netherlands-based retailer Dille
launched the Dove Nature Regeneration jeans, customers aren't handed a regular & Kamille replanted living Christmas trees that
Project in July 2023 to conserve an impressive receipt. From November 2023, the Swedish had decorated its stores through the 2022
swath of Southeast Asian rainforest. To amplify clothing brand issues an 'Impact Receipt' that holiday season. Dead trees, meanwhile, were
the campaign’s message, Dove will launch an itemizes the environmental cost of producing collected from the retailer and local
AR experience in select Walmart stores that each garment. ASKET partnered with Vaayu municipalities by upcycling startup Het
superimposes the rainforest on a shopper’s Tech for traceable lifecycle impact calculations Grondstoffenbos. Combined with other plant
surroundings. that consider CO2e emissions, energy waste, 15,000 trees were processed into
consumption, and water consumption compost and returned to stores in August
At the start of 2024, just 3 of the top 10 global (calculations are nuanced, based on a 2023 to sell as Heilige Grond, or Holy Soil.
beauty manufacturers have committed to location's water scarcity).
eradicating deforestation from their supply Amid soaring eco-anxiety, sustainability
chains. Beyond B Corp certifications and No, individuals shouldn't be tasked with initiatives could benefit from positive
ambitious climate goals, consider how to make solving the climate crisis. But personal buying storytelling. Products like Heilige Grond
your eco-actions as tangible as the products habits do have an enormous impact, and enable consumers to actively engage in
you’re selling, by using store-grown awareness creates ripple effects. Brands need planetary restoration, offering a concrete and
ingredients, resurrecting extinct materials or
💡 to empower consumers with the information
💡 easily recognizable example of circularity from
💡
giving tours of your farms. required for conscious purchasing decisions. the ground up.

How will you immerse consumers in the How can you make the environmental How can you include consumers in your
nature you’re trying to preserve? impact of your product transparent, both next circularity initiative, every step of the
pre- and post-purchase? way?

2. CONSUMER TECH Q:
Which cross-industry opportunity will you explore first?

CODE-IT-YOURSELF: New tools enable consumer-led


personalization
A CONSUMER TECH
Ever since the generative AI boom, conversations about tech have
dominated public discourse. The adoption of LLMs and text-to- B WORK & LEARNING
anything software created a newfound willingness to play and
experiment, giving rise to a CODE-IT-YOURSELF mindset. Between
C SOCIAL MEDIA
highly bespoke emojis, AI assistants and an increased tech-savvyness
among consumers, the shift towards personalized technology is clear.
Your call to action? Invite your customers to (co-)design and (re-)build
your products and services. That could mean enabling them to
assemble tech of their own (it doesn’t get more custom than that),
repairing gadgets when they break or allowing them to design their
own UI. Can they build it? Yes they can!

CONSUMER TECH WORK & LEARNING SOCIAL MEDIA

THE BROWSER COMPANY AMBESSA PLAY BLUESKY


DIY browser unveils an AI upgrade for DIY flashlight kit, co-designed with Social platform lets users choose their
next-level optimization displaced kids own algorithm

Arc, from US-based developer The Browser Ambessa Play is a UK-based social enterprise Bluesky, the decentralized X alternative,
Company, is a free internet browser with specialized in STEM kits to democratize introduced ‘custom feeds’ in May 2023. These
customizable operating system capabilities. education and technology. Its debut kit is a feeds allow users to prioritize content buckets
The browser reimagines traditional navigation, battery-free, DIY flashlight featuring ten parts (e.g. popular with friends, local news) in the
tabs and bookmarks; Spaces can be and 16 build steps. Launched on Kickstarter in platform's algorithm through a drag-and-drop
redesigned akin to rooms in a house; and March 2023, Ambessa Play engaged displaced functionality, while it also allows for easy
Easels function as a web ‘scrapbook’. In children in the design process and donates switching between feeds. Even deeper levels
October 2023, AI updates included automated one kit per pledge. of algorithmic customization are coming in
page summaries and ChatGPT access straight 2024.
from the search bar. Ambessa Play's story serves as a reminder that
all children possess untapped ideas and When it comes to consumer expectations, the
With Arc, users control every pixel. Don’t like inventiveness, capable of creating new goalposts are always moving. While TikTok’s
Gmail’s ‘Compose’ button? Change the font technologies rather than merely consuming personalized algorithm is generally viewed as
and edit the copy! Over YouTube shorts? them. As 65% of today's primary school the holy grail, Bluesky takes it further by
Delete the section from the site. For the more children are predicted to pursue careers in handing the reins entirely to consumers.
tentative users, downloadable templates fields that do not yet exist, training for inherent Executed well, anyone who can operate a
showcase how others are remixing their UI. ingenuity is essential. 💡
smartphone can be in control of their feed.
💡 💡
How will you consider various levels of How will you provide students and Beyond consumer-led algorithms, what
tech literacy in your own CODE-IT- workers with the agency over your does back-end access to your brand
YOURSELF initiatives? curriculum? experience look like?

3. ENTERTAINMENT Q:
Which cross-industry opportunity will you explore first?

COMMON TONGUE: Reconnecting a divided world


through entertainment
A ENTERTAINMENT
For entertainment brands who want to captivate diverse audiences,
taking a definitive stance risks alienating audiences and inadvertently B BEAUTY
deepening polarized societies. For example, there is a near-equal
split in the US in viewing the economic impact of immigrants as
C NON-PROFIT
positive (38%) and negative (39%), underscoring the diversity of
opinions (a phenomenon not confined to the US, obviously). Rather
than contributing to the discord, how about connecting opponents
on both sides of the divide instead? As tensions spill over at a global
and local level, entertainment brands are turning to universal
mediums of expression – laughter, music, gaming – to remind
consumers of their shared humanity. The essence is to provide
content that transcends polarities, offering a refuge of connection in
an otherwise fragmented world.

ENTERTAINMENT BEAUTY NON-PROFIT

SOS AMAZÔNIA PALOMA THE ASSOCIATION OF


Fortnite game teaches gamers to protect Hair stylists trained to have eco- AUTISTIC FRIENDS
Indigenous land conversations with customers AI image generation personalizes
communication for autism
To mark August 2023’s International Paloma, a Sydney hair salon, is inviting its
Indigenous Peoples Day, Fortnite launched its customers to engage in discussions around To improve communication with autistic
first map of Indigenous lands, with Latin climate change with a storefront poster that people, the Brazil-based Association of Autistic
American e-sports team Hero Base. reads, "love, life & climate action". Friends (AMA) partnered with telco Vivo to
Developed for the NGO SOS Amazônia, O As of March 2023, over 400 hairdressers had launch ‘The Autism Journey’. Based on the
Mapa Originário brings real-world challenges attended workshops as part of the "A Brush standardized Picture Exchange
faced by Indigenous communities to the virtual With Climate" project, spearheaded by Communication System, the partnership
realm, such as fighting forest fires and Paloma's owner. The training was delivered by developed an AI-driven platform for families to
obstructing illegal logging. climate scientists. personalize visual communication cards based
on their child’s interests, such as their favorite
Fortnite’s Indigenous map translates what can As a result of apocalypse fatigue, sustainability superhero. Launched in May 2023, cards can
seem an abstract problem to many Western isn’t something consumers are always be printed or used on mobile devices.
players, into a language they can understand – comfortable talking about. However, as long as
an approach followed by others such as VR ‘what does sustainability mean?’ is still one of We’ve seen NGOs use AI to highlight
experience Body of Mine and WWF. If you still the most Googled sustainability-related systematic biases and the consequences of
associate ‘gaming’ tech with Call of Duty, think phrases, it becomes apparent there is a human actions, but here, AMA’s initiative is a
again. tension here. beautiful example of how AI can be used for
💡 mutual understanding.
How can you convey complex messages Whether it is among themselves or
beyond just words? Show, don’t tell! through
💡 brand interaction, how can you 💡 How might you leverage AI to bridge
encourage people to have casual convos comprehension barriers?
about intricate topics?

4. FASHION Q:
Which cross-industry opportunity will you explore first?

BRANDCARE: Fashion brands take a more active role in


caring for consumers’ health
A FASHION
Across the globe, pandemic-struck healthcare services still remain
under pressure. As a result, care demands outweigh supply, pushing B FOOD & BEVERAGE
consumers to look elsewhere for ways to optimize their wellbeing.
This includes apparel: half of consumers globally (49%) expect
C WORK & LEARNING
fashion brands to play a role in making sure they are as healthy as
possible. For starters, consider how your next drop can encourage
people to get up and move. From purposed retailers to fast fashion
chains and haute couture, various scandals have consumed the
fashion industry in recent years. By providing BRANDCARE,
companies get the chance to turn a new leaf by showing they care,
literally. How can you offer products and services that combine
fashion with wellbeing, encompassing both mental and physical
health?

FASHION FOOD & BEVERAGE WORK & LEARNING

MORRISONS & NHS BLUE ZONES DULUX INDONESIA


Supermarket puts cancer awareness Life-extending 'Blue Zone' meals hit the Paint brand gives school canteens a fresh
messaging on underwear labels freezer aisle coat to stop kids from getting sick

In August 2023, the UK supermarket Morrisons Silicon Valley elites have long favored Blue Open-air dining spots in Indonesia can harbor
forged a partnership with the National Health Zone diets, believed to extend lifespans, but disease-carrying flies. In response, Dulux
Service (NHS) to champion cancer awareness. accessibility and cost hinder widespread Indonesia initiated the Yellow Canteen project
As part of this initiative, QR codes are featured adoption. A US-based food manufacturer, Blue in schools, inspired by the University of
on Nutmeg-branded underwear labels, Zones Kitchen, aims to change this with its Florida's finding that flies are repelled by the
providing direct access to comprehensive plant-based frozen meals, introduced at Expo color yellow. Started in November 2023, the
information about symptoms related to breast East in September 2023, featuring lean protein project involves repainting school tables, seats
and testicular cancer. Morrisons, which owns and whole grains. and walls in yellow.
the Nutmeg brand, is implementing the
strategy across 240 of its stores. From IV drips to cold exposure therapy, COVID-19 renewed focus on preventative
interest in life-extending products is going care, prompting proactive measures. Dulux
Fashion brands can help increase awareness of mainstream. One key driver is a loss of faith in expands its products’ benefits beyond
symptoms, but health-related initiatives should public health services, triggered by the aesthetics with the Yellow Canteen, using paint
always align with health professionals and pandemic. As a result, over half of global to tackle health risks in schools. Health and
robust research. On TikTok, where healthcare- consumers (51%) now turn to diverse meals to wellness serve as an imperative that informs
related content is growing in popularity, claims
💡 remedy their health issues. 💡
buying behavior across sectors.
often quoted as “evidence-based” have no 💡
associated sources. Are consumers reaching for your brand What practical steps can your brand take
in search of longevity-focused fuel? to enhance public health and become a
How will you verify the BRANDCARE trusted ally?
you’re providing?

5. FINANCIAL SERVICES Q:
Which cross-industry opportunity will you explore first?

FUTURE PROOFED: Building financial literacy in a


complex economic context
A FINANCIAL SERVICES
As the world grapples with widening economic disparities, record
debt and a lack of affordable housing, there's a clamor for financial B ENTERTAINMENT
literacy. Many consider personal finance an enigma, evidenced by
global financial illiteracy rates. In response, financial services need to
C SOCIAL MEDIA
move beyond transactions and share their knowledge riches. One
surprising source of aid comes from TikTok: #deinfluencing
(encouraging consumers not to buy) just surpassed 1B views,
indicating a demand for those who promote skills and knowledge
over products. While 80% globally believe businesses should assist
customers during the cost-of-living crisis, only a small fraction of
consumers received advice from their banks in the past year. How will
you instill cash confidence?

FINANCIAL SERVICES ENTERTAINMENT SOCIAL MEDIA

NUBANK E.L.F. COSMETICS PINTEREST & NORTHWESTERN


Bank launches a board game to teach Beauty brand taps into gen Z's MUTUAL
financial literacy entrepreneurial spirit through gaming Campaign offers personality-based
advice to achieve life goals
Brazil-based financial platform Nubank has In November 2023, e.l.f. Cosmetics launched a
introduced its version of the classic board virtual world on game creation system Roblox, A joint campaign between Pinterest and
game Game of Life. Centered around Nu's to teach entrepreneurial skills and financial American financial service provider
services, users can familiarize themselves with literacy to gen Z customers. E.l.f. Up! allows Northwestern Mutual empowers Pinterest
actions related to investing, insurance, and users to create their own startups that users to turn their life ambitions into reality.
cryptocurrencies. A livestream on Twitch represent places and causes they care about After completing a personality test,
promoted the June 2023 launch, featuring most. The virtual venues include a recording NorthWestern Mutual provides step-by-step
popular streamers Mylon, esAcarry, Jimelol studio, marine life charity and an art gallery. advice for different personality types to
and Loadcomics engaging in gameplay. Additional features, such as multilingual achieve their goals. ‘From Pinning to Planning’
options, will be rolled out in the future. launched in March 2023.
When ideating your next financial literacy
initiative, consider that money still remains a E.l.f. Up!, Essence’s Color dare, and La Roche- Finances can be stressful but through the right
sensitive topic. From challenging filial duties Posay’s Minecraft initiative all use popular environment, gaining money skills can be a
and financial infidelity, explore how you can gaming platforms to educate young positive experience. Whether using familiar
help consumers discuss their financial consumers about important or complex issues. channels like Pinterest, launching a platform or
situation. How? Provide shared investment As a media brand, you’re well-placed to bring creating a game show, make sure your
portfolios or set up community-first wealth information to life in new exciting ways. initiative transforms financial confusion into an
initiatives. enjoyable and educational experience.
How will you turn skill-building in an
How can you help people to talk immersive experience? How can you turn financial flummox to
money? financial fun?

💡 💡 💡
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6. FOOD & BEVERAGE Q:


Which cross-industry opportunity will you explore first?

ECO-BOOSTERS: Sustenance that gives back to nature

A new wave of food and beverage consumers don’t want to just A FOOD & BEVERAGE
‘cause less harm’, they want to go further, returning more to nature
than they take. Yes, 83% of people across G20 countries want to do B HOME & LIVING
more to restore nature in the future and impact-driven F&B
businesses are recognizing that active regeneration benefits both the
C LUXURY
planet and company profits. The F&B sector, particularly brands tied
to agriculture, is uniquely positioned for leadership and can pioneer
change by adopting a blend of (forgotten) regenerative wisdom and
high-tech innovations. This includes practices like carbon
sequestration and biodiversity monitoring. To spearhead the ECO-
BOOSTERS revolution, empower people to replenish the earth with
every bite and sip.

FOOD & BEVERAGE HOME & LIVING LUXURY

GIPSY HILL BREWERY VANDERSANDEN MEJURI


Brewery debuts offset-free, carbon- Carbon negative bricks set to roll out of Luxury jeweler joins regenerative mining
negative craft beer Belgium in early 2024 initiative

July 2023 saw London brewery Gipsy Hill Belgium-based brick manufacturer In May 2023, Canada-based luxury jeweler
release an offset-free, carbon-negative beer. Vandersanden has developed Pirrouet: a new Mejuri became the first jewelry partner of the
The brewing process uses 100% recaptured carbon-negative building material. Instead of regenerative mining social enterprise
and reused hops, and certified regenerative being fired in energy-intensive kilns, Pirouett Regeneration. Initiated by Resolve and others –
barley is harvested from the end-to-end bricks are cured in CO2-filled chambers including mining company Rio Tinto and
Wildfarmed community. Independent carbon whereby CO2 permanently binds to calcium, a Apple – Regeneration extracts waste minerals
accounting firm Zevero calculated the life cycle waste product from the steel industry. from mining for jewelry, technology and the
of two Gipsy Hill beers, 'Trail' and 'Swell', Vandersanden generates renewable energy energy transition. Earnings from Regeneration
releasing -40g CO2e and -30g CO2e per pint on-site and aims to roll the bricks out in early fund habitat restoration and mine closure
respectively. 2024. activities.

Implementing regenerative agricultural According to UN-Habitat, 3 billion people will Mejuri’s mining partnership signals how the
practices requires substantial upfront costs, need access to adequate housing by 2030, regenerative movement is expanding to other
with savings made further down the line. F&B equating to 96,000 new affordable homes industries (so far seen mainly in agriculture
brands can support farmers to make the built every day. Meanwhile, construction and carbon capture initiatives) and how brands
transition less challenging, while keeping materials account for approximately 9% of all are taking responsibility for their supply chains.
customers up to date with the process. energy-related CO2 emissions.
💡 Your industry will be next!
💡
💡
How can you invest in farmers’ first What will you do to support the How can you take responsibility for the
steps to help the transition to regenerative? development of ECO-BOOSTING environment and people you impact, both
construction methods? directly and indirectly?

7. HEALTH Q:
Which cross-industry opportunity will you explore first?

VIRTUAL COMPANIONS: Next-gen AI chatbots alleviate


overburdened health systems
A HEALTH
This year saw a whopping 1,480% year-on-year surge in AI chatbot
apps. While some chatbots offer productivity upgrades or shopping B FINANCIAL SERVICES
assistance, others are emerging to ease overstretched health services.
These VIRTUAL COMPANIONS use an empathetic tone to aid both
C CONSUMER TECH
patients and practitioners in accessing relevant information. However,
this development comes with its challenges. On top of privacy
worries and ethical concerns, the movie Her warned about the
dangers of developing emotional attachments to AI nearly a decade
ago (!), something that was recently echoed with Caryn.AI. And while
LLMs can now pass medical licensing exams, they still make mistakes.
Optimal care therefore requires a collaborative approach where AI
alleviates practitioner burdens and patient pain points.

HEALTH FINANCIAL SERVICES CONSUMER TECH

PĀṆINI MONUTA AI FOUNDATION


Doctors develop AI chatbot for evidence- Poetic AI chatbot encourages end-of-life Platform allows everyone to create their
based decision-making planning own AI assistants

Pāṇini, an AI-powered chatbot, was launched End-of-life planning is an emotionally charged The AI Foundation – a US-based AI research
to healthcare clinicians across India in June subject. In July 2023, Netherlands-based lab – has launched AI.XYZ: a platform that
2023. Developed by the healthtech platform funeral provider Monuta launched 'Ronald allows users to create a digital twin who can
DocPlix, the chatbot aims to empower GiphA.I.rt', an AI chatbot that guides users carry out mundane tasks, like drafting follow-
clinicians to improve precision and reduce through planning their final chapter. In up emails and setting reminders. The process
medical judgment errors. The chatbot is built collaboration with author Ronald Giphart, it involves feeding the companion with data via a
on evidence-based medical literature and engages users on personal preferences, simple drag-and-drop interface, or by pasting
peer-reviewed algorithms. generating a poetic summary with an AI image URLs or content into its 'brain.' In June 2023,
reflecting their wishes. the platform went into public beta and has
Medical experts favor ChatGPT’s answers over since become available to everyone.
those provided by a physician in 78.6% of While not profoundly in-depth, this inventive
cases. Patients feel less comfortable (just 28% and light-hearted concept prompts users to Wishing for a body double is no longer an
of US respondents to be exact). Pāṇini can be a contemplate their final chapter. As LLMs impossible longing, it’s a promise! AI.XYZ
practitioner’s secret superpower, acting as a mature, companies that seize AI will have a redefines productivity by allowing consumers
copilot to revolutionize precision while potent tool for understanding, engaging with to offload robotic tasks to digital twins, leaving
maintaining a human touch. and ultimately satisfying the needs of their more room for deeply human and creative
audiences. work.
How can you blend human skills with
machine qualities? How can you utilize AI to address How can your VIRTUAL COMPANION
sensitive topics, easing hesitation or dread? help consumers to offload mundane tasks?

8. LIVING Q:
Which cross-industry opportunity will you explore first?

OFF-GRID GUERRILLAS: Self-sustained living meets


modern convenience
A LIVING
In an age of polycrisis, the need for a comforting, self-sustaining
home has never been greater. B TRAVEL
Solo dwellers and multi-generational households are reviving interest
in communal living and ‘pooling’ resources, as households find
C ENTERTAINMENT
themselves at higher risks of power outages and inflation continues to
drive up energy costs faster than the minimum wage. Off-grid living is
an increasingly affordable way of life that can support various
lifestyles, with no need to forgo modern comforts. In 2024, smart
technologies can offer convenience and self-sufficiency: monitoring
supplies, managing resources and providing remote access to work
and healthcare. Home & Living brands can dispel myths about the
cost and effort of energy adjustments, promoting a lifestyle that
minimizes reliance on global supply chains.

LIVING TRAVEL ENTERTAINMENT

POSIGEN ADVENTUREGENIE ACORN LAND LABS


Energy enterprise offers solar for all AI tool makes off-grid travel planning a Sim helps create virtual blueprints for off-
homes walk in the park grid living

Because of their price tag, solar systems are AdventureGenie uses AI to help travelers plan In a Stardew Valley-like setting, Land Lab
out of reach for many consumers. In comes road trips. The US-based platform aims to Simulator allows users to create blueprints for
PosiGen. The US-based solar company leases make it easier for travelers to build off-grid going off-grid in real life. Drag-and-drop
its panels to consumers for a monthly fee with itineraries. Drawing on historical travel data modules simulate circular systems like passive
no upfront expenses, aiming to make utility bill and a list of 25,000 campsites, the tool houses, methane digesters and black soldier
reductions greater than monthly costs for a net considers individual interests to suggest end- fly bins. Funded on Kickstarter in July 2023
benefit. Similar initiatives have been launched to-end trips. In July 2023, AdventureGenie and developed by US-based Acorn Land Labs,
across continents. highlighted sites recommended by other the app also provides DIY building plans,
users, who had already contributed 300,000 calculates costs and includes purchase links for
Nearly all (96%) consumers globally aimed to points of interest. supplies.
cut costs in 2023, and their financial concerns
are likely to carry through into 2024. Since the While not everyone wants to (or can) go With its pixel game approach, Land Lab
investment and perceived effort required to entirely off-grid, many will appreciate tools that Simulator provides easy-to-grasp guidance on
live autonomously are known obstacles, those make self-sufficient travel easier, and 71% of implementing complex systems. By tapping
closed wallets could stall off-grid’s those surveyed want to travel to a destination into the popularity of cozy gaming, you can
momentum. off the beaten path.
💡 lower the barriers to informed choices about
💡 off-grid
💡 anything.
What steps can you take to reduce How will you strike a balance between
financial barriers to off-grid living? the pleasure of travel and the (perceived) How can your brand leverage a familiar
inconvenience of off-grid? interface to similarly engage consumers?

9. LUXURY Q:
Which cross-industry opportunity will you explore first?

CULTURAL CREDITORS: Luxury brands become beacons of


culture
A LUXURY
Acting as platforms, curators, collaborators and CULTURAL
CREDITORS, luxury brands are diving deeper into experiential luxury B RETAIL
without forgetting the cultural changemakers at the center. Physical
activations are pivotal to this developing cultural exchange: an April
C FASHION
2023 study revealed that the number of European luxury shops
increased by 77% (and 11% globally), bringing an audience for new
iterations of the concept store where rotating exhibitions and local
artists transform luxury spaces into cultural hubs. Beyond the store,
longer-term activations that highlight tradition will fuel the idea that
luxury brands don’t just build on existing culture, they also shape it.
Will you invest in longer-lasting partnerships or permanent spaces
that bring a new dynamic to the luxury-culture relationship?

LUXURY RETAIL FASHION

VACHERON CONSTANTIN AIGO HEINEKEN & DYE LAB


Watchmaker’s traveling exhibition São Paulo bookstore focuses on Heineken marks its 150th birthday with
celebrates craftsmanship and local artists immigrant stories custom-designed textiles

Hekaya 1755 was an immersive 10-exhibition Since the late 19th century, the Bom Retiro October 2023 saw Heineken celebrate its
by Switzerland-based luxury watchmaker neighborhood in São Paulo has been home to 150th anniversary by partnering with Nigerian
Vacheron Constantin. The early 2023 Italian, Jewish and Greek migrants, recently apparel brand Dye Lab on a series of limited-
experience celebrated the maison’s long followed by a strong Korean and Bolivian edition fabrics made in the traditional Yoruba
standing relationship with Saudi Arabia presence. Aiming to reflect the cultures and technique of wax-resist block prints.
through a showcase of its latest timepieces, stories of that diverse group, bookstore AIGO Referencing Heineken-inspired motifs, the
displayed on a decorative unit that captured exclusively curates books about or by fabrics were fashioned into garments modeled
the timeline of the country's architecture. immigrants. The shop opened in July 2023. from the Nigerian agbada to overwhelmingly
positive responses.
Through its exhibit, the brand has created an AIGO could become a potent tool for
opportunity for visitors to explore the illuminating the richness of Brazil's blended Booming nations like Nigeria spell
intricacies of haute horlogerie through the lens society, capturing the lived experiences and opportunities for global players to act on
of local traditions. Experiences like this embed perspectives of immigrants in their own words. domestic pride. While any semblance of
brand values and preserve heritage through For the wider community, absorbing appropriation will backfire, with equal
the universal language of art, while also multidimensional stories of individual migrants
💡 partnership pay-out, a symbiotic cycle of cross-
demonstrating technical mastery. might be the most powerful way to counter cultural enrichment can flourish.
💡
💡 anti-immigrant narratives.
How can you turn your appreciation for Which symbols, traditions or regional
cultural heritage and craftsmanship into a How could your company promote craftsmanship would make for a natural yet
communal experience? intercultural understanding? unexpected fit with your brand identity?

10. MOBILITY Q:
Which cross-industry opportunity will you explore first?

SYNCED SERVICES: One mobility option, multiple


seamlessly integrated services
A MOBILITY
AI, 6G and a myriad of technological developments are pushing
expectations around convenience into overdrive: 81% of global B HEALTH
consumers expect speedier services while 73% crave personalized
experiences. With more disruptive technologies expected in 2024, it
C TRAVEL
seems even the most basic expectations can still be hard to meet, as
nearly 80% of US consumers encountered at least one travel-related
problem in the first half of 2023. As expectations for unparalleled UX
continue to grow, consider how you can make every moment count
for on-the-go consumers with an on-demand mindset. How, where
and when do your users engage with your products and services and
what other activities are they involved in or do they aspire to do
concurrently? It’s time to make SYNCED SERVICES your next stop!

MOBILITY HEALTH TRAVEL

NIO VERI & OURA UBER


Smartphone syncs with automaker's EVs Integration highlights relationship Uber introduces flight bookings in the
between sleep and metabolism UK
In September 2023, car manufacturer NIO
unveiled a smartphone designed for In June 2023, Finland-based glucose- In May 2023, Uber introduced a new feature in
compatibility with its EVs. The NIO Phone monitoring platform Veri announced a the UK that enables users to book flights
offers over 30 car-specific features, including partnership with sleep tech company Oura to directly through the Uber app. The
remote parking and vehicle location tracking. highlight the relationship between metabolism functionality allows domestic and international
Three available models, exclusively released in and sleep quality. Owners of Veri’s glucose flights to be booked, furthering Uber’s goal of
China, are priced between USD 890 to USD monitoring wearable can sync their device providing a seamless door-to-door travel
1,030. with Oura’s smart ring for deeper insights into solution. The app also offers features such as
contributing factors to poor sleep, such as price freeze, flight disruption guarantees and
China’s electric vehicle market is thriving: stress, late-night meals or alcohol VIP support.
approximately 6 million EVs were sold in the consumption.
country in 2022, more than the rest of the The brand is pursuing a super app strategy,
world combined. However, while NIO and Your product, while focused on one health taking cues from APAC successes like airasia
other automakers like Polestar aim to elevate issue, could and should also address related and Grab. These apps appeal to the 60% of
the EV experience, privacy concerns have concerns. Embrace a holistic approach to global consumers seeking a single app that
arisen due to data collection efforts reportedly broaden its impact and align more closely with saves them time, data and money. See the city
aimed at improving UX. the intricate web of consumer wellbeing. If you of Brussels or Dubai Taxi for other travel
lack expertise, consider collaborating like Veri examples.
How can connected smart devices and Oura did.
continue to enhance the EV experience How will you optimize your traveler’s
while addressing privacy worries? How will you ensure your tech is as journey every (physical) step of the way?
interconnected as consumers' wellbeing?

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11. NON-PROFIT Q:
Which cross-industry opportunity will you explore first?

DRAFTED BY AI: NGOs pioneering next gen-AI ethics

The way gen AI could profoundly transform the Nonprofit & Social A NON-PROFIT
Cause sector is twofold. For starters, consider that 74% of US
nonprofits reported job vacancies in April 2023. To tackle workforce B LUXURY
shortages, gen AI could expedite and streamline labor-intensive
internal processes to free up budgets and reduce stress (two leading
C HEALTH
causes for vacancies within the nonprofit sector). Secondly, while the
increased level of global giving observed during the pandemic has
stabilized, gen AI could help to capture new donors’ attention
through novel text, imagery, videos and more. However, whenever
you utilize text-to-anything tools, always consider the potential
reputational concerns tied to AI. NGOs, the most trusted source of
information, must lead the way in wielding AI as a force for good.

NON-PROFIT LUXURY HEALTH

BLACKBAUD & JUSTGIVING CLADWELL HULI


Online giving boosted with AI-generated AI styling service helps users style items Healthcare startup streamlines processes
personal stories in their closets by reducing bureaucracy

In August 2023, software developer Blackbaud Cladwell is a US-based styling app that creates Developed by Costa Rican healthcare startup
introduced a generative AI-powered Story outfits for users based on items already in their Huli, HuliVida harnesses generative AI to
Enhancer to JustGiving, a UK-based online wardrobe. In July 2023, the brand added a centralize patient data into one app or
giving platform. The technology helps ChatGPT-based feature, Ask Cladwell, to offer platform. This makes it easier for users to save
fundraisers create and share personalized suggestions from prompts such as ‘Put and share their medical information with
stories – a task many find challenging but can together outfits inspired by the Barbie movie’. insurance providers, pharmacies, labs, patients
significantly impact fundraising. According to Cladwell, the average user adds and healthcare centers. HuliVida is available
125 items to their virtual closet selected from for free.
Over 850,000 fundraising pages were created up to 13 million available items in-app.
on JustGiving in 2022. Of these, 35% used the Huli consolidates patients’ medical records,
platform’s pre-written content, despite the fact Is Cher Horowitz’s digital wardrobe finally a streamlining communication among various
that pages including a clear and personal reality? Cladwell – and similar services like parties, and reducing the chances of
narrative netted 65% more in funding. Just Indyx – align with luxury shoppers’ shift information being overlooked. This not only
don’t forget to infuse that content with a touch towards more conscious consumerism by fosters simplicity regarding patient care but
of personal authenticity: this will ensure building outfits based on what users already also accelerates information sharing. Can you
narratives resonate with donors. own.
💡 take it one step further and reduce medical
jargon, too?
💡 How can gen AI help time-poor How will your brand leverage gen AI- 💡
fundraisers co-craft compelling content that powered tools to extend the customer How will you utilize new-age tech to
increases donations? journey post-purchase? reduce (medical) bureaucracy and related
communication challenges?

12. RETAIL Q:
Which cross-industry opportunity will you explore first?

GREEN THEATER: Eco-initiatives take center stage in retail


stores
A RETAIL
Greenwashing scandals and shrinkflation have strained consumer-
retailer relations. How to regain trust? Turn in-store shopping B FOOD & BEVERAGE
experiences into eco theaters that clearly communicate green
credentials and validate net-zero pledges. This isn’t about an
C TRAVEL
opportunity to sell more products or shift the onus onto consumers
via in-store repair centers and waste reduction initiatives (although
these remain important). Instead, it’s a chance to create an
entertaining physical shopping experience that is centered around
eco-education and makes shoppers part of your ongoing
sustainability journey. With the future of physical retail still under
discussion, giving shoppers a front-row seat to your GREEN THEATER
could give your brand the edge...

RETAIL FOOD & BEVERAGE TRAVEL

SELFRIDGES & ALLBIRDS BANPUNEXT AND ROOTS DELTA HOTELS BY MARRIOTT


Footwear brand highlights shoes' carbon Clean energy provider highlights carbon Hotel cuts single-use plastics with
impact with clever pop-up impact with pop-up café atmospheric water generators

During July and August 2023, the London Smart energy provider Banpu NEXT has In March 2023, Delta Hotels by Marriott in
department store Selfridges showcased a partnered with Roots micro-roastery to Dubai Investment Park announced that it had
climate-focused pop-up from footwear brand introduce the Infinite Café, a clean energy installed two of Airowater’s Atmospheric Water
Allbirds. The Carbon Concept Store labeled pop-up café in Bangkok. Active from July to Generators; appliances that transform air
different sneakers with varying-sized black September 2023, the café generated its own humidity into drinkable water. Each appliance
spheres representing their respective carbon electricity, implemented intelligent waste generates between 500 and 1,000 liters of
footprint. Allbird’s centerpiece was the entirely management, offered visitors transportation water per day, which is enough to supply the
carbon-neutral M0.0NSHOT prototype, set to via electric tuk-tuk and highlighted the carbon entire hotel. Glass water bottles were placed
launch in Spring 2024 emissions mitigated with every coffee across the complex, removing plastic from the
purchase. equation. The hotel claims it saves 11,000 kg
Despite Allbirds promoting carbon footprint of plastic for every 1,000 liters of water
awareness since 2020, only a third of their Consider that 15% of APAC consumers don’t created.
customers can confidently explain the buy sustainable goods because of a lack of
meaning of carbon. Playful visuals can grab information, and when information is available, If even something as elementary as drinking
attention, but the challenge is ensuring you it’s often conflicting or contradictory. This water, sitting and sidewalks can be turned into
deliver a universally clear message.
💡 means making eco-credentials the star of the a green spectacle, you have no excuses.
💡
show while highlighting how you verified your
💡
How can you communicate with clarity claims. What parts of your physical space could
and ensure your sustainability message do with an entertaining eco-overhaul? No
means the same thing to every consumer? How will you ensure you allay consumer greenwashing allowed!
concerns with your eco-performance?

13. SOCIAL MEDIA Q:


Which cross-industry opportunity will you explore first?

FACTUAL HEALING: Generative AI — truth friend or foe?

Research indicates that AI-powered image generators accept over A SOCIAL MEDIA
85% of prompts to create evidence for mis- and disinformation
claims. As social media companies row back on content control and B FINANCIAL SERVICES
governments ramp up AI legislation, there are opportunities for
brands to implement community-led control measures that ease
C CONSUMER TECH
consumer concerns about generative AI and the ever-expanding
reach of misinformation. For brands, content labeling, corrective
information from authority figures, content moderation and improved
digital literacy can be implemented into social media strategies and
brand activations to counter the spread of unverified information. In
an era where brands may even be responsible for the dissemination
of misinformation, how will you provide FACTUAL HEALING?

SOCIAL MEDIA FINANCIAL SERVICES CONSUMER TECH

TIKTOK SWYFTX CHATNETZERO


TikTok launches label to disclose AI- Scheme rewards participants for learning AI-powered chatbot fact-checks climate
generated content about crypto scams claims

In September 2023, TikTok launched a global To help its users identify crypto scams, in Launched in September 2023, ChatNetZero is
tool to help creators label their AI-generated September 2023, the cryptocurrency an AI-powered chatbot designed by a global
content, making it easier for creators to comply exchange Swyftx launched an ‘earn and learn’ consortium of scientists to answer climate-
with TikTok’s Community Guidelines’ synthetic education platform. The Australia-based related questions. The chatbot is built on
media policy, introduced earlier in 2023 to company is offering participants AUD 5 in credible reports and expert-verified data to
combat misinformation. The platform also Bitcoin upon completion of the first course on decipher complex nuances surrounding net
started testing automatic labeling of AI- fundamental analysis. Swyftx expects 80,000 zero and determine the credibility of
generated content. Australians to participate in the scheme. decarbonization plans set by businesses,
governments and financial institutions.
Digital signatures and content labeling can’t History has shown that where verified advice is
come quickly enough, and social media slow and absent, it leaves space for Climate is another high-interest subject for
companies are well-placed to take action. misinformation and disinformation to grow disinformation due to its emotive nature. As
Healthcare content such as diet, exercise and quickly. In a volatile market like crypto, extreme weather events intensify, so too does
sexual health has proven particularly discerning fact from fiction is essential. misinformation. However, many fact-checking
problematic due to posts with high levels of Especially knowing that fake news can travel tools are developed in English and
reach containing inaccurate information and
💡 six times faster than the truth. disinformation in other languages continues to
racial disparities. go under the radar.
💡
💡 How will you incentivize truth-seeking
Can you target crucial information topics behavior? Can you use AI to detect and moderate
first to help consumers find trustworthy, disinformation or disseminate evidence-
data-backed advice? based information in multiple languages?

14. TRAVEL Q:
Which cross-industry opportunity will you explore first?

BRAND BUTLERS: Rebuilding trust with perks and add-


ons
A TRAVEL
Rather than clipping their wings, price inflation appears to be driving
consumer interest in travel, with the top motivation being ‘to escape B HOME & LIVING
the day-to-day’. However, some brands have been exposed,
exploiting this wanderlust to recoup pandemic losses, from skip-
C MOBILITY
lagging crackdowns to non-inclusive deals and hotel ‘junk fees’. To
reaffirm trust, hospitality brands need to implement no-nonsense
shortcuts and benefits that put consumer needs first. Trust is a
valuable asset within the industry and can provide rich returns: 48% of
consumers will buy add-ons if they trust a travel provider, and 42%
will consider upgrading their package. While reprimanded brands
make bashful apologies for errant behavior, others are introducing
super-practical features to show consumers who is on their side.

TRAVEL HOME & LIVING MOBILITY

CLEARTRIP PRAXIS PORSCHE


‘Cancel For No Reason’ policy sees surge App analyzes user photos to provide Automaker opens luxury charging
in hotel reservations home energy-saving tips lounges for EV drivers

With its ‘Cancel For No Reason’ policy, the In October 2023, Dutch DIY retailer Praxis July 2023 saw luxury automaker Porsche open
India-based booking platform ClearTrip gives added a 'Sustainability Check' to its free app. the first Porsche Charging Lounge. Using their
vacationers the ability to receive a full refund The Praxis Plus app uses AI algorithms and Porsche ID, EV and plug-in hybrid drivers can
on their booking right up until check-in, with image recognition to offer an action plan, access the lounge 24/7, which features
no justification and at no extra cost to the required tools and step-by-step video tutorials charging points, refreshments, reading
consumer. Unveiled in September 2023, the for energy-efficiency home improvements, material, digital media, wifi and a smart mirror
feature spurred a 220% increase in hotel based on just one photo of a room in the for workouts. Situated in Germany, the
bookings. user’s house. structure relies on clean energy from its
rooftop solar panel.
Dynamic pricing models can make booking Faced with skyrocketing costs for gas and
accommodation feel more akin to a game of electricity, 96% of Dutch households took at As EV infrastructure builds and drivers’ range
Russian Roulette. Consider how you can least one measure to lower their energy bills anxiety decreases, charging providers need to
relieve anxiety from the booking process – last winter. In 2024, brands looking to promote differentiate themselves with faster charging
particularly for the one-third of consumers sustainability measures must go beyond an AI speeds, unique features, or competitive
globally who filter by ‘refundable cancellation hook, and seamlessly streamline the consumer pricing. Consider that cross-industry
policies’. If you can’t offer a get-out clause, at journey from start to finish. expectations are now manifesting inside the
least
💡 be transparent about when and why your 💡 car.
💡
prices fluctuate. How can you combine tailor-made
advice with practical steps that turn Could you partner with a non-mobility
How can you display empathy overwhelm into action? brand to leverage personalized services for
throughout every step of the customer EV drivers?
journey?

15. WORK & LEARNING Q:


Which cross-industry opportunity will you explore first?

SKILLS FOR ALL: Nurturing an AI-ready workforce

Gen AI is rapidly being incorporated into work and daily life, but while A WORK & LEARNING
86% of US employees want to use gen AI at work, only 50% of
employers have drafted a gen AI policy. Both employees and B BEAUTY
students require a broader understanding of analytical and
generative AI: how it can be utilized, its impact and how to think with
C RETAIL
it. As the digital skills gap widens (jumping from 55% to 69% between
2021 and 2022), implementing a culture of continuous learning is
vital. Additionally, one study found that workers with the least
experience saw the biggest increase in productivity when given
access to a conversational assistant. How can you ensure everyone
can thrive in workplaces and institutions rapidly being reshaped by
new technologies? Consider AI an enhancement, not a replacement!

WORK & LEARNING BEAUTY RETAIL

RAPPI DERMALOGICA WALMART


Reducing electrical waste through Skincare brand uses ChatGPT for Retailer’s generative AI tool expedites
recycling and repair therapist education and upskilling corporate tasks

In May 2023, super-app Rappi announced a To enhance professional training, UK-based In August 2023, Walmart unveiled a generative
collaboration with Microsoft to promote digital skincare brand Dermalogica integrated a AI tool called My Assistant to 50,000 of its
inclusion and economic progress in Latin ChatGPT function to complement its skin-care employees. Intended for the US supermarket
America. The ‘Tech for All’ initiative provides treatment manual, ‘Dermalogica: The Book’. chain’s corporate employees, the tool
free education in digital literacy, The AI integration offers an efficient and accelerates draft writing, provides inspiration
entrepreneurship and business administration. tailored approach for therapists to learn from and summarizes documents, aiming to help
Available to all Rappi delivery workers, the the brand’s knowledge bank about products, employees “work faster and more efficiently”
program aims to reach over 350,000 applications and salon setup. rather than replace staff members.
individuals.
Using conversational AI to help experts dive Large enterprises – like global consultancy firm
Consider how you can combine traditional into content and learn is a prime example of McKinsey – are waking up to the productivity
upskilling topics with digital literacy, as the how AI technology can empower professionals benefits of gen AI rolled out at scale.
unicorn startup does. The next step? instead of replacing them. Note that the Implementing gen AI for all employees (not
Extending that knowledge to people outside Dermalogica book is still available in its just a select few) ensures SKILLS FOR ALL
of your organization: Rappi offers course traditional web format, ensuring the brand while assuaging tech anxiety: 26% of US and
material to riders’ families, too. This is what doesn’t force people into something they may UK workers are worried they will be viewed as
scaling for impact looks like! not be ready to use. ‘lazy’ by colleagues for using AI.

How can you help break the cycle of How can you enrich in-house expert How can you tackle the negative
limited opportunities as a result of digital knowledge with generative AI tools? perceptions of gen AI-enabled tools?
illiteracy?

Also...

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Many hands worked on our 2024 Trend


Check

Words
Erick Smet
Caitlin Hughan
Vicki Loomes
Liesbeth den Toom
Robbie Hodges
Franziska Füsting
Galina Yordanov

Design & Production


Nikki Ritmeijer
Sanya Gurung
Riz Razak
Máté Orbán

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