The Digital Consumer in 2019 - A summary of top predictions from major industry trend reports SYZYGY DIGITAL INSIGHT 2019 - Digital Wellbeing
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The Digital Consumer in 2019
A summary of top predictions
from major industry trend reports
SYZYGY DIGITAL INSIGHT 2019
Pantone
colour of the
year 2019
Living coral
#FA7268
The Digital Consumer in 2019 THE DIGITAL CONSUMER IN 2019 Every year, the agency world predicts the key trends that will shape online consumer behaviour over the coming year. Through a thematic analysis, we've distilled 200MB of predictions from 20 top trend forecasting reports into 9 need-to-know core trends for 2019. These 9 ‘trends of trends’ represent the key changes in how consumers will use digital technology to meet their underlying needs. As such, they represent a consensus view from industry for how to be on-trend, create value, improve experience and build relevance in 2019. SYZYGY Digital Insight 2
SUMMARY: THE DIGITAL
CONSUMER IN 2019
Augmented
9 trends driving changes in Humanity
consumer behaviour
Trust Maximum
Issues Security
Green Purpose Digital
Shift Pays Wellbeing
Visual Voice
Culture First
Smart
Automation
The Digital Consumer in 2019
EXECUTIVE SUMMARY
In 2019, digital consumer behaviour will take a defensive turn. The
major theme emerging from 2019 trend reports is that consumers will
seek protection and security from a world of real or imagined threats.
The winning USP in 2019? We will keep you safe.
If consumers are expected to look for protection from threats, what
exactly are they looking for? The one meta-theme emerging from
trend reports is the quest for wellbeing. In a disruptive, divided and
divisive world consumers are looking to find equilibrium, balance and
meaning in their personal, social, digital and work lives.
Many forecasters are predicting an increased consumer concern for
digital wellbeing. Expect consumers to be more mindful of perceived
risks associated with elevated screen-time, excessive social media
use and device-dependency.
To the degree that human wellbeing ultimately depends on the
wellbeing of the planet, expect a ‘green-shift' trend to more
sustainable conscious consumerism in digital and beyond. Similarly,
expect consumers to embrace brands and businesses that use digital
technology to promote consumer wellbeing by balancing their profit
motive with a commitment to purpose, people and the planet.
So the overall message to brands is simple and clear. To succeed in
2019, put the wellbeing of consumers at the heart of your strategy.
SYZYGY Digital Insight 4
COMMENTARY: 2019 CONSUMER PSYCHOLOGY IN GERMANY
Dr. Paul Marsden, SYZYGY’s consumer psychologist, interprets the suffering from mental health issues such as anxiety disorders, panic
latest trend reports and suggest that brands will need to connect with a attacks or depression.
new ‘Generation Z’ mindset in 2019.
As Gen Z takes over the reigns of consumer culture from Millennial
Trend forecasting is more art than science. So the 2019 reports on predecessors, it makes sense that their generational concerns come to
global consumer trends should be read with a pinch of salt. the fore. So anxious consumers are looking for digital solutions that
Nevertheless, this year’s trend reports are interesting because they make their world safer (‘maximum security’, ‘digital wellbeing’), restore
display a remarkable consistency in their predictions. trust (‘trust issues’) and help them cope better in a challenging world
(‘augmented humanity’). They are looking for brands to make a broken
Overall, we can expect consumers to be less confident, more fearful world better (‘purpose pays’, ‘green-shift’). And of course they are
and increasingly security-conscious in 2019. German data from looking for technology to help them better navigate their digitally-
January 2019 supports this prediction and reveals a 5% drop in German powered lives (‘voice-first’, ‘visual culture’, ‘smart automation’).
consumer confidence over the last 12 months.
What does this means for consumer brands? What can brands do to
The 2019 trends also make sense from a generational perspective. In reconnect digitally with consumers in 2019? Addressing the underlying
Germany, we are experiencing the emerging influence of Generation Z needs shaping trends in consumer behaviour is key. Also helpful will be
on consumer culture. ‘Gen Z’ is the generational cohort of adults and a sensitivity to consumer wellbeing in 2019. Psychologically, wellbeing
teens born after 1995, and represents the first generation of pure digital is a state in which life is experienced and evaluated positively, and
natives. As it comes of age, Gen Z is raising the bar on overall consumer which depends on having confidence in facing life’s challenges.
expectations based on experiences with the on-demand digital However, as the German consumer confidence data and 2019 trends
economy. show, consumers are low on confidence. So the opportunity is clear. If
consumer brands bottle and sell confidence, reassurance and safety
Generational research also indicates that Gen Z is shaping up to be 2019, then they will thrive. In short, the winning value proposition in
less confident, less hopeful and more anxious than its Millennial elders. 2019 in Germany is ‘we will keep you safe’.
For example, here in Germany depression among young adults has
risen 76% over the past decade, with one in four young adults now SYZYGY wishes you a safe and prosperous 2019.
The Digital Consumer in 2019
1. AUGMENTED HUMANITY
2019 will not be the year that Augmented Reality takes off. Instead, it
will be the year that ‘Augmented Humanity’ drives behaviour as
consumers turn to technology to enhance performance and potential.
Isobar name-checks ‘augmented humanity’ as the meta trend of 2019
to denote the use of personal technology to enrich life and enhance
performance. Canvas8 concurs, proposing that people will look to
technology to boost their personal capabilities and competences.
Foresight Factory, Trendwatching and Trendhunter all expect
augmented humanity to express itself through a growing desire for
‘educator brands’ that ‘future-proof’ people with the skills, knowledge
and connections needed to win in a disrupted future. Likewise,
Ericsson sees consumers turning to the ‘Internet of Skills’ to acquire
and master new skills. Trendhunter sees an increased role for
influencers in a growing desire for online education.
Beyond education, R/GA predicts the rise of XR (extended or
experiential reality) that combines technologies that augment and
extend human experience. Gartner expects this technology to deliver
more immersive experiences. In the spirit of self-improvement, Mintel
anticipates the rise of the brand challenge, where consumers are
invited to step outside of their comfort zone and push themselves to
the limit.
SYZYGY Digital Insight 6
The Digital Consumer in 2019 2. TRUST ISSUES In a post-truth world of fake news, propaganda bots and data breaches, expect a trust deficit to grow between consumers and brands. Forrester dub 2019 the year of ‘Zero Trust’. In a climate of distrust, JWT expects a ‘reputational reckoning’ for technology if it is perceived as manipulating, modifying and monetising consumer behaviour. JWT anticipates a rise in online fact-checking as distrustful consumers opt for brand facts over brand stories. In 2019, expect consumers to be more wary of brands losing, abusing or misusing personal data. Forrester predicts that one consumer brand will lose 25% of its value through a data scandal this year. Contagious foresees more wariness of surveillance tech used to track consumers. Canvas8, Mindshare, R/GA, WGSN and Edelman all expect increased appeal for digital technology that builds rather than erodes brand transparency, brand accountability and brand truth. JWT, Accenture, Gartner and R/GA expect consumer-first empowering privacy policies and digital ethics to appeal in 2019. SYZYGY Digital Insight 7
The Digital Consumer in 2019
3. MAXIMUM SECURITY
Tagged as the new mega-trend for 2019, Trendwatching predicts that
safety and security will be top of mind for consumers in 2019. Safety-
first and security-conscious consumers will be drawn to brands
promising to provide safe harbour in a disrupted and volatile world.
Following massive data breaches, Trendwatching, Trendhunter, and
R/GA all expect that personal data security will remain a top concern
in 2019. Personal security will also be a priority, with Future Lab,
Trendwatching and Isobar predicting an increased need to feel safe
at home, out and about, at work and in education. In this context,
Trendhunter anticipates a growing acceptance of technology
designed to enhance public and private security, including facial
recognition technology.
Foresight Factory predicts the rise of a ‘prepper mindset’ among
consumers as they prepare to cope with real or imagined threats. As
political polarisation raises concerns about future stability, Canvas8
expects personal security, financial security and home security
technology to have enhanced appeal in 2019. Future Lab predicts
financial insecurity will be on the minds of more consumers in
slowing, unequal or volatile economies.
SYZYGY Digital Insight 8The Digital Consumer in 2019 4. GREEN SHIFT As sustainability goes mainstream, expect increased concerns about the effects of digital technology on the environment. Say hello to digital sustainability. Does e-commerce help or harm the environment? What about on- demand services, server farms, electric cars, batteries, digital devices or their packaging? For JWT, brand sustainability will be the new need-to-have requirement in 2019. Facebook IQ notes the desire for green and sustainable products across consumer categories. Foresight Factory predicts a war on waste in 2019 as the desire for responsible consumption grows. Digital products and services that reduce, recycle or re-use will appeal. For CB Insights, green is the new black in technology. Expect customer journey maps to be redrawn with the end-user placed at the centre of a circular economy. Ericsson predicts the rise of an ‘eco-me’ trend, in which digital technology promotes self-knowledge about environmental impact and offers solutions to help reduce it. Ford expects consumers will turn to brands to help them lower their environmental footprint. Expect more technology for tracking and reporting the environmental impact of people and brands. With increased concern over the environmental impact of physical products and experiences, Future Lab predicts a consumer shift to virtual products and experiences. SYZYGY Digital Insight 9
The Digital Consumer in 2019
5. PURPOSE PAYS
In 2019, expect consumers to align their purchases with their values
and beliefs. In a new era of ‘woke’ consumerism, brands will profit
from taking a stand for communities and causes, and against
perceived injustices and harm.
JWT, R/GA and Future Lab predict a growing role for brands in solving
real-world problems and embracing new roles as civic leaders,
advocates and positive change agents. Ogilvy suggests a shift from
value-driven consumer behaviour to values driven consumer
behaviour. Digital tools and content aligned with, and promoting,
purpose will resonate. Fjord predicts that consumers will use a
purpose filter to clear out junk tech and digital spam from their lives.
Trendwatching expects the emergence of the ‘Internet of Better
Things’, where connectivity is put to the service of people, purpose
and the planet.
To address what Euromonitor calls the rise of the conscious
consumer, Forrester predicts that 2019 will be the year that purpose
regains meaning. 20% of brands are expected refine and revitalise
purpose. Contagious expects a new era in which brands no longer
shy away from polarising political and social issues. Forrester
anticipates that 75% of consumer brands will be tempted to ‘enter the
outrage’ and take a stand against injustice in 2019. 50% of those
efforts are predicted to be tone-deaf and to fail.
SYZYGY Digital Insight 10The Digital Consumer in 2019 6. DIGITAL WELLBEING The wellbeing mega-trend turns digital in 2019, as consumers embrace new products, services and behaviours designed to help sooth unstable, constantly connected lifestyles. JWT, R/GA and Mintel all expect a growing consumer wariness of hazards associated with excessive screen-time, social media and Big Tech. Expect digital to be in the dock for undermining mental, physical and relationship health. JWT and Mindshare anticipate consumers becoming more mindful and critical of digital dependency and digital habits in 2019. Will digital wellbeing tools from Google, Apple and Facebook mitigate the risk of Big Tech being labelled as the new Big Tobacco? Canvas8 and Isobar see a consumer push for a healthier balance and equilibrium between digital and physical lives. As the desire to temporarily disconnect grows, Euromonitor predicts the rise of JOMO – the joy of missing out. Beyond mitigating digital hazards, CB Insights and Mintel foresee increased demand for technology that positively enhances personal wellness and wellbeing, particularly in the areas of sleep, sex and seniors. Foresight Factory, Ericsson, Euromonitor and Contagious all expect the growth of health-tech as consumers turn to technology for self-diagnosis, self-care and treatment. SYZYGY Digital Insight 11
The Digital Consumer in 2019
7. VOICE FIRST
In 2019, more consumers will shift from mobile-first to a voice-first
mindset as they become more comfortable with talking to digital
devices, websites and virtual assistants.
Mindshare and Isobar see increased adoption of voice interfaces
representing a shift to a more human-centric and deeper relationship
between humans and technology. Mindshare expects voice to bring a
new level of intimacy, emotion and personal connection to
interactions not offered by any other medium. The continued growth
of smart speakers is expected, powered the SAGA virtual assistants –
Siri, Alexa, Google Assistant. Ogilvy expects innovations in
personalised voice response, contextual understanding, and voice
integration.
Accenture expects continued growth in voice search, with
implications for how brands structure, present and promote digital
information in 2019. R/GA anticipates more hand-free voice apps in
2019, but predicts 50% will fail because of poor customer and
contextual understand. Forrester expects a backlash over poorly
executed corporate chatbots that fail to live up to expectations.
CB Insights sees Amazon laying more foundations for voice shopping
but doubts this will take off in 2019. But as consumers come to
embrace voice, Trendhunter and R/GA expect more consumer
marketing campaigns that integrate with voice assistants.
SYZYGY Digital Insight 12The Digital Consumer in 2019 8. VISUAL CULTURE In 2019, visual culture will dominate online, powered by social media and enhanced by new innovations in computer vision, visual search and facial recognition. JWT predicts a growing appeal for made-for-Instagram moments in travel, shopping, entertainment, beauty, tourism, food and packaging. Trendhunter and Fjord expect museums, galleries and public spaces to boost their Instagram appeal for image conscious and status seeking consumers. Future Lab expects more consumers to use Instagram for inspiration in 2019, and for the ‘Instagram- ability’ of brands to drive consumer choice. Facebook IQ and Mindshare see more shopping on social media as visual search and e-commerce functionality evolves. A new generation of virtual social media influencers led by Lil Miquela will become popular, according to JWT, Contagious, Fjord and Mindshare. For CB Insights, the future of online visual culture includes ByteDance, valued at $75bn. Expect more consumers to make even more use of their phone camera in 2019. McKinsey, Accenture and CB Insights all expect visual search to gain traction as advances in computer vision take off. CB Insights anticipates a greater use of data visualisation, including online maps incorporating real-world and real-time data @lilmiquela layers. SYZYGY Digital Insight 13
The Digital Consumer in 2019
9. SMART AUTOMATION
In 2019, expect more consumers to turn to automation technology to
outsource routine or tedious tasks.
For Mindshare, Euromonitor and Trendhunter, consumer-centric
automation will be driven by the need to save time and effort.
Ericsson cites research showing that half of all virtual assistant users
now want their assistants to look after bills and subscriptions, as well
as self-restocking household supplies. Foresight Factory expects
consumers to turn to brands for help, inviting trusted brands to step
in, take decisions, and act on their behalf.
Ericsson sees an increasingly ‘Automated Society’ in 2019, in which
more chores are performed without consumer intervention or
assistance. Gartner predicts that the Internet of Smart Things and
virtual assistants will benefit in 2019.
In retail, Ogilvy expects the rise of the unmanned and automated
store. Ericsson and Future Lab expect more consumers to outsource
more shopping chores to technology through fully-automated ‘zero-
touch consumption’.
SYZYGY Digital Insight 14The Digital Consumer in 2019
SUMMARY: 9 KEY QUESTIONS FOR DIGITAL EXPERIENCE IN 2019
Augmented Humanity Trust Issues Maximum Security
How can digital improve How can digital enhance How can digital help
consumer capability and (rather than erode) consumers feel more safe
competence? consumer trust? and secure?
Green Shift Purpose Pays Digital Wellbeing
How can digital help How can digital promote a How can digital benefit the
consumers reduce their purpose that matters to physical and mental health
environmental footprint? consumers? of consumers?
Visual Culture Voice First Smart Automation
How can digital enable How can digital save
How can digital help consumers
keyboard-free voice people time and effort
know, do, find or buy visually?
interaction? by automating chores?
SYZYGY Digital Insight 15The Digital Consumer in 2019 STRATEGIC IMPLICATIONS The overarching theme emerging from these nine trends is clear. Consumers want human-first experiences in 2019. This means brands becoming more human, embracing human purpose, human needs and human goals. It means using technology to help humans flourish, thrive and grow. It means a digital strategy that is focused on people, purpose and planet as well as profit. At SYZYGY, we believe in human-first. We are evolving into the human experience company, partnering with our clients to create positive human impact, enabled and scaled by technology. We are part of ‘Team Human’. Join us. SYZYGY Digital Insight 16
The Digital Consumer in 2019 REFERENCES & SOURCES Canvas8 - Expert Outlook 2019 (link) Forrester - Predictions 2019 (link) CB Insights – Top Tech Trends 2019 (link) Future Lab - Future Forecast 2019 (link) Contagious – Most Contagious (link) Isobar – Trends Report 2019 (link) Edelman Digital – Trends Report 2019 (link) JWT Intelligence – Future 100 2109 (link) Ericsson - Hot Consumer Trends 2019 (link) Mindshare - Trends 2019 (link) Euromonitor - Top 10 Global Consumer Trends 2019 (link) Mintel - Global Consumer Trends 2019 (link) Facebook IQ - 2019 Topics & Trends Report (link) Ogilvy Consulting - Trends for 2019 (link) Fjord - Trends 2019 (link) R/GA – What to Watch in 2019 (link) Ford - Trends 2019 (link) Trendhunter - Trend Report 2019 (link) Foresight Factory - Trending 2019 (link) Trendwatching - Trend Report 2019 (link) SYZYGY Digital Insight 17
The Digital Consumer in 2019
ABOUT SYZYGY
We are SYZYGY - the Human Experience company.
We partner with clients to create positive impact, enabled and scaled by technology.
With a team of 650 across 8 global locations, we ideate, plan, design, build, activate and maintain experiences that matter to
people and grow businesses. You can find us in Bad Homburg, Berlin, Frankfurt, Hamburg, Munich, London, New York and Warsaw.
In addition to our main brand, SYZYGY, and strategy consultancy firm diffferent, our agency group includes Polish design studio Ars
Thanea and consultancy USEEDS°, which specialises in the customer experience. Our clients include prestigious brands such as
AVIS, BMW, comdirect bank, Commerzbank, Daimler, Deutsche Bank, Mazda, Miles & More, o2 and health insurer Techniker. We are
part of the WPP Group.
Our beliefs:
• We believe that every contact with a brand is an experience, be it a product, service, platform or communication experience.
• Each experience is the result of human interaction which is why our thinking is human-centric, across employees, clients and
their customers.
• We believe Technology and Data are crucial, but serve a higher aim - to allow for better experiences.
• Most importantly, we don’t create experiences to make money, we make money by creating better experiences.
Contact: SYZYGY | Börsenstraße 2-4 | 60313 Frankfurt am Main | Germany | +49 69 710414100 | syzygy.de
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