PHD trends for 2015

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TRENDS
FOR 2015

CONTENTS
WELCOME
KEY FACTORS OF CHANGE
2014 KEY TRENDS THAT WILL EVOLVE IN 2015
2015 TRENDS
CONTACT
TRENDS FOR
2015

CONTRIBUTORS
ROBERT RAY
MANAGING
DIRECTOR
PHD GLOBAL
STRATEGY UNIT
VIRGINIA
ALVAREZ
EMEA INSIGHT
DIRECTOR
VERA
SIMPLICIO
EMEA SENIOR
INSIGHT MANAGER
LILIYA GRECHINA
EMEA INSIGHT
EXECUTIVE
CHELSEA
HORNCASTLE
EMEA INSIGHT
MANAGER
TRENDS
FOR 2015
CONSUMER BEHAVIOUR IS CHANGING
RAPIDLY. AS CONSUMERS’ NEEDS,
WANTS AND EXPECTATIONS EVOLVE,
BRANDS NEED TO IDENTIFY NEW
WAYS TO RESPOND SO AS NOT TO
FALL BEHIND THE CURVE.
This presentation summarises our predictions
for some of the key trends that will shape
consumers, retailers and media over the
coming year.
We will start by looking at key 2014 trends
suggesting how they will evolve over the next
12 months. We will then explore 10 new trends
to look out for in 2015.
INTRODUCTION
WE HOPE YOU
ENJOY READING IT.
EXECUTIVE SUMMARY 2015 TRENDS CONTACTWELCOME
2014 KEY TRENDS THAT WILL
EVOLVE IN 2015

TRENDS
FOR 2015
CHANGING
CONSUMER
BEHAVIOURS
As our economies and
environments evolve, consumer
wants and needs shift creating
main factors of change. The
main identified 2015 factors of
change include the conscious
consumer, technological &
digital lifestyle, multi-social
behaviour, desire for
personalised experiences and
acceptant, collaborative attitude.
INFLUENCING
TREND ADOPTION
RATES ACROSS
COUNTRIES
The adoption of trends vary
from country to country. The
reasons are diverse, but two key
attributes are Gross Domestic
Product growth and the
adoption rate of new
technologies.
AFFECTING
MARKETING AND
ADVERTISING
A person spends 11.21 hours a
day on various forms of media,
of which 6.09 hours are online
and 5.12 are offline. Consumers
are also willing and welcoming
products and services that are
filling dead-time – with an
increase in online, gaming and
social behaviours.
EVOLVE IN 2015

TRENDS
FOR 2015
EVOLVE IN 2015
Sources: Future Foundation, eMarketer, The World Bank, United Nations
CHANGING CONSUMER BEHAVIOURS
Consumers are finding basic needs ever more readily met as wealth and education rise.
As basic needs are meet, consumers satisfaction becomes more experiential and less materialistic.
People are looking for greater personalised goods and services, as well as new and exciting
experiences. Overall the European, Middle East and African market has 1,110 million consumers
with increasing market confidence as GDP growth rates rise. In 2015, the World Bank predicts a
3.7% growth in GDP for Europe and Central Asia, a 3.6% increase for the Middle East and North
Africa and a 5.1% rise for Sub-Saharan Africa.
Ageing and immigration are two key population changes impacting consumers.
People 60 years or over will double from 2013 to 2050 reaching more than 2 billion worldwide.
The population might be ageing, but millions are now expected to live longer, healthier lives.
Moreover, in 2013 1 billion of the world’s population were migrants, of which 214 million were
international migrants. Although many of these people return home, they have an increased
knowledge of the world and choice.
Technologies become more accessible, portable, versatile, multi-functional.
Technology is further accelerating the connected consumer, empowering them through instant
communication and immediate information allowing users to practically accomplish anything on-
the-go. In 2014 Europe, Middle East and Africa had 591.5 million internet users, up 25% from
2013. Many still fear the lack of privacy online, however the perceived benefits of modern
networking generally trump such concerns.
NEXTBACK

TRENDS
FOR 2015
EVOLVE IN 2015
AFFECTING MARKETING AND ADVERTISING
Sources: GlobalWebIndex, Future Foundation, eMarketer, Trendwatching.com
Increased Originality.
As consumer attention becomes fragmented, brands are having
to adopt original advertising to cuts-through. Traditional
advertisement is becoming more and more creative to stand-
out or help consumers in their every day lives.
Desire for greater human like interactions.
Big data analysis is crucial for brand success both on the data it can
provide about its customers, as well as on how they can interact with
consumers gaining mutual benefits. Consumers increasingly expect
brands to become more human in how they interact – becoming
almost friends – from personalised customer services to open
communication to inviting consumer collaboration.
Greater presence across platforms in a uniform way.
Social media allows brands to become present in consumer lives
on their terms. It has changed the environment in ways brands
can interact with consumers, with short-form content is being
created in the hopes of becoming viral. Brands that do cut-
through also attract consumer generated content, which
personalises brand’s original content and are also shared online.
Nivea launched an initiative
enabling parents to keep track of
their kids at the beach, with a
removable Bluetooth-enabled
bracelet magazine ad to be used
with a free mobile app.
Samsung over a five-day period
in France, invited consumers to
share the problems they had
experienced with their mobile
phones on social media using the
hashtag #FailNoMore.
#alpronista: a campaign to
encourage people to cook at home,
where Dutch shoppers were sent a
free food package, encouraged to
cook a 3 course meal and share
their efforts online.
NEXTBACK

TRENDS
FOR 2015
EVOLVE IN 2015
INFLUENCING TREND ADOPTION RATES ACROSS COUNTRIES
Sources: GlobalWebIndex, Future Foundation, eMarketer, The World
Bank, we are social
3,6%
-0,1%
4,7%
2,4%
1,9%
4,7%
3,7% 3,6%
5,1%
Europe & Central
Asia
Middle East and
North Africa
Sub-Saharan
Africa
2013 2014 2015
PROJECTED GDP GROWTH
Percentage change year-on-year
40%
27%
7%
47%
37%
9%
55%
44%
11%
Western Europe Central & Eastern
Europe
Middle East &
Africa
2013 2014 2015
SMARTPHONE USER PENETRATION
Percentage of population
Growth in GDP fluctuates across regions and countries.
New technology adoption rate variations across countries.
Media consumption and technological adoption are essential to
understand the context of trends – for both manifestations, as
well as penetration. In 2014, traditional media consumption is
highest in mature internet markets, peaking at 56% in the
Netherlands. Saudi Arabia and the UAE account for some of
the largest mobile internet users, with people spending over
40% of their time online using mobile devices. Social media
penetration also varies and is most prevalent in the UAE
(80%), the UK (57%) and Turkey (45%).
With GDP slowly growing, consumer confidence is also
improving. However, the rate in which countries are
experiencing this increase varies. As a result, certain trends
are more prevalent in different local markets. In countries with
strong GDP growth, expect to see a stronger experiential
trend presence. While in markets with slower GDP growth,
anticipate a delayed experiential focus where 2014 discount
and bargaining trends will still be prevalent.
NEXTBACK

TRENDS
FOR 2015
EVOLVE IN 2015
LAST YEAR, WE HIGHLIGHTED THE MAIN TRENDS TO WATCH OUT FOR IN 2014. TRENDS
ARE BY DEFINITION ORGANIC, CONSTANTLY EVOLVING. HERE ARE THE 2014 TRENDS
THAT WILL CONTINUE TO EVOLVE IN 2015:
2014 TRENDS HOW THE TRENDS WILL EVOLVE IN 2015
The Polarisation of Luxury
The meaning of luxury has changed; genuine luxury must fight to retain
the definition of rarity against more accessible forms such as designer
high street items or gourmet ready meals.
Luxury Experienced
Luxury will become more experiential, with consumers spending more on
luxurious, unique and personalised experiences than on luxury goods.
Exclusive Collaboration
Big name brands are collaborating in order to either maximise their
impact on the market, or to enter markets where they previously had no
presence.
Polarised Offerings
Moving beyond mere collaboration, big name brands will increasingly
acquire and merge with unlikely partners in order to offer lower prices
and greater value.
Consumers In Control
Technology and the social media revolution has forever transformed
consumer demands and expectations of advertisers. They expect to be
engaged in two-way dialogue and appreciate relationships of fair exchange.
Big Data & Increased Privacy Concerns
Consumers will become increasingly wary about the amount of personal
data that firms seek to collect. Where data is provided, they will expect to
receive something tangible in return.
Mobile Empowered Consumer Intuitive Technology
With consumers feeling the need to be connected anywhere and
everywhere, brands will have plenty of opportunities to blend into this
intuitive digital ecosystem.
The All-Purpose Mobile
Mobiles devices will continue to transform the way consumers perform a
multitude of everyday tasks - from watching television, to seeking
information, to making financial transactions.
The New 21st Century Family
Demographic and lifestyle changes are leading to a shift in family
dynamics.
Accepting Today’s Modern Family
Family demographics will continue to change; the LGBT culture, for
example, is becoming increasingly mainstream.

TRENDS
FOR 2015
POLARISED OFFERINGLUXURY EXPERIENCED
Luxury continues to shift from the material to the experiential.
Though this trend has been identified previously, its impact is
becoming greater. Consumers want brands to provide exclusive
experiences associated with their product or service. These
experiences are an opportunity for people to share an exciting
moment via social media, indulging their need for recognition.
In February 2014, Harrods partnered with British Airways to
run an “In The Sky Catwalk” which featured Temperley
London, Jimmy Choo and Stella McCartney. The 200
passengers were also offered champagne and food.
WHAT IT MEANS FOR BUSINESSES
Brands should consider how they can provide unique and
exciting experiences, thinking about every moment that
consumers come into contact with them. Social media
applications should also be at the forefront of the experiences
to leverage consumers’ social networks and encourage brand
awareness.
In the long term, brands should move away from just
offering new, exciting encounters to actual meaningful
experiences.
As consumers became more focused on value, brands tried to
establish their worth by collaborating with unlikely partners. As
this trend continues to evolve, brands are now acquiring and
merging with unexpected businesses. The hope is that the brand
becomes more diverse in its offerings, increasing its
attractiveness and cementing consumer loyalty.
OPI collaborated with Ace Hardware’s Clark+Kensington paint
collection to develop a line of house paint colour palettes,
each featuring six shades.
Brands should consider how to use this additional value to
appeal to new audiences, markets and/or categories. They
should consider who they are trying to reach, what the
ultimate goal of the collaboration is, and whether a new
partnership is for the short or long term.
Formerly “Exclusive Collaboration”
EVOLVE IN 2015
Formerly “The Polarisation of Luxury”
Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com
NEXTBACK

TRENDS
FOR 2015
THE ALL-PURPOSE MOBILEBIG DATA & PRIVACY CONCERNS
Whilst some consumers are willing to give personal information
to a brand in return for added value (i.e. rewards or better
services), others want increased transparency about how their
information is being used, and more control over it. Consumers
expect personalised customer experience and tailored products,
however, they want to limit the information acquired by
companies. People feel that they are losing control over their
data and privacy. The increasing need for privacy has
contributed to anonymous apps, such as Secret and Snapchat,
gaining popularity over the last year.
In May 2014, Google launched a service enabling European
residents to request that their public data be removed from
online search results, instated after the European Union ruled
that people should have a “right to be forgotten”.
Brands should be more transparent about how data is
collected, and how they are going to use it. Brands should
also consider providing a real incentive to consumers to
giving their personal information - i.e. making it clear what
they stand to gain from providing it.
Mobile devices have become more integrated into consumers’
lives, and are now essential. In the last year, mobiles have been
made increasingly secure (e.g. biometric fingerprints) and are
equipped with cashless payment applications. However, a
disconnect still exists between what mobiles are able to do, and
how they are incorporated in everyday consumer interactions.
The Birds Eye pop-up restaurant in London offered diners the
option of paying for their meal with a photo shared on social
media using the hashtag #BirdsEyeInspiration. The concept
was to promote the brand’s new premium range.
Overall, brands should consider how mobile technology can
help them attract, retain and interact with their customers.
Consumers have embraced brands that have a fully-
integrated and seamless mobile experience. However, they
expect brands to offer mobile payment options as well.
Moreover, mobile devices are also increasingly affecting how
business operations can be done. This technology is providing
businesses with cheaper, simple and mobile payment options
and Point of Sales (POS) systems, etc.
Formerly “Mobile Empowered Consumer Intuitive Technology”
EVOLVE IN 2015
Formerly “Consumers In Control”
NEXTBACK

TRENDS
FOR 2015
ACCEPTING TODAY’S MODERN FAMILY
Even though this trend has been around for years, it is starting to pick up speed. This past year, we have seen more countries pass
laws that permit same-sex marriages, as well as brands starting to embrace and advocate for the LGBT community. However, this
trend extends beyond the LGBT community – for example, women are increasingly involved in the workforce, and it is becoming
more acceptable for dads to choose to be the primary caregivers for their children.
Consumers want to see brands reflect the modern reality of
what family is, thinking about dynamics and composition, etc.
Brands can provide customised products or services to
include different types of families, advocate for modern
families and lifestyles, and portray the modern family in their
marketing and advertising. In the future, expect this trend to
expand and encompass the acceptance and inclusion of all
modern lifestyles, not just the modern family.
Formerly “The New 21st Century Family”
In February 2014, Facebook offered a new
profile option that enables users to define
their own gender. The brand recognises that
gender extends beyond definitions of 'male'
or 'female‘.
EVOLVE IN 2015
NEXTBACK

TRENDS
FOR 2015 KEY TRENDS FOR 2015
EVOLVE IN 2015
WE HAVE SEEN WHICH
2014 TRENDS WILL STILL
BE PREVALENT IN 2015.
In this section, we will take you
through the 10 new trends
that will help shape businesses
in 2015.
The 5 trends are:
The Gaming Culture
Consumers will increasingly turn to gaming to fill
downtime, or make everyday tasks more exciting.
001 The Multi-Social Consumer
Digital dexterity will continue to increase with the
use of multiple social networks and
communication methods becoming
commonplace.
002
Content À La Carte
Consumers will continue to access media on their
terms - at anytime, and anywhere.
004 Personalised Online Shopping
Consumers will experience a more seamless
transition between online and in-store shopping
as the two continue to merge. Online will focus
on enhancing customer service.
005Making It Mine
Consumers will increasingly take on the role of
designer, directly impacting product design and
innovation, as well as getting closer to the core
materials of consumption.
003
NEXT

TRENDS
FOR 2015 KEY TRENDS FOR 2015
EVOLVE IN 2015
THE FOLLOWING 5
TRENDS ARE: Female Empowerment
Men are being called upon to work with women
to challenge traditional gender stereotypes, and
establish new gender aspirations.
006 Know-It -Alls
While consumers will continue to use the internet to
harness information, they will become increasingly
aware of the risks of providing personal data online.
007
Upgrading Health
Consumers will increasingly look for brands that
will help them to live better and healthier
lifestyles.
009 The Sharing / Collaborative Economy
Social media will continue to encourage the use
of sharing services which allow people to find
markets through peer-to-peer platforms,
bypassing established channels.
010Biometrics
Responsive systems, adaptive composition and
remote-sensing technologies will continue to
create an unconscious media collaboration
instead of one-way audience consumption.
008
BACK

TRENDS
FOR 2015
EVOLVE IN 2015
THE GAMING CULTURE
MEDIA TREND
As smartphones and tablets become
more mainstream, consumers’ playing
aspirations are predicted to also
increase. The gaming industry is set to
reach $83 billion by 2016, with online
and mobile accounting for 55% of this
growth.
People turn to games to fill downtime
and to make mundane tasks more
enjoyable. However, gaming is
becoming more of an attitude, 'with
consumers expecting more everyday
tasks to involve playful interactions.
DESCRIPTION
Sources: eMarketer, FutureFoundation, GlobalWebIndex,
Trendwatching.com
Toothsavers is a mobile app
designed to help teach
children the importance of
brushing their teeth for at
least two minutes twice a
day.
Destination Unknown is an
online game launched to
allow potential travellers to
explore destinations that
can be reached from
Amsterdam's Schiphol
Airport.
At Pizza Hut, customers
can, on an interactive
screen projected on their
table, design their own
pizza and play games while
waiting for their order.
MANIFESTATIONSWHAT IT MEANS FOR BUSINESSES
According to a Gartner report, “70 percent of blue
chip companies will have at least one ‘gamified’
application by the end of 2014”. Games provide a
platform to educate consumers and retain
consumer engagement, with many applications that
are yet to be explored. Even non-gaming brands
should consider how they might adopt more playful
approaches, including launching appropriate
gaming apps, to engage with their target
audiences.
Top countries ranked by average time
spent per day playing mobile games
among Android gamers:
001 NEXTBACK
51.8 minutes
47.1minutes
40.8 minutes
38.5 minutes
ARE
STRONGLY
INTERESTED
IN GAMING:
47%
25%
10%

TRENDS
FOR 2015
002
Social media has changed both the way
and the amount that people interact,
providing consumers with platforms that
let them share as much as they want,
whenever they want to. The average
internet user now has five social media
accounts. As a result, people are
sharing more opinions and moments of
their lives. The biggest change is that
they are now taking control over what
they are sharing and becoming more
aware of their social image and
influence - people are even altering
content or creating their own to reflect
this.
DESCRIPTION
#SwarovskiLook was a four-
week global social media
campaign which featured
video tutorials, competitions
and user-generated content,
and each week a different
blogger took charge, giving
consumers an important role in
the creative content of the
campaign
Burberry revealed a digital
innovation partnership with
WeChat so that Burberry
followers can view Burberry’s
catwalk show at London
fashion week and personalise
pieces according to their
preferences before ordering
them.
Snickers responded quickly to
the Suarez bite during the
World Cup, providing people
with a relevant and
entertaining message to share
across their networks.
People want, and are actively engaging with, brand
content that is meaningful, entertaining and
relevant. However, brands should be aware that
consumers consider social media to be a part of
their personal space. Consumers will increasingly
expect brands to use social media in more 'human'
ways - undertaking more interactive campaigns
and personalised marketing that invites the user to
engage.
THE MULTI-SOCIAL CONSUMER
CONSUMER TREND
EVOLVE IN 2015
NEXTBACK
THE MULTI-SOCIAL
CONSUMER
TYPES OF SOCIAL
MEDIA USERS
AMONG THE
ONLINE GLOBAL
POPULATION
THE AVERAGE
INTERNET
USER NOW
HAS 5social network
accounts.
64%
57%
79%
11%
45%
66%

TRENDS
FOR 2015
003
In today’s world of mass consumption,
consumers want to directly impact
product design and invention, by
getting closer to the core materials of
production. With basic Do-It-Yourself
kits, open source technology and 3-D
printing, consumers are able to create
new products and improve or
personalise existing versions of the
original product. There is also a desire
to start from scratch - consumers can
impact design within set boundaries,
allowing them to transform the
functions of everyday items to suit their
personal tastes.
DESCRIPTION
By giving consumers the opportunity to create or
customise a product, brands are reinforcing their
engagement and opening up dialogues with
consumers so that they may further understand
their needs. In the future, consumers will
increasingly want to co-create with businesses and
offer their opinions. When consumers are allowed
to play a bigger role in the brand, they will have a
greater sense of belonging and loyalty.
MAKING IT MINE
CONSUMER TREND
Fraemes offer a range of
individually produced 3D-
printed mobile phone covers
where consumers can select
their design. Consumers have
the ability to choose the
design, colour and text of their
mobile phone covers.
In May 2014, Adidas
announced the international
rollout of a mobile app that will
let consumers customize
footwear with their own
photographs from Instagram or
another photographic platform,
and then arrange its placement
on a ZX Flux sneaker.
Levis offers customers the
option to personalise their own
jeans, shorts or jackets
exclusively at the Levis’ Regent
Street shop in London, which
also provides a feeling of
exclusivity.
EVOLVE IN 2015
NEXTBACK
Those who are
interested in a
service that
recommend food
based on my
personal health/
nutritional
requirements.
SOUTH AFRICA:
80%
RUSSIA:
61%
GLOBAL AVERAGE:
59%
GERMANY:
32%

TRENDS
FOR 2015
EVOLVE IN 2015
004
Consumers increasingly have
more choice over where, when and
how they consume media. The screen
of choice becomes dependent around
the environment the person finds
themselves in. Media is becoming more
accessible through streaming and
downloading content (music, event
broadcasts, TV series and movies, etc.)
– allowing consumers to access it
whenever they want, and even on-the-
go. As a result, there has been a rise in
binge viewing - where consumers
watch multiple episodes or films in one
sitting. Consumers will seek more
control over their viewing schedules,
which extends beyond just media.
DESCRIPTION
Sources: eMarketer , FutureFoundation, GlobalWebIndex, Trendwatching.com, Warc
As more consumers choose digital platforms to
access content, brands have the opportunity to
deploy more targeted strategies and create content
that is relevant for these platforms - from branded
playlists to actual shows or music. This trend is
expected to accelerate in the future, with
consumers demanding a more seamless experience
between devices in order to facilitate the transition
from in-home viewing to on-the-go consumption.
BBC has announced that its
iPlayer catch-up programmes
will be made available for 30
days instead of only seven,
which is good news for its 10.7
million daily users.
Vubooo is an app which aims to
bring sports fans together
within a virtual Football
stadium experience. The app
also allows users to interact
with each other in real-time.
Beats by Dre launched a
personalised music streaming
app. The app allows users to
select music genres they like,
location and mood, creating
personalised playlists based on
the inputted data.
CONTENT À LA CARTE
MEDIA TREND
NEXTBACK
THE INTERNET POPULATION
WHO HAVE BINGED VIEWED
TV:
82%
77%
71%
78%
72%
63%

TRENDS
FOR 2015
EVOLVE IN 2015
005
As incomes recover in Europe and
continue to grow in emerging markets,
online shopping is also increasing.
People’s shopping journeys are now
both offline and online, with mobile
playing a bigger role. Now more than
ever, consumers expect services that
have traditionally been constrained to
in-store shopping, e.g. the ability to
talk to sales staff, to be available online
too.
DESCRIPTION
Brands should ensure that they offer a retail
experience that meets the needs of their
consumers. Show-rooming (starting offline and
purchasing online for a cheaper price) and web-
rooming (researching online and buying in-store)
provide opportunities for brands to improve both
their in-store and online experiences to ensure that
customers complete their shopping journey. Brands
will need to help consumers move easily between
online and in-store shopping, ensuring that they
don’t lose valued services along the way, such as
price comparison, customer service and product
interactions, etc.
Baukjen is an e-commerce
store where shoppers are
offered a free 25-minute video
chat with a personal stylist.
Katana is a customisable live-
chat platform which enables
online retailers to chat to
customers without diverting
them to a third party or
requiring them to download
software.
PERSONALISED ONLINE SHOPPING
RETAIL TREND
NEXTBACK
Prefer it when a brand
recommends products the
consumer has previously
shown an interest in:
64%
Prefer it when a brand personalises
communications, such as sending a
personal message with reference to
past purchases:
60%
Branded emails would be
more appealing if they
focused on special offers
based on interests:
56%

TRENDS
FOR 2015
006
Emma Watson's 'Lean In' UN speech,
and Malala Yousafzai's award of the
Nobel Prize reflect the global society's
acknowledgement that there is still a
long way to go before we achieve
gender equality. Increasingly, men are
being called upon to work with women
to speak out against the oppression of
women, to challenge traditional gender
stereotypes, and establish new gender
aspirations.
DESCRIPTION
Sources: FutureFoundation, Trendwatching.com
Brands should abandon gender stereotypes.
However, if brands do choose to communicate
along gender lines, they should take care not to
offend. Truly impactful campaigns embrace
inclusion by combining shock and realisation (such
as Always’ “Like A Girl” campaign).
Moreover, brands are fostering women’s
entrepreneurial ambition with helpful apps, services
and programmes that can help them adopt new
skills or start their own businesses.
Mazda launched an interactive
film experience, letting people
drive the automotive brand’s
Mazda3 model on the big
screen in a race against other
movie goers.
Shazam launched a mobile app
to enhance the viewing
experience of a snowboarding
competition. Viewers were
invited to use the app to see
what the athletes were seeing
at the same time as the
broadcast.
Google and Samsung launched
The Curved Experiment, an
online campaign to showcase
the Curved UHD TV experience.
People were invited to enjoy a
gladiator match, using their
second screen to see the
difference between the flat and
curved screen experience.
FEMALE EMPOWERMENT
MEDIA TREND
NEXTBACK
illiterate people across
the globe are women.
This proportion is
unchanged for the
past 2 decades.
64% of the 781.2 million In the majority of
countries, women’s
wages represent
between 70-90%
of men’s.
2004: 10.4% 2014: 17.3%
FEMALE BOARD DIRECTORSOF FORTUNEGLOBAL
200 COMPANIES
EVOLVE IN 2015

TRENDS
FOR 2015
EVOLVE IN 2015
007
In today’s society, there is an
abundance of knowledge and greater
learning opportunity through e-learning
platforms (closing the education gap
between developed and emerging
markets). Use of these e-learning
platforms is growing. On the other
hand, with increased knowledge,
consumers have started to have a
greater fear of risk. Consumers are
becoming cautious, wanting to know all
of the information before making
decisions. As a result, consumers will
expect brands to provide greater
transparency and predictive analytics.
DESCRIPTION
Brands should consider how they can facilitate
knowledge and learning for consumers, from
ensuring easy access to information to providing
educational opportunities. Furthermore, brands
need to be aware of consumers’ fear of risk – they
need to design products and services that help
ease consumer worries. There is also an
opportunity to provide risk-free serendipity and
surprises.
Delta launched Innovation
Class, an in-flight mentoring
programme that connects
aspiring entrepreneurs with
established industry
professionals.
Peres is a system that checks if
food is safe to eat through a
portable sensor. The sensor
detects temperature, humidity,
ammonia levels and the
presence of volatile organic
compounds associated with
decomposition.
Foresee is an app that its
developers say can help people
to minimise risks and plan their
activities based on the current
weather, time of day and their
personal preferences.
KNOW-IT-ALLS
NEXTBACK
The need to find
more excitement
People who think about
safety before fun and
adventure
57% 50%
67%
70%

TRENDS
FOR 2015
EVOLVE IN 2015
008
Smartphone penetration has almost
reached saturation, and consumers are
interested in the next technological
development. In 2015, we will see a
rise in the use of smart watches and
other self-tracking technologies,
enhancing self-quantifying abilities.
Biometrics will also become a powerful
tool for media. This is the next chapter
in individualised content creation and
delivery, based on the consumer’s
bodily reactions (temperature, pulse,
etc.) and moods. Each collected data
point becomes the key to genuinely
one-off media moments.
DESCRIPTION
This trend is an obvious fit for health and wellness,
however it provides all brands the opportunity to
enhance personalised content delivery. Moreover, it
is another platform for brands to consider for both
messaging and interacting with consumers. As
people become more comfortable with biometric
and wearable devices, they will expect the
distinction between technology and their daily lives
to blur.
Wello is a smartphone case
measuring blood pressure,
temperature, heart rate and
blood oxygen level. It helps
users get a picture of their
overall health.
Mico are headphones designed
by Neurowear to detect the
user’s mood and play music
accordingly.
In early 2014, Samsung
announced its fitness-focussed
smartwatch, the Gear Fit,
featuring an embedded heart
rate sensor that can measure
your pulse every 90 seconds.
BIOMETRICS
CONSUMER TREND
NEXTBACK
Monthly use of a
personal health
tracking app
2010:
4%
2013:
10%
2014:
13%
ARE INTERESTEDIN WEARABLE TECHNOLOGYTHAT
CONNECTSTO THE INTERNET,BUT DO NOT OWNANY
TO DATE:
56%
52%
46%
42%
56%
39%

TRENDS
FOR 2015
EVOLVE IN 2015
009
With increasing health and appearance
concerns, consumers are striving to
adopt healthier lifestyles. Wellness now
refers to optimising health and
managing the mind. As a result,
consumers are searching for products
and services that offer them simple
ways to support their overall wellness,
as well as take control of it. People are
becoming increasingly empowered by
the amount of knowledge available to
them, using apps and technology to
help them track their efforts.
DESCRIPTION
Brands can help consumers live healthier lifestyles
through apps and programmes that reward healthy
lifestyles, products and service that facilitate
healthier habits, etc. Brands can also choose to
adopt a healthy persona. This trend is predicted to
accelerate with the adoption of Biometric devices.
Haeckels is a premium
skincare, haircare and home
fragrance line offering products
made from locally-sourced
natural ingredients made in
small batches.
Innocent launched a new range
of smoothies which they claim
has three different health
benefits: Energise, Defence,
Antioxidant.
Vittel release a prototype bottle
cap designed to encourage
people to drink more water,
which features a timer.
UPGRADING HEALTH
CONSUMER TREND
NEXTBACK
I regularly
buy food
and drink
products
which
claim to
have
specific
health
effects.
2012
51%
2013
55%
2012
53%
2013
66%
2012
30%
2013
34%

TRENDS
FOR 2015
EVOLVE IN 2015
010
The peer-to-peer economy allows
consumers to obtain access to
something for a certain period of time,
without owning it or going through
traditional channels. This behaviour is
reinventing how products and services
are consumed and managed.
Consumers can rent out their
apartments (AirBnB) or find someone
to take care of their dog (DogVacay),
etc. Although this economy is still a
minority behaviour, it is bound to
become more mainstream throughout
2015. In fact, we are seeing many new
sharing services emerge, changing
ownership and payment models.
DESCRIPTION
Sources: eMarketer, FutureFoundation, GlobalWebIndex, Trendwatching.com
People choose to collaborate in a peer-to-peer
economy to obtain cheaper prices (by cutting out
the middleman), establish trust with the provider
(human interaction) and get more value for money.
Consumers are also becoming business
entrepreneurs. Brands should consider how they
can connect consumers, provide greater
transparency and offer a more human tone. In the
future, the sharing economy will be present across
various sectors, changing traditional business
models.
In June 2014, Airbnb began
piloting a programme
encouraging hosts to throw
dinners for strangers. The test
program debuted in San
Francisco, testing the market
before full launch.
Zipcar allows residents to rent
out their car, or even their
parking space. This is very
popular since it responds to the
decline of vehicle ownership,
especially among younger age
categories.
Etsy is an e-commerce
community for selling and
buying handcrafted creations.
The website allows people to
directly shop from others
around the world.
THE SHARING/COLLABORATIVE ECONOMY
CONSUMER TREND
BACK
People using a
service such as
Airbnb to rent a
local person’s
room or
apartment to
stay in while
on holiday:
France Q1 2014/Q2 2014:
8.0%/10%
Turkey Q1 014/Q2 2014:
17.5%/18.4%
UK Q1 2014/Q2 2014:
6.0%/6.4%

TRENDS
FOR 2015
VERA.SIMPLICIO@OMNICOMMEDIAGROUP.COM
CHELSEA.HORNCASTLE@OMNICOMMEDIAGROUP.COM
LILIYA.GRECHINA@OMNICOMMEDIAGROUP.COM
VIRGINIA.ALVAREZ@OMNICOMMEDIAGROUP.COM
ROBERT.RAY@PHDMEDIA.COM
CONTACT US
Thanks.
EVOLVE IN 2015

PHD trends for 2015

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