Consumer Trends in 2017: 36 Expert Perspectives - Canvas8

CONSUMER TRENDS IN 2017
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36 Expert Perspectives

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We interviewed 36 experts from the Canvas8
network about the key trends influencing
consumer behaviour across 12 sectors in 2017.
Here’s what they said…

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Anna Kibbey, co-founder of 2Forks
#1 PLATED PROVENANCE
Eating & Drinking in 2017
“If you have a bowl that is made by a potter in Hackney,
that’s as good as getting foraged gooseberries in  
Hackney Marshes”

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Chris Britton, is chairman of Graze and a food investor
“Snacking will reinvent itself – less about guilt  
and more about driving activity, improving
performance, being ‘on it’ and consistent”
#2 SERIOUS SNACKING

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“Clean eating should be about nourishing the body and
making sure you avoid processed chemicals. Instead,
eating ‘clean’ demonises whole food groups”
Rhiannon Lambert, registered nutritionist
#2 PEOPLE PARTICIPATION#3 BALANCED DIETS

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Matt Pattison, founder of ANATOMY
“A big focus for healthcare in 2017 will be a move
towards self-care, facilitated by the use of bots,  
Internet of Things devices and AI-enhanced support”
#4 SELF ASSURED
Health & Beauty in 2017

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Fab Giovanetti, health coach and founder of the Health Bloggers Community
“Things that were once considered ‘hippy’ will move
further into the mainstream; sound baths, oils and
perfumes and crystals are becoming more fashionable”
#5 HIPPY HEALTHCARE

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“People are willing to spend on beauty, but they don’t just
want to be pampered – they want to see real, immediate
changes to their skin”
Georgia Seago, assistant editor of beauty industry trade title Professional Beauty
#2 PEOPLE PARTICIPATION#6 POWER FACIALS

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Randy White, CEO of the White Hutchinson Leisure & Learning Group
“Digital gives people more control over their leisure time,
which means that out-of-home experiences have to do
more to lure people away from screens”
#7 EASY E-LEISURE
Leisure in 2017

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Jon Hawkin, editor of Escapism
“The culture of sharing – sometimes bragging  
about – life experiences is maximising other  
people’s perceptions of how you live your life”
#8 BRANDED BRAGGING
Leisure in 2017

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“When people are on Facebook and they see a friend
attending an event, they don’t even want to click off  
the page to purchase tickets”
Mark Walker, head of content and social at Eventbrite in the UK and Ireland
#2 PEOPLE PARTICIPATION#9 FRICTIONLESS FUN
Leisure in 2017

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James Lodge, director of mobile at Fetch
“If you want to talk with KLM, you can do that in
Messenger, because that’s where consumers are, and
taking them into another place isn’t what they want”
#10 NO LOYALTY
Technology in 2017

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Davide Casali, user experience director, start-up advisor, and founder of Good 50×70
“There’s a lot of discussion around AI being applied to
chatbots. AI is embedded within the product, so people
don’t realise it’s there”
#11 AI INFILTRATION
Technology in 2017

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“The amount of shops where you can repair your
smartphone is growing. New technology is expensive  
and not everyone can upgrade with every new model
Nicolas Nova, researcher and writer, and founder of the Near Future Laboratory
#2 PEOPLE PARTICIPATION#12 NEW NOVELTY
Technology in 2017

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James Kirkham, chief strategy oﬃcer for digital football media company Bigballs Media
“If we’re not leaving the eco-system that’s been built  
by communications, it’ll be necessary for content to be
served up in those spaces”
#13 SOCIABLE MEDIA
Media & Entertainment in 2017

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Anthony Teasdale, editor, branded content specialist, and founder of style magazine Umbrella
“People are obsessed with getting young people on board,
but they have so much less money. They’re buying drinks
and fast fashion, but not much else”
#14 OLDER AND WISER

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“If algorithms feed you more of the same, it’s limiting  
the diversity of your influences. I think we’ll see more
people seek out human curation in 2017”
Femi Adeyemi, founder and creative director of online radio station NTS Live
#2 PEOPLE PARTICIPATION#15 OPEN ALGORITHMS

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Adam Levene, founder and CEO of Hero
“People are realising that a bot alone can’t handle
communications, nor can a human alone – only the
magical blend of the two”
#16 HUMAN TOUCH
Communications in 2017

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Dominic Gallello, director of strategy at Airtime
“Communication is moving towards bringing people
together through multi-party live video – sharing people
into live moments that are happening right now”
#17 SHARED STREAMS

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“People will be moving towards communication that is
more easily accessible for themselves, but more securely
protected from others”
Martin Bryant, community editor at Tech North
#2 PEOPLE PARTICIPATION#18 ACCESS ALL AREAS

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Marie-Cécile Cervellon, professor of marketing at EDHEC Business School
“People want items that are meaningful,  
often dating back to certain eras that have  
resonance in their lives.
#19 SUPERIOR VINTAGE
Luxury in 2017

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Diana Verde Nieto, co-founder of Positive Luxury
“Luxury is not about proving that I have the latest
handbag – it’s about telling someone I had an amazing
meal with my friends, in an amazing restaurant”
#20 MUTED TONES
Luxury in 2017

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Helen Tootsi, luxury lifestyle management specialist at Quintessentially Lifestyle
#2 PEOPLE PARTICIPATION#21 ANXIOUS TIME
Luxury in 2017
“A high-value consumer may only get two weeks off  
all year, so they don’t want to spend that time worrying
about the little things”

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Lyndsey Dennis, editor of Retail Focus
#22 DAILY CONVENIENCE
Shopping in 2017
“When consumers are able order things online and get
them so easily, brick-and-mortar retailers need to think
about how to get them through the door”

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Ken Hughes, shopper behaviouralist
#23 BFF BRANDS
Shopping in 2017
“It’s easy for a start-up to have an authentic appeal  
to a consumer. The question is how do you get that
authenticity in a big brand?”

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“When you’re shopping on a website, you’ll spend an
hour shopping, but you’ll never find anyone spending  
an hour shopping on an app”
Daniel Murray, founder and CMO of Grabble
#2 PEOPLE PARTICIPATION#24 IMPATIENT BROWSING
Shopping in 2017

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Chris Skinner, chairman of the The Financial Services Club
“Open banking is all about providing platforms in
marketplaces. This is difficult for banks as they  
prefer closed and proprietary to open and shared”
#25 OPEN API
Money in 2017

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Pierre-Jean Hanard, co-founder of SHAREPA
“Banks have focused on decreasing customer  
dissatisfaction, but in 2017, they should focus on  
creating enjoyable user experiences”
#26 MAGIC MONEY
Money in 2017

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“The era of cash for convenience purposes is over –
cashless is letting people pay exactly what they owe,  
and letting retailers get paid immediately”
Devie Mohan, co-founder and CEO of Burnmark
#2 PEOPLE PARTICIPATION#27 CLEARLY CASHLESS
Money in 2017

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Hayden Wood, co-founder of Bulb
“People are starting to see the benefits in switching
energy provider, and are feeling better for using more
environmentally conscious providers.”
#28 SWITCH CLEAN
Home in 2017

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Amanda Dameron, editor-in-chief of Dwell
“With people living in smaller, predominantly  
urban spaces, we’re seeing a marketplace need for  
transforming furniture”
#29 TRANSFORMING SPACE
Home in 2017

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“It used to be that no one knew what happened
beyond your front door, but now people see their
living spaces as a signifier of who they are”
Albert Hill, founding director of The Modern House
#2 PEOPLE PARTICIPATION#30 EMOTIONAL HOMES
Home in 2017

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Jonathan Hampson, UK general manager at Zipcar
“I’m interested in who’s going to bring together all of
these transport and mapping services in a holistic way,  
so that I don’t need to have ten apps”
#31 HOLISTIC TRIPS
Getting Around in 2017

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Michael Kodransky, global research manager at the ITDP
“The demand for public transport is only going up,
because there is a growing demand for urban living all
over the world, among both richer and poorer people”
#32 LOCAL SMARTS

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Matt Jones, chief product oﬃcer at Moovel
#2 PEOPLE PARTICIPATION#33 TRAVEL TEAMS
“There’s an increasing number of ride-sharing services,
joining on-demand services like Uber and Lyft. People are
clearly getting more comfortable with sharing their cars”

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Clare Brass, founder of the SEED Foundation
#34 INFINITE RETURNS
Citizenship in 2017
“In the linear economy, many resources are lost because
we’re dumping them. Adopting a circular economy means
that recovered materials could be recycled forever”

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Susan Phillips, author of The Routledge Companion to Philanthropy
#35 FEMALE FIRST
Citizenship in 2017
“Women are more able to make substantial gifts in their
own right, they do more due diligence, they engage with
the organisations they’re considering giving to”

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Amy Fetzer, sustainability consultant
#2 PEOPLE PARTICIPATION#36 SUSTAINABLE DIETS
Citizenship in 2017
“In 2017, we’ll see sustainable food practices becoming 
more widely adopted. People now expect sustainability
and green credentials alongside value and functionality”

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Consumer Trends in 2017: 36 Expert Perspectives - Canvas8

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