From touchless travel to mobilising fandom, Wunderman Thompson’s report reveals trends and changes to watch out for in 2021.
Wunderman Thompson, a WPP agency, announced the launch of its annual Future 100 report, lifting the lid on trends shaping the coming 12 months.
These wide-ranging trends look at creative innovations set to go mainstream along with shifts in consumer behaviours across 10 sectors.
The one hundred trends are drawn from the culture, technology, travel, branding & marketing, food & drink, beauty, retail, health, business and finance sectors. The report also looks at work trends, as a mass shift to home working and rising unemployment upends our professional lives.
Mel Edwards, Global CEO, Wunderman Thompson commented, “At a time when gaining a competitive advantage has never been more important, the Future 100 report reveals the key trends that will shape consumer behaviour and define the way ambitious brands engage with their customers during the coming year. These insights will help marketing leaders inspire growth for their organisations and move forward into 2021 with confidence and optimism.”
Few of the trends in the report include:
Immunity wellness: The world has never been so interested in how our immune systems can be boosted and the coming year will see numerous experts telling us how, from ancient treatments to DNA research.
Mobilising fandom: Fandoms are taking on a life of their own, moving from simply consuming pop culture to becoming amplifiers and content creators for their idols, online and en masse, with global K-pop fans leading the way.
Cloud gaming: As video games become the latest media to get Netflixized, major players, including Amazon, Google, Tencent, Microsoft, Sony and Facebook, are betting big on cloud gaming.
Touchless travel: From check-in and baggage drop to bathrooms and in-flight entertainment, every aspect of air travel is being reimagined to minimize contact and maximize hygiene to rebuild consumer confidence in travel.
Ghost kitchens: Influenced by the growth of delivery-first dining, this new restaurant concept sees off-premises dining prioritized.
Live commerce: Retail-tainment is moving online with engaging, tailored shopping experiences using video streaming to demonstrate and sell products and interact with customers in real-time.