Open Lecture: Marketing Trends for 2019 with Meabh Quoirin
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The document discusses key trends for the upcoming year, emphasizing the importance of brand transparency, responsiveness, and authenticity in addressing social issues. It highlights consumers' demand for meaningful engagement, personal data protection, and sustainable practices, as well as the evolving landscape of consumer influence. Brands are encouraged to adapt by involving consumers more actively and being agile in their approaches to marketing and communication.
![2424
Purpose, health,
sustainability.
These are the things
that will really define
the future of our
category.
Cees t’ Hart 2018
Carslberg CEO 0%
20%
40%
60%
80%
100%
China Ireland Germany Sweden GB USA
2017
% who already/intend to consume less
or completely omit alcohol from diet
Millennials
50%
Source: Foresight Factory │ Base: 370-3213 online respondents per country aged 16-64 [Indonesia 16-54], 2017 August](https://image.slidesharecdn.com/theyearaheadditv2-180803080116/85/Open-Lecture-Marketing-Trends-for-2019-with-Meabh-Quoirin-24-320.jpg)
![2828
War on Waste
Source: Foresight Factory │ Base: 370-3213 online respondents per country aged 16-64 [Indonesia 16-54], 2017 August
% who agree that people are far too wasteful when it comes to food
0%
20%
40%
60%
80%
100%
Ireland USA GB Germany Sweden China
2017
Global
71%](https://image.slidesharecdn.com/theyearaheadditv2-180803080116/85/Open-Lecture-Marketing-Trends-for-2019-with-Meabh-Quoirin-28-320.jpg)
![3535
Quid pro quo...
Source: Foresight Factory │ Base: 370-3213 online respondents per country aged 16-64 [Indonesia 16-54], 2017 August
% interested in being rated as a customer to be used for future
deals/promotions
0%
20%
40%
60%
80%
100%
USA Sweden China GB Ireland Germany
2017
Global
61%](https://image.slidesharecdn.com/theyearaheadditv2-180803080116/85/Open-Lecture-Marketing-Trends-for-2019-with-Meabh-Quoirin-35-320.jpg)
Open Lecture: Marketing Trends for 2019 with Meabh Quoirin
- 1. Trends for The Year Ahead Meabh Quoirin, Co-Owner & CEO, Foresight Factory July 2018
- 2. 2 Where are we now? 2 2018
- 3. 33
- 4. 44
- 5. 55
- 6. 6Source: Google Trends/Foresight Factory, Worldwide, 2018 0 20 40 60 80 100 2004-01 2004-11 2005-09 2006-07 2007-05 2008-03 2009-01 2009-11 2010-09 2011-07 2012-05 2013-03 2014-01 2014-11 2015-09 2016-07 2017-05 2018-03 Woke Meaning Trend over time 100 = Peak searches Woke
- 8. 8 Extremes are getting louder on the left… Pop Politics #1 8
- 10. 10 Brands we can believe in 52% 10 % who “like it when companies/brands address current social issues in their advertising” Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August
- 11. 11 Respond 11
- 12. 12 Step out of your comfort zone 12
- 13. 1313 Germany 59% More likely to buy Source: Foresight Factory | Base: 714-1968 online respondents per country aged 16-64 , 2016 October % more likely to buy from companies that support causes I believe in GB 44% China 69% USA 63% Sweden 62%
- 14. 14 Take a stand Be agile - respond fast Step out of your comfort zone... ...but maintain brand values Be transparent 14
- 16. 16Source: CNN, August 2016 Cambridge Analytica Searches for Cambridge Analytica are highest in the US, Kenya (where they were involved in the 2017 election), the UK and Canada. Searches for GDPR are concentrated in Europe, particularly the UK and Sweden. 0 20 40 60 80 100 2014 2015 2016 2017 2018 Cambridge Analytica GDPR 100 = Peak searches
- 17. 17 Brands respond to data breach 17
- 18. 18Source: Foresight Factory /DMA | Base: 1000 18+ respondents per country, 2017 Willingness to share data 0% 20% 40% 60% 80% 100% I trust the organisation I get free services and products in exchange I can get higher value goods for a lower price I get improved service It is a brand or business I have bought from It is a well-known brand I get special offers tailored to me My friends/family recommended them It saves time (i.e. shopping lists/card details) It is part of a group of companies that I deal with They have good online reviews for their products and… If I receive adverts that are of interest/relevance to me 1 - Rank 1 2 - Rank 2 3 - Rank 3 Please rank the following in terms of what makes you happy to share your personal information with a company from 1 to 10 (1 being very important)?
- 20. 20 Tech protects against tech 20
- 21. 21 Meaningful tech 21 Ireland 22% The adverts I see on social networking sites are more interesting / useful than the ones I see elsewhere online USA 36% GB 27% CHINA 48% GLOBAL 30%
- 22. 22 Show the consumer you are on their side Be clear about data usage Offer tangible benefits Also offer protection Make data meaningful 22
- 24. 2424 Purpose, health, sustainability. These are the things that will really define the future of our category. Cees t’ Hart 2018 Carslberg CEO 0% 20% 40% 60% 80% 100% China Ireland Germany Sweden GB USA 2017 % who already/intend to consume less or completely omit alcohol from diet Millennials 50% Source: Foresight Factory │ Base: 370-3213 online respondents per country aged 16-64 [Indonesia 16-54], 2017 August
- 25. 25 0% 20% 40% 60% 80% 100% Sugary soft drinks Sugary foods Alcohol Gluten Caffeine Red meat Meat alternatives Dairy alternatives White meat Dairy Eggs Fish 2017 % who already/intend to consume less or completely omit from diet 25Source: Foresight Factory │ Base: 23655 online respondents aged , Global Average, 2017 August Flexitarians 2025: 45%
- 26. 26 Sustainability tracking in retail 26
- 27. 27 Luxury 27
- 28. 2828 War on Waste Source: Foresight Factory │ Base: 370-3213 online respondents per country aged 16-64 [Indonesia 16-54], 2017 August % who agree that people are far too wasteful when it comes to food 0% 20% 40% 60% 80% 100% Ireland USA GB Germany Sweden China 2017 Global 71%
- 30. 30 Subscription culture: buy only what you need 30
- 31. 3131Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August 2017 2020 54%Own/ Interested in owning 47% Own/ Interested in owning
- 32. 32 Be aware of moderation Provenance is key Offer sustainable options Try subscription models 32
- 34. 34 Create around consumer input 34
- 35. 3535 Quid pro quo... Source: Foresight Factory │ Base: 370-3213 online respondents per country aged 16-64 [Indonesia 16-54], 2017 August % interested in being rated as a customer to be used for future deals/promotions 0% 20% 40% 60% 80% 100% USA Sweden China GB Ireland Germany 2017 Global 61%
- 36. 36 Consumers as brand ambassadors 36
- 38. 38 Let consumers decide Give them an active role in shaping your brand Create higher stakes Set challenges 38
- 40. 40 High gloss 40
- 41. 41
- 42. 42 Authenticity is key 42 0% 20% 40% 60% 80% 100% Germany USA Sweden GB China 2016 (adjusted) 2016 (Reported) % who agree that it is important that people come across as who they really are Source: Foresight Factory | Base: 1000-2000 online respondents per country aged 16+ (China 16-64), 2016 October
- 43. 43 Fine to be Fallible 43
- 44. 44 Fine to be Fallible 44
- 45. 4545Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August Societal personality pressures Creative Organised Successful Change Easy going Challenges Adventurous Traditional 52% 51% 39% 50% 37% 37% 17% 35%
- 46. 46Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August Authenticity drivers Organised Impulsive Creative Liberal in my outlook on society Traditional Adventurous/unafraid to take risks Open to change Easy going Ambitious Open to new challenges Have closer family relationships Have closer friendships Independent Able to follow my instincts Knowledgeable Successful Thrifty with money Sociable Patient Empowerment Excitement Closeness Trait Driver
- 47. 47 Gloss and artificiality still has a place But authenticity hits home Flaws are fine Reflect consumers back to consumers 47
- 48. 48 Invite consumers in Make it meaningful Be nimble and quick 2019
- 49. Thank you Meabh Quoirin Foresight Factory [email protected] +44 (0) 203 096 6389 @meabhq @futurethoughts