Expectation Economy: The Most Exciting and Urgent Trends of 2016 and Beyond
to five years from now.
technological change, environmental change, and economic change. Yet, basic human needs do not change,
including relationships, community, and survival.
first example was Uber’and how quickly consumers change their habits to adapt
to the app and service.
transfer. One-touch service for amazon, created one touch for Uber, and even go
to tender. This is an economy of expectations. It impacts all of your
thought: See technology through a lens of basic human needs and wants, not
from the tech buzz.
thought: Explore the sharing economy. Cars. Umbrella.
Who do people feel where they are? People are impatient. What are all the
consumer touch points? You can study the Domino’s Everywhere campaign. So, how
do you get to contextual omnichannel?
Consider the use of emoji to understand customer behavior. Think of new
channels’for example, Spotify’s partnership with Uber. Challenge yourself to
think about new context and channels.
thought: A compelling brand is still about feelings. Have you explored
two-way transparency between brands and people? Uber rates passengers. In 2016
expect to see more brands rating customers.
involved. Brand transparency is more important than ever. You must prove you
have a healthy corporate culture’and show the world an inside out view of your
company. People want to like companies and how they treat their employees.
put up on a billboard?
thought: Consumers aren’t behaving as they should. Roles are reversed. More
women over 18 are gamers compared to boys. People break all the demographic
behavioral patterns we used to hold as sacred. Why? We have the global brain.
We’ve been urbanized. Lastly, we have cheap digital experimentation. These three
forces shatter all of our expectations of how people should behave according to
gender, age, and class roles.
photos. Harley Davidson is planning 35,000 trees. As cultures shift, brands
must adapt their ethos.
taste-led targeting, like Spotify. Fine tune to individual preference.
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit www.southerngrowthstudio.com to learn more.