Trends for 2019 … brands assume more meaning in people’s lives, and humanity becomes the key to technology

December 18, 2018

After a rollercoaster year of political, environmental and economic change, business and consumers are taking a deep breath.

Brands are assuming a more meaningful role in consumers’ lives, says marketing group JWT … becoming civic leaders, advocates, even therapists, driving dialogue change and stepping in to solve world problems.

Consumer appetite for wellbeing, stress management and health is prompting a continued evolution of new products and services to help soothe unstable, constantly connected lifestyles.

Against this backdrop of empowerment and wellness, technology’s reach is being re-examined, making way for an increased focus on ethics and privacy.

JWT’s Innovation Group has just launched its Future 100 2019, an annual snapshot of the year ahead built around some of the most compelling trends to keep on the radar.

The report charts 10 emerging trends across 10 sectors, spanning culture, technology, travel, marketing, food & drink, beauty, retail, luxury, health, and lifestyle.

Highlight trends include:

  • Grotesque beauty: Beauty is not looking its normal self as bold new forms of self-expression transform it into something daring, unusual, grotesque – and beautiful.
  • Outdoor immersion stores: What can a brick-and-mortar store do  that online retail can’t? Create an immersive environment, for one. And outdoor brands whose goods are designed for use in very specific climates are capitalizing on that opportunity, recreating the cold, wind and rain where their designs come into their own.
  • Woke luxury: The luxury market can no longer ignore the political issues of the day, from gender equality to sustainability to diversity; it now has a perceived responsibility to embody them, inserting these issues into the core of its power structures, work ethic and product.
  • Empowering adolescence: Thanks to the rise of body positivity movements in the beauty and fashion industries, the physical changes girls undergo in puberty – from acne to periods – are being reclaimed and destigmatized.

Download the new report here: Future 100 2019

Here some more foresights for the year ahead:

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