Global Trends 2020

Reflections

Reflections

We have covered our 12 trends and 36 values for 2020. Our sectoral experts from around the world now discuss their reflections of our trends for 2020, for brands, business and society. Read on to hear how retailers can stop personalisation becoming too creepy, the challenges around joint responsibility for our fragile planet, the complex demands on the state, and much more.

Alone in the dark noise

One of the biggest challenges we now face is the ‘loss’ of the future. Across Global Trends 2020, we see most countries expect the next generation to be poorer than they are. The 2017 Central Intelligence Agency (CIA)

Spend, spend, spend − trouble on the financial horizon

Faced with uncertainity about the future, hedonistic ‘you only live once’ lifestyles are growing in appeal. People

Everyone and no one: the question of environmental responsibility

The interplay between the measures needed to address the climate emergency and our personal values and actions – or lack of them – makes the implications

The data paradox: authenticity will prevail

Ransomware attacks, data breaches and data misuse scandals are becoming progressively commonplace. Naturally, consumers are increasingly anxious about their privacy. At the same time business is shifting

Can technology ever help trust?

As technology and the behemoth-like firms behind it take an ever-increasing share of our time, income and attention, permeating every moment of our daily lives – even when we ring a doorbell – the very essence of

Can governments ever tell a compelling story?

Some of the key clashes of values in global trends concern globalisation and the role of the state. While on average most citizens see globalisation as a benefit to

Climate change, food and sustainable behaviours

Climate change is putting pressure on brands to appear sustainable, but also creating massive opportunities for them.

Act like a shopkeeper, not a stalker

Today, data anxiety and online shopping co-exist slightly uncomfortably. Should this be of concern to retailers? If people are concerned about data sharing but still shopping online, can their concerns about privacy be

Good for me and good for we

Consumers today recognise that we all have a role to play in creating a world we want to live in – brands cannot afford to ignore the implications of the discerning consumption value. In the 2020s more than ever,

The changing faces of healthcare

With rapid IT and bio-tech developments, healthcare is changing rapidly. We see a trend towards patients wanting and having more control over their own healthcare, and with it, the emergence of peer-to-peer

Lonely, alienated and young

In a world that is more digitally connected than ever, nearly half of people globally feel lonely, and are struggling in ways that should concern us all. Many say they are overwhelmed by life’s choices, and they are

Are you talking to me…?

Gender roles and identity are becoming less rigid across the world, and at the same time our populations are ageing. The proportion of women in employment globally has dramatically increased over the last century,

Starting the electric car journey

As electric car ownership grows, manufacturers must not fall into the trap of applying the old rules to this nascent category. Electric car ownership will have its own shape and identity. Now is the

Media’s missing middle

The world is full of geopolitical tension, but globally societies are moving in a liberal direction on LGBT rights, with seven in ten agreeing that gay men and lesbians should be free to live their own life

Wider vice, narrowing trust … where next?

One of the marked trends alongside globalisation has been the march of national regulation. Consumers have long accepted regulation in industries such as alcohol, tobacco and gambling, but they are fast becoming

Future of Mobility

Many of the macro forces acting on the planet are emboldening manufacturers and governments to accelerate developments for the future of mobility: rapid urbanisation driven by dynamic populations, our technological tipping point and the need to

Contradictory consumers: be careful what you promise

Consumers are fantastically contradictory creatures. Just look at the way they inform their purchase decisions. Two-thirds will try a product or service if it gets lots of good reviews, but almost as many (63%) worry that most online reviews