MAM
Wunderman Thompson Intelligence forecasts the 100 trends that will shape the new decade.
India, January 2020: As we head into a fresh decade, Wunderman Thompson Intelligence unveils “The Future 100” report.
“The Future 100” helps readers prepare for emerging consumer behavior with 100 original trend predictions from the Innovation Group. Split into 10 categories, each trend delivers a digestible snapshot of movements so far, while clearly explaining why brands and marketers should pay attention.
From complex cocktails and digital spas, to subscription insurance and scientific expeditions, “The Future 100” predicts 2020 will usher in an era that’s realistic yet imaginative at the same time, leveraged by tech innovation and a redefined experience for shoppers on the high street. The report is packed with insights and fresh takes on the year ahead and beyond.
Emma Chiu, Global Director of Wunderman Thompson Intelligence, says of the report: “A real cultural change has taken place, with purpose and transparency leading customer loyalty, while imagination is trumping data for consumer appeal. ‘The Future 100’ is a way of keeping up with the big shifts and smaller fast-moving trends, offering marketers an opportunity to get ahead.”
The report’s 10 trend segments are: Culture, Tech & Innovation, Travel & Hospitality, Brands & Marketing, Food & Drink, Beauty, Retail, Luxury, Health and Finance.
2020 highlights
Optimistic futures-Unsettling political, economic and environmental times have left consumers feeling anxious. From Pantone’s fierce Flame Scarlet red shade for spring/summer 2020 to Lego’s challenge to “rebuild the world,” forward-thinking companies are brightening the gloom with a realistic and optimistic outlook.
The privacy era-Once seen as an aid to consumers, data collection is now viewed as underhanded and unethical, with consumers at breaking point amid frequent and severe data breaches. 2019 initiatives were the first step on a path to redemption for some brands and the idea that consumers can control their own data is becoming a clear possibility.
Climate positive brands-As climate concerns remain headline news, brands are focusing on ensuring they have real sustainable business plans and carbon-neutral policies and are transparent about their responsibilities. This will not only build trust but also earn customer loyalty as consumers get wise to environmental impacts.
Untabooing in the East-A shift in openness around traditional taboos and gender straitjackets in Asia is initiating a fresh approach to the market. Attitudes to mental health, sexual health and gender are changing, supported by technology and rapid economic development.
New beauty playgrounds-Experiential shopping matches with a line of best fit for today’s beauty consumers, who still prefer to try out and buy cosmetics in store. Spotting the trend, beauty brands are developing a veritable playground of experiences and reimagining the beauty counter as a destination where consumers can spend time playing and, of course, purchasing.
Subscription goes East-Subscriptions are no longer just for news, gyms or music. The ecosystem for a subscribed life is at its zenith in Japan, where you can now subscribe to everything from bar drinks to hair and beauty treatments, work wear and even Lexus cars.
Elevated airports-From Singapore’s Jewel Changi, which hosts the world’s tallest indoor waterfall, to Beijing’s Daxing International Airport designed in a starfish shape by the late Zaha Hadid, airports are going beyond facilitating travel to becoming unique cultural destinations in their own right.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
