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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.
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Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
