What if… …intelligent packaging dynamically responded to its contents, so that you could instantly see which items at home, were nearing their sell-by date? …you could control your home from your mobile … or your finances

“How is your relationship with technology changing?” “What do you want now?” “What will you want tomorrow?” 8,000 online consumers

A collaboration between Microsoft, The Future Laboratory & IPG Mediabrands

Value Me Creator Culture IntelligentlyON

Age of Serendipity Enhancing the Real My Analytics

Right to Anonymity

Niche Networks

8 Digital Trends

The Right to Anonymity What is the trend?

Consumers are deleting their personal data to preserve anonymity.

Privacy Demand by campaigners are pushing for legislation around the users right to delete data from servers.

43% already manage their data by removing it

54% for 18-24

In the future 73% would be interested in a service that allows then to remove information

76% for 18-24

The Right to Anonymity

Snapchat and Secret.li allow photos, video and text to self destruct after a users determined time. Brandyourself.com – a service that helps you manage your digital footprint.

The Right to Anonymity What this means for brands

Brands will need to offer greater transparency over privacy controls and terms of use, featuring them prominently and making them easy to use.

Greater transparency will give greater trust. If you allow us to update our privacy settings,

65% of us are more likely to buy from you.

66% for 18-24

No longer will we blindly allow brands to track and profit from our information without knowing where it goes. No longer will we post private content thoughtlessly to the web.

Enhancing The Real What is the trend?

Our increasing desire for technology that takes us beyond the flat surface of a touchscreen or a 2D television, and immerses us in enhanced, multi-sensory experiences.

35% of online consumers say that digital devices and services enhance their experience in the real world because they engage all their senses.

43% for 18-24

49% are interested for more multi sensory experiences in the future.

61% for 18-24 They are looking for products and services that offer more engaging and ‘human’ digital connections.

Enhancing the Real

Scentee – release a scent of your choice with touch or text. Microsoft IllumiRoom – projected visualisations surrounding TV (floors & walls) to enhance entertainment experience. Goertz – Virtual shoe fitting

Enhancing the Real

Scentee – release a scent of your choice with touch or text. Microsoft IllumiRoom – projected visualisations surrounding TV (floors & walls) to enhance entertainment experience. Goertz – Virtual shoe fitting

Enhancing The Real What this means for brands

Digital experiences will shift more to enhancements of the real world. Consumers will expect to experience a diverse range of offline products in a highly developed, digitally alive physical context.

61% of us are more likely to buy from a brand that allows us to touch and feel their products wherever we are: in a store or on the Internet

66% for 18-24

47% already expect brands to heighten everyday experiences by engaging more of their senses.

55% for 18-24

Enhancing The Real

New sensor technology •  Control content and advertising with

controller hand or voice.

•  Identifies individuals as the enter room.

•  Measures heart rate which can control content and gameplay.

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Enhancing The Real 3D printing

What does this mean?

• Put your consumers, their data and their privacy first.

• Develop creative strategies to use technology to enhance the real world.