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CONSUMER TRENDS IN 2017
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CONSUMER TRENDS IN 2017 36 Expert Perspectives
CONSUMER TRENDS IN 2017
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We interviewed 36 experts from the Canvas8 network about the key trends influencing
consumer behaviour across 12 sectors in 2017.
Here’s what they said…
CONSUMER TRENDS IN 2017
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Anna Kibbey, co-founder of 2Forks
#1 PLATED PROVENANCEEating & Drinking in 2017
“If you have a bowl that is made by a potter in Hackney, that’s as good as getting foraged gooseberries in Hackney Marshes”
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Chris Britton, is chairman of Graze and a food investor
“Snacking will reinvent itself – less about guilt and more about driving activity, improving performance, being ‘on it’ and consistent”
#2 SERIOUS SNACKINGEating & Drinking in 2017
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“Clean eating should be about nourishing the body and making sure you avoid processed chemicals. Instead, eating ‘clean’ demonises whole food groups”
Rhiannon Lambert, registered nutritionist
#2 PEOPLE PARTICIPATION#3 BALANCED DIETSEating & Drinking in 2017
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Matt Pattison, founder of ANATOMY
“A big focus for healthcare in 2017 will be a move towards self-care, facilitated by the use of bots, Internet of Things devices and AI-enhanced support”
#4 SELF ASSURED Health & Beauty in 2017
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Fab Giovanetti, health coach and founder of the Health Bloggers Community
“Things that were once considered ‘hippy’ will move further into the mainstream; sound baths, oils and perfumes and crystals are becoming more fashionable”
#5 HIPPY HEALTHCAREHealth & Beauty in 2017
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“People are willing to spend on beauty, but they don’t just want to be pampered – they want to see real, immediate changes to their skin”
Georgia Seago, assistant editor of beauty industry trade title Professional Beauty
#2 PEOPLE PARTICIPATION#6 POWER FACIALSHealth & Beauty in 2017
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Randy White, CEO of the White Hutchinson Leisure & Learning Group
“Digital gives people more control over their leisure time, which means that out-of-home experiences have to do more to lure people away from screens”
#7 EASY E-LEISURELeisure in 2017
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Jon Hawkin, editor of Escapism
“The culture of sharing – sometimes bragging about – life experiences is maximising other people’s perceptions of how you live your life”
#8 BRANDED BRAGGINGLeisure in 2017
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“When people are on Facebook and they see a friend attending an event, they don’t even want to click off the page to purchase tickets”
Mark Walker, head of content and social at Eventbrite in the UK and Ireland
#2 PEOPLE PARTICIPATION#9 FRICTIONLESS FUNLeisure in 2017
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James Lodge, director of mobile at Fetch
“If you want to talk with KLM, you can do that in Messenger, because that’s where consumers are, and taking them into another place isn’t what they want”
#10 NO LOYALTYTechnology in 2017
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Davide Casali, user experience director, start-up advisor, and founder of Good 50×70
“There’s a lot of discussion around AI being applied to chatbots. AI is embedded within the product, so people don’t realise it’s there”
#11 AI INFILTRATIONTechnology in 2017
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“The amount of shops where you can repair your smartphone is growing. New technology is expensive and not everyone can upgrade with every new model
Nicolas Nova, researcher and writer, and founder of the Near Future Laboratory
#2 PEOPLE PARTICIPATION#12 NEW NOVELTYTechnology in 2017
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James Kirkham, chief strategy officer for digital football media company Bigballs Media
“If we’re not leaving the eco-system that’s been built by communications, it’ll be necessary for content to be served up in those spaces”
#13 SOCIABLE MEDIA Media & Entertainment in 2017
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Anthony Teasdale, editor, branded content specialist, and founder of style magazine Umbrella
“People are obsessed with getting young people on board, but they have so much less money. They’re buying drinks and fast fashion, but not much else”
#14 OLDER AND WISERMedia & Entertainment in 2017
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“If algorithms feed you more of the same, it’s limiting the diversity of your influences. I think we’ll see more people seek out human curation in 2017”
Femi Adeyemi, founder and creative director of online radio station NTS Live
#2 PEOPLE PARTICIPATION#15 OPEN ALGORITHMSMedia & Entertainment in 2017
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Adam Levene, founder and CEO of Hero
“People are realising that a bot alone can’t handle communications, nor can a human alone – only the magical blend of the two”
#16 HUMAN TOUCHCommunications in 2017
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Dominic Gallello, director of strategy at Airtime
“Communication is moving towards bringing people together through multi-party live video – sharing people into live moments that are happening right now”
#17 SHARED STREAMSCommunications in 2017
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“People will be moving towards communication that is more easily accessible for themselves, but more securely protected from others”
Martin Bryant, community editor at Tech North
#2 PEOPLE PARTICIPATION#18 ACCESS ALL AREASCommunications in 2017
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Marie-Cécile Cervellon, professor of marketing at EDHEC Business School
“People want items that are meaningful, often dating back to certain eras that have resonance in their lives.
#19 SUPERIOR VINTAGELuxury in 2017
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Diana Verde Nieto, co-founder of Positive Luxury
“Luxury is not about proving that I have the latest handbag – it’s about telling someone I had an amazing meal with my friends, in an amazing restaurant”
#20 MUTED TONESLuxury in 2017
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Helen Tootsi, luxury lifestyle management specialist at Quintessentially Lifestyle
#2 PEOPLE PARTICIPATION#21 ANXIOUS TIMELuxury in 2017
“A high-value consumer may only get two weeks off all year, so they don’t want to spend that time worrying about the little things”
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Lyndsey Dennis, editor of Retail Focus
#22 DAILY CONVENIENCEShopping in 2017
“When consumers are able order things online and get them so easily, brick-and-mortar retailers need to think about how to get them through the door”
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Ken Hughes, shopper behaviouralist
#23 BFF BRANDSShopping in 2017
“It’s easy for a start-up to have an authentic appeal to a consumer. The question is how do you get that authenticity in a big brand?”
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“When you’re shopping on a website, you’ll spend an hour shopping, but you’ll never find anyone spending an hour shopping on an app”
Daniel Murray, founder and CMO of Grabble
#2 PEOPLE PARTICIPATION#24 IMPATIENT BROWSINGShopping in 2017
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Chris Skinner, chairman of the The Financial Services Club
“Open banking is all about providing platforms in marketplaces. This is difficult for banks as they prefer closed and proprietary to open and shared”
#25 OPEN APIMoney in 2017
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Pierre-Jean Hanard, co-founder of SHAREPA
“Banks have focused on decreasing customer dissatisfaction, but in 2017, they should focus on creating enjoyable user experiences”
#26 MAGIC MONEYMoney in 2017
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“The era of cash for convenience purposes is over – cashless is letting people pay exactly what they owe, and letting retailers get paid immediately”
Devie Mohan, co-founder and CEO of Burnmark
#2 PEOPLE PARTICIPATION#27 CLEARLY CASHLESSMoney in 2017
CONSUMER TRENDS IN 2017
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Hayden Wood, co-founder of Bulb
“People are starting to see the benefits in switching energy provider, and are feeling better for using more environmentally conscious providers.”
#28 SWITCH CLEANHome in 2017
CONSUMER TRENDS IN 2017
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Amanda Dameron, editor-in-chief of Dwell
“With people living in smaller, predominantly urban spaces, we’re seeing a marketplace need for transforming furniture”
#29 TRANSFORMING SPACEHome in 2017
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“It used to be that no one knew what happened beyond your front door, but now people see their living spaces as a signifier of who they are”
Albert Hill, founding director of The Modern House
#2 PEOPLE PARTICIPATION#30 EMOTIONAL HOMESHome in 2017
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Jonathan Hampson, UK general manager at Zipcar
“I’m interested in who’s going to bring together all of these transport and mapping services in a holistic way, so that I don’t need to have ten apps”
#31 HOLISTIC TRIPSGetting Around in 2017
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Michael Kodransky, global research manager at the ITDP
“The demand for public transport is only going up, because there is a growing demand for urban living all over the world, among both richer and poorer people”
#32 LOCAL SMARTSGetting Around in 2017
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Matt Jones, chief product officer at Moovel
#2 PEOPLE PARTICIPATION#33 TRAVEL TEAMSGetting Around in 2017
“There’s an increasing number of ride-sharing services, joining on-demand services like Uber and Lyft. People are clearly getting more comfortable with sharing their cars”
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Clare Brass, founder of the SEED Foundation
#34 INFINITE RETURNSCitizenship in 2017
“In the linear economy, many resources are lost because we’re dumping them. Adopting a circular economy means that recovered materials could be recycled forever”
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Susan Phillips, author of The Routledge Companion to Philanthropy
#35 FEMALE FIRSTCitizenship in 2017
“Women are more able to make substantial gifts in their own right, they do more due diligence, they engage with the organisations they’re considering giving to”
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Amy Fetzer, sustainability consultant
#2 PEOPLE PARTICIPATION#36 SUSTAINABLE DIETSCitizenship in 2017
“In 2017, we’ll see sustainable food practices becoming more widely adopted. People now expect sustainability and green credentials alongside value and functionality”
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