2016CONSUMER TREND REPORT

BY: CONCEPT 21

A momentous shift in awareness, efficiency, and technological integration is upon us. We are rapidly mastering the true potential of our innovations, and gaining greater awareness of ourselves and our surroundings. We hope to inspire you by sharing our perspective…

LOCAL PRODUCTIONefficiency | sustainability | craftsmanship

INTERACTIVE BRANDvaluable content | meaningful experiences

ACCESS

SPIRITUAL BAROMETER

integrated internet

higher self

LOCAL PRODUCTIONefficiency | sustainability | craftsmanship

We are at the dawn of a new era of manufacturing. Filled with new possibility, unrestricted by location, order volume, or technical ability. This exciting shift is attributed to advances in technology, a desire to have a human connection with our products, and a consumer who is more socially and environmentally conscious. The consumer of the future considers the full life-cycle of their product meaning they are ethically and environmentally concerned. They value quality over price and are interested in the human story behind their products. The demand for such products is matched with emerging technologies, allowing for greater connection and improved manufacturing processes.

TREND REPORT 2016 7

HIGH TECH | A REVOLUTION IN PRODUCTION3D printing, rapid assembly, and automation will completely revolutionize the way products are built. No longer will we be confined by the scales of economy. Gone will be the days of substandard working conditions, complex supply chains and the need to ship goods around the world.

Instead, technology will allow for our things to be built in small scale facilities on domestic shores. Machines will build product on-demand, reducing the need for large amounts of inventory to be stored. Local production will service the needs of the local consumer directly.

10

3D printing technology1 has been all the rage over the past decade. Only recently has it graduated from its use as a tool for building prototypes into being considered as a serious means for manufacturing products2. General Electric3 has successfully proven that new technologies can replace outdated and resource-heavy production models with more efficient, economically viable ones. This is evident in use of 3D printing technology that GE has employed to develop several aspects of their latest jet engine.

One such example is their 3D printed fuel nozzle. By using 3D printing rather than casting or machining, GE has developed a part that is incredibly efficient, higher performing, and more cost effective. 3D printing allows them to create complex geometries that hadn’t been possible in previous manufacturing processes. Because this part is built on site, it also significantly reduces lead-time and insures a quality product.

3D PRINTING

TREND REPORT 2016

ADIDASThe latest from the Adidas Futurecraft project, an open-source collaboration approach to sportswear development, highlights a 3D printed midsole that can be tailored for individual needs. Although only a prototype, this demonstrates further development into soft 3D printed goods that can be applied to footwear.

Rapid assembly and automation allows a tech company like Yo Shirt4 to provide a user experience never thought possible in the apparel industry. They allow customers to design custom shirts on a smartphone app and receive them within a week. To do this Yo Shirt utilizes the latest in fabric printing and automation along with a skilled, local workforce in their Los Angeles facility.

In the future, production will require smaller and smaller facilities. They will function like a bakery for products: Small, regional production facilities will deliver just-in-time inventory and uniquely service their customers.

RAPID ASSEMBLY | AUTOMATION

HIGH SKILL | CRAFTSMANSHIP REBORNWe are transitioning into a renaissance period led by highly skilled craftsmen who are creating unique, quality products. They are developing niche companies which are pushing design boundaries and offering a superior product.

In turn, these artists are supported by consumers

who prefer artisan quality over generic , mainstream products and are willing to pay a premium. This consumer shares similar values to the craftsman and appreciates the human connection to their products. This trend is evident in the success of platforms like Etsy5 and other handcrafted brands.

Dodo Case6 has taken the values of craftsmanship and applied them to a highly scalable product: iPhone and iPad cases.

Their wooden cases are hand-assembled by a team of craftsmen based out of San Francisco. Customers can pick from an assortment of fabric liners to represent their personal tastes, which are then applied by hand. This connection between the customer and craftsman further enhances the customer experience, and provides a unique product that they can love for years to come.

DODO CASE

TREND REPORT 2016 15

Icon 4x47, an automotive car manufacturer based out of Los Angeles, CA, is proving that quality, design, and a unique voice can defy all odds and thrive in one of the most demanding industries. Icon is creating a high-performance off-road vehicle that pays homage to its vintage roots while incorporating top shelf items and meticulous design principles. With the ability to offer direct input on every vehicle, the customer is given the opportunity to be part of the design and production process. Icon attracts a new demographic. One that appreciates restoration, utility, and preservation of the past. This is a sharp contrast to the consumer culture we have been living in, which is based on the ethos of hyper consumption and instant gratification.

ICON

TREND REPORT 2016 17

The ideology of local production can carry over to products that are produced internationally. Fair Trade8 certified items and direct-from-the-source goods are in higher demand than ever. Certifications such as these help achieve better trading conditions and promote higher social and environmental standards. The human connection to a product is strengthened by knowing about its origins. For example, Salty Girl Seafood9 provides the profile of the fisherman who caught that particular fish on their packaging.

When it comes to choice, customers are drawn to products that connect them with the source. Genuine trust and connection to a brand is increasingly important to the educated consumer. This education-based trend10 has emerged in response to collective mistrust of the profit-driven intentions of large corporations that dominated the American economy for the past century.

TELLING THE HUMAN STORY

SUMMARY: LOCAL PRODUCTION

HUMAN-TO-HUMAN CONNECTION

STORYTELLING

SUSTAINABLE

PURPOSE-DRIVEN

COMMUNITY SUPPORT

DIRECT FROM THE SOURCE

ETHICAL SUPPLY CHAIN

QUALITY PRODUCT

CELEBRATE LOCAL

Handcrafted aesthetic creates a personal connection with the product and its brand.

Showcasing the people behind the brand or product.

Utilizing technology to increase efficiency and deploy new manufacturing techniques that result in less waste.

Brands that stand for something and actively add value to our communities.

Impacting the community in a meaningful way.

Insight into who produced the product allows consumers to feel good knowing they are supporting someone else.

Consumers prefer ethically produced product from work-ers who are fairly compensated.

No longer is cheaper better. Instead quality and utility are valued.

Highlight the origins of the brand and its product. Be proud of your roots.

TREND REPORT 2016 19

INTERACTIVE BRANDvaluable content | meaningful experiences

Experience is everything. Today, brands focus on creating superior content and providing rich experiences that educate consumers. The relationship with the consumer is no longer passive or superficial. Instead, it is interactive, inclusive, and collaborative11. Consumers seek interactive consumption of content that brings more meaning to their lives. This forces brands to re-imagine the function of retail stores, promotions, services, and relationships.

21TREND REPORT 2016

TREND REPORT 2016 61

IDEAS MADE REAL