consumer trends in 2016: 36 expert perspectives - canvas8

CONSUMER TRENDS IN 2016

CONSUMER TRENDS IN 2016 36 Expert Perspectives


We interviewed 36 experts from the Canvas8 network about the key trends influencing

consumer behaviour across 12 sectors in 2016.

Here’s what they said…


Stefan Cosser, chef director at Food Innovation Solutions

“The popularity of street food has led people to want authentic experiences, so there are lots of restaurants introducing regional cuisine we haven’t seen before.”

#1 AUTHENTIC EATSEating & Drinking in 2016


Karen Barnes, editor of Delicious

“Making food ‘good’ and ‘bad’ is a trend – and it’s a trend I don’t like. I’ve seen so many books in the past six months that have the words ‘guilt-free’ in the title.”

#2 GUILT-FREE FOODEating & Drinking in 2016


“In 2016, people are going to embrace the idea that they can become ‘slim by design’. They’ll replace the cookie dish with a fruit bowl.”

Brian Wansink, director of the Cornell Food and Brand Lab

#2 PEOPLE PARTICIPATION#3 NUTRITIONAL NUDGESEating & Drinking in 2016


Tracey McAlpine, founder and editor of Fighting Fifty

“The beauty industry is just waking up to the fact that they don’t market well to older people. People aren’t looking for a cure; ageing isn’t a disease.”

#4 BEAUTIFULLY AGEDHealth & Beauty in 2016


Julie Fredrickson, founder of Stowaway

“There’s going to be a lot more focus on lifestyle fits in 2016. People want something that fits into their purse and makes them mobile.”

#5 LIFESTYLE FITHealth & Beauty in 2016


“Thanks to people posting ‘shelfies’ on Instagram – pictures of bathroom shelves, cabinets or dressing tables – products themselves are increasingly in the limelight.”

Daniela Morosini, beauty journalist

#2 PEOPLE PARTICIPATION#6 PRETTY PRODUCTSHealth & Beauty in 2016


Goof Lukken, founder of Vrijetijdskennis

“People are looking for unique accommodation, like sleeping in a train. People want a story to share on social media, even if they’re only going on a short trip.”

#7 EXTREME STAYSLeisure in 2016


Julie Bonnar, editor of Craft Focus

“Customising your home is a part of modern living. There’s a crossover between crafting and DIY; knitting and painting are all incorporated into our homes.”

#8 UPCYCLED LIFESTYLELeisure in 2016


“VR is going to allow you to have the most crazy experiences. Why would you buy your kids a Scalextric track when they can drive a Formula 1 car?”

Henry Stuart, co-founder and CEO of Visualise

#2 PEOPLE PARTICIPATION#9 VIRTUAL PASTIMESLeisure in 2016


Tom Chatfield, technology theorist and author

“People are growing intolerant of anything that wastes their time. If something isn’t fully responsive, or doesn’t serve up relevant information rapidly, it’s disregarded.”

#10 TIME IS MONEYTechnology in 2016


Matt Hussey, editor-in-chief of The Next Web

“Technology is an established part of life and the way we express our identities. Above functionality, it’s about how it makes you feel, how it makes other people see you.”

#11 IDENTITY MARKERSTechnology in 2016


“When people use a mobile, they don’t think of it as futuristic – it seamlessly integrates into their life. But a smart watch doesn’t provide any indispensable service.”

Daniel Booth, editor of Web User and Computeractive

#2 PEOPLE PARTICIPATION#12 THE NON-SHIFTTechnology in 2016


Zack O’Malley Greenburg, senior editor at Forbes

“We’re going to start to see some clarity around the streaming situation. There’s no doubt that streaming is the present and future of the music industry.”

#13 DREAMS OF STREAMINGMedia & Entertainment in 2016


Barry Hertz, film editor for The Globe and Mail

“There’s a shift towards blockbuster franchises and branded properties in cinema. Audiences are interested in recognisable properties and names.”

#14 INDIE GUYS FINISH LASTMedia & Entertainment in 2016


“Networks are more open to the fact that the more places they give people access to content, the higher the ratings will go.”

Alan Wolk, TV industry futurist and analyst

#2 PEOPLE PARTICIPATION#15 TELLY ADDICTSMedia & Entertainment in 2016


Mitch Joel, president of Twist Image

“The macro shift will be in messaging. Messaging apps are bigger than social networks at this point – private apps like WhatsApp and Facebook Messenger.”

#16 SOCIALLY DIVERSECommunications in 2016


Tamsin Fox-Davies, senior development manager at Constant Contact

“Brands have come to understand that if they want an audience to step away from what they’re doing and interact with a message, it needs to be fun.”

#17 CUSTOMER FIRSTCommunications in 2016


“There’s a psychological shift between the TV on your wall and your phone in terms of personal space. Brands need to create value and be invited in.”

Dr. Pamela Rutledge, director of the Media Psychology Research Center

#2 PEOPLE PARTICIPATION#18 PERSONAL SPACECommunications in 2016


Alastair Laidlaw, founder and CEO of Lux Worldwide

“Expect to see brands invest even more heavily in video, augmented reality and mobile apps. Seismic shifts lie ahead in the way people purchase luxury goods.”

#19 DIGITAL STORYTELLINGLuxury in 2016


Alex Cheatle, founder and CEO of Ten Group

“There are a growing number of wealthy people who aren’t that interested in luxury products, people who just don’t wear a watch or own a top brand car.”

#20 FINE LIVINGLuxury in 2016


“Ten years ago, ‘ethical’ was hemp and yoghurt, but today it’s very much for the luxury market. People want to know the provenance of the products they buy.”

Emma Hart, creative director at PUSH PR

#2 PEOPLE PARTICIPATION#21 SEXY SUSTAINABILITYLuxury in 2016


James Dion, retail consultant and founder of Dionco Inc.

“People are obsessed with their phones; 24% of Americans have admitted to making a purchase on the toilet and 2% have even done it at a funeral.”

#22 SPEND ANYWHEREShopping in 2016


Paul West, strategy director at Dalziel & Pow

“Look out for Nike’s 45 Grand gym. It’s a great example of building customer advocacy – a retail space also used for leisure and entertainment.”

#23 PEOPLE PARTICIPATIONShopping in 2016


“The high street looks healthier, but it’s the independent stores that are really coming through. There’ll be a move away from big name stores.”

Graham Soult, leading UK retail consultant

#2 PEOPLE PARTICIPATION#24 SMALL & MIGHTYShopping in 2016


Chris Skinner, chairman of the The Financial Services Club

“In 2016, mobile wallets will mature into contextual services incorporating advice, sales and marketing at point of sale – as long as it’s consensual.”

#25 CONTEXTUAL WALLETSMoney in 2016


Jonathan McMillan (pseudonym), author of The End of Banking

“As people try services like Apple Pay, Venmo or Zopa – seeing how little effort is required – they will demand it from their banks.”

#26 ZERO EFFORTMoney in 2016


“The banking and financial services industry has finally begun to understand what distributed ledger technology is and the promise it holds for innovation.”

Duena Blomstrom, fintech and digital experience specialist

#2 PEOPLE PARTICIPATION#27 SHARED LEDGERSMoney in 2016


Alex Ely, founder of architecture practice Mæ

“The chronic housing problem could be overcome if retirees free up family homes, so housing providers will tempt them with new, high-end designs for the elderly.”

#28 URBAN RETIREESHome in 2016


Philip N. Cohen, sociologist and demographer

“The increases in re-marriage or marrying later in life create a dynamic where family rules, boundaries and relationships are unclear.”

#29 UNCERTAIN TIMESHome in 2016


“In 2016, the home is going to be about comfort, not size, especially as homeowners become more attuned to provenance and materials.”

Emma J. Page, commissioning editor at 25 Beautiful Homes

#2 PEOPLE PARTICIPATION#30 HOME COMFORTSHome in 2016


Dr. Ryan Chin, managing director of the City Science Initiative at the MIT Media Lab

“Will high adoption rates of autonomous vehicles make our cities worse or better? If they are privately owned, we may just have autonomous traffic jams.”

#31 HANDS FREEGetting Around in 2016


Michael Kodransky, global research manager at the Institute for Transportation & Development Policy

“We’re seeing less focus on car ownership because cities can’t cope with the traffic and consumers are put off by the costs.”

#32 SHARING THE ROADGetting Around in 2016


“Crowdsourcing travel data is part of a bigger trend of decentralising information providers and the shift to a bottom-up approach to services.”

Dr. Oded Cats, assistant professor in Transport and Planning at Delft University of Technology

#2 PEOPLE PARTICIPATION#33 DATA DRIVENGetting Around in 2016


Andy Thornton, CEO of the Citizenship Foundation

“There’s going to be a greater sense of debate over how much people’s locality matters to them and how well these localities are served.”

#34 CIVIC SENSIBILITIESCitizenship in 2016


Tomas Diez, urbanist and co-founder of Smart Citizen

“ In 2016 we will see more applications, hardware, and technological innovations related to citizen involvement in the city.”

#35 MASS PARTICIPATIONCitizenship in 2016


“Crowdfunding sites – Kickstarter, Just Giving or Kiva – are essentially fundraising platforms. The potential of the use of these sites in this sector is exciting.”

Jonathan Simmons, chief experience officer at pro-social digital agency Zone

#2 PEOPLE PARTICIPATION#36 OUTSIDE INFLUENCECitizenship in 2016


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36 expert interviews | Trends across 12 sectors | Key innovative brands to watch | 2016 cultural agenda

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consumer trends in 2016: 36 expert perspectives - canvas8

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