Top 10 Global Consumer Trends 2020

TOP 10 GLOBAL CONSUMER TRENDS 2020
January 2020
INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
FRICTIONLESS MOBILITY
INCLUSIVE FOR ALL
MINDING MYSELF
MULTIFUNCTIONAL HOMES
PRIVATE PERSONALISATION
PROUDLY LOCAL, GOING GLOBAL
REUSE REVOLUTIONARIES
WE WANT CLEAN AIR EVERYWHERE
CONCLUSION
INTRODUCTION
Scope
▪ Euromonitor International produces an annual whitepaper on the top 10 global Disclaimer

consumer trends expected to impact during the year ahead, providing specific Much of the information in this
briefing is of a statistical nature and,
characteristics and how the trend manifests, consumer behaviour and while every attempt has been made
motivation driving the trend, as well as insights on how industry is responding to ensure accuracy and reliability,
Euromonitor International cannot be
across consumer markets and geographies and the long-term impact. held responsible for omissions or
errors.
▪ This report provides an overview of the trends for 2020 and the implications for Figures in tables and analyses are
business, with supporting data. calculated from unrounded data and
may not sum. Analyses found in the
briefings may not totally reflect the
companies’ opinions, reader
discretion is advised.
Emerging Forces Shaping

Consumer Behaviour:
Euromonitor International
reviews the top 10 fast-moving
trends we expect to gain traction
in the year to come. The report
provides insight into changing
consumer values and priorities
and demonstrates how
consumer behaviour is shifting
and causing disruption for
business globally.
More detail can be found in
Euromonitor’s downloadable
White Paper of the same name.
© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 3

INTRODUCTION
Top 10 Global Consumer Trends in brief (1)
Beyond Human Consumers are beginning to accept that robots or other artificial intelligence (AI)
can perform certain tasks, traditionally done by humans. Though complete trust in
and universal access to this technology will take more time, we are embracing the
concept of AI-driven robots for our own welfare, convenience and comfort. Growing
up with technology as an integral part of their lives, Generation Alpha will not
distinguish between digital and physical.
Catch Me in Seconds Swipe, click and scroll are now the main reflexes to search for information. With
improved technology, accessibility and usage, consumers can find immense
amounts of information with fewer barriers. Consumers have the same capacity to
process information as before but now contend with much more information to
process, needing to identify the most relevant bits quickly. They are constantly
seeking personalised, authentic and appealing channels. Consumers want brands
to make their information, product or service as accessible as possible in a short
timeframe to compete with other demands.
Frictionless Mobility Consumers want the freedom to move around increasingly congested cities as they
please. Frictionless Mobility is now the expectation as consumers use navigation
apps to plan their journey and want real-time updates on the best way to get from A
to B, whether it is by train, taxi, electric bike, scooter, helicopter or a combination of
them all. Consumers want their transportation across cities to be modular and
personalised to their individual needs in 2020 as they embrace a crowded world
that is no longer seen as car-first.

INTRODUCTION
Inclusive for All Brands are catering to individuals with physical or mental disabilities, unlocking
the potential for an Inclusive for All business model. Companies are reframing
their products and services to be more accessible to everyone, representing
individuals beyond the mainstream and helping to reduce prejudice around
diversity and differences. Brands are responding to a societal push for change.
Businesses are making steps towards authenticity and inclusion, putting
accessibility at the core of new product developments.
Minding Myself Bringing mental wellbeing to the forefront of consumer concerns in 2020. One in
four adults in the developed world suffers from anxiety. Consumption of self-
medicating stress-relief products, such as cigarettes and alcohol, is declining.
Instead, consumers are seeking outcome-based goods to address specific mental
wellbeing needs and prevent the physiological effects of stress, worry and
sleeplessness. The future of socialising will be redrawn. Responsible stimulation
and mental wellbeing will be the new normal as consumers seek their “holistic
happy”.
Multifunctional Homes During times of economic, political or personal uncertainty, consumers are drawn
to the comforts of home. In seeking to unwind and get back on track, consumers
retreat to their personal safe spaces, free from the distractions of the world around
them. While this tendency is nothing new, for the first time, consumers don’t want
to leave their homes, but also don’t have to. Thanks to high-speed internet access
and innovative goods and services, global consumers are able to exercise, shop,
work and play, all from the comfort of their Multifunctional Homes. The impact on
government, distribution and industries is profound and far-reaching.

INTRODUCTION
Private Personalisation Consumers expect brands to tailor products and services to them, yet they must
surrender their personal information to optimise their. Yet, consumers are growing
concerned about who has access to their data and how it is used. While some
brands are pushing the boundaries on the type of information they collect, others set
new standards for consumers who prefer to remain off grid and will likely opt out of
digitally manufactured experiences they do not see as adding value to life.
Proudly Local, Going This is global consumer desire to adopt and appeal to a sense of individuality and
Global growing national identity from local inspiration. We expect multinationals to respond
creatively to local culture, social norms and consumer habits. Niche brands start
their global route to success by accentuating their local credentials. Multinationals
are becoming more sophisticated in shaping their products to local tastes and
preferences without losing their core brand identity.
Reuse Revolutionaries Sustainability leaders are tapping into new circular business models that aim to offer
more with less through sharing, reusing, refilling and renting. Increased
environmental awareness is behind, especially for younger generations who are
prioritising experiences over ownership. It is creating sustainable business
opportunities. New business models that avoid waste generation are appealing to
more ethical consumers who are embracing sustainability.
We Want Clean Air Growing concern for personal wellbeing and the environment is putting air quality in
Everywhere the limelight. Awareness of air pollution is impacting consumer choice and brands
are positioning themselves to target environmentally-conscious consumers -
impacting behaviours across many industries from travel to eating.

INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
BEYOND HUMAN
Beyond Human: Helping simplify life
▪ Consumers are already relying on AI-driven appliances in order to improve their lives, such as those that
help with domestic chores or run errands. Some 12% of Euromonitor International's 2019 Lifestyles Survey
respondents own or currently have regular and easy access to in-home virtual assistant devices for
personal use and ownership of smart appliances continues to see strong growth, especially among Gen Z.
Millennials and Gen X are particularly open to AI-driven robots for tailored and curated experiences.
▪ In a time-constrained world, consumers look to tech to simplify their lives and create more time to do the
things they enjoy, with the people they want to spend time with. This need to improve day-to-day life
alongside a desire for more personalised experiences is driving the wider acceptance of AI-driven
appliances.
Global Smart Appliance Ownership

Kitchen appliances
Laundry appliances
Central heating/cooling system
Cleaning appliances
Security system
Lighting control system
Personal grooming devices
Garden systems
0% 20% 40% 60%

% currently have in home
Millennials Generation Z Generation X Baby Boomers
Source: Euromonitor International’s Lifestyles Survey (2019)

BEYOND HUMAN
Beyond Human: What it means for business
▪ AI-driven robots are not new. Technological Global Wireless Speaker Volume
improvements in algorithms, substantial data growth and Brand Shares 2014-2019
deeper network and connectivity penetration have laid the 100%
groundwork. Virtual assistants and in-home smart 90%
hardware adoption have paved the way for AI robots to
80%
enter consumers’ everyday lives. Global wireless
70%
speakers have registered double-digit annual volume
growth of 30% since 2015 and connected robotic vacuum 60%
Volume
cleaners captured 50% 2019 robot sales. 50%
▪ Consumers are looking to business to create tech-based 40%
products and services that make life easier, more efficient
30%
and rewarding for them. We will see the emergence of
more voice activated and other tech that helps consumers 20%
manage their life schedules. 10%
▪ Robots will not just do more for us but will also keep us 0%
2014 2015 2016 2017 2018 2019
company. Ubtech launched the Alpha Mini in late 2018, a
portable robotic toy to entertain, teach and communicate Amazon Echo Google Home JBL Bose
with children that has LCD eyes capable of voice Tmall Genie MI Others
interaction, facial recognition and flexible movement. Source: Euromonitor International
▪ Humanoid robots represent a cutting-edge innovation,
Special purpose industrial robots generated
especially when product functions are tailored to specific
USD61.8 billion production turnover in 2018
consumers like children and elderly, among others.
(18 researched countries)

BEYOND HUMAN
Beyond Human in action: Ai-Da (UK)
▪ Ai-Da is an AI robot artist that made its exhibition

debut in mid-2019 at the Barn Gallery at Oxford
University.
▪ The “humanoid” robot is able to see through digital
cameras, interpret information with algorithms and
paint using its robotic arm.
▪ Robot artists such as Ai-Da will not replace human
artists, but they shed light on how the two are
working together in new ways.
Key takeaways
▪ Art has long been perceived to be an exclusively
human creative activity, however Ai-Da challenges
how originality is viewed and technology is used
now.
▪ AI enables collaborations between humans and
robots, opening up new creative opportunities
which will impact across industries.
Credit: Nicky Johnston

BEYOND HUMAN
Beyond Human in action: Furhat Robotics (Sweden)
▪ Furhat Robotics is an artificial intelligence

and social robotics company developing a
robot with built-in AI capabilities that can
imitate human facial expressions and
voices.
▪ Working with Swedish recruitment firm,
TNG, Furhat Robotics trialled the robot
recruiter Tengai, which claims to overcome
human biases and discrimination, as well as
to aid decisions during interviews.
▪ Tengai claims to overcome humans’
emotional biases and improves decision-
making efficiency continuously (especially in
first rounds of screening).
▪ Tengai helps reduce recruitment costs and
reflects emerging humans’ trust in AI.
Key takeaways
▪ Standard and repetitive tasks are the
Recruitment agencies across the world generated starting point for AI-driven robots.
USD842.9 million turnover in 2018
▪ Robots are a solution to eliminate
unconscious bias while creating humanlike
Credit: Furhat Robotics experiences.

BEYOND HUMAN
Expert view: AI in robots will drive our smart world on
▪ Robots have been in use since the 1960s. What makes robots in
Industry 4.0 any different? The most important difference today is the
usage of AI in robots, which will drive our smart world forward. Robots
are mainly deployed in industrial applications but consumer-facing
robots are increasingly making inroads into our daily lives.
▪ Think beyond physical robots. Alexa, Siri and chatbots have
penetrated our connected world, from online shopping to customer
service hotlines, without us noticing.
▪ The greatest challenge for consumer-facing robots is not the
hardware but creating the software behind them. Creating software
that can act as a human interface is at the heart of the Beyond
Human trend. Google, Alexa, Nvidia and other titans are trying to
perfect natural language processing. A convincing customer-serving
robot will not be possible unless the interaction with the machine is
natural.
Loo Wee Tek ▪ Robots will replace tasks and repetition, not jobs and certainly not
Head of Consumer Electronics humans. Rather, robots and humans will sit side by side. The
industrial world will still be the main driver in robot adoption as the
world struggles with an ageing society and faces an increasing cost of
labour. Backed by maturing algorithms and machine learning, AI-
driven robotics is a tool to achieve precise automation and avoid man-
made risks in a wide range of industrial situations, especially
manufacturing, assembly and logistics.

BEYOND HUMAN
Outlook for Beyond Human
• Driven by technology, consumers will engage more deeply with commercialised AI-
Beyond Human driven robots
is here to stay
• As well as a wider acceptance of smart home appliances and virtual assistants that
Higher require the adoption of relatively new consumer behaviours, such as voice control
willingness to
spend on new
technology
• Growing up with technology as an integral part of their lives, Generation Alpha will
Generation
not distinguish between digital and physical. They expect products and services to
Alpha secures incorporate technology
trend
• They will incorporate AI-driven robot capabilities into long-term strategies. This
Developing for
technology will be used to automate manufacturing and logistics, understand
enterprises differentiated consumer demands and deliver personalised solutions with precision
globally

INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
CATCH ME IN SECONDS
Catch Me in Seconds: More content in less time
Regional Ownership of Smartphones ▪ Swipe, click and scroll are now the main reflexes to
and Change in Share 2016-2022 search for information. With improved technology
100 20 accessibility and usage, especially among younger
Change in share of households pp

generations, consumers can access immense amounts of
75 15 information with fewer barriers. With this comes the need
Share of households
to identify the most relevant bits. Consumers are

constantly seeking personalised, authentic and appealing
50 10
channels. They are growing accustomed to shorter
content.
25 5 ▪ The ever-evolving digital space has been driven by
improved infrastructure that permits greater internet
0 0 coverage, rising smartphone use to access content
World North Europe Asia Latin Middle frequently and technological advances that have helped
America Pacific America East
and enhance the way premium content is brought to the
Africa consumer.
Share of households, 2019 (%)
Change in share of households pp (16/19)
▪ Smartphones are not just for middle-income populations
Change in share of households pp (19/22) anymore. A key driver of internet access for rural and less
Source: Euromonitor International’s Lifestyles Survey (2019) wealthy populations has been manufacturers offering
affordable phones for these communities. The top four
According to Euromonitor International’s marketing channels ranked as extremely influential and
Lifestyles Survey, 72% of global consumers very influential are friends’ social media posts or shares,
in 2019 watch TV at least weekly from their friends/family recommendations, independent consumer
mobile phone, up from 52% in 2017 reviews and loyalty rewards programmes.

CATCH ME IN SECONDS
Catch Me in Seconds: What it means for business
▪ Online engagement continues to grow at a global level. As

digital marketing has increased in popularity, so has spend.
Brands are investing in video and AI to shorten ads. According
to Google, over 50% of shoppers confirm that video content
aids in the brand and product selection process. Consumers
aim to avoid interruptive advertisements to watch and read
more relevant content. Social media offers opportunity,
especially on platforms such as Instagram where
advertisements as well as new social influencer channels blend
naturally into a consumer’s newsfeed.
▪ Brands and platforms are producing catchy and speedy
content by launching offerings with visual cues and auditory
comment, multisensory and quick for instant gratification. In
2020, this is the standard of service for consumers, and if not
met, they will move to the next option.
▪ Attention spans are not only becoming shorter, but the Catch
Me in Seconds trend is also causing consumers to be more “Millennials see technology as
selective when sifting through huge amounts of information in integral to the process, with 67%
moments. expecting computer-generated
▪ The Skimm’s email newsletter, launched in 2012, built on an recommendations as a basic
old idea, bringing fresh and synthesised news from the component.”
previous 24 hours to consumers every weekday. The format’s Neil Gourlay, MD Financial
popularity has since been replicated by numerous brands. Services, Accenture UK

CATCH ME IN SECONDS
Catch Me in Seconds in action: Charlotte Tilbury (UAE)
▪ Charlotte Tilbury is a leading global skin care and

make-up brand. The brand developed independent
looks that were then sold in kits, facilitating the selection
process for consumers, and allowing them to replicate
easily.
▪ Rising popularity of make-up tutorials, especially in the
Middle East, has motivated women to master the looks.
“Charlotte's Magic Mirror” further leverages attention-
grabbing and quick visuals to turn the shopping
experience from product selection to an immersive
experience “trying on” different complete looks, and
seeing the result instantly with the virtual mirror.
▪ The concept was originally launched in late 2016 in the
UK, with seven locations to date with success in the
United Arab Emirates thanks to the speed and choice of
products to master the latest make-up looks.
Key takeaways
▪ Integrate visual technologies to help shift the focus from
shopping for a product to an immersive and captivating
According to Google, over 50% of shoppers
experience.
confirm that video content aids in the brand
and product selection process ▪ The orchestrated use of visuals in kits took the
experience from everyday to aspirational glam looks.

CATCH ME IN SECONDS
Catch Me in Seconds in action: Instagram (US)
▪ Instagram is a photo and video sharing social media

platform (owned by Facebook since 2012). The app
added Stories, posts limited to 24 hours, in
2017, which continues to gain popularity.
▪ According to Instagram, 39% of the users became
more interested in a brand or product after seeing it in
Stories. The social platform combined with the online
influencer phenomenon has benefited brands.
▪ Aware of this connection, Instagram is taking strides
to become an e-commerce platform with in-app
shopping options, launching a pilot in the US with over
20 brands, including adidas, Dior and Michael Kors.
Key takeaways
▪ This exemplifies the Catch Me in Seconds trend
because consumers can visualise a product and make
a quick purchasing decision directly from a post with
the advent of s-commerce.
▪ Video content is engaging for today's consumers by
sharing concise content in a few minutes and
According to Instagram, the number of users triggering needs for products/services through
who tap on the shoppable posts increased by gamification.
44% from 2018 to 2019

CATCH ME IN SECONDS
Expert view: Capturing consumer attention quickly and saving time
▪ Across many goods and service sectors, what makes something premium or
luxurious is evolving. No longer is price the sole determinant. Time is key and
the promise of time saving is a driver of innovation and disruption, leading to
new products and services. Technology has enabled companies to share
more information. Consumers have the same capacity to process information
as before, but now contend with much more information to process.
▪ We see brands leveraging the Catch Me in Seconds trend to capture
attention. Through “drops,” brands are making their merchandise available
exclusively for a short period of time. Here, the product is only accessible to
those with not just the money, but also the time to make the purchase. For
more widely available products, people are willing to pay a premium price to
have quicker access.
▪ Social media is changing, permitting people to access content with shorter
live stories and videos. Some platforms offer people ways to consume more
content in the same amount of time. For example, they can select faster
Amanda Bourlier playback speeds on YouTube and certain podcast platforms. Consumers are
Consultant taking in more information but expect to spend the same amount of time.
▪ The trend has evolved and become stronger as technology, both accessibility
and usage, has made it possible to deliver instant information and
functionality to users. Consumers expect brands to make their information,
product or service as accessible as possible in a short timeframe to compete
with other demands.

CATCH ME IN SECONDS
Outlook for Catch Me in Seconds
• The instant gratification that consumers feel and expect for quick and relevant content
Instant will further propel the cycle of innovation
innovation
• Sustained growth in smartphone usage, the middle-class population and visual-centric

younger generations, particularly in emerging markets, will strengthen Catch Me in
Key
demographics Seconds
prompting
growth
• Today, the trend is visual and multisensory. Over the medium term, expected growth is
From senses in voice commerce and artificial intelligence
to
monetisation
• In a highly competitive market, brands need to offer the dynamic content that
consumers seek. To get ahead of what Catch Me in Seconds will be in the future,
Feed desire
for dynamic businesses need to invest in technology
content

INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
Frictionless Mobility: Death of ownership
▪ With the rise of the sharing economy over % of Households who own or Have Access to
the past two decades, ownership is no longer an Automobile by Region 2016/2019
the expectation. This does not only apply to
cars and accommodation but also
Middle East and Africa
appliances, furniture, toys, other durables,
even clothing and food that in the past you
would expect to buy outright.
▪ In cities, renting is a norm, so it is natural that Latin America
consumers within urban environments prefer

to make purchases on a pay-as-you-go
basis. This is particularly true within emerging Asia Pacific
markets where weekly or even daily wages
are still common, thus it is rare that
consumers can invest large sums of money
in products and services upfront. Europe
▪ Driving in cities has become less common.

Authorities are charging vehicles travelling
through cities in an effort to reduce North America
congestion and pollution. This has
contributed to the rise of shared mobility
0% 20% 40% 60% 80% 100%
services. As consumers seek fast, seamless
and cheap transportation, the Frictionless 2016 2019
Mobility trend emerged. Source: Euromonitor International’s Lifestyles Survey (2019)

Frictionless Mobility: What it means for business
▪ The world’s population is becoming increasingly urban. The lure of Credit: Whim
economic prosperity, higher education and an exciting social life
entices consumers to move to cities. The rapid increase of people in
these cities has led to the emergence of the megacity, which has 10
million or more inhabitants. There will be 33 megacities in 2020. With
roads becoming congested and public transportation overcrowded,
consumers are seeking Frictionless Mobility.
▪ Travelling on two wheels is a popular and viable transport method in
developed economies. Electric bikes and scooters crowd the streets
brought by an explosion of rental-sharing start-ups. These are ideal
for environmentally-conscious consumers as an effective
micromobility transport method that are cost- and time-efficient
alternatives to cars. In developing economies, a motorbike is often the
preferred method to avoid traffic - above all in Asia and Latin America.
▪ Consumers do not want to rely on a single transport method and
demand multiple mobility options that account for time, budget,
weather and occasion. This has led to the upsurge of navigation apps Global digital transport
that provide consumers real-time updates on the most effective way payments equated to
USD580 billion in 2018.
of arriving at their destination. Consumers also expect purchase and
3.9% of households had pay-
payment of the mobility solutions to be convenient and seamless.
to-use access to a car,
This enabled the rise of contactless and mobile payments as the
Euromonitor International
norm across many cities: the trend is no longer the aspiration of
Lifestyles Survey (2019)
consumers but the expectation.

Frictionless Mobility in action: YourNow (Germany)
▪ A joint venture between BMW and Daimler, YourNow, is

an urban mobility solution that comprises five services;
Reach Now for navigation; Charge Now for electric
charging; Free Now for taxi ride hailing; Park Now for
parking; and Share Now for car sharing.
▪ Consumers are becoming overwhelmed with the number
of choices they have to make in terms of which company
they use to complete their journey from A to B, often
having to download several apps. YourNow provides all
the urban solutions for a consumer, housed under one
brand - which simplifies the process while providing the
flexibility the consumer desires.
Key takeaways
▪ Brand recognition is key to survival when operating in
such a competitive environment. Mobility brands have
been quick to appear and disappear but only the most
visible will succeed. YourNow’s mobility portfolio is easy
to access, intuitive to use and caters to consumer needs.
Credit: YourNow
▪ Super apps such as YourNow, WeChat and Uber are
most likely to succeed due to the range of services
Germany has more than 27,000 electric
offered that ensures high consumer adoption and
stations nationwide, ranking fifth globally
retention.

BlueSG (Singapore): One-way car sharing - convenient & sustainable
Credit: BlueSG ▪ BlueSG is the first 100% electric car sharing service to
launch in Singapore with a network of 1,000 vehicles.
Consumers access the vehicles via a BlueSG member
card or paired EZ-Link card. BlueSG is a subsidiary of
the Bolloré Group and is set to become the world’s
second largest electric vehicle car sharing service.
▪ Unlike traditional car rental, vehicles do not need to be
returned to their original destination and can be used
24/7 meaning they can cater to any journey type. With
no direct carbon emissions produced from the car, they
can be sustainably used within city centres and
complement public transport.
Key takeaways
▪ Electric vehicles have struggled to take off due to lack
of available charging stations. BlueSG has agreed to
open up 20% of its planned 2,000 charging stations to
private vehicles to encourage the adoption of greener
vehicles.
Credit: BlueSG
▪ The scheme appeals to consumers because it
complements other modes of transport enabling
Just 49% of Singapore households own or
Frictionless Mobility as BlueSG will likely be just one
have access to a car
stage of the overall journey.

Expert view: Shift to private sector urban mobility solutions
▪ As urban population densities rise, the predominant mobility model of

private passenger car ownership has passed its sell-by-date. The old
model has presented an array of unwelcoming problems, such as
congestion, pollution and traffic accidents. There is consensus among
key stakeholders, including consumers, governments and
businesses, that a new and more efficient model of mobility is
required.
▪ The availability of fast broadband internet and smartphone apps
paved the way for numerous mobility services, such as ride- and
scooter-sharing schemes to complement existing public
transportation. This fostered the Frictionless Mobility trend - the notion
of making mobility a seamless experience, providing fast, convenient,
efficient and cost-effective consumer travel.
▪ The mobility landscape will continue to see lower ownership and
more third party services in 2020. Indeed, the mobility-as-a-service
model will be one frontier for growth. Its ability to integrate an Fransua Vytautas Razvadauskas
assortment of services and provide demand-responsive pricing will Cities Consultant
cater to consumer needs. Urban mobility is headed towards a
seamless experience, covering the entire journey from the first to the
last mile with consumer convenience in mind.

Outlook for Frictionless Mobility
• With today's overcrowded cities, mobility of the future will need to be personalised,
Personalisation efficient and seamless. Personalisation is the key to achieving Frictionless Mobility
is the key
• The change in consumer mindset from ownership to access will enable the promise
of Frictionless Mobility to be realised as consumers embrace a crowded world that is
Ownership into no longer seen as car-first
access
• With consumers increasingly living busy yet flexible lifestyles, rush hour will be a
Flexi-living
term of the past
• Transportation, along with all other industries, must cater to the varying needs of
Around the
citizens on a 24/7 basis
clock

INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
INCLUSIVE FOR ALL
Inclusive for All: A need for cultural change
▪ For years, people with disabilities faced a lack of representation around

the world, with businesses often struggling to understand and meet their
needs. As a result, in many societies individuals with disabilities often
ended up disconnected, living in isolation and facing continued
discrimination.
▪ According to the World Health Organization (WHO), more than one
billion people across the globe live with some form of disability,
constituting the largest marginalised group worldwide. Approximately
80% of individuals with disabilities live in developing countries. This
figure continues to increase with population growth, medical advances
and ageing.
▪ Today, global awareness is rising, both from corporate strategies to new
product developments. As part of the United Nations 2030 Agenda for
Sustainable Development, the goals explicitly address the needs of
individuals with disabilities, pledging to “leave no one behind”.
▪ Brands are shifting their traditional marketing agenda and moving from a
strategy of consumer segmentation to one of inclusion. Instead of
focusing on individuals’ differences, brands are addressing their
similarities, bringing together individuals with and without disabilities. Credit: Apple/Emojipedia
Businesses need to understand the disability culture and involve disabled

individuals in decision making. A growing number of companies are
partnering with local organisations and disabled communities to provide
insights on NPD from the initial design through marketing and promotion.

INCLUSIVE FOR ALL
Inclusive for All: What it means for business
▪ This trend reaches everyone. Those with disabilities look to brands to create solutions for them so they can
do all that those without disabilities can do but also those without disabilities buy from brands that align with
their values - ie brands that create solutions that include everyone. This is a very broad audience.
▪ Within beauty and personal care, societal pressures to look and appear a certain way are changing. Body-
positive expression is on the rise, and as these ideals change, they face reinforcement from cultural arts
and the media. Backlash against unrealistic and alienating standards continues to grow. Beauty standards
have evolved and consumers are embracing who they are.
▪ Consumers not only seek products that satisfy their needs but also reflect their own values. Whether it is
for shampoo, a new pair of jeans or gaming software, consumers are looking to purchase products from
companies that resonate with their beliefs. Looking at new ways to simplify their lives, consumers show
more commitment to responsible brands. These new purchasing behaviours go hand in hand with interest
in health and wellness movements and ethical attitudes.
Wellbeing in Beauty: “To me, Beauty Means Being Comfortable in Your own Skin”
Attitudes by Region
% respondents agreeing
80
60
40
20
0
North America Europe Asia Pacific Latin America Middle East & Africa
15-29 30-44 45-59 60+ Total

INCLUSIVE FOR ALL
Inclusive for All in action: Microsoft/Xbox (Global)
Credit: Microsoft ▪ Microsoft’s Xbox Adaptive Controller allows individuals

with limited mobility to join the gaming community with
a new ergonomic console designed with more
accessible controls and bigger buttons for navigation.
▪ Although the Xbox development started as a
hackathon for veterans with limited mobility, the launch
of the console in the marketplace enables consumers
of all ages and various motor/physical disabilities to
join online gaming and respond to consumers’
continued interest to be part of a community.
Key takeaways
▪ Some charities and engineers have designed bespoke
controller solutions for gamers with unique needs, but
no consumer electronics company has yet launched a
dedicated product targeting motor disabilities in
gaming.
▪ With this latest addition to its existing Xbox portfolio,
Microsoft aims to provide a simpler platform for
consumers with motor disabilities, enabling both
Microsoft Corp remains a leader in the static gamers with and without disabilities to join the game
consoles industry, with retail value sales on the same level.
accounting for 19% share in 2018

INCLUSIVE FOR ALL
Inclusive for All in action: Mattel (US)
Credit: Mattel ▪ Mattel is releasing a range of Barbies with disabilities to

celebrate the positive impact of inclusivity. The new range
contains both a wheelchair Barbie and a Barbie with a prosthetic
leg, coming in a variety of skin tones.
▪ Mattel worked alongside a team of experts, physicians and
children with disabilities to create its new doll range. The
manufacturer also launched a limited edition, partnering with Izzy
Wheels, to feature colourful and innovative design for its wheels,
enabling fans to further accessorise their orders.
Key takeaways
▪ Barbie was often criticised for promoting unhealthy body images
to children. The brand has made significant efforts to change
including offering additional body shapes, skin tones and hair
colours for its new dolls. Today, Mattel’s move towards disability
enables the brand to broaden the definition of beautiful and
increase awareness and representation with individuals living
with physical differences.
▪ Disability charities have positively responded to Mattel’s growing
efforts to rebrand its Barbie dolls, enabling children to play with
Retail sales of Barbie dolls grew at toys that better represent them and their lives.
4% CAGR over 2014-2018 in the
US

INCLUSIVE FOR ALL
Expert view: Innovation in toys for children with disabilities
▪ Toys for children with disabilities are not new, especially in adaptive
toys for special needs. However, the Inclusive for All trend is
emerging forcefully and US start-up, “A Doll Like Me” reflects this.
The company makes dolls that look just like the children they are
made for, matching their unique physical characteristics, medical
issues and ethnicity. Making waves across countries, this trend
promotes an inclusive stigma-free approach to toys, seeking to
normalise, empower and embrace diversity from a young age. Social
media is giving a stronger voice to its advocates.
▪ Toy industry powerhouses have taken notice. In 2019, Mattel
launched a line of Barbie dolls in wheelchairs created in collaboration
with UCLA Mattel Children’s Hospital. There has also been strides in
some developing countries. In Argentina in 2018, Casita de Muñecas
introduced dolls featuring Downs syndrome. The launch was
Svetlana Uduslivaia
promoted by the national toy organisation, Cámara Argentina de la
Head of Home & Tech, Americas
Industria del Juguete, and organisations for persons with disabilities.
▪ While sales are still small, there is a clear societal shift towards
inclusivity and diversity. Aside from stigma, mass production costs
pose a challenge and this is where major industry players with
resources and economies of scale can play a role in supporting the
trend long term.

INCLUSIVE FOR ALL
Outlook for Inclusive for All
• Disabilities come in myriad forms and often demand specific needs to navigate
Tailor-made through everyday life
solutions
• Companies must be more inclusive of the disabled community in their business

Being models and address the needs of those often underserved
genuinely
inclusive
• Those who seek to embrace diversity in their products must truly understand these
consumers’ needs, putting the disabled community at the heart of their new product
NPD must be
inclusive developments
• Diversity will become a measure of a brand’s relevance, and Inclusive for All will be
The new norm the new normal

INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
MINDING MYSELF
Minding Myself: Mental wellbeing will shape the future of socialising
▪ Traditional drinking and eating occasions are Global Level of Impact on Health Caused
changing. In the past, businesses traditionally by Stress and Anxiety
positioned their brands for consumption at
certain times of the day. Now, more products Severe impact
are showcasing how they address a specific

consumer need state instead. Moderate impact
▪ Functionality is crossing categories and

A little impact
blurred lines is the new normal across the food
and beverage landscape. Alcoholic and soft No impact
drinks are prime examples of this crossover
seen in the rise of non-alcoholic spirits and 0 10 20 30 40 50
hard seltzers. Not to mention, everything % respondents
wants to be an energy or relaxation drink. Source: Euromonitor International’s Health & Nutrition Survey (2019)
▪ Social isolation in the modern world is growing due to evolving family structures, loss of public space,
longer working hours and social media. This is further fuelling anxiety and reducing or ceasing consumption
of tobacco and alcohol in social environments.
▪ Alcohol and cigarettes are being replaced by less harmful stimulants like cannabis, alcosynth and
molecular alcohol, which mimic the effects of intoxication. The modern consumer need is thus twofold: to
de-stress via natural means and to have fun again. Preferably, both at the same time.
▪ Players have an opportunity to offer adult consumers responsible stimulation using natural ingredients to
deliver a buzz. Further on the trajectory is the potential for controlled micro-dosing, via novel delivery
mechanism such as vapour, of entheogens such as LSD, psilocybin and ayahuasca.

MINDING MYSELF
Minding Myself: What it means for business
▪ Products positioned for mood enhancement, relaxation,

stress- and anxiety-relief and boosting brain function are
increasingly prevalent across a range of industries from
soft drinks to cosmetics. The modern consumer worried
about worrying is no longer basing a purchasing decision
on what product or ingredient they want or when they
want to consume it, but rather the specific outcome they
will get and how it will make them feel.
▪ In beauty and consumer health, the link between the
olfactory senses, memory and mental wellbeing is well
established and the main driver behind the concept of
aromatherapy. More functional fragrances have
appeared in the last year, either evoking the smell of
nature or using botanicals to calm the wearer.
▪ Legal cannabis is at the forefront of catering to the broad spectrum of mental wellbeing, specifically mood
enhancement, using different strains of one ingredient. Euromonitor International predicts the global legal
market for cannabis will reach USD166 billion by 2025. This dynamic and disruptive industry has arguably
led the way for other consumer products to position themselves in a similar outcome-based manner. This
could be the inclusion of functional botanicals in food and beverage products, such as turmeric,
mushrooms, ashwagandha and matcha, or hormone stimulants in neurocosmetics or nature-mimicking
scents in beauty products. Branding and consumer communication directly reflect the Minding Myself trend
with recent brand launches for non-alcoholic beverages, including Just Chill, Chill Out, Recess, Mood and
Good Mood.

MINDING MYSELF
Minding Myself in action: Forest Therapy Wellness Mist (GB)
▪ Aromatherapy Associates’s brand of Wellness Mist Forest Therapy

Nature’s Reset wants the user to “Return to your roots and reconnect
with the great outdoors to discover the restorative and emotionally
healing benefits of Forest Therapy. This is a practice inspired by the
Japanese art of “Shinrin-Yoku” - spending time in nature amongst the
trees.”
▪ Includes essential oils of pink pepper, cypress, ho wood and juniper
berry.
Key takeaways
▪ The link between the stimulation of olfactory senses and mental
wellbeing via the memory or sensorial attributes related to it, is being
increasingly researched and used to support the trend.
▪ Functional fragrances are part of the nascent trend of neurocosmetics
(bio-active ingredients designed to work on a neurological level to
stimulate or calm nerve endings) itself driven by clean beauty.
According to the World Health Organization, one in four adults in

the developed world suffers from anxiety, yet under half
receive treatment
Credit: Aromatherapy Associates

MINDING MYSELF
Minding Myself in action: Recess (US)
▪ Recess is a “sparkling water infused with hemp

extract and adaptogens for balance and clarity”.
▪ Includes 10mg full spectrum hemp extract (chiefly
CBD) and “adaptogenic ingredients” including L-
theanine (for stress-relief), American ginseng (for
memory) and schisandra (immunity) “that help us
adapt to stress and regulate our mood, which helps
us achieve a balanced state of mind”.
▪ The brand marketing suggests it has managed to
“can a feeling” - a “cool, calm connectedness” - that
the company reportedly hopes will be an “antidote to
modern times”.
Key takeaways
▪ Consumers are seeking outcome-based products
catering to a specific need state, with branding
specifically related to the function addressed.
▪ Anxiety is a concern for citizens of the modern world,
with rates of anxiety disorder at “epidemic” levels in
Credit: Recess
developed countries, and products purporting to help
the consumer relax, de-stress, unwind, especially in
Cannabis is positioned as a pain-relieving, the more mindful on-the-go categories such as non-
calming natural ingredient alcoholic drinks, are proving popular.

MINDING MYSELF
Expert view: The future of stimulants is holistic
▪ For decades, people all over the world have used substances like
tobacco and alcohol, despite known consequences, to self-regulate
their mental health. However, savvy consumers are seeking a more
diversified, subtle and targeted approach to the age-old problem of
mental wellbeing.
▪ This transition manifests in rising demand for lifestyle products offering
a wider range of active ingredients and functional attributes.
▪ While previously overlooked, these ingredients can enhance the
Shane MacGuill sophistication of an individual’s response to the pressures and
Senior Industry Manager, Tobacco complexities of modern life.
▪ Through the proliferation of need states, companies are also engaging
with consumers in a more direct and meaningful way, providing implicit
reassurance that they are willing to travel on this journey with them.
▪ The ultimate goal will be to develop holistic and responsible mental
rebalancing solutions that are hyper-customisable and personalised.
Spiros Malandrakis
Industry Manager, Alcoholic Drinks

MINDING MYSELF
Outlook for Minding Myself
• Minding Myself is a powerful long-term trend, bringing the mind and mental wellbeing
Prioritising to the forefront of consumer concerns
mental
wellbeing
• Purchasing decisions will be based on personalised need states to address areas,

Personalised such as anxiety or low energy, across a range of industries
need states
• The Minding Myself trend ultimately heralds a new future of socially responsible
Socially intoxication for traditional stimulants like alcohol and tobacco
responsible
• Some players will reinvent themselves as wellness providers. The future of socialising
will be redrawn. Responsible stimulation and mental wellbeing will be the new normal
Wellness
as consumers seek their “holistic happy”

INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
Multifunctional Homes: A broadband-connected safe space
▪ The percentage of global households with access to broadband internet has doubled since 2010, giving
many consumers internet access in their homes at speeds equal to that of their workplaces. As a result,
companies and workers alike are increasingly able to embrace the benefits of remote work, supported by a
host of software products enabling online meetings, chat and collaboration.
▪ As Euromonitor International’s Lifestyles Survey highlights, working from home is already common among
global consumers across regions, with 70% working from home at least weekly. Thanks to broadband
internet access, flexible work policies and workforce communication applications, consumers can work from
home at varying frequencies while maintaining or improving productivity.
▪ 42% of global survey respondents Global Frequency of Working from Home by
prioritise having a job that allows for a Region: Nearly 70% of Respondents Work From
strong work/life balance, the highest Home Weekly
among all work priorities, including 60%
earning a high salary and having job 50%
security.
% respondents
40%
▪ By working from home and reducing 30%
commute time, consumers can complete
20%
simple household tasks and productive
activities. At least weekly, 76% of global 10%
respondents clean and do other 0%

At least once a Weekly 1-2 times a Less than once Never
domestic chores at home, 67% socialise day month a month
with family or roommates who live with
North America Europe Asia Pacific Latin America Middle East and Africa
them and 62% exercise from home.

Multifunctional Homes: What it means for business
▪ For employers, a flexible work policy where employees can Share of Global Consumer
work some or all days from home, means higher employee Foodservice Sales by Type
happiness and productivity, as well as lower overhead costs. 2010-2018
100%
Employees save money on commuting and have the freedom to
complete work on their own schedule in the comfort of their
home, free from workplace distractions. 80%
▪ Resulting in more than just a dramatic shift in working culture,

the growth of flexible work policies is sending waves throughout 60%
all industries that serve office workers.
Sales
▪ This shift from the office to the home is changing purchasing
behaviour, from choices in clothing, transit systems, restaurants, 40%
gym memberships and beyond. For example, electing to work in

casual and comfortable clothing, remote workers are fuelling 20%
growth in sports apparel by embracing the athleisure trend, all at
the expense of suits, ties and other formalwear. This is opening
new opportunities to serve these consumers in their homes as 0%
2010
2011
2012
2013
2014
2015
2016
2017
2018
foot traffic around their workplaces falls.
▪ Without having to leave the house to go to the office, consumers Drive-through Eat-in Home delivery Takeaway
are reluctant to leave for any other reason. As a result, remote Source: Euromonitor International’
workers are fuelling growth in areas, such as internet retailing,
home fitness providers and ready-to-eat food and grocery Home delivery’s share of global
delivery, at the expense of brick-and-mortar stores, gyms and foodservice has doubled since 2010
restaurants.

Expert view: Future homes designed for work and play
▪ The shift in focus from selling products to providing services, alongside rising
internet connectivity has transformed the work world. Changing gender roles,
growing female labour force participation and the rise of two working parents
and single-parent families has made flexible work, including working from
home, necessary in today’s world. Besides working, consumers will use
technology to cook, entertain, clean, garden, socialise, exercise and relax at
home.
▪ Digitalisation enables the trend. Heading out to a restaurant to socialise has in
some situations been replaced by video chats with friends, while online food
delivery apps bring food to your front door. Even those consumers interested
in flexing their culinary skills can turn to smart induction cooktops, such as
Hestan Cue, for precision cooking. Autonomous robotic lawn mowers trim the
grass, while smart sprinklers track the weather and water the garden. Even as
spaces get smaller and millennials and Generation Z reside in apartments in
urban settings connected indoor gardening systems allow consumers to grow
food at home.
▪ While home broadband connectivity continues to expand across all regions, Erika Sirimanne
5G will be the key catalyst to create truly smart homes in the future, making Head of Home and Garden
homes even more multifunctional and seamless. With all that is needed at
their fingertips, consumers will increasingly opt to spend time at home. Smart
fridges will automatically reorder groceries that are running low, while drones
deliver these groceries to your doorstep. Gym memberships might go virtual
as more consumers exercise at home. Augmented and virtual realities are
transforming how consumers relax and have fun, creating opportunities to
experience live concerts and sports games in the comfort of their own home.

Multifunctional Homes in action: Walmart InHome (US)
▪ In October 2019, Walmart launched a new service

beginning in three US cities that not only delivers groceries
to the customer’s home, but also puts them away in their
fridge.
▪ For a monthly fee and requiring the purchase of a smart
door lock kit, Walmart’s InHome service delivers Walmart
groceries for the same prices as in stores, whether or not
the customer is at home.
▪ The service is intended to become an integral part of
Walmart’s future e-commerce endeavours, and will enable
customers to return Walmart.com items simply by leaving
them on their kitchen countertop.
▪ As grocery continues to be a key driver of sales for the
world’s largest retailer, the InHome programme offers
Walmart an advantage over grocery delivery services that
require customers to receive their groceries in person.
Key takeaways
▪ The gig economy has helped consumers to feel more
comfortable providing access to personal spaces.
▪ As competition continues to heat up for convenience-driven
Walmart’s internet retailing sales in the US
services such as food and grocery delivery, those that can
grew 507% over 2010-2018
offer the least amount of work for the customer will win out.

Multifunctional Homes in action: Wecasa (France)
▪ With just two clicks of a website or mobile app,

Wecasa enables French consumers to book a wide
range of in-home beauty and household services,
including hairdressing, manicures, massages, and
household cleaning, from its network of 1,500
professionals throughout France.
▪ All services are conducted within the customer’s own
home, with the customer able to pick the exact time
and date they want the professional to come to their
house to perform the service.
▪ Wecasa’s service is at the convergence of both the
Multifunctional Homes trend and the trend towards
Credit: Wecasa
spending on experiences over goods, enabling
consumers to enjoy both relaxing and time-saving
services in their own homes.
According to Euromonitor International’s Key takeaways
Beauty Survey 2018, 32.7% of French
respondents had used a beauty app in the ▪ As many urban consumers find difficulty booking
past 12 months beauty services due to conflicting opening hours,
Wecasa offers the flexibility of having said services in
their own homes.
▪ Not only does the gig economy enable consumers to
experience affordable services in their own homes, it
also enables service providers to work flexibly as well.

Outlook for Multifunctional Homes
• With remote work continuing to gain popularity as more global households gain
5G facilitates access to 5G, the evolution of the home is only going to accelerate
growth
• The implications for both industries and governments alike will continue to be dramatic
and far-reaching, as consumer habits regarding working, dressing, shopping,
Home as hub exercising and more will revolve around their homes
• As traffic to stores, restaurants and gyms in central business districts decreases,

Shift from consumer demand to receive these same goods and services at home will increase
urban centres
• Meanwhile, consumers will spend more time and money looking towards products,
services and activities that enable them to make the most of time spent in their
Making the Multifunctional Homes
most

INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
Private Personalisation: Optimise or opt out
▪ While past data breaches that compromised users’ contact and Global Consumer Attitudes
payment information had seemingly minimal impact on the company’s to Commercialisation of
long-term reputation, it caused disruption in the short term. Data
60
Consumers continue to be wary of services that collect personal
information. They are often suspicious of how their information will be
used and if it will be unintentionally shared with third parties. Privacy 50
concerns intensify as the consequences and added complexity of
% of respondents who agree

data breaches impact the user experience. 40
▪ 40-50% of consumers believe that targeted ads based on online

searches are an invasion of privacy. However, younger cohorts are 30
more willing to share their data to receive personalised offers. This
dichotomy implies that younger consumers are less wary of sharing 20
their data, but they also seek transparency in how that data is used.
In other words, when consumers trust that companies will use their 10
data responsibly, they are more likely to share data that help the
brand tailor its products or services.
0
▪ Consumers are conscious about managing their personal data and 15-29 30-44 45-59 60+
restricting the type of information they share online. The youngest and Age group
oldest cohorts are less likely to actively manage the way their data is I share my data in order to receive personalised
and targeted offers/deals
shared, indicating that they are either less concerned or less Targeted ads based on online searches and
knowledgeable about how to monitor their privacy settings. To purchase history are an invasion of privacy
maintain trust, companies must clarify their data collection methods. Source: Euromonitor International’s Lifestyles
Survey (2019)

Private Personalisation: What it means for business
Most Important Commerce-specific ▪ Retailers that invest in

Developments Globally in Coming 12 Months advanced personalisation
Improving the customer journey and user experience tactics receive 17% more
Creating a consistent brand experience across channels revenue compared to those
Becoming consumer centric using less sophisticated
Integrating new technologies
methods, according
Building mobile presence
Shifting from physical to online platforms
to Liveclicker. The pressure to
Deepening customer loyalty programmes offer a personalised experience
Enhancing product delivery options challenges brands and retailers
Enhancing cybersecurity to increase their collection of
Digitising the supply chain (Amazon using robots to fulfil orders)
consumer data and effectively
Diversifying payment options
Other use this data to drive sales.
0 25 50 75 ▪ 76% of industry experts expect
% respondents their companies to explore
Source: Euromonitor International, Digital Consumer Industry Insights Survey (September 2018)
emerging business models to
▪ Technology companies play major roles in collecting personal data reach new consumers or
and selling it to companies. Consumers’ excessive use of mobile deepen their relationship with
phones provide major tech companies and other players with a better current consumers.
understanding of consumer preferences and spending habits. For ▪ Many of these new business
example, 66% of industry experts believe that the most important models rely on collecting
innovations for commerce will improve the customer journey, while personal data to make their
54% believe that these technologies will make the brand more marketing efforts resonate.
consumer centric.

Private Personalisation in action: SnapPay (Canada)
Juniper Research say

USD2 trillion of global transactions will be authenticated by biometrics by 2023
▪ In October 2019, payments solutions Key takeaways
company SnapPay showcased new ▪ Brands and retailers are experimenting with new ways to
technology that would allow customers to facilitate the shopping experience for customers through
pay at participating merchants using facial features such as voice command, facial recognition,
recognition technology. It seeks to speed up fingerprint verification, and synchronising with health apps.
payments for shoppers, but it can also ▪ Everyday spaces like homes and commutes to work may be
potentially tie the user’s data to loyalty opportunities to expand commerce with the advent of 5G
programmes for certain retailers and technology and the Internet of Things. However, customers
brands, thereby helping companies learn may someday balk at the idea that perpetual monitoring of
even more about customers’ shopping their actions and biometrics is just another series of
habits/ preferences. information for companies to track.

Private Personalisation in action: IRPair (US)
▪ Chicago-based fashion designer Reflectacles is

set to launch a pair of sunglasses that would
protect its users from facial recognition technology.
▪ The sunglasses employ infrared-blocking lenses to
prevent cameras from recognising a face through
analysing eye measurements. The company
expects to begin selling the glasses and similar
products like Phantom (which reflects infrared light
that prevents cameras from reading critical facial
measurements) in April 2020.
Key takeaways
▪ Other fashion projects like CV Dazzle are
employing fashion to explore the best camouflage
tactics that create “digital invisibility”. CV Dazzle
suggests hairstyles and make-up to help people
hide from cameras, and other companies are
Credit: Reflectacles
designing clothing with licence plates and faces
“In contrast with DNA and fingerprint data, printed on them to “jam” facial-recognition sensors.
which normally have to removed within a
certain time limit if individuals are arrested or ▪ If privacy ceases to exist in public places, people
charged but not convicted, there are no may ultimately turn to fashion to win them back
specific rules in the UK on the retention of some privacy and help them hide in plain sight.
facial images.” Hannah Devlin, The Guardian

Expert view: Bid for my data or bid farewell
▪ Whether consumers would be willing to give up more privacy in exchange

for more personalised experiences is a major conundrum for corporates.
Consumers are becoming aware that their every move is being tracked by
the devices that have brought so much convenience. Connected consumers
globally have reported since 2016 that the internet has added more to daily
stress levels with less of the population willing to share personal information
online. Connected consumers are choosing to unplug more regula- one way
of controlling the ability of brands to track their every move. Many are opting
for a moderate, balanced approach that ensures one’s digital wellbeing
remains intact while still being tethered to the internet.
▪ Legislation like GDPR in the EU suggests that the pendulum is rly shifting
power to consumers. Being able to dictate who has access to their data, Michelle Evans
future consumers will be more empowered in the commerce transaction. Senior Industry Manager -
They will be the most important stakeholders and will heavily influence how Digital Consumer
the future of commerce will look across all consumer environments.
Consumers will likely be able to opt out altogether of digitally manufactured
experiences they do not see as adding value. Consumers of tomorrow may
be able to demand the experiences companies must deliver, as well as
dictate the methods used to execute such experiences.
▪ Taken together, these forces could create a market for would-be data
aggregators. They could pay consumers for access to certain parts of their
data bank and in turn sell to companies a more complete consumer profile to
build memorable experiences.

Outlook for Private Personalisation
• Brands are employing proactive methods to give customers a more personalised

experience with their products and services, but they are evermore reliant on data to
Data is key help them achieve these ends
• While many consumers enjoy these customised experiences, many are beginning to
Weighing up wonder what they are putting at risk to achieve them
the risks
• Private Personalisation consumers will become progressively less trusting of

companies extracting and using their data without transparency, adequate security and
Transparency
for trust opt-out options
• Recent regulation has helped manage how data are collected and how individuals may
Regulation and exercise their rights over privacy
rights
• As biometric sensors and speakers proliferate in homes and public spheres, Private
Personalisation consumers will also turn to more conventional products that physically
Keep off! block devices to opt out of data collection

INTRODUCTION
BEYOND HUMAN
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INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
Proudly Local, Going Global: Retreat from globalisation
Purchasing Priorities by Region

% respondents
Asia Pacific Europe Latin America Middle East and Africa North America
Buying eco- or ethically-conscious products makes me feel good I try to shop in locally-owned stores I seek niche brands that are hard-to-find or unique
▪ There are deeper ethical value shifts beyond self-expression and consumption driving this desire
for localisation. Consumers are prioritising environmental responsibility while helping local businesses
thrive and reconnect with communities.
▪ Shoppers are more discerning about where they buy. More than 27% of global respondents on average try
to shop in locally-owned stores. This reflects a subtle but significant shift away from international retail
chains and a return to community roots. The ethical or eco provenance of products is important to Proudly
Local, Going Global consumers, as well as the desire to purchase niche, non-mainstream brands.
▪ The regions with the strongest attachment to shopping in locally-owned stores are the Middle East and
Africa with around 32%. The Proudly Local, Going Global trend in the Middle East and Africa may be
attributed to a combination of loyalty to the community, as well as affordability and easier access.
▪ For North America, the shopping mall and chained retail experience feels homogenised and steadily less
appealing. People want to connect to their neighbourhood again and support local, independent traders.

Proudly Local, Going Global: What it means for business
▪ The trend is driving the rise of local consumer brands, especially in developing markets, going head to
head with multinationals. For niche brands, regional and even global success has followed.
▪ Multinational companies are keen on localising their production or acquiring already established local
players. Localisation strategies also help multinationals better adjust to consumer needs that arise due to
cultural differences or lower purchasing power. The large and expanding consumer base is one of the key
factors driving production localisation in markets, such as India and Nigeria.
▪ Food and beverages are among the leading industries for local production with 85% of production sold
within the producer nations on average. This local trend extends to changes occurring in manufacturing
facilities and processes. Mini factories, located much closer to the end-consumer, are superseding
multinational mega factories - aligning with environmental priorities and a retreat from globalisation.
▪ By producing locally, companies can reduce delivery times. This aligns with manufacturers in terms of their
sustainable credentials and distribution models. Being accessible, local and clean is becoming more
important to survival.
Food and Beverage Production Sold Locally: % Share 2018
100%
80%
60%
Share
40%
20%
0%
Australia UK Brazil India US Russia South Korea Pakistan Japan Nigeria
Source: Euromonitor International

Proudly Local, Going Global in action: Nobó (Ireland)
▪ A non-dairy ice cream range from Nobó called

Frozen Goodness founded by a couple in their 20s,
Brian and Rachel Nolan, and hand-made in County
Wicklow, Ireland. It uses a unique and limited
number of ingredients; a mix of coconut milk and
avocado instead of dairy as a base with no gum or
stabiliser.
▪ Since launching in Ireland five years ago, the
brand has expanded into Europe and Canada,
been awarded over 20 stars from the Great Taste
Awards, selling sustainable plant-based chocolate
and winning a prestigious European innovation
award for packaging.
Key takeaways
▪ Local food and beverage brands have the potential
to achieve international success especially in the
natural, ultra-premium space reinforced by
innovative packaging and sophisticated marketing.

Proudly Local, Going Global in action: Nigerian film industry
▪ In the last two years, Nigeria's film industry has been drawing
the attention and investment by global entertainment brands
that is revitalising and raising the production quality of local film
making, also making the new content accessible to the wider
continent and beyond.
▪ French production giant Vivendi’s Canal+ acquired the local
Nigerian ROK studios in July 2019. South Africa’s MultiChoice
launched Showmax, a fledgling video-streaming service in July
2019 using Nigeria as a testing ground for introducing
streaming platforms in African markets with poor
communications infrastructure and low income levels.
Key takeaways
▪ Investment in local production in Nigeria by multinationals
secures a steady supply of new films and series with further
expansion in productions planned across the Sub-Saharan
region.
▪ Nigerian films and local culture gain greater exposure to an
international audience through streaming on Netflix and other
platforms.
Credit: Iroko

Expert view: We don’t always want the same products as everyone
▪ Consumers are retreating from globalisation and want to support and

be supported by their communities. An important part of this has to do
with environmental concerns as consumers associate local with being
ecologically responsible.
▪ In emerging markets, such as in Sub-Saharan Africa and East Asia,
consumers are becoming wealthier, with a strong emerging middle
class.
▪ They do not necessarily want the same products or brands as
everyone else. There is a desire to connect with local traditions and
culture, often starting with fashion, music and cuisine.
▪ This reconnection with one’s authentic roots is key in the Proudly
Local, Going Global trend in emerging markets.
Justinas Liuima
Lead Industry Analyst

Outlook for Proudly Local, Going Global
• Taking pride in and supporting local communities is an enduring feature of the

consumer landscape. Consumers are retreating from globalisation and hyper-
Retreat from consumption and moving towards buying fewer, higher-quality products while
globalisation shopping in and supporting local neighbourhoods
• Proudly Local, Going Global consumers are returning to their roots and traditions. This
is reflected in the growing preference for local products and brands, which are seen as
Authentic and more authentic and better representing individuality
individualistic
• Niche brands start their global route to success by accentuating their local credentials,
Local is keeping this at the forefront of consumers’ minds
identifying
• At the same time, multinationals are becoming more sophisticated in shaping their
products to local tastes and preferences without losing their core brand identity.
Shaping global Tuning into the Proudly Local, Going Global trend is a compelling business strategy to
brands to fit win and retain consumer loyalty

INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
Reuse Revolutionaries: Reusable and convenient
▪ According to the 2019 Lifestyles Survey, 60% of consumers are worried about climate change and 54%
think they can make a positive contribution in the world with their purchases. As environmental awareness
increases, consumers look for alternative eco-friendly products. However, more sustainable products often
come with a premium price, and not all consumers are willing to pay more. While appeal for second-hand
products is on the rise, convenience and affordability still play a role in consumers’ purchasing decisions.
▪ Eco-anxiety is creating greener expectations. Interest in sustainable products peaks after the age of 30, in
line with increased disposable income and earning potential. This interest is also usually higher among
consumers with children.
Regional Eco Purchasing Priorities ▪ However, there is no one-size-fits-all
Would rather buy fewer, but higher quality things
solution. Understanding which solution
works best in specific markets and
Try to lead a minimalist lifestyle, do not buy new unless necessary consumer types is essential for
companies with strong sustainability
Like to repair my items instead of purchasing new commitments. While consumers in the
Middle East and Africa and Latin America
Willing to rent items for specific occasion/set time period instead of
buying prefer to buy longer-lasting products, the
Willing to buy second-hand
minimalist movement is strong in Asia
and second-hand products are becoming
Buying eco products makes me feel good attractive in Western markets, such as
the US and Europe.
0 25 50 ▪ Consumers in wealthy European
% agreenig countries, such as Sweden, Denmark or
North America Middle East and Africa Latin America Europe Asia Pacific Germany, are more open to repairing,
Source: Euromonitor International’s Lifestyles Survey (2019) renting and buying second hand.

Reuse Revolutionaries: What it means for business
▪ Today’s sustainability leaders are tapping into new circular business models that aim to offer more with less
through sharing, reusing, refilling and renting. Increased environmental awareness is driving the Reuse
Revolutionaries trend, especially for younger generations who are prioritising experiences over ownership.
This is creating sustainable business opportunities. Recycling labels are losing credibility due to a lack of
knowledge about a product’s recyclability. New business models that avoid waste generation are appealing
to more ethical consumers who are embracing sustainability through longer-lasting products.
▪ The days of businesses taking unlimited materials from nature and giving little back are coming to an end.
The linear economy based on take, use, dispose is broken. Over 89 billion tonnes of materials were
extracted from the global economy in 2018, according to Euromonitor International. However, only 9% of
materials was being recirculated, meaning 91% was wasted. This inefficient model, where non-renewable
resources are under-priced, overexploited, transported, used and discarded around the world, has
devastating consequences for people and the planet.
▪ Recycling is no longer enough. Reuse Revolutionaries are now looking into ways to decrease their footprint
with disruptive business models becoming mainstream. The reuse economy, where materials and products
are reused several times, is booming. Companies are selling spare parts, teaching consumers how to
repair products and launching buyback schemes to recover materials. Digital technologies are bringing
back the milkman with sustainable doorstep deliveries offering much more than milk.
▪ Companies are shifting from products to services using subscription models that retain ownership. This
ensures brand loyalty and an efficient use of available resources. The reuse economy is critical to achieve
sustainable development. It saves materials, prevents valuable products from going to landfills, reduces
price volatility of raw materials, decreases supply chain risks and boosts resource efficiency.

Reuse Revolutionaries in action: IKEA (Sweden/Australia)
▪ The Swedish company IKEA, known for its continuous

innovation to meet consumers’ green demands, has
made a bold commitment to be fully circular by 2030.
▪ The company is addressing the problems associated
with its “fast furniture” model using a pioneering renting
model for new furniture along with a “buyback scheme”
for old furniture.
Key takeaways
▪ The circular economy is increasingly resonating in
sustainability departments of multinational companies
as a possible solution for the waste and resources
crises.
▪ This model is renting. Leasing and buyback schemes
are very appealing to younger consumers, who tend to
be more environmentally aware than previous
generations and are driving demand for new business
models that make more efficient use of resources.
▪ In October 2019, adidas announced the launch of a
USD411 billion sustainable buyback clothing initiative in the UK,
global sales for indoor and outdoor furniture exchanging vouchers for old clothes. Retailer John
in 2018 Lewis is trialling a similar concept to combat clothing
waste, where consumers receive GBP3 each.

Reuse Revolutionaries in action: Nestlé (Switzerland/Japan)
▪ In summer 2019, Nestlé Japan announced the launch of

recyclable paper packaging to replace plastic wrappers for
its KitKat products. The packaging also contains
instructions on how to make an origami paper figure,
inspiring consumers to have fun and re-use the packaging
instead of throwing it straight away.
▪ Plastic packaging is losing its popularity due to increasing
global awareness of its environmental effect on the world’s
oceans, with companies launching new formats that claim
to be more environmentally friendly.
Key takeaways
▪ The food and beverage industry is responsible for 95% of
all plastic packaging placed on the global retail market, with
a total of 2.2 trillion plastic packaged products sold in 2018.
▪ Players across all industries are tapping into this trend.
Paper packaging formats are gaining
While L’Oréal sells a paper shampoo bottle for its Seed
popularity in packaged food products with
Phytonutrients brand in the US, Carlsberg is prototyping a
growth of 6.7% over 2013-2018
paper beer bottle. Both innovations use a plastic bag
(either made of r-PET or bioplastic) and an outer shell
made of paper that consumers need to separate after use
prior to placing the product in the recycling bin, adding an
extra step to the waste disposal routine.

Expert view: Circularity is the new reality
▪ We live in a world mindful of our environment with a growing interest

in reducing our footprint. Concerns about the levels of consumerism
as it relates to waste, climate change and air pollution show no signs
of subsiding. Plastic pollution and packaging waste are an important
part of the driving force to reuse. Reuse Revolutionaries are keen to
do their part to keep waste out of landfills and the natural
environment.
▪ Responsible handling of plastic packaging post-use has not
corresponded with usage growth. Brands and policymakers are
helping reduce waste around the world by committing to 100% plastic
recyclability and incorporating design for recycling initiatives.
▪ The Reuse Revolutionaries trend embodies two themes: recycle and
refill. First, the recycling of plastic bottles for repeated use is an
important facet to reduce reliance on fossil fuels and enable a lower
carbon footprint. Second, refillable containers are rising, as seen in
the expansion of free water refill stations and reusable packaging
initiatives from foodservice and retail establishments.
▪ Circularity is here to stay. Today, the Reuse Revolutionaries trend
Rosemarie Downey signals a waste-free future for the safety of the planet and human
Global Head of Packaging Research health. Brands should be mindful of these needs.

Outlook for Reuse Revolutionaries
• With sustainability affecting brand perception, businesses are launching subscription models
and reusable or refillable options to meet ethical demands from Reuse Revolutionaries
Adapting
• Companies tapping into the Reuse Revolutionaries trend will need to find the balance
between sustainability and convenience as consumers still rank efficacy, value and
Balancing aesthetics as desired characteristics
• To do so, companies need to incentivise consumers to switch to reusable or refillable options

that are both convenient and affordable
Directing
• As more companies integrate reusable packaging into their product lines, this option will
become less of a competitive advantage and more of a must-have
Essential

INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
We Want Clean Air Everywhere
▪ Climate activism is escalating. Leading the charge, teenage environmentalist Greta Thunberg initiated
numerous protests shedding light on climate change and its impact on health and natural ecosystems. Her
decision to sail as opposed to fly to the UN Summit on Climate Change in New York from Europe was a
strong statement of intent.
▪ Urban consumers are concerned about carbon emissions and air quality. According to Euromonitor
International’s Lifestyles Survey 2019, 60% of global respondents agreed or strongly agreed that climate
change is a worrying issue, up from 55% in 2015.
▪ The percentage of respondents feeling good about buying ecologically- or ethically-sourced products grew
from 24% in 2015 to 28% in 2019 globally. Vegan, fair trade and natural are becoming must-have brand
credentials.
% of Respondents in Key Economies Strongly Agreeing with the Statement:
“I am Worried about Climate Change”
35
30
% of respondents
25
20
15
10
5
0
2015 2016 2017 2019
China US India France UK Germany Japan

We Want Clean Air Everywhere: What it means for business
▪ Emerging markets face some of the largest air pollution challenges.

Beijing, Skopje, Shanghai and Mexico City are still recording air
particulate matter levels well above the safe limits set by WHO. In
Mexico City, air pollution on some days is so high that schools are
closed and authorities advise against exercising outdoors.
▪ Air pollution’s impact on health is an area of concern. According to
WHO, air particulates from dust, soot, smoke and fumes increase the
chance of lung cancer, while the American Heart Association
suggests it as a possible risk factor for heart disease and stroke. The
consequences of poor air quality also impact businesses and
economic growth. According to the Organisation for Economic
Cooperation and Development (OECD), by 2060, the annual number
of lost working days due to poor air quality will reach 3.7 billion, up
from 1.2 billion today.
▪ Businesses are facing pressures to devise and implement solutions
that safeguard the environment and consumers from the effects of
poor air quality. For example, air quality monitoring devices providing
real-time information of particulate matter (PM) are becoming a According to Euromonitor
necessity, especially in large and polluted cities. Furthermore, indoor International’s Lifestyles
pollution has also come to the forefront. Ecological cleaning products Survey 2019, 47.2% of
free of volatile organic compounds (VOCs) are enticing consumers of respondents prioritised
the We Want Clean Air Everywhere trend. outside space as a key home
feature

We Want Clean Air in action: Kloters (Italy)
▪ Kloters, an Italian underwear manufacturer, has

designed RepAir, a shirt that is capable of removing air
pollutants, using Breath patented material, including
NOx, SOx, VOC, ozone, PAH, benzene and other
pollutants and bad odours in the air.
▪ The shirt is constructed in such a way that it contains a
pocket that houses the anti-pollution mesh. According to
Kloters, RepAir can remove air pollution the equivalent
of two cars.
▪ The shirt embodies the current generational shift in
increasing awareness of environmental issues. The
shirts aim to impart a sense of responsibility towards
making an impact to reduce greenhouse gas emissions
while at the same time staying fashionable.
Key takeaways
▪ Textile industry players are jumping on the bandwagon
to create garments that trap air pollutants.
63.8% of respondents strongly agreed with ▪ They cater to the increasing number of environmentally-
the statement “I try to have a positive impact conscious people who are campaigning to reduce
on the environment through my everyday pollution.
actions”, according to Euromonitor ▪ RepAir’s shirts are unisex and appeal to the increasing
International’s Lifestyles Survey 2019 fashion trends surrounding gender-fluidity.

We Want Clean Air in action: Renault ZOE (France)
▪ A growing number of consumers are purchasing

electric vehicles, not only due to their lower carbon
footprints, but also because they are becoming more
affordable.
▪ For example the Renault ZOE (2019 edition) with an
estimated price of USD27,000 is more affordable
than many other electric cars and internal
combustion engine vehicles. Government subsidies
given towards the purchase of electric vehicles
further improve their affordability to consumers.
▪ According to the International Energy Agency, the
total number of electric vehicles globally reached 5.1
million in 2018 - two million more than in 2017.
Key takeaways
▪ Electric cars are becoming more popular among
consumers. Various financial incentives are available
to consumers willing to purchase more ecological
cars.
Credit: Renault ▪ While other electric car-makers such as Tesla have
According to Euromonitor International’s generally targeted more affluent consumers, the
Lifestyles Survey 2019, 6.2% of households Renault ZOE model is a considerably more
had at least one electric vehicle. affordable choice for middle-class consumers.

Expert view: Sustainability agenda will intensify
▪ While urbanisation improves access to sustainable lifestyles, it also

creates major challenges. Many cities are exceeding WHO safe air
pollution limits. By 2030, 60% of the global population is projected to
live in cities, with population density expected to grow by 14% over
2018-2030. This will have a substantial impact on air quality, posing
one of the greatest challenges to human health.
▪ With 60% of consumers around the world worried about climate
change in 2019, eco-anxiety is affecting shopping decisions, with a
shift towards sustainable products that allow for a guilt-free shopping
experience. Businesses are actively looking for cleaner technologies
to fight pollution, with 42% of companies across all industries planning
to invest in clean energy over the next five years, according to
Euromonitor International’s 2019 Global Survey on Sustainability.
▪ Companies are finding clever ways to turn air pollution into business
opportunities. The We Want Clean Air Everywhere trend is evolving,
with anti-pollution claims moving into new product categories, such as
home textiles and apparel.
▪ Emissions reduction is essential to achieve a sustainable future. Air
pollution is linked with many of the UN Sustainable Development Maria Coronado Robles
Goals, such as climate action, access to clean energy, sustainable Senior Sustainability Consultant
cities and health and wellbeing. With businesses promising to take
action, air pollution control is expected to be a higher priority over the
next few years.

Outlook for We Want Clean Air Everywhere
• And its potential to drastically impact health, from respiratory ailments to premature death. This
More is a powerful trend that advocates for a carbon-free world
awareness of
air pollution
New players
• Brands vying for market share based on their efforts to contribute to environmental protection
fighting for
cleaner air
• Range of industries are innovating and adapting products to appeal to climate-conscious

Adapting offer consumers
• Future is pointing towards cleaner and more sustainable cities that prioritise the wellbeing of
Driven by natural ecosystems
younger
generations
• Climate activists will intensify their stance against carbon emissions, further pushing consumers
XR effect and businesses to do their part in 2020

INTRODUCTION
BEYOND HUMAN
CATCH ME IN SECONDS
INCLUSIVE FOR ALL
MINDING MYSELF
CONCLUSION
CONCLUSION
Conclusion
Consumers are being given the chance to

Convenience and personal control will be the engage on an equal level and have their
big themes of 2020. Sometimes these are cultural identity respected. They want to
complementary desires, but they may also have an impact on the changing physical
conflict with each other. environment and are beginning to value their
own mental wellbeing.
To achieve greater convenience, consumers

may be required to relinquish personal
control. They are looking for the advantages
that technology can bring to everyday life, Brands must find the right balance between
though these might not be fully realised yet. building trust, providing security and
Consumers want shorter, personalised delivering products and services that add
content, which means they must trade their value to outweigh consumer concerns in the
data privacy. The amount of data and year ahead.
privacy consumers will exchange for these
benefits will vary by culture, territory and
individual.

CONCLUSION
Top 10 Global Consumer Trends 2020

CONCLUSION
Methodology
Our annual Top

10 Global We prompt our
We poll our
Consumer analysts
research teams
Trends are internally in Each autumn,
in our 15 global
identified each of our we take those Finally, each
offices and ask
through a team industry collective trend is written
them to rank
effort, making verticals and insights into up by one of
trends, and
the most of our poll the expert dynamic our analysts,
together we
international teams for their workshops and working closely
made the final
coverage, insights. We drill down with the
cut to identify
ranging from build a collectively to industry team,
the top 10
industry market database of pinpoint guided by our
Global
analysis to emerging emerging short- experts.
Consumer
quantitative trends and term trends.
Trends for
global mine our trade
2020.
consumer interviews.
surveys.

FOR FURTHER INSIGHT PLEASE CONTACT
Gina Westbrook
Director of Consumer Trends
gina_westbrook@euromonitor.com
RELATED ANALYSIS
Whitepaper ‘Top 10 Global Consumer Trends for 2020’
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TOP 10 GLOBAL CONSUMER TRENDS 2020

▪ Euromonitor International produces an annual whitepaper on the top 10 global Disclaimer

Emerging Forces Shaping

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 3

Top 10 Global Consumer Trends in brief (1)

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 4

Top 10 Global Consumer Trends in brief (2)

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 5

Top 10 Global Consumer Trends in brief (3)

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 6

Beyond Human: Helping simplify life

Global Smart Appliance Ownership

0% 20% 40% 60%

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 8

Beyond Human: What it means for business

manage their life schedules. 10%

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 9

Beyond Human in action: Ai-Da (UK)

▪ Ai-Da is an AI robot artist that made its exhibition

Credit: Nicky Johnston

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 10

Beyond Human in action: Furhat Robotics (Sweden)

▪ Furhat Robotics is an artificial intelligence

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 11

Expert view: AI in robots will drive our smart world on

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 12

Outlook for Beyond Human

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 13

Catch Me in Seconds: More content in less time

Change in share of households pp

to identify the most relevant bits. Consumers are

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 15

Catch Me in Seconds: What it means for business

▪ Online engagement continues to grow at a global level. As

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 16

Catch Me in Seconds in action: Charlotte Tilbury (UAE)

▪ Charlotte Tilbury is a leading global skin care and

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 17

Catch Me in Seconds in action: Instagram (US)

▪ Instagram is a photo and video sharing social media

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 18

Expert view: Capturing consumer attention quickly and saving time

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 19

Outlook for Catch Me in Seconds

• Sustained growth in smartphone usage, the middle-class population and visual-centric

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 20

Frictionless Mobility: Death of ownership

consumers within urban environments prefer

▪ Driving in cities has become less common.

Mobility trend emerged. Source: Euromonitor International’s Lifestyles Survey (2019)

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 22

Frictionless Mobility: What it means for business

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 23

Frictionless Mobility in action: YourNow (Germany)

▪ A joint venture between BMW and Daimler, YourNow, is

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 24

BlueSG (Singapore): One-way car sharing - convenient & sustainable

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 25

Expert view: Shift to private sector urban mobility solutions

▪ As urban population densities rise, the predominant mobility model of

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 26

Outlook for Frictionless Mobility

© Euromonitor International TOP 10 GLOBAL CONSUMER TRENDS 2020 PASSPORT 27

Inclusive for All: A need for cultural change