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1、CONSUMER VISION INDUSTRY CONSIDERATIONSPharma 2035At dentsu,we are driven to innovate.Through innovation,we ensure the impact our clients need to drive growth in their business,while also generating a positive effect on the industry,society,and the world.To help accomplishing this,we created the den

2、tsu Consumer Vision research platform,that looks into the future of technology,culture,consumers,and brands to provide marketers with a view into upcoming shifts that will reshape the business landscape.This report maps out industry implications for the forces and trends mapped out in the latest stu

3、dy produced in the context of this platform:Consumer Vision 2035:The Era of the Insight-to-Foresight Pivot.1 In it,with the support of Foresight Factory,a leading consumer trends agency,we analyzed data from a survey of 30,000 consumers in 27 different countries to understand expected shifts in cons

4、umer attitudes,values,and behaviors.We also spoke with 20 experts and futurists to understand what they see as the most likely disruptions and innovations in their fields.We then validated the trends we identified through this effort leveraging our global dentsu Consumer Navigator intelligence platf

5、orm.The study revealed four macro-transformations,or forces,that will have a profound impact not only on business,but more broadly on humanity.Digital Delegation:the future of technology will be informed by a progressive willingness to outsource tasks to AI entities,which will in turn impact how we

6、experience reality and reframe how we think about empathy.New Power Paradigms:the future of culture will be informed by a re-examination of fundamental assumptions that currently inform our day-to-day,due to forces beyond our control,such as climate and trends in population growth.Consumer(Ec)Centri

7、city:the future of consumers,reacting to both technologys cocooning effects on their lives and to the constraints the physical reality theyll live in will place upon them,will be informed by a tendency to lean more on mood states and emotions when making purchasing decisions.Rise of Perceptive Brand

8、s:the future of brands will be informed by the need to develop predictive and anticipatory capabilities in order to keep and grow business in a context where consumers are aided by AI gatekeepers and expect experiences that serendipitously resonate with how they are feeling in a given moment.Each of

9、 these four forces is supported by three underlying trends.To help the reader navigate this narrative,here is a breakdown of the journey ahead.About this study2To further support our clients in their efforts to grow their business and make a positive impact on society,we partnered with industry vert

10、ical subject matter experts in our network to map out sector-specific implications for the 12 trends mapped out in the Consumer Vision 2035:The Age of the Insight-to-Foresight Pivot.In this report,we will discuss the implications these future-facing trends will have in the pharmaceuticals space.Phar

11、ma is an industry that serves consumer needs while often primarily interfacing with Health Care Professionals(HCPs).The report will address how the sector will need to evolve in fulfilling this dual function,as its progressively being confronted with the growing importance technology plays in most a

12、spects of our lives,and with an upended cultural context.AI GatekeeoersData AgencyIntuitive InteractionThe Future ofBrandsDIGITAL DELEGATIONRISE OF PERCEPTIVE BRANDSThe Future ofTechnologyThe Future ofConsumersNEW POWER PARADIGMSCONSUMER(EC)CENTRICITYThe Future ofCultureCustomized RealityPower Struc

13、tures UpendedM2M RevolutionCultural RerouteBeyond Human AlliancesClimate in CommandRecalibrating ConnectionAnticipation asExpectationDiscomfort Zones3FORCE 1 THE FUTURE OF TECHNOLOGYDigital Delegation Technology enabled connectivity,allowing businesses,brands,and consumers to access instant inspirat

14、ion.Technology enhances human abilities(our brains and bodies)to optimize health,productivity and problem solving.Technology envelops consumers realities and expands their understanding of the world as AI pervades our lives.Beyond HumanAlliancesConsumer empathy expands to include the natural world a

15、nd AI-aided entities.Customized RealityConsumers are opting for technology that is organically embedded into everyday life.M2M RevolutionAs consumers outsource tasks to AI,they are trusting in machine-only support networks.Technology has become more intertwined with consumers and brands in the last

16、decades and will continue to do so.On the path to 2035,humans will increasingly and willingly outsource their autonomy to machines in exchange for a personalized and cocooned environment.3 key trends will shape this landscape:of global consumers surveyed in our study believe AI will be used in most

17、aspects of our lives 10 years from now.2say that by 2035 theyd like to have an AI clone of themselves to take care of shopping,admin,and comm tasks for them.370%49%2010s2020s2030sDIGITAL DELEGATION5In the next decade,technology will evolve from productivity booster to full administrator.People and c

18、orporations alike will hand over the reins to machines,outsourcing tasks,roles,and even full ecosystems.Business success will be predicated on companies ability to graduate to these new standards.Human Outsource to DigitalArtificial intelligence is no longer a plot of science fiction entertainment.C

19、onsumers have grown increasingly more comfortable with automation and relying on algorithms,and its no longer a stretch to expect that very soon,most people will not only outsource a number of daily tasks to AI but actual decision-making.79%of respondents in our global study would like to have an AI

20、 assistant to schedule meetings in their work and personal lives by 2035.This share is even more significant in countries like India and China.4Easing administrative tasks or chores is just the tip of the iceberg in terms of how humans can outsource activities to AI.Consider,for instance,ChatGPT bei

21、ng used to suggest travel destinations,which then evolves to AI that plans the whole trip itinerary,and then becomes AI that automatically interfaces with other AIs to purchase the airplane tickets and make the hotel reservation for you.As AI becomes more established and trusted,outsourcing tasks wi

22、ll look more like outsourcing entire roles.Already,a robot CEO presides over a multi-million-dollar company Polish-based rum producer Dictador appointed an AI entity named Mika,created by Hanson Robotics.5M2M ColleaguesAs comfort with relying on AI grows,the responsibilities delegated to AI will bec

23、ome more significant,eventually cutting out the human middleman completely.Humans will allow machines to plot with each other,indefatigably collaborating and automating the world:the true realization of the so-called Internet of Things.3 in 4 global consumers surveyed in our study said that they exp

24、ect by 2035 their appliances,devices,and vehicles will re-order parts and schedule service appointments independently.6RFP Genie,developed by Twillio using GPT-4,is a great example of how the business world is starting to lean into the optimization opportunities opened up by the prospect of machines

25、 plotting with each other,The tool automates the task of filling out request for proposal(RFP)forms,and Twilio has stated that“RFPs that once occupied a pair of staffers for two weeks or more are now done in minutes.”7The New Speed of BusinessAn increasingly automated world with a reliance on digita

26、l assistants will create an exponential need to process a universe of data signals in real-time.This will create a new measure of differentiation in business,with the ability to quickly query large data sets becoming critical to gain efficiencies.The Blue Cross Blue Shield of Michigan(BCBSM)is an ex

27、ample of a healthcare provider network adapting to this new velocity.The BCBSM leadership team realized that in order to deal with growing complexity and not see an exponential rise in their cost structure,they would need to modernize the organizations rigid,legacy technology infrastructure.The orga

28、nization has launched BenefitsGPT,a new tool that allows benefits analysts to quickly query unstructured data aggregated from multiple functions across the business to provide fast and personalized customer service to plan holders.To deliver benefits,BCBSM maintains contracts with thousands of healt

29、hcare and wellness providers and vendors supporting its operations.Another new tool,ContractsGPT enables natural-language queries of supplier contracts to help analysts quickly find terms,pricing and other vital information on demand.8M2M RevolutionDIGITAL DELEGATION/M2M REVOLUTION6By 2035,consumers

30、 will live in a profoundly curated reality.Technology will be organically embedded into daily life as voice,haptics,and gestural tech disrupt the routes to information traditionally gleaned from screens.Combining consumer preferences with other factors,capabilities will naturally turn predictive pro

31、gramming and optimizing the everyday.Phygital LivesTechnology will enable the physical and the digital to become more naturally and intuitively merged.84%global consumers surveyed would like technology to seamlessly embed and overlay information onto the world surrounding them.9By 2035,consumers wil

32、l be able to navigate their worlds using technological features that feel more instinctual than screens.The goal will be to minimize distraction and the negative effects of tech-laden living.In healthcare and pharma,the merging of physical and digital worlds will come to fruition through a deepened

33、collaboration between our personal and home health systems.An example of this is Samsungs new Galaxy Ring,which features three sensors to compile in-depth health tracking information,including heart rate,temperature,sleep,steps and other physical activity.The data generated by this device is added t

34、o the Samsung Health ecosystem to provide detailed wellness insights,including personalized sleep tips,menstrual cycle tracking and proactive suggestions for actions to take to improve health based on the individual users metrics.10This and other wearables,such as the new AR and VR headsets that are

35、 increasingly becoming aesthetically pleasing,comfortable,and easy to use will thrust tech to become more smoothly integrated into day-to-day interactions,offering the benefits of digital without disrupting the physical,as well as extending the physical into the digital realm.Quantified Living Produ

36、ces Personalized OutputsEmpowered by a new understanding of the impact their surroundings have on them,consumers and brands will employ technology to redesign home,social and retail environments to suit their immediate needs and goals.57%of global consumers are interested in smart glasses that overl

37、ay digital information(such as directions,prices,advice,ratings)onto their real-life surroundings.11Brands that can offer such information and capabilities will be able to provide consumers with custom interactions.Critically,consumers will have to be willing to share their data.Brands will need to

38、present significant reasons that consumers should give them access to such information such as making their interactions more convenient,saving them money or time and providing personalized outputs.New technologies are starting to offer personalized information that can help inform consumers how to

39、go about their lives.For instance,Ubie is an innovative health startup that provides an AI-powered symptom checker to help users identify possible conditions based on their symptoms.Once a user completes a three-minute survey in-app,the tool uses artificial intelligence and a database of over 50,000

40、 medical sources to generate a personalized health report that details possible conditions,severity,next steps and more.12Customized RealityDIGITAL DELEGATION/CUSTOMIZED REALITY7Life Is Not Only Optimized,But PredictedData collection will evolve to not only optimize reality but also predict it.Tech

41、advancements will allow personal data and information to be cataloged and collated by brands to predict behavior at both macro and micro levels forecasting the activity of a consumer segment as a group or projecting the way an individual consumer will conduct themselves.Predictive analytics in healt

42、hcare is a massively growing segment of AI:MyHealthPal,launched by predictive analytics healthcare company Predictive Health,is an AI-based platform that predicts surgical site infections remotely by detecting early signs of trouble.It assesses wound health status,patient medication adherence,and pa

43、tient vital signs to predict wound healing outcomes and intervene if and when necessary,to prevent readmission and other post-surgical health complications.13DIGITAL DELEGATION/CUSTOMIZED REALITY8In the 2030s,technology will allow humans to more viscerally access and experience cultures and capabili

44、ties beyond their own.With a newfound understanding of different viewpoints,empathy will illuminate new areas,expanding the baseline definition of inclusivity.Omnilingual TechTechnology is a great connector:it enables the link of people and ideas from all around the world.Communication will be made

45、easier by breaking down the barriers of language as translation technology becomes more advanced.This is incredibly appealing to consumers,as 77%globally are interested in earphones that would immediately translate what someone speaking to them in a different language is saying.14 The introduction o

46、f these capabilities will have a significant impact on all industry sectors,especially travel,hospitality,entertainment,and education.Increased Sentience of Non-HumansFacilitating communication will increase our understanding of non-humans.AI can be trained on data collected from the non-human world

47、,resulting in a potential means of communicating with the natural environment,including animals and plants.For instance,Researchers at MIT CSAIL and Project CETI discovered a“language”of sperm whales using machine learning technologies.The study analyzed 8,719 sperm whale codas and found a previousl

48、y undescribed variation in coda structure,revealing a newly discovered combinatory coding system.This breakthrough in cetacean communication could unlock a deeper understanding of the whales language.15 New health breakthroughs will emerge out of the observation of the animal world,as our understand

49、ing of and empathy for animal species will increase.Solving for the fact that proteins,peptides,and other macromolecular drugs are generally not well-absorbed through the gastrointestinal tract and therefore usually require intravenous administration,research in Switzerland and China led by Dr.Zhi L

50、uo has led to the invention of an octopus-like sucker delivery system which can be used on the inner cheek of patients.The device is easily accessible,can be removed at any time and prevents saliva from dissolving the drug.It is thought that this system could lead to a new standard where drugs are a

51、dministered via a patch and without the use of a needle.16 Beyond Human AlliancesDIGITAL DELEGATION/BEYOND HUMAN ALLIANCES9AllGen ZMilennial56%63%64%By 2035 human-to-AI companion relationships can be as fulfilling as human-to-human ones.31Humans Empathize with Digital CounterpartsAs we get closer to

52、 2035,humans will use AI to feel connected to digital personas who have never existed as humans or no longer do.AI will be able to emulate a specific humans persona,allowing living people the opportunity to interact with someone who is no longer alive:grief-tech company HereAfter AI offers a service

53、 wherein users record answers to interview questions and upload photos while theyre still alive,leaving behind a virtual version of themselves that their loved ones can engage with.17 This and the prospect of a potential loneliness epidemic as stated by the World Health Organization -will drive grow

54、ing interest and comfort levels among consumers in digital companionship.Pushing the perspective forward to 2035,consumers believe that relationships with AI companions could be as fulfilling and rewarding as the relationships they have with other humans today.DIGITAL DELEGATION/BEYOND HUMAN ALLIANC

55、ES10FORCE 1 THE FUTURE OF TECHNOLOGYPharma Brand ConsiderationsPHARMA BRAND CONSIDERATIONSM2M Revolution and What It Means for PharmaOutsourced&Expedited Vendor&NPD OperationsHow will the Machine-to-Machine Revolution streamline the healthcare experience?Consider an entire physician visit designed b

56、y an AI concierge-from the self-driving car parking in the perfect spot to briefing HCPs on patient history and preferences to a drone-delivered prescription service complete with administration instructions from a personalized AI entity.According to new projections published by the AAMC(Association

57、 of American Medical Colleges),countries like the United States will face a physician shortage of up to 86,000 physicians by 2036.20 With the aid of AI,human doctors could gain time to focus on patient relationships and delivering valuable care and research,alleviating current industry strains on HC

58、Ps time.Will AI Research and development outpace Human-lead R&D?Plan for the next speed of pharmaceutical innovation by monitoring and partnering with tech tools such as digital twin modelling and quantum computing.Transparently explain and quantify the benefits these technologies will have on innov

59、ation to partners and vendors.Invest time freed up from these tools on employee soft skills and empathy.DIGITAL DELEGATION12Customized Reality and What It Means for PharmaHealthcare Monitoring is UntetheredHow will our worlds be instantly contextualized to personal health goals?Imagine a Phygital wo

60、rld where humans are sensorially nudged to reach their health goals.This can be done by embedded monitoring in everyday items like yoga mats or toilets,or a display visually overlaid foods,medications,and more.How will future consumers learn about the uses and benefits of your products?Pfizer is inv

61、esting in its partnership with CytoReason,which has created an AI model of the immune system.21 CytoReasons modeling is being used to generate insights that accelerate drug development,but in the future we might see a user-facing tool that helps educate patients and HCPs about the effectiveness of s

62、pecific treatments.Will healthcare systems and providers benefit from screen-free alternatives?Imagine how information could be overlaid and alert practitioners-for example,AR-embedded contact lenses or scannable health records as embedded microchips.Consider how these tools could aid in preventing

63、readmission and monitoring success rates.Invest in tools that compellingly quantify insights,saving time and providing future value to individuals and networks.PHARMA BRAND CONSIDERATIONSDIGITAL DELEGATION13Beyond Human Alliances and What They Mean for Pharma Empathy expands rx breakthroughs and non

64、-human protectionsCan a deeper understanding of animals unearth a new dimension of human health insight?Communication with animal species could help humans uncover new health knowledge and see ourselves in a new context.PetPace developed a dog collar that uses technology to detect stress levels ahea

65、d of seismic activity,with the aim to predict earthquakes and help cities prepare for them.22 Imagine a medical breakthrough which explains why some dogs can detect cancers with their sense of smell or a tool that simulates the exceptional neuro-mechanics of bird balance for rehabilitation purposes.

66、Should HCPS and brands be expected to nurture AI Caretakers?As AI entities more directly look after our health,the innate human instinct will be to reciprocate.How should brands and HCPs protect and nurture these tools responsibly?What bounds should be implemented before and during AI-assisted care?

67、PHARMA BRAND CONSIDERATIONSDIGITAL DELEGATION14Pathway to 20352025Pharma brands focused on anti-depressants can tap into wearable devices and read consumers data to track their emotional state against their long-term goals2029The Dolphin Research Institute in Australia successfully uses voice assist

68、ive technology to communicate with dolphins2032US presidential nominees debate giving”nature”a seat in the House of Representatives2035Peer-reviewed medical journals leverage at least one AI-entity on their board to prevent human conflict of interest.2027EU implements a tax for companies using AI to

69、 employ more than 50%of their workforce2030New regulation protects digital identity after death,including personal data that reflects a persons prescription drug usage history.2033Quantum computing will uncover an encryption key that could reveal state and industrial secrets,urging changes in cybers

70、ecurity and copyright and patent lawsHeres a timeline of potential disruptions that could manifest in technology between now and 2035,as a result of the trends we outlined:DIGITAL DELEGATION15FORCE 2 THE FUTURE OF CULTURENew Power ParadigmsGLOBAL GDP GROWTHSociety focused on digitizing life,business

71、,and culture with the realization of constant globalized connection.Society focuses on recalibrating peoples relationship with technology by re-discovering human interactions and the value of human-led culture,recognizing the shortcomings of digital-only connections.Society focuses on re-examining t

72、he assumptions that previously perpetuated culture and business as people reckon with climate-induced limitationsCultural RerouteNew cultural hubs will emerge outside the West and,in turn,will profoundly influence mainstream culture.Power Structures upendedEmerging power structures will reshape a ne

73、w age of growth and shifting influence away from traditional institutions.Climate in CommandEnvironmental issues will impose new lifestyle limits on consumers and society.In the last few decades,humanity has undergone a re-examination of previously held assumptions around culture.This re-examination

74、 will be even more significant in the future as societal conventions around growth and prosperity will be further unseated.Economic growth,rather than being viewed as infinite,will bump against environmental and societal ceilings.Where expansion and abundance once were assumed,constraints and limita

75、tions will become the norm.New realities that stem from this context will shape culture.3 key trends will shape this landscape:2010s2020s2030s3.53.02.2202220242030Historically,people and corporations have exploited the environment to their advantage,leveraging resources to meet their needs.Yet,as cl

76、imate change reaches climate crisis,the power dynamic reverses:rather than being exploited by us,the environment is now constraining and reshaping what we can create and consume,and when and how we do so.Climate-imposed LimitsAs we look ahead to the coming decades,a harsh(and inconvenient)truth is s

77、etting in:changes in climate will greatly affect the ways we will conduct business and our day-to-day lives.Its estimated that by 2030,there will be a 2%loss in working hours that will impact the global economy by 2.4 trillion U.S.dollars due to climate-related factors such as increasing heat.23This

78、 new reality of climate-imposed limits will not only impact human productivity but also impact land,regions,and how we go about sourcing products:regions that are supporting vital agriculture and dense populations today may soon struggle to sustain historical levels of productivity and habitability.

79、First documented in El Salvadors sugarcane workers 21 years ago,Mesoamerican nephropathy,now known as Chronic Kidney Disease of Non-traditional origin(CKDnt),tends to manifest among outdoor laborers who work grueling hours in high heat conditions.Characterized by a fatal progressive loss of kidney f

80、unction,CKDnt has killed at least 20,000 people in Central America since it was first diagnosed.24 Pharma companies have the opportunity to address this as well as other new climate-related conditions taking tolls on human health and the labor market in the future-from dehydration to pollution and b

81、eyond.Space-and Time-shiftingAs climate impacts intensify,consumers daily routines will evolve and reshape.4 in 5 respondents in our global study said that by 2035 they expect they will have to change how they carry out some day-to-day activities due to how the climate will change,taking on new habi

82、ts like gardening in the evening or taking breaks from work in the early afternoon due to the heat.25This will have an impact across many sectors:in travel,entire niche tourist markets are forming around escaping heat,with“drizzle tourism”seeing travel spikes occurring as residents of hot,dry region

83、s visit cooler,damper destinations:27%of UK-bound tourists from Gulf nations are motivated by the appeal of cooler climates.26 Brands that anticipate and enable new climate-adaptive habits will build strategic advantages.Climate in CommandNEW POWER PARADIGMS/CLIMATE IN COMMAND18Regenerative Solution

84、sIn the future,sustainable solutions will become profitable,not just desirable.As climate change intensifies,sustainability is transforming from a virtue into an imperative for profitability.9 in 10 global consumers are telling us that they prefer to shop for brands that offer solutions that not onl

85、y minimize the negative impact on the natural environment but rather restore and create a positive impact for the environment.27 Innovative companies now deploy regenerative solutions,not only to meet emerging consumer expectations,but also to drive business results,mitigate risk,and forge opportuni

86、ty.In the healthcare space,the field of regenerative biotherapeutics studies how to use the natural processes of the human body to create medical solutions.Understanding the bodys natural regeneration or recovery processes could help scientist replicate them on demand:for instance,scientist were abl

87、e to isolate the cell responsible for repairing liver damage and with this knowledge hope to accelerate the discovery of ground-breaking treatments for patients with liver disease.28Prefer to shop brands that offer solutions to restore the environment.9 in 10NEW POWER PARADIGMS/CLIMATE IN COMMAND19B

88、y 2035,we will likely confront a scenario where advanced economies will have reached their peak and,driven by climate and population changes,economic growth will be fueled by emerging and developing markets.This will also be a time when our trust in traditional hierarchical institutions reaches an a

89、ll-time low.Economic ApexWere already seeing a significant decline in GDP growth across the most advanced economies,while growth will remain stable across emerging markets.As growth opportunities shift to emerging markets with a less developed public infrastructure,responsibilities will also shift,c

90、reating a context where businesses need to step up.Companies will need to deal with the direct effects of climate change and look after their communities more broadly.In fact,74%of respondents in our global study said they trust businesses more to help address the critical social,economic,and enviro

91、nmental problems we face,than they trust governments to do so.29 This means brands will be caring not just for their employees,but also their families and the wider community.Power Structures UpendedGrowth ProjectionsWorld Economic Outlook July 2023EMERGING MARKET&DEVELOPING ECONOMIESADVANCED ECONOM

92、IESGLOBAL ECONOMY20221%2%1%4%20232024NEW POWER PARADIGMS/POWER STRUCTURES UPENDED20Decentralized Platforms Shift Power to CommunitiesAs reliance on traditional drivers of economic growth will decrease,we will see emerging Web3 and decentralized technologies gain traction through their promise of a d

93、emocratization of community building and governance.Consumer voices will carry new weight through decentralized autonomous organizations,or DAOs,that spread authority across wider groups rather than centralized hierarchies.Decentralized models like this will shift power to the wider community.In an

94、increasingly complex world,brands and organizations are finding power in leveraging experiences built on decentralized platforms to bridge divides by connecting people around shared values and passions,even if their agendas differ elsewhere.Cure DAO is an organization that aims to verticalize the pr

95、oduction of healthcare products and practices by combining and equalizing the importance of diverse perspectives,research,health data,governments and company objectives.As a permissionless decentralized autonomous organization,CureDAO is open to anyone.Participants-from HCP to patients to Pharma bra

96、nds-can join and propose or have their say on various healthcare projects,which are explained in plain,casual language accentuated with gifs,emojis,and infographics.Pharma companies should partner with grass-roots organizations like these to better understand sentiment and demand for healthcare need

97、s.30 Minority Communities Act as Majority CoalitionsIn a business context,these new perspectives on authority will be reflected in a growing expectation for mutual value creation and empathy.This is reflected in an emerging point of view,especially among younger consumers,when it comes to culture,id

98、entity,and the notion of belonging.8 in 10 of global Gen Z and Millennial consumers prefer engaging with entertainment content that reflects their values and the communities they care about,regardless of the country or region in the world where it is being produced.31By embracing micro-communities,b

99、rands can foster resonance with minorities rather than just majority interests.Catering to the long tail allows going beyond just the mainstream middle.An example of this is Mastercard:it has nine Business Resource Groups(BRGs)with as many as 130 chapters across 47 countries to represent diverse com

100、munities and their allies.Beyond representation,Mastercard is actively investing in its support for communities:it offers benefits like coverage for sex reassignment surgery and surrogacy assistance and equality-driven sponsorships like Girls4Tech,a STEM curriculum for girls aged between 8 and 12.32

101、 This approach reflects a growing recognition of the importance of inclusive and responsive business practices in meeting the challenges and opportunities of a rapidly changing world.Leading brands will proactively seek out marginalized perspectives and allow them to meaningfully participate in shap

102、ing the future.Gen Zers and Millennials prefer entertainment content reflecting their values,regardless of where its produced.NEW POWER PARADIGMS/POWER STRUCTURES UPENDED21The cultural landscape of the past is set for significant change due to shifts in global populations.As a result,we will likely

103、see a declining influence of aging societies and a rise in the relevance of younger workforces,particularly in regions such as Southeast Asia and Africa.This demographic shift will have a notable impact on global culture and entrepreneurship,likely altering the current Western-centric cultural domin

104、ance.Cultural DecolonizationAs we approach 2035,Africas megacities will start to emerge and become pivotal cultural and economic hubs.Population growth of Africas 7 largest cities is projected to grow to the megacity mark by 2050.By 2035,there will be more young Africans entering the workforce each

105、year than the rest of the world combined.This growth will accelerate a profound cultural shift.Decolonization is empowering a return to indigenous traditions and a reclamation of opportunities once denied.In addition to a rediscovery of indigenous traditions,we will also see mainstream culture becom

106、e increasingly representative and polycultural,as well as evolving migration and immigration trends.Human-led Creative EconomyAs AI will continue to reshape productivity and the economy,consumers will place a greater premium on human creativity as the essence of innovation.The creative economy is se

107、t to grow a sector where human imagination and creativity come first.As mainstream studios across a number of genres and media formats will increasingly deploy generative AI capabilities in the pursuit of velocity and scale in production,consumers will seek authenticity and personability in user-gen

108、erated content.Recently,Professor of Marketing and best-selling author Scott Galloway noted that in 2023 Mr.Beast,a YouTuber,collected 30%more viewing hours than The Night Agent,the most watched show on Netflix.In this future,brands will need to reconsider their entertainment and celebrity partnersh

109、ip strategies in light of the growing importance of user-generated content.Cultural Reroute-5001001502002503001965Millions of people1965198019952010202520402055207020852100-100Change in Working Age PopulationSUB-SAHARAN AFRICAREST OF WORLDNEW POWER PARADIGMS/CULTURAL REROUTE22Borderless InfluenceCul

110、tural boundaries will be fading.The influence of Asian and African cultures will become more prominent,creating a new mainstream in which East and West meet increasingly often.An example of this in healthcare and pharma is the integration of culturally rooted medicine within the mainstream:Bush Balm

111、s personal care products were originally produced as a way to keep Indigenous dialysis patients connected to country and culture during treatment.Run by Indigenous health service Purple House,Bush Balm offers employment opportunities for patients and families,and retail sales allow products to be pr

112、ovided for patients for free.35 Companies in the healthcare space should also look to lean on consumers expanding entertainment preferences,as a way to counteract the production of mainstream shows like Dopesick,focused on controversies surrounding the pharma world in a recent past.Blue Zones-the pl

113、aces in the world with the healthiest,longest-living populations-have become a hugely influential source of health inspiration around the world.The five original blue zones are Okinawa,Japan;Sardinia,Italy;Nicoya,Costa Rica;Ikaria,Greece;and Loma Linda,California.Coming off a successful series on Ne

114、tflix which profiles the environmental factors of these places,The Blue Zone Project company has begun integrating elements that have been shown to increase life span in underserved US communities,creating a commercial marketplace for their findings.35 NEW POWER PARADIGMS/CULTURAL REROUTE23FORCE 2 T

115、HE FUTURE OF CULTUREPharma Brand ConsiderationsPHARMA BRAND CONSIDERATIONSClimate in Command and What It Means for PharmaClimate-induced health realitiesWill production be shaped by new environmental realities?Climate change will likely impact when healthcare consultations occur and even what patien

116、ts are being treated for.A key watch out for brands will be protecting resources to make products as the global supply chain hangs in the balance.For instance,in the summer of 2018 AstraZenecas facility outside Stockholm saw repeated days of elevated temperatures,which resulted in a reduction in pro

117、duction as the ambient temperature required under manufacturing rules could not be maintained.37 Sustainable systems will go from nice-to-have to need-to-have to stay in business.How can pharma brands prepare for and treat new climate-related health conditions?Imagine medications that helped outdoor

118、 workers or commuters to fend off the health impacts of climate change a pill to make you feel cooler in extreme temperatures,creams to protect against pollution,or an air filtration device for fire smoke.It will be critical to partner at the ground level where outbreaks occur,and as new conditions

119、emerge.25NEW POWER PARADIGMSPower Structures Upended and What They Mean for Pharma Decentralized Patient AdvocacyHow can pharma brands position themselves as trusted sources in this democratized reality?As power is turned over to non-traditional systems,trust has the potential to erode as misinforma

120、tion has opportunity to spread.Offer transparent health information from multiple sources and consider which sources your audience places their personal trust in to provide further reassurance.Studies reviewed by the World Health Organization found false or misleading information in 51%of social med

121、ia posts related to vaccines,29%linked to COVID-19 and 60%related to the pandemic.38 Pharma needs to foster the positive narratives in which it played a critical role in bettering society and patient lives in unconventional media spaces.Could patient advocacy evolve into autonomy?Consider a crowd-fu

122、nded DAO(Decentralized Autonomous Organization)network comprised of consumers experiencing the same disease.Crowdfunding tools could empower these vocal audiences to build health resources or even treatments that serve their needs unmet by traditional health systems or brands.Integrate your consumer

123、s as stakeholders to uncover critical needs.PHARMA BRAND CONSIDERATIONS26NEW POWER PARADIGMSCultural Reroute and What It Means for Pharma Treatment plans and messaging reflects cultural realitiesWho will be the future medication user?As population and purchasing power surges in new regions,greater b

124、usiness focus and funding could migrate in turn.More R&D hubs may be centralized in Asia or Africa to serve booming markets and their environmental and cultural contexts.Health goals as well may shift according to cultural ideals and expectations.Will a regulated market of hybrid Traditional-meets-W

125、estern medicine market emerge?As non-western(Traditional Chinese Medicine,Hindu system of nature-based Ayurveda,etc)methods continue to gain influence and scientific credibility,could brands integrate these health benefits with the best aspects of Western medicine?Imagine a product which uses mainst

126、ream pharma delivery methods,such as inhalers,to provide patients with natural anti-inflammatory ingredients inspired by Ayurveda.39 PHARMA BRAND CONSIDERATIONS27NEW POWER PARADIGMSPathway to 20352025Regenerative Finance enters the mainstream discourseA YouTube content creator replaces Jon Bon Jovi

127、as the celebrity spokesperson for Advil.2028Pharma manufacturers are obliged to disclose carbon emission information of drug packaging.2033Google introduces a personalized eco-score to consumers,showing their individual carbon,labor,and material consumption impact2035The 1st fully global community d

128、igital nation running on web3.0 applies to join the UN2027Halal and Afro-beauty trends enter the mainstream,becoming the new certifications2030Chief Regenerative Officer replaces the Chief Sustainability Officer 2034The Oscars are split by human-led and AI creativityHeres a timeline of potential dis

129、ruptions that could manifest in culture between now and 2035,as a result of the trends we outlined:NEW POWER PARADIGMS28FORCE 3 THE FUTURE OF CONSUMERSConsumer(Ec)CentricityConsumers predicated their purchasing power based on need and choice.Consumers align with ethical brands,basing their purchases

130、 on personal values.Consumers embrace their eccentricities and lean further into their passions and emotions when they actively engage with brands.Discomfort ZonesBreaking away from synthetically optimized environments,consumers will seek extreme emotional range to feel alive.Recalibrating Connectio

131、nConsumers will refocus on building social skills and opportunities.Data AgencyConsumers will take further control over their data in the age of AI.In the last few decades,consumers purchasing motivations,drivers and patterns have continually shifted as a result of profound transformations in their

132、everyday lives.Consumers will start feeling that technology is cocooning their lives at the same time that nature is constraining their lives and reshaping their culture.The resulting shared disorientation around identity,relationships,and mood will push consumers to eccentric extremes.3 key trends

133、will shape this landscape:of global consumers say that already today a significant share of their weekly shopping decisions is influenced by the mood theyre in at the time of purchase.40say they wish they were more impulsive.4170%46%2010s2020s2030s30The scaling of predictive AI will allow people to

134、try on new personalities and outsource their own.Human experiences and personal image will become valued IPs as the data connected to them is used to create AI avatars of real people and act as them.While many will want to consent in data collection to gain value in exchange for this IP,others will

135、look for ways to leave certain aspects of their lives unanswered.Personalities Are Now IPData collection will evolve to capture more aspects of a person(e.g.,tech will accurately portray real people and their personalities)and as a result it will be seen as a key enabler for desired individualism.Al

136、ready,8 in 10 global consumers agree with the statement,“I believe I own the copyright over the data that brands,platforms,and governments collect about me,as it is an expression of my unique personality.”42 As consumers start thinking about their exchanges with brands and platforms in terms of data

137、 agency,we will see more businesses developing capabilities and services enabling consumers to bank and potentially monetize their personal data.Today,we are already seeing companies emerge to shape this future.Startup Delphi AI digitally clones human personalities by using existing data.Consumers c

138、an make a clone of themselves to preserve it,and even re-create AI clones of deceased individuals to gain the experience of interacting with them.Still in its early stages,the company raised$2.7M in funding in September 2023.43 The Siloed SelfAs more of consumers experiences take place in online env

139、ironments,our attitudes towards expressing ourselves are evolving.5 in 10 respondents in our global study agree:“Worrying about what other people think of me keeps me from experimenting with new things in my life and exploring new aspects of myself.”44 In the future,consumers will crave unmonitored

140、experimentation,flocking to spaces and channels where they can express their personhood and preferences without being cataloged.Some initiatives are being spun up to address this need:Modulate is a moderation platform that helps gaming studios protect their players by reducing toxicity in voice chat

141、s through an AI-powered voice moderation system.45 Data AgencyCONSUMER(EC)CENTRICITY/DATA AGENCY31Aiding Incognito ModeSavvy brands will partner with consumers and creators to undermine pervasive data collection and provide users with greater control as to which aspects of their digital selves will

142、be accessible.Already,71%of global consumers agree with the statement:“I would like more control over the personal information I give companies and the way in which it is stored.”46 The desire to filter who can see our online profiles will increase as AI continues to source from public domains.74%of

143、 global consumers want a single interface to more easily manage and curate which aspects of personal data are shared and socialized with platforms and people.47Consumers are open to sharing the health data generated by their fitness trackers and health monitors,but it needs to happen in ways that mo

144、ve from strip-mining consumers for their data to ways that gives consumers more control.Data Healthcare DAO(DHD)is a web 3 platform which aims to recruit members who can then upload their data into a secure,siloed space using blockchain technology and an encryption process which makes data entirely

145、untraceable.Users can then choose to share their data with their own HCPs,simply monitor their personal progress overtime or donate their metrics to user-created healthcare proposals than any member can create on the platform.Users can also monetize their data.Research teams can browse available hea

146、lth data,select the data they require,and purchase it from the platform with each users individual permission.Users are given cryptocurrency in exchange for their participation.48 Want a single interface to manage and curate how their personal data is shared across platforms74%CONSUMER(EC)CENTRICITY

147、/DATA AGENCY32A connection between socializing and health will be forged as consumers cherish relationships that combat loneliness and holistically support wellbeing.Activities previously performed solo will be socialized to boost mental wellbeing and maintain relationships.As a result of over-depen

148、dence on technology for some,social skillsets will take on new importance,creating a new mandate for brands to retrain social ability.The Loneliness AntidoteConsumers eccentricity will manifest in a recalibration of how they go about forming connections and relationships.While a global average of 27

149、%of consumers feel at personal risk of loneliness,this is playing out quite differently among generations,rising to 40%among Gen Z.In the future,brands will be expected to create new opportunities for socialization.With this notion at heart,Dentsu Labs and Japanese telecommunication company NTT deve

150、loped All Players Welcome,a project that leverages electromyography-a technique for capturing electrical signals produced in response to nerve activity connected to intended and executed muscle movement-and Web 3 technologies to enable people living with Amyotrophic Lateral Sclerosis(ALS)and muscula

151、r dystrophy to use the power of thinking about movement rather than actual movement to manipulate objects in social,interactive virtual experiences like gaming competitions.50Recalibrating Connections“I am at risk of loneliness”AllGen ZMillennialsGen XBoomer27%40%28%23%23%CONSUMER(EC)CENTRICITY/RECA

152、LIBRATINC CONNECTIONS33Relational RetrainingDigital dependence is atrophying social skillsets,creating a need for humans to retrain themselves on soft skills and intuition.56%of consumers in the U.S.and Japan say that as they spend more time online,with social media and digital worlds,they feel less

153、 secure in their interpersonal skills when interacting with people in person.51Brands will be tasked with investing in personable employees and upskilling consumers in basics such as body language,attention span,and conflict resolution.There is an opportunity for pharma to experiment with pairing RX

154、s with social prescriptions.Massachusettss Mass Cultural Council initiative CultureRx focuses on the advancing the role of culture as a protective factor for health.In late 2023,the organization released Arts on Prescription:A Field Guide for US Communities.The guide expands to view programs,policie

155、s,and practical steps to center health equity with a“roadmap for communities to develop programs that formally integrate arts,culture,and nature resources into local health and social care systems.”52Advanced Ideology MarkersWhile,in some instances,our dependence on technology is weakening our socia

156、l skillsets,in other instances,theres a certain effectiveness and convenience in online interactions that well expect to see replicated in the world of in-person interactions.64%of respondents would like technology to help them better discern the intentions and moods of other people when meeting in

157、person(and for them to discern theirs).53This type of mindset will create a need for solutions that enable people to signal their moods,needs,interests,and boundaries to others more quickly.A market for visual and virtual signifiers that communicate how open or closed a person is to interaction is s

158、tarting to emerge.Digital accessory company Pear allows wearers of its rings to signal IRL their relationship status,sexual identity and openness to romantic relationships reflective of online social networks.54feel less secure when interacting in person,as more of their time is spent online.56%“Id

159、like tech to help me better discern the intentions of people I meet in real-life(and help them discern mine).”CONSUMER(EC)CENTRICITY/RECALIBRATINC CONNECTIONS34Breaking away from synthetically optimized environments,consumers will seek extreme emotional range to feel alive in 2035:enter the rise of

160、Discomfort Zones.Extreme emotions,such as joy,hope,fear,surprise,and even disgust,will be the new attention-getters.Primal EmotionsWith the physical and virtual worlds in which we interact becoming continually controlled and curated by technology,experiences that stir up visceral emotions will becom

161、e more appealing.Nearly 2 in 3 global consumers say they seek experiences and encounters that elicit more visceral emotions.55In a world with consumers more open to experiencing and expressing emotional extremes,how HCPs communicate and treat pain management(and beyond-consider the emotions behind p

162、ost-surgery many find confusing to unpack)will need to be re-examined.Courseta VR is a nurse training game that confronts care practitioners with irritable(and even verbally abusive)patient interactions.The program is created in direct response to the shortage in Nurse Educators.Users play out real-

163、world scenarios-such as getting patient consent to administer medication n-and procedures under pressure.The videos have gone viral on TikTok among HCPs and patients for their realism.56Discomfort Zones64%57%58%76%GlobalAmericasEMEAAPAC2 in 3 consumers say they seek visceral emotions.CONSUMER(EC)CEN

164、TRICITY/DISCOMFORT ZONES35Replicated VicesThis desire to re-sensitize ourselves will,at times,manifest in the pursuit of experiences and products that feel out of the ordinary or risqu.Already,21%of global consumers feel they need to do dangerous or forbidden things,rising to 31%of Gen Z.In terms of

165、 purchasing behaviors,these attitudes will likely be reflected by consumers seeking goods that feature or mimic materials that have been phased-out due to climate change,health breakthroughs,and other evolving social standards.In a healthcare context,we might see counter-culture substances become ma

166、instream.Drugs that were once known as recreational-from marijuana to ketamine to MDMA-have undergone a rebrand thanks to scientific findings linking to recovery from PTSD and other and symptom alleviation benefits.Brands are now working to democratize access to care and bringing these substances ma

167、instream.Nue Life Health is a U.S.-based telemedicine startup that combines psychedelic-assisted therapies and a health tracking app.Previously,the app was only offered as part of its own internal service.However,the startup is now opening up its Nue app and its Nue score available for free to any p

168、atient undergoing ketamine therapy,not just its own.The FDA has approved a variant of Ketamine called Esketamine as a medication for depression.57Analog OwnershipA segment of consumers will reject AI and technological progress in favor of the analog.Services and products that are AI-free will be cov

169、eted as physical objects are phased out in much of consumers daily lives and fueling a craving for tangibility beyond the click or swipe.Current data supports this despite the rise of the shared economy and shifts in sustainability norms.51%of global consumers want to own more physical things than t

170、hey do now.58By 2035,physical media and completely analog human services will surge as pushback to a predominantly digital landscape.We see early inklings of this with the resurgence of buying media in its physical form to maintain original stories and not have to chase after content from platform t

171、o platform,such as Star Wars fans purchasing old VHS copies of the original trilogy because George Lucas kept adding digital special effects in the current copies available on contemporary formats.The case of music on vinyl is another example of this trend.LPs have experienced a resurgence in recent

172、 years to the point that their prices have been considered statistically significant enough that they will feed into UK inflation measurement for the first time since 1992.60 want to own more physical things than they do now51%CONSUMER(EC)CENTRICITY/DISCOMFORT ZONES36FORCE 3 THE FUTURE OF CONSUMERSP

173、harma Brand ConsiderationsPHARMA BRAND CONSIDERATIONSData Agency and What It Means for Pharma Assuring secure personal health data exchangesHow can pharma brands foster a future of trusting Data Donors?In a recent dentsu Consumer Navigator,71%of surveyed Americans said they are comfortable sharing p

174、ersonal health data generated by their tracking and monitoring devices with medical researchers.61Expect a portion of consumers to turn over their personal health metrics to institutions to create more sophisticated databases in the hopes of populating richer health insights for all.Imagine a collec

175、tion tool that securely stores metrics and symptoms of diabetes patients and rewards them with more affordable care or social prescription benefits.Could pervasive data collection create a deeper distrust of HCPs?Another subset of consumers will reject data collection,especially those skeptical of t

176、he motivations of insurers.This poses a risk that some consumers will reject traditional healthcare entirely.CONSUMER(EC)CENTRICITY38PHARMA BRAND CONSIDERATIONSRecalibrating Connections and What They Mean for Pharma Optimized patient and practitioner interactionsCould healthcare create a shorthand f

177、or conditions and boundaries?Imagine a virtual profile or physical signifier that alerts you to past traumas,challenges,or other emotionally connected health history of the wearer,contextualizing conversations and even establishing boundaries of communication or intervention before they even begin.A

178、 market may also emerge for peer-to-peer signifier tools,such as a bracelet or digital notification that explains a condition or alerts peers of less-visible conditions such as neurodivergence or fertility struggles.NeuroNights are sensory-friendly meet-ups for neurodivergent Canadians in Calgary,Al

179、berta.NeuroNights attendees are offered three colours of wristbands,which could be swapped throughout the night,to indicate their conversation comfort levels.62How will the increased awareness of social wellness in healthcare shape medicine?Socio-genomics findings point to teenage peers having direc

180、t influence on the probability for an individual to develop mental illness or substance abuse.This points to the need for more pre-emptive action rather than remedial therapies.How can HCPs encourage healthy social and cultural connections before conditions even develop?CONSUMER(EC)CENTRICITY39PHARM

181、A BRAND CONSIDERATIONSDiscomfort Zones and What It Means for Pharma Reframed RX approachesHow can we engineer deeper empathy for the full spectrum of human emotion to reframe the conversation around pain management?Organizations and the brands they align with will need to deeply understand the wide

182、spectrum of emotions both patients undergo.Imagine a tool which allowed doctors to feel the physical symptoms a patient is describing,giving them unprecedented context to prescribe both medical care and emotional support.In the context of pharma,better understanding and better empathizing with HCPs

183、will become even more critical:when Sanofi decided to focus on the EI skills of its salesforce,it reportedly boosted annual performance by 12%.63How could healthcare respond to consumer willingness to experience discomfort?As consumers wish to push themselves to new extremes,the pharmaceutical indus

184、try will be directly challenged-but some opportunities could arise.Imagine this shift creating wider market for trauma-healing practices such as aversion therapy,or more willingness to experiment(or virtually try on)drugs with higher probabilities for side effects.CONSUMER(EC)CENTRICITY40Pathway to

185、20352025Bayer starts providing a list of social and cultural activities recommended as pairings with use of its most popular drugs.2028New York Fashion Week features a collection inspired by the history of tobacco use in art and media2031A vintage Obetrol package from 1972 sells for$20k2035Valentino

186、 debuts Runway Tours:allowing users to virtually walk the runway in place of iconic top models via sensation-sharing technology 2027100%of Fortune 500 companies require workers to be Office Etiquette Certified during onboarding2030Apple debuts Apple Match,syncs devices in real time to evaluate the m

187、ost likely emotional outputs of encounters before they even begin2034AI digital twins of consumers proliferate online to create a new Identity Exchange EconomyHeres a timeline of potential disruptions that could manifest among consumers between now and 2035 as a result of the trends we outlined:CONS

188、UMER(EC)CENTRICITY41The Rise of Perceptive BrandsFORCE 4 THE FUTURE OF BRANDSBrands had to be responsive to new terms of engagement set by consumers newly empowered by expanding choice and access.Brands are becoming bigger and bolder,reclaiming control from consumers by being expansive with new term

189、s of engagement through the establishment of titan brand ecosystems.Brands will need to become perceptive and stay one step ahead of consumers-both humans and their AI“gate-keepers”-anticipating future needs and desired mood states by offering experiences that are both intuitive and serendipitous.An

190、ticipation as ExpectationBrands will be expected to anticipate consumer needs,rather than reacting to them.Intuitive InteractionBrands will be expected to interact in emotional,personal ways.AI GatekeepersBrands will need to navigate AI barriers that protect consumers from unwanted solicitation.In t

191、he last few decades,brands mandate has profoundly evolved as a result of technology innovation and major shifts in consumer attitudes.Brands will be required to be more intimate with consumers and engage them proactively through intuitive interactions.3 key trends will shape this landscape:global co

192、nsumers would welcome brands being able to anticipate or predict what they want and pro-actively offer relevant and helpful products and services.64agree:“The best way for a brand to stand out and earn my loyalty is its ability to surprise and delight me in unexpected ways.”6577%80%2010s2020s2030sTH

193、E RISE OF PERCEPTIVE BRANDS43Perceptive brands will succeed in the future because this trait will allow them to gain more traction with both active and AI-filtered consumers.Every moment will be a consumer-facing touchpoint with consumers AIs listening in.Brands will need to relearn and reconfigure

194、the best means of getting exposure to potential customers from cooperating with entities outside their ecosystem to establishing new processes.Selling to Digital GuardiansIn the coming future,consumers will entrust more personal and central aspects of their lives and livelihood to digital assistants

195、.Increasing digital delegation will manifest in tech-enabled screenings that often keep brands at bay and removed from human consumers.3 in 4 respondents in our study say that by 2035 they would like to have an AI assistant that takes care of vetting the ads and promotions theyre being sent.66Servic

196、es catering to consumers who are becoming more comfortable with entrusting their interactions to AI Gatekeepers are already starting to emerge:recently launched Sixty AI uses AI and machine learning to adopt the communication style of an individual consumer to then filter out unwanted communication

197、and pass along only the most relevant of what is received,set and clear schedules,and even communicate around key milestones(e.g.,sending birthday wishes).67Seamless CooperationAs consumers AI assistants take control,brands will need to heed to the individualized paths and preferences set by consume

198、rs.Under the right circumstances,AI Gatekeepers will actually give certain brands a leg up by enabling repeat purchases,completely devoid of friction.A great example of removing friction in a healthcare context,Eyebot reduces the time it takes to receive a vision exam to about 90 seconds without the

199、 direct involvement of an optometrist.Starting in October,the Boston-based company will roll out its self-serve,vision-testing terminals in shopping centers,grocery stores and pharmacies in New England.Eyebot-generated prescriptions are finalized by teledoctors within 24 hours,and consumers who want

200、 to purchase glasses from any retailer must pay$30 for an exam.But if they purchase glasses from one of Eyebots partner brands,the vision exam is free.The technology is registered with the FDA and has raised$6M in funding.68 AI GatekeepersRespondents want an AI assistant to vet ads and promotions on

201、 their behalf by 2035.JapanGlobalUSChina77%73%70%87%THE RISE OF PERCEPTIVE BRANDS/AI GATEKEEPERS44From Gatekeepers to HelpersPreparing for this future,brands should not only think of AI assistants in terms of blockers.In fact,in many instances,consumers digital assistants will act as powerful allies

202、 to brands looking to develop new and better ways to engage their human customers.60%of global consumers would like to have an AI assistant that takes part in focus groups on their behalf to make their preferences known to brands by 2035.94No one will know customers better than their AIs.Involving A

203、I in the R&D process will help not only quickly iterate on product concepts and design but also get instantaneous feedback on the customer experience.Designed to reshape drug discovery and drug repositioning,systems biology company DeepLife has created a data-driven technology platform that creates

204、digital twins of human cells,to evaluate response to new drug candidates.The company develops approaches based on multi-omics data,machine learning,and systems engineering to identify molecular mutation triggers to drive back a cell into its healthy state.The technology works by detecting unhealthy

205、organ cells in a patients body,creating an exact replica of that cell and using machine learning and AI,seeing how that digital twin cell could react to a medication.For example,the company has worked with the University of Zurich to reconstruct high-resolution model systems of rare genetic disease

206、cystinosis using digital twins of impacted cells.70 want an AI assistant taking part in brand-led focus groups on their behalf by 20356 in 10THE RISE OF PERCEPTIVE BRANDS/AI GATEKEEPERS45Brands in every sector will be expected to lead with emotion.To do so will require a sophisticated technology inf

207、rastructure of tracking,monitoring,predicting,augmenting,creating,and sensing customers.Conversation Overtakes PromotionBrands will need to become more human in their interactions.One way this will occur is via natural language interactions rather than one-sided promotion.As voice control overtakes

208、screens,brands will need to respond with personality-forward personas.71%of global consumers expect brands to manifest distinct personalities in their interactions with them as AI is increasingly leveraged in customer service.71AI bots are becoming more dynamic with unique personalities.Companies li

209、ke Meta have experimented with the notion of mimicking celebrities personalities having gained consent to replicate their likeness-but now the industry seems to be moving more towards the development of net new personalities that are unique to a given brand.72.Off-setting with SerendipityUsing neuro

210、marketing tools,brands will analyze human emotional cues to deliver against of-the-moment,individualized desires.These highly personalized experiences risk being expected and eventually mundane,paving the way for brands to also deliver serendipitous surprises.3 in 4 respondents in our global study e

211、xpect that,by 2035,brands will send them personalized offers and promotions reflecting both real-time events(such as traffic,weather,etc.)and their personal context(e.g.,the tone of the entertainment they are engaging with,their geo-location,etc.)73Leveraging these discrete signals,tied to contexts

212、that have a profound influence on how we feel in the moment,brands will be able to deliver experiences that are perceived by the end-user as meant to be as opposed to planned or reactive.A way to achieve this is developing experiences that are adaptive in nature:EndeavorRx is the first and only vide

213、ogame approved by the FDA to treat a medical condition.The game is designed to help Attention-deficit/hyperactivity Disorder(ADHD)patients ages 8-17 improve their prioritization skills and focus as they navigate various obstacles in an immersive underwater universe to strengthen neural pathways asso

214、ciated with attentional control.Personalized and adaptive,patient progress is monitored and optimized in real time as the game adjusts difficulty levels and speed based on user performance.74Intuitive InteractionTHE RISE OF PERCEPTIVE BRANDS/INTUITIVE INTERACTION46MillenialsGen ZGen XBoomersMood-fil

215、tered ConsumptionAs they look to re-sensitize in active engagements with brands,as opposed to the more mundane ones they delegate to AI Gatekeepers,consumers will become more selective when it comes to granting their focus to experiences provided by businesses.Mood and emotion will be key levers for

216、 brands to pull.Two-thirds of respondents are interested in an online shopping tool that allows them to find products that help them achieve a desired mood state.75As they look to deliver more mood-oriented experiences,brands will lean further into engaging all our senses:LOreal partnered with bioin

217、formatics company EMOTIV to create a neuro-science tool that recommends the right scent for a consumer based on the brainwaves of the emotional state they wish to achieve.The unique fragrance consultation experience connects neuro responses to fragrance preferences through a multi-sensor EEG-based h

218、eadset that consumers wear during an in-store consultation.The headset uses machine learning algorithms that interpret EEGs,while consumers experience proprietary scent families,to provide the ability to accurately sense and monitor behavior,preferences,stress,and attention in real-world contexts.76

219、Most people are interested in an online shopping tool that allows them to find products that help them achieve a desired mood state.66%65%49%31%47THE RISE OF PERCEPTIVE BRANDS/INTUITIVE INTERACTIONAs consumers become increasingly eccentric and the optimization of customer experiences will almost bec

220、ome mundane,brands will need to anticipate our wants to differentiate knowing us better before we know ourselves as being reactive will no longer be enough.This anticipatory approach will also move CSR from a flag-waving reaction to a fundamental business objective.Orchestrating EmotionAs consumers

221、emotional states are increasingly monitored and predicted,brands will be expected to recognize these emotional patterns and short-circuit undesired states,even inducing desired states.Two-thirds of global consumers say brands should be able to understand their mood in the moment and respond accordin

222、gly in their interactions with them.77With AI and machine learning technology,brands can assess an increasing amount of information to get ahead of consumers.Supply chain management software provider O9 Solutions is helping companies like Total Wines and More to understand weather patterns and local

223、 events to stock store supplies,Walmart to understand digital search to stock regional fulfilment centers,and Walgreens to understand illness patterns to ensure appropriate medical supplies are available during disease peaks.78 Micro Brands Set Trend CadenceAnticipation will also be critical for bra

224、nds in terms of identifying trends before everyone else and spinning up micro-brands to monetize this type of foresight.While people are growing older,the lifespan of the worlds largest brands is declining.Short-lived brands that are made for and gone with a single moment in time will become a strat

225、egy of titan brands to keep consumers in their ecosystem.Consider the example of the luxury watches industry.Mr.Jones,a London-based micro-brand watchmaker,is gaining popularity in a sector traditionally dominated by timeless designs by creating unique watches that tell stories and encourage the wea

226、rer to think differently about time.80Anticipation as ExpectationAverage company lifespan of S&P 500 companies 1965-2030THE RISE OF PERCEPTIVE BRANDS/ANTICIPATION AS EXPECTATION48Requisite Crisis PreventionAnother area in which brands will need to adopt more anticipatory behaviors is crisis preventi

227、on and the development of proactive solutions that benefit the greater good.8 in 10 global consumers expect businesses to provide solutions that not only address the impact of climate change,but rather mitigate it and prevent it from escalating.81Brands will need to be seen as developing ongoing ste

228、wardship over claimed CSR territories,developing programs with a preventative impact rather than taking reactionary measures.15-year-old Heman Bekele from Virginia,U.S.,is a teen scientist who has created a skin cancer-preventing soap inspired by his childhood growing up in Ethiopia,where he saw man

229、y adults develop skin cancer from not protecting their skin.The format creates a more accessible way to deliver medication imiquimod to treat skin cancers,including melanoma.“Almost everyone uses soap and water for cleaning.So,soap would probably be the best option,”Bekele said about why he decided

230、to develop a soap.There are still many stages to go before the soap is approved to be used as treatment.According to Time,Bekele potentially has about a decade to go before the soap is approved as a cancer treatment.82 expect businesses to not only address the impact of climate change,but help preve

231、nt it from escalating.8 in 10THE RISE OF PERCEPTIVE BRANDS/ANTICIPATION AS EXPECTATION49Pharma Brand ConsiderationsFORCE 4 THE FUTURE OF BRANDSPHARMA BRAND CONSIDERATIONSSolving for heightened healthcare demandWill AI be more accurate than human care?Robin,the first AI care giver,just launched in 27

232、 healthcare facilities across the U.S.At the moment,Robin plays games and mental exercises with patients,and aims to reduce the feeling of loneliness in nursing homes.83Eventually,consumers will look to AI Caretakers for effective and expedited results.AI could allow patients to vet entire fields of

233、 medical practices based on their specialty needs.As digital guardians empower patients,invest in human soft skills to ensure adept prescribing and delivery of more empathetic care is delivered.How will digital assessment tools ease the roles of HCPs?Automating laborious processes and time-consuming

234、 diagnostics will enable time-stretched HCPs to achieve individualized efficacy and ideal adherence outcomes.Imagine a digital HCP guardian briefing patients on conditions,treatments,and aligning expectations pre-meeting.AI Gatekeepers THE RISE OF PERCEPTIVE BRANDS51PHARMA BRAND CONSIDERATIONSPatien

235、t-steered health horizonsWill the reading of contextual cues revolutionize the consumer health journey?With the aid of AI and other technological advancements,of-the-moment conditions will be factored in.Imagine if health advice and prescriptions were contextualized to a patients current neurologica

236、l metrics or learning preference,while medication administration instructions were tailored to daily routine,like when and what the patient had for breakfast.How do we motivate HCP-Patient engagement in an increasingly intuitive reality?New tools will help patients attune to health signals that matt

237、er and manage those that can be easily treated on their own.This can potentially help solve for the issue of non-adherence to medication,which in countries like the United States can account for up to 50%of treatment failures,around 125,000 deaths,and up to 25%of hospitalizations each year.84 How ca

238、n personalization and even monotony-breaking serendipity help HCPs keep their patients motivated?Intuitive InteractionTHE RISE OF PERCEPTIVE BRANDS52PHARMA BRAND CONSIDERATIONSGetting ahead of health conditionsHow will scaled quantification expand holistic healthcare expectations?Future HCPs may not

239、 need to rely on patient reported symptoms,instead assessing an ongoing feed of health data mined and monitored by AI.Predictive tools could go beyond monitoring physical metrics to alert to a patients need for emotional support or when a patients upcoming environmental context(e.g.,a trip abroad)mi

240、ght boost or inhibit a treatment plan.For instance,in Canada psychiatrists and computer scientists at UBC and BC Cancer have developed a new artificial intelligence(AI)model that can accurately predict if a person receiving cancer care will require mental health services during treatment.85Will miti

241、gation be the new expectation?Will the industry predict the emergence of new disease types and strains,eliminating threats before they emerge?Showcasing preventative action through tangible data and metrics will be key to garnering consumer trust and institutional investment.For example,an oral medi

242、cation that allows the skin to protect itself from the sun averting both inevitable sun damage and possible skin cancer.Anticipation as ExpectationTHE RISE OF PERCEPTIVE BRANDS53Pathway to 20352025Daniel Boulud launches a new exclusive fine dining restaurant,requiring a 30-minute mood intake assessm

243、ent to determine a fully individualized menu2028First product launched by a fully AI R&D team reaches$1B in sales2031Google swaps its annual Sustainability Report with its Prevention Report,citing the elimination of 1M would-have-been accidents in the US2035The demolition of the Great Barrier Reef i

244、s prevented by Proctor&Gamble2027Websites are personalised to what users are drawn to the most via eye tracking technology onboarding2030Scent printers connected to wearable devices are used to help people refrain from snacking and meet their weight loss goals.2034Tiffanys launches a campaign aimed

245、at human and AI partnerships featuring its new digital diamond collectionHeres a timeline of potential disruptions that could take place between now and 2035,as a result of brands striving to become more perceptive:THE RISE OF PERCEPTIVE BRANDS541.Consumer Vision 2035:The Insight-to-Foresight Pivot(

246、dentsu).2.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.3.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.4.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.5.Polish Company Employs Worlds First Ever AI Humanoid Robot CEO(The Business Standard).6.Dentsu Consumer Navigator,Global Surv

247、ey,Jan-Apr 2024.7.Everything We Know About Twilios RFP Genie(AutoRFP.ai).8.How One Major Healthcare Firm Became the Leader in Innovative AI Use(Harvard Business Review).9.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.10.Samsungs New Smart Ring Gives Users More Power to Track Health,UK Boss Sa

248、ys(Independent).11.Foresight Factory,March 2022.12.U.13.https:/predictivehealthcare.ai/myhealthpal14.Foresight Factory,March 2023.15.Exploring the Mysterious Alphabet of Sperm Whales(MIT News).16.New Patch Inspired by Octopus Suckers Could Deliver Drugs Without Needles(Smithsonian).17.Using A.I.to T

249、alk to the Dead(New York Times).18.Loneliness Is Now a Global Public Health Concern,Says WHO(Global News).19.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.20.New AAMC Report Shows Continuing Projected Physician Shortage(Association of American Medical Colleges).21.CytoReason Announces Expande

250、d Collaboration Deal with Pfizer to Deliver AI for Drug Discovery and Development(Pfizer).22.PetPace Developed a Dog Collar That Aims to Predict Earthquakes(AdAge).23.Working on a Warmer Planet:The Impact of Heat Stress on Labour,Productivity,and Decent Work(International Labour Organization).24.Chr

251、onic Kidney Disease Is Poised to Become the Black Lung of Climate Change(Time).25.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.26.The Drizzle Tourists Who Travel to the UK for Its Cool Climate(The Telegraph).27.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.28.Scientists Uncover a Cell

252、 Responsible for Repairing Damaged Liver Tissue(News-Medical-Net).29.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.30.https:/www.curedao.org/31.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.32.9 Companies Around the World That Are Embracing Diversity in a BIG Way(SocialTalent).33.Dents

253、u Consumer Navigator,Global Survey,Jan-Apr 2024.34.https:/ a Hurricane Might Rip Through Your Medicine Cabinet(Bloomberg).38.Pharma Has a Misinformation Problem And Execs Could Be on the Hook(PharmaVoice).39.Ayurveda-Inspired Reverse Pharmacology in Drug Discovery(Drugs from Nature:Targets,Assay Sys

254、tems and Leads;Springer).40.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.41.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.42.Foresight Factory,March 2023.43.Delphi Raises$2.7M for AI-powered Digital Cloning Platform(Refresh Miami).44.Dentsu Consumer Navigator,Global Survey,Jan-Apr 202

255、4.45.Gamings Trust and Safety Landscape in 2024 and Beyond(Forbes).46.Foresight Factory,March 2023.47.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.48.https:/ 49.Foresight Factory,March 2023.50.Cannes Lions 2024 Rewind(dentsu).51.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.52.Culture

256、Rx Initiative(Mass Cultural Council).53.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.54.The Pear Ring:Will This Social Experiment Really Disrupt Dating?(Dazed).55.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.56.https:/ Startup Nue Life Health Rolls Out Free Version of its Ketamine Th

257、erapy Tracking App(TechCrunch).58.Foresight Factory,March 2022.59.The People vs George Lucas Brings Its Case to L.A.Wednesday Night(Los Angeles Times).60.Vinyl Records Are Now So Hot They Move UK Inflation(CNN).61.Dentsu Consumer Navigator:Healthcare 2023.62.How Neurodivergent Meet-ups Are Creating

258、Sensory-friendly Spaces to Socialize(CBC).63.Emotional Intelligence Can Help Lead Pharma Through Tough Times(PharmaE).64.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.65.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.66.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.67.Sixty AI La

259、unches Platform to Declutter Digital Lives&Bring Back Joy(Business Wire).68.Eyebot Raised$6M for AI-powered Kiosks that Provide 90-second Vision Exams Without an On-site Optometrist(TechCrunch).69.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.70.DeepLife Enters Research Collaboration with the

260、 University of Zurich(UZH)to Reconstruct High-resolution Model Systems of Cystinosis Using Digital Twins of Diseased Cells(DeepLife).71.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.72.Meta Is Putting AI Chatbots Everywhere(The Verge).73.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.74

261、.What to Know About EndeavorRX,the Video Game to Treat ADHD(CNet).75.Foresight Factory,March 2022.76.LOral and Emotiv Harness Neurotech and Algorithms for Personalized Fragrances(Personal Care Insights).77.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.78.o9 Solutions Targets Supply Chain Disr

262、uptions With New Supply Sensing Platform(Dallas Innovates).79.Average Company Lifespan on Standard and Poors 500 Index from 1965 to 2030,in Years(Statista).80.Microbrands vs.Independent Watchmakers:The Rise of(Relatively Affordable)Microbrands(Quill&Pad).81.Dentsu Consumer Navigator,Global Survey,Ja

263、n-Apr 2024.82.Heman Bekele Is TIMEs 2024 Kid of the Year(Time).83.First AI caregiver launches in the U.S.(5News).84.Medication Adherence:The Elephant in the Room(U.S.Pharmacist).85.AI Can Tell if a Patient Battling Cancer Needs Mental Health Support(UBC News)References55Dentsu is an integrated growt

264、h and transformation partner to the worlds leading organizations.Founded in 1901 in Tokyo,Japan,and now present in over 145 countries and regions,it has a proven track record of nurturing and developing innovations,combining the talents of its global network of leadership brands to develop impactful

265、 and integrated growth solutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innovating to impact.Find out more: About dentsu