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1、CONSUMER VISION INDUSTRY CONSIDERATIONSCPG 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 dentsu

2、 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 study

3、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 consume

4、r 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 platform

5、.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 exp

6、erience 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)Centricit

7、y: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 Brands:t

8、he 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 th

9、ese 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 vertica

10、l 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 Consumer Product Goods(CPG)sp

11、ace.The report will address how the sector will need to evolve as it is progressively being confronted with the growing importance technology plays in most aspects of our lives,and with an upended cultural context.AI GatekeeoersData AgencyIntuitive InteractionThe Future ofBrandsDIGITAL DELEGATIONRIS

12、E OF PERCEPTIVE BRANDSThe Future ofTechnologyThe Future ofConsumersNEW POWER PARADIGMSCONSUMER(EC)CENTRICITYThe Future ofCultureCustomized RealityPower Structures UpendedM2M RevolutionCultural RerouteBeyond Human AlliancesClimate in CommandRecalibrating ConnectionAnticipation asExpectationDiscomfort

13、 Zones3FORCE 1 THE FUTURE OF TECHNOLOGYDigital Delegation Technology enabled connectivity,allowing businesses,brands,and consumers to access instant inspiration.Technology enhances human abilities(our brains and bodies)to optimize health,productivity and problem solving.Technology envelops consumers

14、 realities and expands their understanding of the world as AI pervades our lives.Beyond HumanAlliancesConsumer empathy expands to include the natural world and AI-aided entities.Customized RealityConsumers are opting for technology that is organically embedded into everyday life.M2M RevolutionAs con

15、sumers outsource tasks to AI,they are trusting in machine-only support networks.Technology has become more intertwined with consumers and brands in the last decades and will continue to do so.On the path to 2035,humans will increasingly and willingly outsource their autonomy to machines in exchange

16、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 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 t

17、asks for them.370%49%2010s2020s2030sDIGITAL DELEGATION5In the next decade,technology will evolve from productivity booster to full administrator.People and corporations alike will hand over the reins to machines,outsourcing tasks,roles,and even full ecosystems.Business success will be predicated on

18、companies ability to graduate to these new standards.Human Outsource to DigitalArtificial intelligence is no longer a plot of science fiction entertainment.Consumers have grown increasingly more comfortable with automation and relying on algorithms,and its no longer a stretch to expect that very soo

19、n,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 assistant to schedule meetings in their work and personal lives by 2035.This share is even more significant in countries like India and China.

20、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 being used to suggest travel destinations,which then evolves to AI that plans the whole trip itinerary,and then becomes AI that automatically inte

21、rfaces with other AIs to purchase the airplane tickets and make the hotel reservation for you.As AI becomes more established and trusted,outsourcing tasks will look more like outsourcing entire roles.Already,a robot CEO presides over a multi-million-dollar company Polish-based rum producer Dictador

22、appointed an AI entity named Mika,created by Hanson Robotics.5M2M ColleaguesAs comfort with relying on AI grows,the responsibilities delegated to AI will become more significant,eventually cutting out the human middleman completely.Humans will allow machines to plot with each other,indefatigably col

23、laborating 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 expect by 2035 their appliances,devices,and vehicles will re-order parts and schedule service appointments independently.6RFP Genie,developed by T

24、willio 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 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 o

25、ccupied 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 digital assistants will create an exponential need to process a universe of data signals in real-time.This will create a new measure of differentiati

26、on in business,with companies that inject algorithms in their R&D processes being able to take products to market faster and better.In a CPG context,P&G is using technology and AI to help speed its innovation cycle.P&Gs Fragrance Group uses Moodify White,an AI-based fragrance design software.Its alg

27、orithm selects the best combination of odor neutralizers given a specific brief from the brand team,and effectively provides a ready recipe for the company to plug and play including specific ingredients and concentrations of each.It even considers regulatory limitations and cost implications.The AI

28、 algorithm is based on the proven hypothesis that a set of smell molecules which is well-distributed in odor space and have similar odor intensity prevents the perception of any other defined malodor.The resulting formula is created automatically and allows the perfumer to refine it in accordance wi

29、th his own preferences.8M2M RevolutionDIGITAL DELEGATION/M2M REVOLUTION6By 2035,consumers 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.Combinin

30、g consumer preferences with other factors,capabilities will naturally turn predictive programming 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 seamle

31、ssly embed and overlay information onto the world surrounding them.9By 2035,consumers will 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.Screenless functiona

32、lity is expanding as consumers desire time spent away from phones,laptops,tablets,and other devices.The Pin,created by Humane,is billed as the first AI wearable,using voice commands and superimposing graphics on hands rather than screens.Rather than typing on a screen to engage with the device,users

33、 use voice and gestures to engage,and Pin interacts with large language models rather than apps.10This and other wearables,such as the new AR and VR headsets that are increasingly becoming aesthetically pleasing,comfortable,and easy to use will thrust tech to become more smoothly integrated into day

34、-to-day interactions,offering the benefits of digital without disrupting the physical,as well as extending the physical into the digital realm.Quantified Living Produces Personalized OutputsEmpowered by a new understanding of the impact their surroundings have on them,consumers and brands will emplo

35、y 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 overlay digital information(such as directions,prices,advice,ratings)onto their real-life surroundings.11Brands that can offer such informa

36、tion 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 present significant reasons that consumers should give them access to such information such as making their interactions more convenie

37、nt,saving them money or time and providing personalized outputs.New technologies are starting to offer personalized information even without the physical connection of a wearable device.Deltas Parallel Reality experience allows multiple people simultaneously looking at the same display to see their

38、own uniquely personalized content:passengers opt into the Parallel Reality experience by scanning their boarding pass,and then multi-view pixel technology directs different-colored light to specific viewing zones,allowing multiple people looking at the same display to see personalized content like g

39、ate or baggage claim numbers.12Customized RealityDIGITAL DELEGATION/CUSTOMIZED REALITY7Life Is Not Only Optimized,But PredictedData collection will evolve to not only optimize reality but also predict it.Tech advancements will allow personal data and information to be cataloged and collated by brand

40、s 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.In the CPG space,AI-fuelled prediction will help brands provide further personalization to consumers as they go through

41、their lifelong journey alongside their products,getting further engagement in return.For instance,Pampers leveraged their internal AI Factory to create an app that helps parents find the perfect diaper size for their child.Simply by inputting date of birth,baby weight and height,and some diaper fit

42、details,Pampers can find the best diaper fit from their wide range,making an often-fraught choice much easier.More importantly,the app will automatically send alerts to parents and recommend updated sizes as the baby grows.One could imagine that in the future,these prompts would not only alert the p

43、arent of a size change,but auto update subscription orders as the baby grows to make the process effortless for parents.The use of AI also helped Pampers launch the solution across seven markets much faster than it would have been able to otherwise.13DIGITAL DELEGATION/CUSTOMIZED REALITY8In the 2030

44、s,technology will allow humans to more viscerally access and experience cultures and capabilities 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:

45、it enables the link of people and ideas from all around the world.Communication will be made 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 tr

46、anslate what someone speaking to them in a different language is saying.14 The introduction of 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

47、 our understanding of non-humans.AI can be trained on data collected from the non-human world,resulting in a potential means of better understanding and communicating with the natural environment,including animals and plants.Animal Alerts is a project that takes live data collected from dog smart co

48、llars to analyze it alongside seismic activity reports to predict potential earthquakes.When multiple dogs in a concentrated area show abnormal behavior or increased anxiety levels,the AI system can help to pinpoint where an earthquake might occur and send proactive alerts to the community to prepar

49、e or evacuate 15 New health breakthroughs will emerge out of the observation of the animal world,as our understanding 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 gastrointestina

50、l tract and therefore usually require intravenous administration,research in Switzerland and China led by Dr.Zhi Luo 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 prev

51、ents saliva from dissolving the drug.It is thought that this system could lead to a new standard where drugs are administered 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 relatio

52、nships can be as fulfilling as human-to-human ones.31Humans Empathize with Digital CounterpartsAs we get closer to 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 peopl

53、e the opportunity to interact with someone who is no longer alive:grief-tech company HereAfter AI offers a service 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 Th

54、is will drive growing 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.With that in mind,Hei

55、nz recently stepped in to help bridge the“language gap”between humans and AI.While people increasingly turn to AI for cooking advice,AI has often been unable to generate accurate,believable,and delicious recipes or their accompanying food shots.To remedy this,Heinz Spain launched a cookbook aimed at

56、 helping AI learn how to cook.Heinz worked with human chefs,an AI designer and prompt experts to create the AI Cookbook-a collection of curated prompts that when given to AI,create delicious food images and recipes that can be followed at home.By humanizing AI,Heinz found innovative ways to help con

57、sumers eat deliciously and win at the algorithm game,as well.18DIGITAL DELEGATION/BEYOND HUMAN ALLIANCES10FORCE 1 THE FUTURE OF TECHNOLOGYCPG Brand ConsiderationsCPG BRAND CONSIDERATIONSM2M Revolution and What It Means for CPGBEYOND COPYRIGHTED RECIPES TO COPYRIGHTED TOOLSHow will product design and

58、 marketing change when emotion is removed from purchase and CPG becomes even more commodified?When consumers employ algorithms and machines make the best decision for consumers on products,the emotionally compelling element of brand positioning may be lost.Consider developing reasons to believe to s

59、ell to both logic-led AI and emotion-led humans.How will your brand breakthrough to consumers in a landscape where all brands use similar data sets?Plan for the coming innovation revolution by sponsoring not just product development,but tool development.Develop strategic data silos and incentivising

60、 partnerships that securely monitor and work to scale shifting,individualized need states at faster speeds.Purina is an example of a CPG brand leaning into tool development.Its Ask Purina Alexa skill allows dog lovers to ask a variety of questions about their pets.Positioning itself as the one-stop

61、shop for dog related questions,the tool helps Purina collect richer data and engender loyalty.20DIGITAL DELEGATION12Customized Reality and What It Means for CPGCONTROL ON EVERYTHING EVERYWHERE ALL AT ONCEAs CPG usage becomes more intertwined with proactive brand services,how can CPG be sensitive whi

62、le optimizing human intuition?CPG is often used in everyday but highly intimate moments-from dealing with sanitary needs to attending to needs of children.Consider where your brands involvement might be useful,then identify points where sensitivity might be needed.Imagine a world where your goods ge

63、ntly remind users to a change in status,what might not have been used in a while,and what needs to be replaced.What new surfaces beyond packaging and screens become spaces for generating awareness and education?Imagine a world where touching a tag pulls up the latest information and tutorials-in the

64、 moment its needed.Or imagine a world where any third-party surface replaces a screenfor example,a stove letting users know theyve been cooking a lot,and it might be time to try a heavy-duty degreasing cleaning product!The smart appliances market share is projected to grow at an 11%Compound Annual G

65、rowth Rate(CAGR)between 2024 and 2028,with household penetration expected to reach 24.6%by 2028.21 In light of this,its likely that CPG partnerships with consumer electronics will start to emerge to capitalize on in-home screen and display opportunities for advertising.CPG BRAND CONSIDERATIONSDIGITA

66、L DELEGATION13Beyond Human Alliances and What They Mean for CPG NEW CUSTOMERS-AND NEW INFLUENCERS Can Should CPG brands start creating robot or animal customer journey plans?Imagine if the human owner wasnt the main decisionmaker for purchases.Just as children became a key stakeholder in purchase,th

67、e next evolution might be that of Beyond Human companions like pets or even houseplants providing their opinion on home cleaning products or food.For instance,Dog wearable PetPace 2.0 constantly gathers data on the pets physical help and uses AI and its robust data repository of pet data to scan for

68、 anomalies to automatically alert owners and their vet.22 Effectively,tools like this will give pets a voice and potentially trigger purchases of products like flea treatments.Or suggest a change in kibble variety due to allergic reactions.Envision engineering products to directly serve animal,plant

69、,and robot preferences.Who will be the brand spokespersons of the future?Human spokespersons are becoming notoriously risky as polarizing personal behaviors instantly reflect poorly on brand partners.Brands are moving to animals or even AI influencers in response.Artificial intelligence will continu

70、e to provide a safer solution reviving mascots with dynamic,playful personalities and programmed firewalls when certain topics arise.CPG BRAND CONSIDERATIONSDIGITAL DELEGATION14Pathway to 20352025CPG brands can tap into wearable devices and read opted-in consumers data to cater offers and recommenda

71、tions to their emotional state and recorded long-term goals2029The Dolphin Research Institute in Australia successfully uses voice assistive technology to communicate with dolphins2032US presidential nominees debate giving”nature”a seat in the House of Representatives2035CPG brands rediscover the va

72、lue of mascots as brand influencers,creating AI-powered versions of Mr.Clean,Tony the Tiger,etc.that consumers can interact with in virtual environments2027EU implements a tax for companies using AI to employ more than 50%of their workforce2030New regulation protects digital identity after death,inc

73、luding personal data that reflects a persons personal care brand preferences.2033Quantum computing will uncover an encryption key that could reveal state and industrial secrets,urging changes in cybersecurity and copyright and patent lawsHeres a timeline of potential disruptions that could manifest

74、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,and culture with the realization of constant globalized connection.Society focuses on recalibratin

75、g 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 the assumptions that previously perpetuated culture and business as people reckon with climate-induc

76、ed 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 new age of growth and shifting influence away from traditional institutions.Climate in CommandEnviron

77、mental 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 will be even more significant in the future as societal conventions around growth and prosperity w

78、ill 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 limitations will become the norm.New realities that stem from this context will shape culture.3 key trend

79、s 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 climate change reaches climate crisis,the power dynamic reverses:rather than being exploited by us,th

80、e 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 setting in:changes in climate will greatly affect the ways we will conduct business and our day-to-d

81、ay 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 new reality of climate-imposed limits will not only impact human productivity but also impact land

82、,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.For instance,according to Dan Petroski,winemaker at Larkmead,“Cabernet Sauvignon may no longer be r

83、elevant in Napa Valley by as early as 2040s”and the winemaking industry will need to rely on other regions for that type of grape.24Space-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 expec

84、t they will have to change how they carry out some day-to-day activities due to how the climate will change,taking on new habits 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 touri

85、st markets are forming around escaping heat,with“drizzle tourism”seeing travel spikes occurring as residents of hot,dry regions 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-a

86、daptive habits will build strategic advantages.Regenerative SolutionsIn 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 t

87、hat they prefer to shop for brands that offer solutions that not only minimize the negative impact on the natural environment but rather restore and create a positive impact for the environment.27 Climate in CommandNEW POWER PARADIGMS/CLIMATE IN COMMAND18Innovative companies now deploy regenerative

88、solutions,not only to meet emerging consumer expectations,but also to drive business results,mitigate risk,and forge opportunity.In the personal care space,Seppic has developed a biomimetic ingredient called SAGACIOUS,inspired by research of plants in space.Derived from seaweed,it targets all layers

89、 of sagging skin by strengthening the skins structural integrity and enhancing firmness.It was discovered by observing plant behavior on the international space station where there was zero gravity and has been synthesized for use in skin products.While SAGACIOUS has a naturalness rating of 100%by C

90、hinese regulations,it does not require any harvesting that could be potentially damaging to the environment.This type of innovation opens up a new frontier for leveraging natural ingredients without taking from(or stressing)nature.28Prefer to shop brands that offer solutions to restore the environme

91、nt.9 in 10NEW POWER PARADIGMS/CLIMATE IN COMMAND19By 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

92、 traditional hierarchical institutions reaches an all-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 publi

93、c infrastructure,responsibilities will also shift,creating 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 h

94、elp address the critical social,economic,and environmental 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 2023

95、EMERGING MARKET&DEVELOPING ECONOMIESADVANCED ECONOMIESGLOBAL 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 tech

96、nologies gain traction through their promise of a democratization 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

97、this will shift power to the wider community.In an 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.This com

98、munity-led and value driven approach is embodied by brands like Diaspora Co.-a spice company working to unravel colonial era trade practices,helping to pay farmers fair wages and get spices into consumer hands more quickly by short circuiting the supply chain.By eliminating several steps of the trad

99、itional commodity model supply chain,Diaspora has been able to pay its farm partners an average of 6x the traditional price and deliver a better product to its consumera spice only 6-12 months out of the ground vs.up to 7 years for that in a traditional system.30Minority Communities Act as Majority

100、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,identity,and the notion of belonging.8 in 10

101、 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,brands can foster resonance with minorities

102、 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 communities and their allies.Beyond represent

103、ation,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 12.32This approach reflects a growing recogniti

104、on 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 shaping the future.Gen Zers and Millennials pre

105、fer 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 see a declining influence of aging societie

106、s 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 dominance.Cultural DecolonizationAs we approach

107、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 year than the rest of the world combined.Th

108、is 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 become increasingly representative and polycultu

109、ral,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 set to grow a sector where human imagination

110、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-generated content.Recently,Professor of Market

111、ing 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 partnership strategies in light of the growing impor

112、tance of user-generated content.Cultural Reroute-5001001502002503001965Millions of people1965198019952010202520402055207020852100-100Change in Working Age PopulationSUB-SAHARAN AFRICAREST OF WORLDNEW POWER PARADIGMS/CULTURAL REROUTE22Borderless InfluenceCultural boundaries will be fading.The influen

113、ce of Asian and African cultures will become more prominent,creating a new mainstream in which East and West meet increasingly often.A tangible example of this trend is the growing popularity of manga and anime in countries like the United States.Globally,the anime market size was estimated at USD 3

114、1.23 billion in 2023 and is anticipated to grow at a compound annual growth rate(CAGR)of 9.8%from 2024 to 2030.35Anime has gained significant popularity in Western countries such as Italy,France,and Brazil for a while now,earlier than it has in the United States.However,the fact that its now becomin

115、g a dominant entertainment genre in the cradle of Hollywood is indicative of borderless influence at play:in recent years,major American productions animated or not-such as Castlevania,Cowboy Bepop,One Piece,are either direct adaptations of anime titles or heavily influenced by the anime style.In th

116、e personal care goods space,an example of borderless influence is the growing popularity of Moroccan oil,karite shea butter,copra oil,baobab oil and marula oil)-which have been honored in Black communities worldwide for centuries and are now being harnessed by global brands.The African beauty indust

117、ry is predicted to generate almost$66billion domestically in 2024.36 NEW POWER PARADIGMS/CULTURAL REROUTE23FORCE 2 THE FUTURE OF CULTURECPG Brand ConsiderationsCPG BRAND CONSIDERATIONSClimate in Command and What It Means for CPGECO-INSPIRED FORMULATIONS&PACKAGINGHow will CPG brands move from carbon

118、negative to planet positive goals?Counteracting poor environmental behavior will no longer be enough as the expectation will shift to growing practices that actively improve the environment and remediate previous damage.Consider the wealth in waste with upcycled materials or ingredients as consumer

119、attitudes towards resources change.Solar Foods developed a novel protein that is made using only CO2,air and electricity;microbes are fed gases such as hydrogen and oxygen,as well as small amounts of nutrients.Called Solein,the product contains 65-70%protein,10-15%fibers,5-8%fat,and 3-5%mineral nutr

120、ients.It can be produced more quickly and with significantly less energy than traditional animal and plant proteins.37What will CPGs business look like under climates command?How will changes in weather patterns impact supply chain?Or the needs of individual consumers?Consider the need for agile sou

121、rcing and predictive tools that use knowledge of upcoming climate events and limitations.This change presents as much disruption as it does opportunity:create products that work with the revised routines and environments of consumers(i.e.more hydrating/cooling products or a sunscreen that works bett

122、er under UV rays).25NEW POWER PARADIGMSPower Structures Upended and What They Mean for CPG LOOKING BEYOND TRADITIONAL ASSUMPTIONS OF SCALEWhat if selling in greater quantity is no longer the ultimate path to increased revenue?With an aging population and increasing use of appetite suppressing medica

123、tion(e.g.,GLP-1s),the conventional thinking of calorie consumption increasing for regional populations overtime will no longer hold true.The Global GLP-1 Analogues Market is projected to reach USD 471.1 B by 2032 from USD 47.4 B in 2024 at a CAGR of 33.2%.38 Brands that craft smaller format,more fla

124、vorful options while acting as convenient mentors to consumers undertaking new dieting habits will win long-term loyalty.Will the uptake of decentralized organizations upend traditional business models?Smaller DTC and fair-trade brands are often seen as more premium because they have created a short

125、er pipeline to innovation,but large businesses can be powerfully agile as well.Consider harnessing the intelligence of your consumers,unveiling their desires by allowing them to vote on and scale products they personally advocate for.Perhaps you could work to fund a micro-brand composed entirely of

126、brand fans.CPG BRAND CONSIDERATIONS26NEW POWER PARADIGMSCultural Reroute and What It Means for CPG A VIEW NOT ON THE WORLD BUT FROM THE WORLDWhat if any niche could be scaled?As new audiences and their needs come to the fore consumers will expect their product choices to more precisely reflect their

127、 preferences or they will import them from elsewhere.In September 2023,Nissin Foods announced the launch of gamer-friendly caffeinated cup noodles.The product will be available in two flavors:garlic and black pepper yakisoba,and ginger keema curry.In order to provide a convenient and hassle-free sna

128、ck option to gamers,both products are sauce-based and soup-free to avoid spills.The caffeine is meant to help gamers stay up late at night.39 Consider passionate fandoms like gamers or tackle those with formerly taboo needs such as menopause and postpartum with inclusive and empowering standpoints.H

129、ow can CPG brands speak to such a diverse future marketplace?Embed cross-cultural inspiration into your new product development systems,like setting up posts in new markets to gather intelligence on innovation possibilities.Nurture the next generation of taste makers by creating media infrastructure

130、s that allow for a cross-border flow of content and commerce.CPG BRAND CONSIDERATIONS27NEW POWER PARADIGMSPathway to 20352025Regenerative Finance enters the mainstream discourseA YouTube content creator replaces Selena Gomez as the face of the new Pantene campaign.2028New brand Carbon Emission-less

131、Meals competes with Beyond Meat products for shelf-space in grocery stores.2033Google introduces a personalized eco-score to consumers,showing their individual carbon,labor,and material consumption impact2035The 1st fully global community digital nation running on web3.0 applies to join the UN2027Ha

132、lal 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 disruptions that could manifest in culture between now and 2035

133、,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 on personal values.Consumers embrace their eccentricities a

134、nd 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 ConnectionConsumers will refocus on building social skills and opport

135、unities.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 everyday lives.Consumers will start feeling that technology

136、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 will shape this landscape:of global consumers say that alrea

137、dy 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 try on new personalities and outsource their own.Human exper

138、iences 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 look for ways to leave certain aspects of their lives unansw

139、ered.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.Already,8 in 10 global consumers agree with the statement,“I b

140、elieve 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 Providing consumers with value exchange-bases experiences will become critical.OREO partnered with three U.S.supermarket chains to make it easy for cons

141、umers to scan a barcode on a carton of milk(or milk alternatives)and get a discount on OREOs.The campaign reflected the playful nature of the cookie,capitalized on behavior consumers were already doing for easy adoption,and gave shoppers an easy discount-while providing valuable information to OREO

142、on what consumers might have at home.43 The Siloed SelfAs more of consumers experiences take place in online environments,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 wi

143、th new things in my life and exploring new aspects of myself.”44 In the future,consumers will crave unmonitored 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:Modu

144、late is a moderation platform that helps gaming studios protect their players by reducing toxicity in voice chats 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 pe

145、rvasive data collection and provide users with greater control as to which aspects of their digital selves will 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 de

146、sire to filter who can see our online profiles will increase as AI continues to source from public domains.74%of 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.47Looking to establish itself

147、as a forerunner in meeting this demand,startup I Own My Data has introduced a platform called Node,which aims to offer consumers Amazon-style one-click payments across a range of websites without sacrificing their personal data security.With Node,all of a users private information such as past purch

148、ases,cards,addresses and preferences are stored on their own device,so transactions can be completed instantly with one click,tap or touch,anywhere on the web.48 CPG companies that have traditionally relied on retailer data will need to create zero party data opportunities for their data needs,or fi

149、nd ways to work within systems like Node that react to various consumer profiles without the need for having previous access to their data.Want a single interface to manage and curate how their personal data is shared across platforms74%CONSUMER(EC)CENTRICITY/DATA AGENCY32A connection between social

150、izing 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-dependence on technology for some,social skill

151、sets 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%of consumers feel at personal risk of lo

152、neliness,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 socializationand inclusion.The Universal Language of Coca-Cola was a radio ad campaign that aired in multiple countries in languages that fe

153、w people speak.The campaigns goal was to support minority communities by reaching out to them in their native languages,even though only a small percentage of the population would understand the message.For example,in Norway,the census says there are only 3 Samoans-so the campaign was targeted to th

154、em.The campaign was successful because the word Coca-Cola is universally recognized,so even though the message was only understood by a few,everyone knew it was a Coca-Cola ad.Ultimately,the campaign emphasized coming together over a shared Coke.50Recalibrating Connections“I am at risk of loneliness

155、”AllGen ZMillennialsGen XBoomer27%40%28%23%23%CONSUMER(EC)CENTRICITY/RECALIBRATINC 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 s

156、pend more time online,with social media and digital worlds,they feel less 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 re

157、solution.Brands will be tasked with investing in personable employees and upskilling consumers in basics such as body language,attention span,and conflict resolution.According to a new survey of 1,548 business leaders by Resume Builder,45%of companies are already offering these kinds of classes whil

158、e 18%plan to implement such classes by the end of 2024.52Advanced Ideology MarkersWhile,in some instances,our dependence on technology is weakening our social skillsets,in other instances,theres a certain effectiveness and convenience in online interactions that well expect to see replicated in the

159、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 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,i

160、nterests,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 starting to emerge.Digital accessory company Pear allows wearers of its rings to signal IRL their relationship status,sexual identity and openne

161、ss 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 like tech to help me better discern the intentions of people I meet in real-life(and help them discern mine).”CONSUMER(EC)CENTRICITY/RECALIBRAT

162、INC CONNECTIONS34Breaking away from synthetically optimized environments,consumers will seek extreme emotional range to feel alive in 2035:enter the rise of Discomfort Zones.Extreme emotions,such as joy,hope,fear,surprise,and even disgust,will be the new attention-getters.Primal EmotionsWith the phy

163、sical and virtual worlds in which we interact becoming continually controlled and curated by technology,experiences that stir up visceral emotions will become more appealing.Nearly 2 in 3 global consumers say they seek experiences and encounters that elicit more visceral emotions.55As a result,consu

164、mers will be drawn to media,spaces and content that they might not expect,with their interest driven by shock value.In a playful and unexpected pairing,Titans quarterback Will Levis has teamed up with Hellmanns to create the worlds first-ever mayonnaise-inspired fragrance,Will Levis No.8.This limite

165、d-edition fragrance,launching just in time for football season,is priced at$8.Its 30mL bottle promises to capture the“irresistibly rich and creamy essence”of mayo.The bottled scent also includes notes of tart,mayonnaise accord,musk,vanilla,and even a hint of coffee.As mayonnaise is a polarizing cond

166、iment,bringing sex appeal to it elicits strong reactions.56Discomfort Zones64%57%58%76%GlobalAmericasEMEAAPAC2 in 3 consumers say they seek visceral emotions.CONSUMER(EC)CENTRICITY/DISCOMFORT ZONES35Replicated VicesThis desire to re-sensitize ourselves will,at times,manifest in the pursuit of experi

167、ences 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 purchasing behaviors,these attitudes will likely be reflected by consumers seeking goods that feature or mimic materials that

168、have been phased-out due to climate change,health breakthroughs,and other evolving social standards.As a result,we will witness an inversion of some of the current luxury trends:Bottega Venetas$10k Cabat bag employs woven silicone to mimic bubble wrap-a material being phased out due to sustainabilit

169、y concerns.57 Additionally,Louis Vuittons Freezer Sac Plat bag emulates the look of a plastic freezer bag:it is designed to appear as a Louis Vuitton bag contained in a plastic bag,is made of silver-coated leather and retails for$3,950,over$1,300 more than the original Sac Plat PM bag.58Analog Owner

170、shipA segment of consumers will reject AI and technological progress in favor of the analog.Services and products that are AI-free will be coveted 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

171、 this despite the rise of the shared economy and shifts in sustainability norms.51%of global consumers want to own more physical things than they do now.59By 2035,physical media and completely analog human services will surge as pushback to a predominantly digital landscape.We see early inklings of

172、this with the resurgence of buying media in its physical form to maintain original stories and not have to chase after content from platform to 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 co

173、pies available on contemporary formats.60 The case of music on vinyl is another example of this trend.LPs have experienced a resurgence in recent years to the point that their prices have been considered statistically significant enough that they will feed into UK inflation measurement for the first

174、 time since 1992.61want to own more physical things than they do now51%CONSUMER(EC)CENTRICITY/DISCOMFORT ZONES36FORCE 3 THE FUTURE OF CONSUMERSCPG Brand ConsiderationsCPG BRAND CONSIDERATIONSData Agency and What It Means for CPG FOCUSING ON PROCESS TO ASSURE RICH DATA Why would CPG risk data sharing

175、 snares?Consider a world where passive data access no longer exists,and data becomes something consumers must volunteer to provide despite carrying personal risk.It will become critical to incentivize data sharing and guarantee security and convenience.What benefits might your brand offer that makes

176、 this exchange worth it?Consider not just exclusive access or discounts,but insights that tap into a consumers curiosity about themselves-like a Spotify-esque round up of a customers purchases.What protocols are needed to prevent fake data input?As data becomes a new form of currency the potential f

177、or abuse will grow exponentially.Imagine a world where fake data becomes increasingly indistinguishable from accurate insight as customers using increasingly advanced cryptography and employ machine guardians.Security will pivot from a reactive stance led to a proactive function that insight departm

178、ents are heavily involved in.The data encryption market size is projected to grow at 16%CAGR to reach USD 40.2 billion by 2032.62CONSUMER(EC)CENTRICITY38CPG BRAND CONSIDERATIONSRecalibrating Connections and What They Mean for CPG FROM NICHE TO NODES How can CPG balance the need for personalization w

179、ith the need for communal connection?Technology is evolving to make mass personalization and marketing possible,but at the same time,connecting humans to one another becomes a paramount human need in every effort.Network needs might differ significantly from an individuals desires,and brands that ca

180、n balance both will win.Consider how you may use personalization tools to customize a singular product or message to a consumer with intersectional interests and identity facets.An example of this strategy in action is Coca Colas partnership with Electronic Arts for the College Football 2025 videoga

181、me.Fans can scan their Coca Cola Zero products to unlock game rewards online and IRL they can create their custom Ultimate Fan Cards as part of the college tour in the designed Coca Cola Zero x EA locations.63How will CPG best fit align with evolving consumer identities?Expect a future where new ide

182、ntities more rapidly emerge and are faster signaled.There is an opportunity for CPG brands to track identity groups and prioritize those they believe align with their values.In the future brands can become deeply intertwined with the community via foundational support from its nascent stage onwards.

183、CONSUMER(EC)CENTRICITY39CPG BRAND CONSIDERATIONSDiscomfort Zones and What They Mean for CPG REFRAMED CONSUMER JOURNEYS What unconventional aspects of the CPG category does the brand already own?As consumers naturally gravitate towards what is considered uncomfortable,or cathartic how can CPGs authen

184、tically engage?Strong tastes or odors,failed launches,intentionally subversive design,and even uncomfortable emotions like stress stir strong reactions among consumers at a deeper level.An example of this is Adamo 2050,an ad that Italian baby food company Plasmon created to shine a light on the coun

185、trys demographic crisis.The ad shows the early life of the last baby to be born in Italy in 2050,given the current rate of decline in child births and a country where maternity wards,kindergartens and nurseries are abandoned.64As brands play with deliberately manufacturing discomfort,how will brand

186、safety be defined?The desire for discomfort is not just a consumer-facing need but a brand opportunity as well.Brands will need to tap experts with unconventional approaches to build more interesting brands and products that break through consumer cocoons.As this plays out,multiple aspects such as s

187、ustainability and individual human boundaries need to be carefully monitored to ensure brands stay in check with modern consumer realities,corporate culture norms,and business goals.CONSUMER(EC)CENTRICITY40Pathway to 20352025Delta Airlines debuts Personal Expression Spaces across its global lounges2

188、028New York Fashion Week features a collection inspired by the history of tobacco use in art and media2031A 1964 jar of Nutella sells for$100K at auction2035Valentino debuts Runway Tours:allowing users to virtually walk the runway in place of iconic top models via sensation-sharing technology 202710

189、0%of Fortune 500 companies require workers to be Office Etiquette Certified during onboarding2030Apple debuts Apple Match,syncs devices in real time to evaluate the most likely emotional outputs of encounters before they even begin2034AI digital twins of consumers proliferate online to create a new

190、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:CONSUMER(EC)CENTRICITY41The Rise of Perceptive BrandsFORCE 4 THE FUTURE OF BRANDSBrands had to be responsive to new terms of engagement se

191、t by consumers newly empowered by expanding choice and access.Brands are becoming bigger and bolder,reclaiming control from consumers by being expansive with new terms of engagement through the establishment of titan brand ecosystems.Brands will need to become perceptive and stay one step ahead of c

192、onsumers-both humans and their AI“gate-keepers”-anticipating future needs and desired mood states by offering experiences that are both intuitive and serendipitous.Anticipation as ExpectationBrands will be expected to anticipate consumer needs,rather than reacting to them.Intuitive InteractionBrands

193、 will be expected to interact in emotional,personal ways.AI GatekeepersBrands will need to navigate AI barriers that protect consumers from unwanted solicitation.In the last few decades,brands mandate has profoundly evolved as a result of technology innovation and major shifts in consumer attitudes.

194、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 consumers would welcome brands being able to anticipate or predict what they want and pro-actively offer relevant and helpful products a

195、nd services.65agree:“The best way for a brand to stand out and earn my loyalty is its ability to surprise and delight me in unexpected ways.”6677%80%2010s2020s2030sTHE RISE OF PERCEPTIVE BRANDS43Perceptive brands will succeed in the future because this trait will allow them to gain more traction wit

196、h 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 the best means of getting exposure to potential customers from cooperating with entities outside their ecosystem to establishing new p

197、rocesses.Selling to Digital GuardiansIn the coming future,consumers will entrust more personal and central aspects of their lives and livelihood to digital assistants.Increasing digital delegation will manifest in tech-enabled screenings that often keep brands at bay and removed from human consumers

198、.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.67Services catering to consumers who are becoming more comfortable with entrusting their interactions to AI Gatekeepers are already starting t

199、o 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 and pass along only the most relevant of what is received,set and clear schedules,and even communicate around key milestones(e.g.,send

200、ing birthday wishes).68Seamless CooperationAs consumers AI assistants take control,brands will need to heed to the individualized paths and preferences set by consumers.Under the right circumstances,AI Gatekeepers will actually give certain brands a leg up by enabling repeat purchases,completely dev

201、oid of friction.Outlines is a shower curtain company revising the product cycle of shower curtains.Users fill out a survey about how often they shower and even what products they use which creates a paced plan for replenishment and the used shower curtains can be mailed back to be responsibly recycl

202、ed.69 AI GatekeepersRespondents want an AI assistant to vet ads and promotions on 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.I

203、n fact,in many instances,consumers digital assistants will act as powerful allies 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

204、 to brands by 2035.70No one will know customers better than their AIs.Involving AI 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.AI-enabled consumer wellness company Hungryroot launched SmartCart as

205、 a first-of-its-kind artificial intelligence system to transform the way people eat and live.With 10 machine learning models,SmartCart analyzes millions of data points to recommend healthy groceries,easy recipes and beneficial supplements.This AI-powered personal assistant for healthy living becomes

206、 familiar with Hungryroot users goals,lifestyles and budgets to simplify everything from product selection and meal planning to shopping.71 On average,using SmartCart saves customers three hours on meal planning,shopping and cooking on a weekly basis,and they discover three times more food than shop

207、ping on their own.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 infrastructure of tracking,monitoring

208、,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 screens,brands will need to respon

209、d 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.72AI bots are becoming more dynamic with unique personalities.Companies like Meta have experimented with the

210、 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.73.Off-setting with SerendipityUsing neuromarketing tools,brands will analyz

211、e 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 expect that,by 2035,brands will sen

212、d 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.)74Leveraging these discrete signals,tied to contexts that have a profound influence on

213、how we feel in the moment,brands will be able to deliver intuitive experiences that help consumers take action sooner than later.Penn State scientists created a simple diaper that sends an alert to a phone as soon as its wet-and even signals how wet it is,letting parents know if a change is needed i

214、mmediately.The device is both smart and simple,involving paper that has been pre-treated with sodium chloride(salt)and has an outline of a circuit board on it that is traced over with a pencil to transfer graphite to the surface with a tiny lithium battery attached.Once the diaper gets wet,the graph

215、ite reacts with the liquid and sodium chloride and,as its absorbed by the paper,electrons will flow to the graphite to set off a sensor.75Intuitive InteractionTHE RISE OF PERCEPTIVE BRANDS/INTUITIVE INTERACTION46MillenialsGen ZGen XBoomersMood-filtered ConsumptionAs they look to re-sensitize in acti

216、ve 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 brands to pull.Two-thirds of respondents are interes

217、ted in an online shopping tool that allows them to find products that help them achieve a desired mood state.76As they look to deliver more mood-oriented experiences,brands will lean further into engaging all our senses:LOreal partnered with bioinformatics company EMOTIV to create a neuro-science to

218、ol 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 headset that consumers wear during an in-store consult

219、ation.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.77Most people are interested in an online shopping tool

220、 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 become mundane,brands will need to anticipate our wants

221、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 emotional states are increasingly monitored and predi

222、cted,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 accordingly in their interactions with them.78With AI and mac

223、hine 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 events to stock store supplies,Walmart to understand

224、 digital search to stock regional fulfilment centers,and Walgreens to understand illness patterns to ensure appropriate medical supplies are available during disease peaks.79 Micro Brands Set Trend CadenceAnticipation will also be critical for brands in terms of identifying trends before everyone el

225、se 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.80Short-lived brands that are made for and gone with a single moment in time will become a strategy of titan brands to keep consumers in their ecos

226、ystem.Australia brand Yowie and the NBA have announced a partnership that will bring a series of basketball-themed treats to the market for avid or amateur fans alike to try.The unlikely partnership between this small quirky company and mega sports network will see a series of basketball-shaped trea

227、ts with a themed foil packaging released that will reveal a collectible toy inside.This includes five Yowie characters that are each wearing a different NBA team jersey with all 30 teams represented across the collection driving repeat engagement.81Anticipation as ExpectationAverage company lifespan

228、 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 prevention and the development of proactive solutions that benefit the greater good.8 in 10 globa

229、l consumers expect businesses to provide solutions that not only address the impact of climate change,but rather mitigate it and prevent it from escalating.82Brands will need to be seen as developing ongoing stewardship over claimed CSR territories,developing programs with a preventative impact rath

230、er than taking reactionary measures.An example of this type of preventative attitude is the Swiss running shoe company ON with a business model centered around recycling and circularity.In the fall of 22,the company released the Cloudneo,a fully recyclable running shoe that consumers dont ever own b

231、ut instead lease.Whenever runners want a new pairas long as its been at least 90 days since they received their last shoesthey log onto their account and request the recycle option.Days later,a brand-spanking-new pair of Cloudneos arrive,along with a FedEx return label.Subscribers then have 30 days

232、to send back their old pair,which is cleaned,ground down into recyclable components,and made into new pairs of Cloudneos.83expect businesses to not only address the impact of climate change,but help prevent it from escalating.8 in 10THE RISE OF PERCEPTIVE BRANDS/ANTICIPATION AS EXPECTATION49CPG Bran

233、d ConsiderationsFORCE 4 THE FUTURE OF BRANDSCPG BRAND CONSIDERATIONSBILINGUAL BRANDSHow can CPG brands break through to both AI and consumers?As AI is employed to outsource daily tasks,brands will need to serve two masters:the AI and the human consumer.Literacy in the metrics AI algorithms prioritiz

234、e and positioning products to meet those metrics will put some CPG brands significantly ahead of competitors,but they must also give humans emotional reasons to believe.The Samsung AI Family Hub Refrigerator now records the contents of your fridge and even tracks expiration dates.Recipes can be gene

235、rated from this information via the Samsung Food app and cooking instructions even sent to the Samsung Smart Oven.84 The next step will be auto-replenishment of near expired or frequently bought items,in which the Samsung app would link to a preferred grocer or even D2C CPG brand sites.CPG companies

236、 will need to set-up AI-focused that provides reasons to believe to gatekeepers such as this refrigerator and effectively market to devices like this one.How can AI meaningfully augment CPG brands consumer relationships?As more processes are automated for consumers,they will gain unexpected pockets

237、of time.Imagine ways in which AI could be leveraged to guide the human consumer to engage with new brand material that goes beyond standard purchasing and use of a product.For example,can a cooking demo be sent to a consumer awaiting their grocery delivery?AI Gatekeepers and What They Mean for CPG T

238、HE RISE OF PERCEPTIVE BRANDS51CPG BRAND CONSIDERATIONSCUSTOMIZATION GETS PERSONALIn what ways can standard customization options be made to feel more personal or concierge?Creating infinite formulas or recipes to meet consumers individualized preferences and tastes is not always possible.Instead,con

239、sider homing in on the emotions you deliver on with corresponding rituals or experiences.For example,dentists recommend singing songs to help kids know how long to brush,could this be taken a step further to autoplay a daypart appropriate song the child likes?Baby Shark was used to teach CPR to his

240、3-year-old.85How can we embed assurance into the product experience?As consumers lean into moods to guide their purchase decisions,how can CPG brands individually assure them of their choices?Imagine if a conditioner bottle could quantify hair health after trying a new formula or if wood floors had

241、a score to show that a protectant was doing its job.Consider partnering with smart home appliance networks to compellingly quantify product performance.Intuitive Interaction and What It Means for CPGTHE RISE OF PERCEPTIVE BRANDS52CPG BRAND CONSIDERATIONSIMPLEMENTING CONTEXTUAL PREDICTIONSHow can the

242、 guesswork of what consumers will need in the future be eliminated?Consumers will look to brands to take the guesswork as to what the best solution might be on an individual basis,leveraging data about the context into which consumers are using products.For example,a suggested personal care routine

243、based on what time an individual needs to arrive to work,the weather outside,and their plans after.YOUR Skincare is not only customized to an individuals needs based on their biology,daily behavior and past skincare,future goals and where they live,but it is also continually updated to anticipate em

244、erging skin needs such as changes in seasons and the skins reaction to the use of products.86What areas of consumers lives can CPG brands anticipate and solve for?Find areas primed for pre-emptive optimization such as preventing waste,stewarding replenishment loops,and aligning your offerings with b

245、udgeting goals.Imagine a brand-led subscription service that worked with users and their AI guardians to not only created individually paced plans but also quantified time and resources saved from the arrangement.Anticipation as Expectation and What It Means for CPGTHE RISE OF PERCEPTIVE BRANDS53Pat

246、hway to 20352025Daniel Boulud launches a new exclusive fine dining restaurant,requiring a 30-minute mood intake assessment 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 Preventio

247、n Report,citing the elimination of 1M would-have-been accidents in the US2035The demolition of the Great Barrier Reef is prevented by Proctor&Gamble2027Websites are personalised to what users are drawn to the most via eye tracking technology onboarding2030Scent printers connected to wearable devices

248、 are used to help people refrain from snacking and meet their weight loss goals.2034Tiffanys launches a campaign aimed 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 s

249、triving to become more perceptive:THE RISE OF PERCEPTIVE BRANDS541.Consumer Vision 2035:The Insight-to-Foresight Pivot(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

250、 Company Employs Worlds First Ever AI Humanoid Robot CEO(The Business Standard).6.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.7.Everything We Know About Twilios RFP Genie(AutoRFP.ai).8.Procter&Gamble Fragrance Development Group Taps AI-based Solution Moodify White(Perfumer&Flavorist).9.Dent

251、su Consumer Navigator,Global Survey,Jan-Apr 2024.10.https:/hu.ma.ne/aipin11.Foresight Factory,March 2022.12.Delta Earns Spot on Fast Companys Annual List of Most Innovative Companies(Delta News Hub).13.P&Gs AI Factory Scaling Data Science Innovations(Consumer Goods Technology).14.Foresight Factory,M

252、arch 2023.15.https:/animal-alerts.org/project/16.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.17.Using A.I.to Talk to the Dead(New York Times).18.19.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.20.How Voice Assistants Can Help Your Brand Communicate More(Forbes).21.Smart Appliances W

253、orldwide(Statista).22.PetPace Launches PetPace 2.0,the Only Vet-Grade AI-Powered Canine Pet Collar Providing Continuous Life-Saving Medical Insights for Vets,Researchers and Pet Owners(BusinessWire).23.Working on a Warmer Planet:The Impact of Heat Stress on Labour,Productivity,and Decent Work(Intern

254、ational Labour Organization).24.Climate Change Is Rapidly Altering Wine as We Know It(Wine Enthusiast).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.S

255、AGACIOUS-a Biomimetic and Eco-designed Active Ingredient That Restores Skin Firmness(Cosmetic Business).29.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.30.https:/ 31.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.32.9 Companies Around the World That Are Embracing Diversity in a BIG Way

256、(SocialTalent).33.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.34.https:/ Market Size&Trends(Grand View Research).36.The Rise Of A-Beauty:The Brands Harnessing The Power Of African Ingredients(Service95).37.https:/ 38.GLP-1 Analogues Market worth$471.1 billion by 2032(Markets and Markets).39

257、.Why Cup Noodles is Going Gamer-friendly(CNN).40.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.41.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.42.Foresight Factory,March 2023.43.Oreocodes(Contagious).44.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.45.Gamings Trust and Safety L

258、andscape in 2024 and Beyond(Forbes).46.Foresight Factory,March 2023.47.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.48.The Future of Safe Online Shopping Is Here(Inside Telecom).49.Foresight Factory,March 2023.50.The Universal Language of Coca Cola(LoveTheWork).51.Dentsu Consumer Navigator,G

259、lobal Survey,Jan-Apr 2024.52.Half of Companies Give Office Etiquette Classes as Workers Struggle With Appropriate Conversation(Resume Builder).53.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.54.The Pear Ring:Will This Social Experiment Really Disrupt Dating?(Dazed).55.Dentsu Consumer Navigat

260、or,Global Survey,Jan-Apr 2024.56.Hellmanns Creates Will Levis No.8,Parfum de Mayonnaise with NFL Quarterback(Perfumer&Flavorist).57.Bubble Wrap-Inspired Luxury Bags(TrendHunter).58.Louis Vuitton$4,000“Plastic”Bag Wears a Normal Bag as Camouflage(High Snobiety).59.Foresight Factory,March 2022.60.The

261、People vs George Lucas Brings Its Case to L.A.Wednesday Night(Los Angeles Times).61.Vinyl Records Are Now So Hot They Move UK Inflation(CNN).62.Data Encryption Market Overview(Market Research Future).63.Season Preview:How Brands are Ramping up Tours and Tailgating Events for Football Fans(Event Mark

262、eter).64.ADAMO 2050(Ads of the World).65.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.66.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.67.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.68.Sixty AI Launches Platform to Declutter Digital Lives&Bring Back Joy(Business Wire).69.Outl

263、ines Showers Your Home with Recyclable Options(TechCrunch).70.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.71.Hungryroot Launches SmartCart,a New AI Tool to Help People Live Healthily(PR Newswire).72.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.73.Meta Is Putting AI Chatbots Everywhe

264、re(The Verge).74.Dentsu Consumer Navigator,Global Survey,Jan-Apr 2024.75.This Smart Diaper Sends Phone Alerts When Babies Need Changing(New York Post).76.Foresight Factory,March 2022.77.LOral and Emotiv Harness Neurotech and Algorithms for Personalized Fragrances(Personal Care Insights).78.Dentsu Co

265、nsumer Navigator,Global Survey,Jan-Apr 2024.79.o9 Solutions Targets Supply Chain Disruptions With New Supply Sensing Platform(Dallas Innovates).80.Average Company Lifespan on Standard and Poors 500 Index from 1965 to 2030,in Years(Statista).81.https:/ Consumer Navigator,Global Survey,Jan-Apr 2024.83

266、.The 100%Recyclable Running Shoe Thats Only Available by Subscription(Wall Street Journal).84.Samsungs New AI-enabled Smart Fridge Can Design Recipes Based on Your Dietary Needs(The Verge).85.Jamming to Baby Shark Can Help You Learn CPR(USA Today).86.https:/y- is an integrated growth and transformat

267、ion 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 and integrated g

268、rowth 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