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Trends for 2015: The age of FUD & Impatience [2/4]

Technology is increasingly everywhere. In an era where businessmen don’t have the time to leave the office, Camisaria Colombo – a famous Brazilian shirt store – decided to give them a little help by taking its Black Friday’s offers to them in an extraordinary way.

FUD = Fear, Uncertainty, Doubt

With drones and robots invading our human private spaces, we don’t feel safe anywhere. 2014 was definitely ‘the year of fear’, people’s perception of safety has changed. They feel more locally affected by the world’s problems (Ebola, MH17, ISIS videos and locals). Suicide numbers and the antidepressant and sleeping pill consumptions are going up and keep rising drastically.

Some examples of how brands are responding to this FUD trend:

  • Why bring a child into this world? – Unilever asked expecting parents why they are bringing a child into this world and listened to their fears and doubts.
  • The Guardian – their ‘Happy for Life’ app gives you daily tips to be happier in life.
  • Taxi Stockholm – the taxi services’ answer to Uber; you pay the regular taxi fare but your taxi driver is a trained therapist, so you can talk to him and he will give you advice.

Hot tweetawayHot tweetaway: 2014 was the year of fear: how did brands respond to the #FUD trend insit.es/1x40lTL by @soeproza via @CoolBrands

The Age of Impatience

Companies offer customer services more rapidly than in real time. We live in ‘the Age of Impatience’. We search for products and services that solve this impatience. Some examples:

  • KFC Xpress – order and pay before arriving in the branch, so you don’t have to queue but simply walk through the fast lane and pick up your order.
  • GAP Reserve in store – you book clothing online to go and fit it in the store

We don’t want to lose time with difficult log-in procedures, passwords and keys anymore, but are thankful for biometric alternatives.

Interest levels in using biometric alternatives to passwords

  • The Starwood hotel group has announced they will offer mobile keyless access to the rooms in 150 hotels worldwide in 2015.
  • Recent smartphones like the Apple iPhone and Samsung’s Galaxy are already using fingerprints, face recognition or iris scans to unlock screens. The Ergo app uses your ear shape to unlock Android mobile devices.

While NFC payments struggled to be adopted, some new biometric identifying systems are powering the future of payments. Not just because they are more convenient and don’t require NFC-enabled phones, but of course also because they allow us to have a much faster check-out:

Hot tweetawayHot tweetaway: We live in the Age of Impatience. Consumers search for products/services that solve this impatience insit.es/1x40lTL via @CoolBrands

Predictive shipping (a.k.a. anticipatory delivery) & A-commerce

Based on your previous purchases, retailers such as Amazon can predict what you will need and ship it in advance to a local hub near you. That way they can guarantee same-day delivery without even using drones. Zappos teamed up with the training app MapMyFitness to track when your running shoes are up for replacement and you can of course immediately order a new pair through Zappos.

In a next stage, this will result in A-commerce or ambient commerce: the supplier knows better than you when you need something new, based on your previous purchases or even on real-time data which he obtains from wearables and Internet-connected instruments in and around us.

Hot tweetawayHot tweetaway: How #eCommerce evolves to #aCommerce: suppliers know better than consumers when they need something insit.es/1x40lTL via @CoolBrands

In this series of blogposts, we give a view on the Gen Y consumer and societal evolutions for 2015 and beyond. It is based on multiple brainstorms and discussion with a number of trendwatchers including Herman Konings (@soeproza), Tom Palmaerts (@palmaerts), Sven Mastbooms (@Sven_Seven) and Joeri Van den Bergh (@Joeri_InSites). Earlier this month we shared the first trend: Perfectly Imperfect.

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