洞察转向前瞻的纪元：消费者愿景2035

The Era of the Insightto Foresight Pivot About this study At dentsu, we are driven to innovate. Throughinnovation, we ensure the impact our clientsneed to drive growth in their business, whilealso generating a positive effect on theindustry, society, and the world. To helpaccomplishing this, we created the dentsuConsumer Vision research platform, thatlooks into the future of technology, culture,consumers, and brands to provide marketerswith a view into upcoming shifts that willreshape the business landscape. 30,000 consumers in 27 different countriesto understand expected shifts in consumerattitudes, values, and behaviors. We also spokewith 20 experts and futurists to understandwhat they see as the most likely disruptionsand innovations in their fields. Coming out of this research, we identifiedthe four forces that will reshape technology,culture, consumers, and brands – the areas offocus of our ongoing study - over the courseof the next 10+ years. Each force is drivenby 3 trends that point to fundamentally newways brands and marketers need to engageconsumers, which we validated leveragingour global dentsu Consumer Navigatorintelligence platform. The first edition of this platform,The Ageof Inclusive Intelligence, was a 2021 studythat looked at how emerging consumerexpectations, as well as societal andtechnological developments, were shaping anew landscape that brands needed to preparefor on the way to 2030. The study provedto be a powerful compass that our expertsand clients leveraged to map implications invarious industry sectors, and to think aboutplanned initiatives from a different pointof view. In fact, several of the trends anduse-cases outlined in The Age of InclusiveIntelligence came to life earlier than expected:for instance, we speculated that we maysee, before 2030, the first brain-computerchip implant and in January 2024 Neuralinkannounced human trials to that effect havebegun.1Characterized by an acceleration intechnological development set in motion bythe pandemic lockdowns, the early 2020soutpaced some of our wildest predictions. The experts we spoke to specialized in a widerange of topics from sustainability to globalpolitics and economics, from Afrofuturism tofashion and from art to safe AI design. Theycanvas the globe from Japan to South Africato the United States. To keep our fingers on the pulse of a fastmoving future, we are now pushing forward theperspective of our Consumer Vision researchplatform to 2035 to once again understandhow evolving consumer expectations, shifts inculture and society and new horizons openedby technology development will shape thefuture mandates of brands. As we embarked on this work, we knewlife in 2035 would look different from theworld we live in today. With the support ofForesight Factory, a leading consumer trendsagency, we analyzed data from a survey of When we talk about ‘Insight to Foresight’, we talk about afundamental shift that dictates how in the 2030s it will nolonger be enough to understand and respond to the moment,but instead there will be a mandate to get ahead of thatunderstanding and act pre-emptively. This applies to all coreareas of focus in our study. As we look to thefuture of consumers, we seethat the way consumers buy and interact withbrands will be more dependent on emotionsand “in the moment” states, yet consumers willpre-determine the spectrum of experiencesthey are exposed to in those moments viagreater data agency. As we look to thefuture of technology,a strategy guided by foresight will ensurehuman reasoning and progress prevails as AIcapabilities get increasingly adopted. As we look to thefuture of culture, we willneed to shift from simply reacting to change,to predicting which solutions will create new,untapped positive change to survive as abusiness, a society and a global civilizationin an era where we’ll face unprecedentedconstraints. As we look to thefuture of brands, pivotingfrom insight to foresight will enable them toanticipate and deliver on predicted emotionalstates of consumers, a new requirement tothrive as a business by 2035. Each of these four forces is supported by three underlyingtrends. To help the reader navigate this narrative, here is abreakdown of the journey ahead. Let’s dive in! Our Experts Sari AzoutInternet curation,CommunityFounder,Sublime Marguerite CoetzeeSouth African CultureAnthropologist,Futurist, Artist Russell Stevens Zoe Scaman Frankline Ozekhome Afrofuturism, popcultureVP Marketing,Vendease Africa Media, technology,democracyHead of Programs,MIT Center forConstructiveCommunication Fandom &CommunityFounder, Bodacious Claudine FryGlobal politics & RiskPartner, Control Risks Florencia LujaniSustainability &LATAMStrategy Director,ACT Climate Labs Ruby Thélot Dom Heinrich Melissa Ingaruca MorenoSustainability, smarturbanism,PhD Researcher, U ofHelsinki Cyberethnographer &ArtistAdjunct Professor,NYU AI design & safety,innovationAI Design Professorat Pratt Randi Kronthal