A look in to the events that shaped consumers in 2016 and how these learnings can be leveraged by brands in 2017.

1. The Cultural Shifts That
Transformed Consumers
Curated by M. Fair

2. POLARIZING

3. POLARIZING
2016 may have been the most divergent sequence of events in History.
From key advancements in modern technology to the election of the most
controversial U.S. President in history, consumers were shaped and
transformed by the moments that comprised this year.
As we enter 2017, consumers will bring along the past year’s most
pivotal and poignant moments in their mindset and behavior.

5. WHAT WE SAW…
Race was the undercurrent of many of the year’s most
significant events.
From the most divisive and turbulent Presidential election in
US history to the ongoing issue of racial social inequality,
Consumers were forced to make choices like never before.
People spoke their truth across multiple platforms, from real
world demonstrations to full-scale social media onslaughts,
with live technology fueling the fire.
The altruistic view of Race in America was banished and
content showcased this shift across TV, Film, Print and Music.
Everyone from athletes to politicians were vocal in their
particular stance and furthered the national conversation.
The spectrum of emotion ranged from wide spread fear to
complete anger around the state of race relations in the US.

7. WHAT WE LEARNED…
Silence is Consent.
Across every facet of communication, consumers were
speaking out and looking for alignment and dialogue in
their communities. The same expectation was expected among
the brands they support.
There is no longer room for brands to remain silent in the
face of racism or injustice.
In a country where political lines revealed deep-seated issues
around race, religion and sex, there has never been a greater
propensity among US citizens to stand for what they believe
in.
In 2017, brands will need to be vocal. Affiliations will be
uncovered or assumed if not blatantly stated.
Political Correctness is the New Wack.

9. WHAT WE SAW…
Connected technology = the new normal.
Beyond merely features, the requirements of the “connected self”
shifted the paradigm of “Smart” from functionality to experience.
2015 saw the release of the Apple Watch – complete with it’s far
share of fan-boy glorification and significant panning. 2016 ushered
in the next-gen iteration of the watch and a host of competitors,
but the real talk of tech was Smart Home technology.
Alexa, Google Home, Nest, Canary and the list goes on. Smart
functionality became a way of life and consumers aren’t looking
back.
Electric vehicles got in on the Smart conversation as well. From
the next gen Chevy Volt to the Tesla Model 3 (which garnered nearly
half a million reservations in less than 30 days), electric cars began
laying the ground work for autonomous driving and continued to
reshape the conversation the “connected life”.

10. WHAT WE LEARNED…
Wearable becomes Livable
More than just wearable, the shift to a Smart Life perspective will
require experiences that are hearable, feel-able and leverage
experiential technology. Look for innovation around wearable
payment, tech driven street-wear and the evolution of the smart
virtual assistant through products (think hearable smart shoes).
Connected Tech Will Drive
The next wave of experiences will be powered by big data, AR/VR
intelligence, sensors and multiple inputs that consumers will
submit to for the viability of said experience.
The Brand Experience Thrives
Brands will rally behind the experience. Multi-sensory, integrated
experiences will become central to garnering the consumer’s
attention and affinity. Look for automotive, retail and CPG
industries to lead innovation.

12. WHAT WE SAW…
Static is Dead. 2016 saw the introduction of live streaming
technology across the leading social media platforms.
Consumers went wild for the capacity to share experiences in the
moment.
Brands flocked to the opportunity to drive real-time engagement
in a completely new way.
Each social platform worked to carve their own unique space in
live streaming functionality.
Notable executions included:
• Twitter’s introduction of live video streaming functionality
across all users and integration with the National Football
League (NFL) for live game streaming
• Instagram introduced live video streaming user functionality
that disappears post transmission
• Facebook’s introduction of Live video for users with Map &
Face Mask functions.
• Snapchat offered Live streaming technology around noted Live
Story events

14. WHAT WE LEARNED…
Real Time or Die.
The larger theme around consumer demand for immediacy has
birthed the Live mentality and this trend won’t die.
People want “it” NOW. Social is no different.
Brands will continue to craft experiences designed for live
streaming and further leverage the technology to create
“all-access” type content to pull in consumers.
Live technology will be critical in crafting holistic brand
experiences that provide a sense of urgency for consumers.
Live brings about an appointment setting CTA for consumer
engagement. Think “Must See TV” in the social space.

15. THE BOTTOM LINE

19. THE BOTTOM LINE