Trendbüro, Avantgarde's strategic think tank, compiled a list of important consumer trends and social changes that will (or at least should) affect marketing strategies in 2015.

1. TRENDS
TO WATCH IN 2015

2. • Eager to impact
• Re-searching online privacy
• Striving for educational success
FROM
GEN Y
TO
GEN Z
«
• Me-focus and self-projection
• Self-publishers by nature
• Work-life-balance experts

3. FROM SELF-
OPTIMIZING
TO
SERENDIPITY
• Constant strive for a better self
• Quantified lifestyle with digital support
• Performance boost in fitness, beauty,
relationships etc.
«
• Technology as enabler for lucky chances
• Innovative potential of the unforeseen
• Fueled by unbroken hunger for experiences

4. FROM
INDIE TIMES
TO ECONOMIES OF
WE
• IQ: success through personal skills
• The constant search for uniqueness and
differentiation
• Brands striving to cater to individualization
• WeQ: generating higher intelligence,
creativity, performance thus added value
• Revolution of the sharing economy
• Owner-ship replaced by Impact-ship
«

5. FROM
PARTY
TO
SUPERFOOD
• Pleasure found in going out
• Clear distinction between work and free
time
• Drugs & alcohol to cherish the moment
«
• Lust for consciousness
• Holistic approach to celebrate life
• The art of cooking & eating as basis for
new ideas, touch points & communities

6. «FROM
DIGITAL
EXPERIENCE
TO
UPGRADING
RETAIL
• Online shops stepped from points of
purchase to brand building
• Creating engagement platforms
• Building loyalty through service &
content
• Traditional retail in the constant need to
redefine its role
• Magazine-style mirrors digital platforms
• Digital tools boost personalized experiences

7. FROM
BANKING
TO
PAYMENT
• Lacking distinctive brand images
• Trust problems, especially among Millennials
• Fading touch point relevance
• Rise of mobile payment apps
• Personal contact eliminated
• Opportunities to build brand on new choice
drivers: convenience, security and
community
«

8. «FROM
E-VISIONS
TO INFRA-
STRUCTURE
• E-product statements of all car manufacturers
with high communication efforts
• Main target group: Game changer
• Increasing consciousness among society
• All eyes on infrastructure and further
solutions to turn flagship projects into
mass options
• Changing mindsets to reach relevance
beyond early innovators

9. «FROM
EXCLUSIVITY
TO
INCLUSIVITY
• Luxury defined by status symbols
• Showy, perfectionistic lifestyle
• Enjoyment through distinction
• Shared experiences & stories-to-tell as
modern luxury goods
• New luxury brands cater to innovation,
unfolding personality and impact

10. «FROM
E-COMMERCE
TO EVERYDAY
SHOPPING
• Online shopping’s rise unabated
• Books, fashion and tickets as top sellers
• Mobile devices drive development
• FMCGs, esp. food online shopping only
now with high growth rates
• Service, speed & new business ideas drive
development
• High competition between big and small
players

11. CONTACT
Maja Overbeck
T + 49 89 202526 861
maja.overbeck@trendbuero.com