Consumer Trends in 2018: 42 Expert Perspectives - Canvas8

CONSUMER TRENDS IN 2018
42 expert perspectives

We interviewed 42 experts from the
Canvas8 network about the key trends
influencing consumer behaviour across
14 sectors in 2018...
CONSUMER TRENDS 2018

Dr. Trudi Edginton
Psychologist, neuroscientist and
mindfulness teacher
Health
Mansal Denton
Founder and manager
at Nootropedia
Ilana Jacqueline
Patient advocacy manager at FDNA
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Jo Densley
Founder of Relish Marketing
Eating & Drinking
Brandt Maybury
Co-founder of Tastehead
Holly Shackleton
Editor of Specialty Food Magazine
Kate Zadah, Abbie Carter
Founder and director of
Mantelpiece PR
Beauty
Alice Hart-Davis
Beauty journalist and skin care
range creator
Tracey McAlpine
Founder of Fighting Fifty
Lisa Jane
Editor of Trips 100, Travel Loving
Family and Cruising with Kids
Leisure
Randy White
Co-founder of White Hutchinson
Leisure & Learning Group
James Kirkham
Head of online football channel
Copa90
Kyle Chayka
Technology writer for the
New York Times
Technology
Wendy Powell
Lecturer at the
University of Portsmouth
Adelyn Zhou
Chief marketing officer at Topbots
Matt Navarra
Director of social media at
The Next Web
Communications
Liam Brennan
Director of innovation programmes
at MediaCom
Dr. Pamela Rutledge
Director of the Media Psychology
Research Center
David Price
Director of insights & analysis at
the IFPI
Media & Entertainment
Nina Evans
Talent and music producer for
Channel 4’s Sunday Brunch
Ian Dransfield
Games journalist and consultant
Bruce Daisley
Vice president of Twitter EMEA
Careers
Mark Lester
Director of partnerships at
FutureLearn
Danielle Harlan
Founder of the Centre for Advancing
Leadership and Human Potential
Andrew Lloyd
Luxury brand growth specialist
Luxury
Emma Hart
Founder & creative director at
PUSH PR
Marie Cécile-Cervellon
Professor of marketing at EDHEC
Business School
Lyndsey Dennis
Editor of Retail Focus
Shopping
Simon Gosling
Futurist at Unruly
James Dion
Founder and president of
Dionco Inc.
Anna Winston
Ex-editor of Dezeen and an
architecture and design consultant
Home
Bill Walsgrove
Advisor to the Design Council
Caroline Rowland
Editor of 91 Magazine
Duena Blomstrom
Fintech and digital experience
specialist
Money
Pierre Jean-Hanard
Banker-turned-fintech entrepeneur
David Birch
Expert on digital identity and
digital money issues
Joe Leader
CEO of the Air Passenger
Experience Association
Getting Around
Tony Lynch
CEO of commuter rideshare
company Faxi
Barney Williams
Co-founder of coach service Zeelo
Janek Seevaratnam
Corporate advisor for the CAF’s
Philanthropy Services
Citizenship
Jessica Abrahams
Europe Editor at Devex
Tomas Diez
Co-founder of FabLab Barcelona

More people are not drinking alcohol, and instead want
sophisticated soft drinks. People are always wanting the next big
thing that’s new and tastes great. Gone are the days where you’d
just have a lemonade or alcohol-free lager.
#1 Fancy Softs
EATING & DRINKING IN 2018
Jo Densley, Founder of Relish Marketing
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#2 Happy Tummies
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Fermented foods, which help keep the healthy diversity of the
bacteria in people’s guts, are going to be big. Bio-tiful produces
kefir, a very old fermented milk-based drink. Health foods often
stay niche, because they sound weird, but Bio-tiful’s design
means it looks cool.
Brandt Maybury, Co-founder of Tastehead

#3 Tasty Values
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Big retailers are recognising that artisan producers are doing well
because they’re tapping into what customers want – the face and
story behind a brand. They’re naming the farmers who raised their
beef, stocking more artisan producers and changing the words they
use, such as ‘small batch’.
Holly Shackleton, Editor of Specialty Food Magazine

#4 Social Prescription
HEALTH IN 2018
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The link between physical and mental health will continue to
be developed in 2018 and healthcare providers will increasingly
prescribe behavioural solutions, including advocating community
involvement, to combat existing and future health issues.
Dr. Trudi Edginton, Psychologist, neuroscientist and mindfulness teacher

#5 Optimal Self
HEALTH IN 2018
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In 2018, genetics and tracking technology will allow patients
to identify what they’re deficient in and susceptible to and take
preventive measures. They’ll be able to find and adopt solutions that
are specific to them. Rather than a generic multivitamin, patients
will take supplements that have a single target.
Mansal Denton, Founder and manager at Nootropedia

HEALTH IN 2018
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#6 Technology Prescribed
Technology will highlight health abnormalities at a quicker
and more effective rate than doctors, communicating information
to patients who can then do their own research and find possible
remedies. Patients will have more control in the conversation –
forcing the industry to change and adapt.
Ilana Jacqueline, Patient advocacy manager at FDNA

#7 Intimate Luxury
BEAUTY IN 2018
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There’s been a rise in luxury skin care specifically designed for
women’s intimate areas. We’re seeing them marketed next to skin
and hair care products. It’s a positive step because intimate health
still carries a negative stigma.
Kate Zadah & Abbie Carter, Founder and director of Mantelpiece PR

#8 Friendly Fillers
BEAUTY IN 2018
Tweet me
In 2018 we’ll see growth in non-surgical cosmetic procedures.
The stigma around these treatments is starting to fade. Younger
generations are keen to look good on social media, so we’re
seeing a rise in women in their 20s and 30s getting treatments
like llers or lip plumpers.
Alice Hart-Davis, Beauty journalist and skincare range creator

#9 Ritual Routines
BEAUTY IN 2018
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In 2018 we’ll be spending more time on our skincare,
incorporating more stages, and adding steps in that help make
our beauty regimes more of a ritual – everything from sheet
masks to serums. While make-up is always going to be popular,
the emphasis on having clean skin is growing too.
Tracey McAlpine, Founder of Fighting Fifty

#10 Home Comforts
LEISURE IN 2018
Families will opt for a staycation in 2018. In a bid to cut the
costs further, people are travelling in ways they might not have
considered before – be that going self-catering, opting to hire a
campervan or booking an Airbnb. Multi-generational holidays
are becoming increasingly popular too.
Lisa Jane, Editor of Trips 100, Travel Loving Family and Cruising with Kids
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#11 Convenient Fun
Tweet me
LEISURE IN 2018
People are cocooning at home more often – they’re attending
a concert in their pyjamas. People are spending less time face-
to-face socialising and it’s because they’re able to do almost
everything at home, which is far more convenient.
Randy White, Co-founder of White Hutchinson Leisure & Learning Group

#12 Authentic Action
BEAUTY IN 2018
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Although people still go to watch Chelsea, they also have a
cultist devotion to grassroots clubs. This feels more real. People
are even hashtagging #properfootball on social media. From the
food, the ambience or even the way that people watch the game,
it feels more authentic.
James Kirkham, Head of online football channel Copa90

#13 Selective Social
TECHNOLOGY IN 2018
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As people feel increasingly unsafe or unheard in the vast,
uncontrollable spaces of Facebook or Twitter, we’ll see social
networks transform into more intimate formats. It could be
something like Slack or a private version of a platform like Airbnb.
Kyle Chayka, Technology writer for the New York Times

#14 Virtual Senses
Tweet me
TECHNOLOGY IN 2018
We’ll see VR hardware become increasingly immersive by
incorporating touch as well as vision. To truly offer immersion,
companies will begin to incorporate technology that responds not
just to what users are doing, but what they’re feeling, too.
Wendy Powell, Lecturer at the University of Portsmouth

#15 AI Ubiquity
Tweet me
TECHNOLOGY IN 2018
From using AI to detect the possibility of disease or cancer, to
generating creative content previously seen as the gold standard,
the use of AI will accelerate across sectors. Technology is successful
when it becomes seamlessly integrated into daily life. It’s evident in
how AI has been used in smartphones.
Adelyn Zhou, Chief marketing officer at Topbots

#16 Personal Soundtrack
MEDIA & ENTERTAINMENT IN 2018
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The rapid adoption of on-demand streaming has changed the
music industry. But with 40 million tracks – what to pick? Curation
will become key. Spotify has found great success with Discover
Weekly, while Amazon is using the Echo speaker to explore what
happens when users can choose the music they want.
David Price, Director of insights & analysis at the IFPI

#17 Show Stoppers
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An interesting change in TV is how much advertising has
had to up its game – because people are so used to skipping
them. Some ads on YouTube are really interesting – producers
are making mini programmes, which are funded by brands, and
people are drawn into watching them.
Nina Evans, Celebrity producer at Channel 4 Sunday Brunch

#18 Continuous Play
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The games industry is moving much closer to a service-based
model rather than relying on a single purchase of a game. This
means publishers are able to consistently monetise their titles from
release through the game’s entire lifespan.
Ian Dransfield, Games journalist and consultant

#19 Private Eyes
COMMUNICATIONS IN 2018
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People want to share and engage with groups of people rather
than the masses. Features or apps that enable people to share in
smaller groups, or for a limited time, are gaining traction. Video
chat apps allow you to pull your mates together and have much
more engaging and richer conversation.
Matt Navarra, Director of Social Media at The Next Web

#20 Sound Waves
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2018 will see a growth in screenless advertising as voice input
becomes more common. It’s opening new opportunities and the
brands that are doing voice well are utility based companies and
food brands. They understand that Alexa sits in the kitchen and
provides a nice way of suggesting recipes or helping people cook.
Liam Brennan, Director of innovation programmes at MediaCom

#21 Same Difference
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Communication companies are all starting to look a bit the
same; Instagram Stories is the same as Snapchat Stories, and you
can video chat on Facebook now just as well as you can on Skype.
So the defining feature of any platform is where the people are –
where I can talk to who I need to talk to.
Dr. Pamela Rutledge, Director of the Media Psychology Research Center

#22 Burning Out
Tweet me
CAREERS IN 2018
One-in-five sick days are now stress related, while the workplace
is exacerbating mental illness. By being constantly connected to
work emails, people have lost the freedom to escape, decompress,
or prepare. People are feeling overwhelmed –companies will be
pressured to take action.
Bruce Daisley, Vice president EMEA of Twitter

#23 Micro Credentials
CAREERS IN 2018
There is demand to train people much more quickly because
the world is changing rapidly. These pressures are driving demand
for micro- learning, or bite-sized tutorials employees can consume
when they need to. Many employers are trying to move to a more
skills-based hiring practice, rather than relying on a degree.
Mark Lester, Director of partnerships at FutureLearn
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#24 Meaningful Métiers
Tweet me
CAREERS IN 2018
In 2018, Gen Y will continue to shape the workplace.
They’re focused on finding a purpose in work, which is valued
even more than money. Two thirds of Gen Y say they’d rather
make $40,000 and enjoy their job, than make $100,000 at a job
they think is boring.
Danielle Harlan, Founder of the Centre for Advancing Leadership and
Human Potential

#25 Unsung Heroes
Tweet me
LUXURY IN 2018
Cutting out the middleman is going to be a big theme in 2018.
Buy something direct from the maker. Consumers are much more
informed. If someone buys a piece of jewellery from the jewellery
court in Birmingham, for instance, they can share it on Instagram,
and say: “Don’t go to Boodle’s, go to XYZ.”
Andrew Lloyd, Luxury brand growth specialist

#26 Highly Valued
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Luxury is not about a logo, it’s not about the bling. Luxury has
become about how to make a statement of either your political
persuasion or your values and your beliefs, rather than how much
money you have. Luxury brands are investing more in telling a
good story and aligning with people’s values.
Emma Hart, Founder & creative director at PUSH PR
LUXURY IN 2018

#27 Everyday Luxury
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Gen Y and Z are looking for luxury that’s less formal, less
conventional, and is something that they can integrate into their
lifestyle in a comfortable way. T-shirts, sneakers and phone covers
have been given a luxury upgrade. These are things that can be
worn all the time; not just during the evening or on a business trip.
Marie Cécile-Cervellon, Professor of marketing at EDHEC Business School
LUXURY IN 2018

#28 Community Spaces
Tweet me
SHOPPING IN 2018
The store has evolved from a space to shop, to a space to
explore and experience, and now a space to interact with others.
Brands like ARKET or Lululemon are opening up coffee shops
in their stores. This allows people to meet other people that shop
there for the same purpose (like doing yoga) and engage with them.
Lyndsey Dennis, Editor of Retail Focus

#29 Brand Bypass
Tweet me
SHOPPING IN 2018
Searching via voice may be comfortable, but it also allows
the home assistant manufacturing brands like Amazon, to do
something very useful – bypass other brands. When someone asks
Alexa to add ‘AA batteries’ to their shopping basket, Alexa will, by
default, add Amazon’s own make instead of, say, Duracell.
Simon Gosling, Futurist at Unruly

#30 Mobile Distractions
Tweet me
SHOPPING IN 2018
Retailers haven’t figured out how to seamlessly combine the
fact that people walk around with their faces in their phones with
the need to get them to look up at the rails. Phones also mean
consumers are far better informed – if they see an item they like
they can check to see online if somewhere else has got it cheaper.
James Dion, Founder and president at Dionco Inc.

#31 Silicon Banking
Tweet me
MONEY IN 2018
As a consumer, PSD2 means that your data is no longer being
held prisoner, you can aggregate your information and see it in one
place. It’s not only informative, but you can transfer money, and
make payments. This could be provided by any brand that has a
notification framework. So, why wouldn’t it be Apple?
Duena Blomstrom, Fintech and digital experience specialist

#32 Seamless Delegation
Tweet me
MONEY IN 2018
In 2018, artificial intelligence will become increasingly present
in our banking life, enabling people to delegate what they are doing
to a third party. Everything will be done on your behalf, so you can
have a very light touch with respect to your banking experience.
And because of its success, people will delegate even more.
Pierre-Jean Hanard, Banker-turned-fintech entrepeneur & Partner at
The Startup Platform

#33 Conversational Commerce
Tweet me
MONEY IN 2018
People are going to start to do business inside WhatsApp, rather
than through the dedicated applications. If I’m talking to you on
WhatsApp, for example, and could say, “OK, we’ll meet at five
o’clock; here’s twenty pounds for the ticket”, I then don’t have to
come out of WhatsApp to run some stupid banking app.
David Birch, Expert on digital identity and digital money issues

#34 Curated Treasures
Tweet me
HOME IN 2018
The curation of different pieces has been seen in fashion for a
while. It’s now being adopted in interior design. It’s about carefully
tracking down trinkets from a multitude of sources, e.g. something
from a local market, a piece from Zara Home as well as a souvenir
from a holiday.
Anna Winston, Ex-editor of Dezeen and an architecture and design consultant

#35 Design Smart
Tweet me
HOME IN 2018
Instagram and Pinterest have provided a design education to
the masses. The image collecting platforms have taught people to
mood board their lives. Interior design was once considered high
brow, but now people are comfortable accessing blogs, magazines
and social media.
Bill Walsgrove, Advisor to the Design Council

#36 Cosy Minimalism
Tweet me
HOME IN 2018
As the outside world becomes harder to cope with, and people
get more in touch with their wellbeing, homes are expected to act
as sanctuaries. Minimalist designs are being rethought. The white
walls and simple layouts remain, but are being complemented with
tactile elements to bring personality and warmth inside.
Caroline Rowland, Editor of 91 Magazine

#37 Seamless Solution
Tweet me
GETTING AROUND IN 2018
In 2018, travel is going to become a more seamless experience,
helped by AI, biometrics and technology. Digital bag tags
with ‘e-ink’ can be electronically programmed with the right
information, so you just have to drop them off. Biometrics will also
be implemented at touchpoints other than security.
Joe Leader, CEO of the Air Passenger Experience Association

#38 Pooled Parking
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The biggest changes in 2018 will be about how we best
use the spaces we already have – encouraging carpooling and
public transport usage, maximising existing infrastructure in
growing areas.
Tony Lynch, CEO of commuter rideshare company Faxi

#39 Data Driven
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There’s going to be a surge across the transport sector in
using data to create services that are flexible and customer-
focused. It’ll be interesting to see what CityMapper do with
their data-driven bus routes, filling the gaps where public
transport is missing.
Barney Williams, Co-founder of coach service Zeelo

#40 Staying Local
CITIZENSHIP IN 2018
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Given today’s social and political climate, we’re seeing brands
focus a lot more on local elements in their corporate responsibility
and sustainability practices. The best way to show shoppers that
you’re active in the community and that you’re doing good things
is for them to see it in local causes that are important to them.
Janek Seevaratnam, Corporate advisor for the CAF’s Philanthropy Service

#41 Consistent Values
CITIZENSHIP IN 2018
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If you’re going to take a stand on an issue and include it
in your messaging, then you need to build it into all company
ideology too. For example, if you’re speaking up on behalf
of women’s empowerment in advertising, people expect you to act
on that value in your practices and supply chain, too.
Jessica Abrahams, Europe editor at Devex

#42 Collaborative Creation
CITIZENSHIP IN 2018
Right now, we’re engaged on the web, but we don’t know what’s
happening next door. Citizen participation can happen through the
promotion of physical spaces in which people can come and co-
produce things. Encouraging this community ties into the growing
desire to be more informed about what’s happening locally.
Tomas Diez, Co-founder of FabLab Barcelona
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Consumer Trends in 2018: 42 Expert Perspectives - Canvas8

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Consumer Trends in 2018: 42 Expert Perspectives - Canvas8