In this provocative speech, renowned futurist Faith Popcorn, CEO of Faith Popcorn’s BrainReserve, illuminates how our culture and the consumer marketplace are evolving – and how you can thrive in this rapidly changing landscape. She will share these emerging Trends: N of 1: Ultra-Personalization, and how a new vocabulary and toolkit is needed for marketers to survive Gender Wars: How EVEolution, the End of Masculinity and Gender Fluidity Emerging will require marketers to work with new sensitivity and daring. The Robo-Revolution: With AI replacing 40% of jobs and the Gig Economy on the upswing, a new kind of consumer arrives, with unprecedented need states. Will you be ready to serve her? Brace yourself for a shocking and engaging look at where your brand, business and daily life is headed – and how to achieve your Best Future.

1. 3 shocking shifts
COPYRIGHT © 2018
A N A B r a n d A c t i v a t i o n | A p r i l 1 7 , 2 0 1 8
© 2018
Your consumer 2028:

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If you knew everything about tomorrow,
what would you do differently today?

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AP•PLIED
FU•TUR•ISMAccurately painting the varied and
paradoxical landscapes of tomorrow
to Futurize your business

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Our Predictions in the News

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+
Our IP: 95% Predictive Accuracy

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MARKETING will be rocked
by 3 SEISMIC SHIFTS coming
from the consumer.

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N of 1
1 2Gender-free
Tracking Tomorrow’s Consumer
3Robo-revolution
3 Seismic shifts

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1N of 1
Ultra-Personalization is expected:
A new toolkit is needed to survive.

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“ “We used to buy
‘One size fits all.’
Increasingly, we believe
one size only fits one.
– TalentBanker Carolyn Katzin,
Founder of the DNA Diet
Make It Just For Me
Signals
Quero:
Customized
shoe app
1
Habit Nutrition Plan:
Food tailored to your DNA
Synesthesia:
Mood-altering spa
treatment from Lush

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Pack Up & Go:
Personalized surprise vacations
Their Wish Is Your Command
Wylei customized messaging:
Machine learning reinvents personalization
Signals 1

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The New Immersive Marketing
Constantly connected to the Internet, the
consumer’s needs and wants stream in
real time. How will you deliver?
TomorrowVision:
Mind reading is here
with implanted chips
and “neural lace”
SHIFT 1

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With infinite possibilities, consumers
need your support in selectivity.
Activation Implication
Navigator
In the new world of data breaches,
consumers need your help navigating
between exposure and privacy.
Curator
1

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2Gender Blenders
Welcome to the non-binary world, where
you have to get past thinking of people
of male or female.

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Women Do Battle…But a Gender Revolution Lies Ahead
#metoo
#timesup
The floodgates are
forever opened
Women’s March
Applying relentless
pressure
Gender-Gap Currency
Paisley, a German fashion brand,
gives women $1.21 “dollar bills”
for shopping
2Signals

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Bye-bye, Dick and Jane
Students at
Sweden’s Egalia school
says it is a good
thing for parents to
steer girls toward
boy-oriented toys
76%
2Signals

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Men’s testosterone
levels plummeted
Identity Invention
Trans Actor Daniela Vega &
Virginia Delegate Danica Roem
Makeup for men
goes mainstream
20+%Millennials describe
themselves as
gender-fluid
in 17 years
17%
2Signals

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TomorrowVision: One Gender, Infinite Variations
Say good-bye
to male vs. female
deodorants, razors,
clothing – and marketing.
2SHIFT

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Create a fluid portfolio beyond pink
and blue: Invite your customer into
the conversation, to make their
own, unfettered choices.
Activation Implication
Harmonizer
Daniel Kaluuya mentions wearing Rihanna’s Fenty
Beauty foundation on the Oscars red carpet
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3 Robo-revolution
AI marches in and takes our jobs.
How will you serve the new salary-free
consumer?

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You Will Be Replaced
Signals
Self-driving cars à
-25,000 jobs/month in US
– Goldman Sachs
87% of manufacturing job
losses due to automation
47% of US jobs
will be robo-replaced by 2036
– Oxford University
3

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Universal Basic Income
Supported by Mark Zuckerberg, Stephen Hawking,
Elon Musk; being tested in Finland
Education Is No Buffer
AI and bots are doctors,
lawyers, composers
and authors
The White-Collar Vanishes
Signals
Stress soars as consumers
struggle to stay viable.
3

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Robo-Bartender
AI-assisted drinks
It’s Enough to Make You Want a Drink
Signals 3

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Ready Player One
reveals our Future
Escaping the Anxiety
Signals 3

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VR Occupies the Jobless
Your environment will be
customized based on brain
activity and machine learning
TomorrowVision: Adventures in Altered Reality
3SHIFT

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With less money and more free time,
consumers need to find Happiness
beyond retail therapy. Enter the new
Engage-Me Economy.
Uplifter
Activation Implication
3

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•N of 1
•Gender-free
•Robo-revolution
Make sure you innovate
and anticipate their
needs!
3 major shifts:
The Consumer’s Evolution Is Accelerating

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TOMORROW’s consumer?
Do you have a question about
BrainReserve
PopcornBrains
Faith Popcorn’s BrainReserve
FaithPopcorn.com
TWEET @faithpopcorn.com AND I’LL ANSWER YOU TODAY