2020 Vision

As we usher in a new decade, the mission of brands will be to envision preferred futures and deliver bold meaningful change whilst navigating unprecedented technological advancements. Consumers with climate change at the front of their mind will expect sustainable strategies and solutions to be priority. New ownership models, materials and alternatives to excess buying will drive growth. 

2020 will see a higher value placed on businesses prioritising social and ecological good over profit and giving capitalism a “software update” within the emerging system known as the Wellbeing Economy. In parallel, exponential progress in tech and data is changing culture, human nature and the future of marketing. As individuals’ precise data informs everything, human needs and how brands respond to them will evolve in deeply personalised spaces. With the Olympic games in Tokyo, 2020 will see gamification as a core method in activating marketing campaigns and immersive experiences set to radically redefine the spaces in which brands co-exist with their audiences and the world at large.