PSFK Forecast 2020

F O R E C A S T 2 0 2 0

r e p o r t s u m m a r y

T H E E N D O F C O N T R O L

• In-Depth Consumer Insights: an informed look at new consumer roles that will shape the decade of 2020

• Key Power Shifts In The Marketplace: 5 key shifts consumer behavior shifts that every organization should be aware of for strategic planning in the near future

• Trends-Driven Business Strategies: actionable roadmaps help creative professionals navigate their way into the future and and participate in the consumer power shift

• Industry Insights For 2020: a detailed understanding of how marketplace shifts will impact key sectors including retail, home, health and marketing

• A 30+ Page Full Presentation Deck

The PSFK Forecast 2020 strategizes how brands and organizations can

remain relevant as the power of choice grows in the hands of the

individual consumer. By analyzing thousands of innovations on

PSFK.com and beyond, PSFK Labs has studied how consumers are

increasingly tailoring information and products to their own needs.

Download the Full Report at: psfk.com/forecast-2020 Access all Reports and Debriefs as a PSFK Member: psfk.com/membership

Forecast 2020 Report2

G E T T H E F U L L R E P O R T

http://psfk.com/forecast-2020

http://psfk.com/membership

Forecast 2020 Report | #Forecast20203

Piers Fawkes Founder, PSFK

Trends and innovation reports have been talking about the rising power of the consumer since the emergence of digital media; today, it can be surprising to consider how far this shift has developed. In some areas of daily life, we expected a balancing of power between people and organizations (business, government and so on)—but in more and more verticals we forecast a significant shift where the consumer takes control by acting like, or even replacing, the organizations that traditionally provide products, services and messages.

The democratization of technology is pushing a real power shift, allowing individual users to modify their surroundings, their lifestyles and even their supply chains with less dependency on brands or governments.

PSFK's Forecast 2020 is one of a series of monthly surveys on emerging ideas and market trends. It sits alongside reports on the future of advertising, health, retail and even work. Our research and strategy team leverage the same grounded theory analysis and pattern recognition techniques that apply when they work privately on innovation projects for Google, Red Bull, Samsung and Toyota. The PSFK Labs robust methodology allows us to reflect on the weak signals we can gather and present future forecasts with certainty and accuracy.

Download the Full Report at: psfk.com/forecast-2020

W E L C O M E T O 2 0 2 0



32

1

W H A T ’ S E N A B L I N G C H A N G E ?

SUBORDINATE SURROUNDINGS

SELF-RELIANT RESOURCES

IDEALIZED DELIVERY

confidence in big business


C o n s u m e r s D o n ’ t B e l i e v e Y o u A n y m o r e

C O N S U M E R S T A K E C O N T R O L

T h e y F i l t e r E v e r y t h i n g

& W i l l A c t I n d e p e n d e n t l y

confidence in agricultural transparency

8% confidence in Congress

18%

30%

prefer ads that personalized to them

71%personally verify brand packaging claims.

91%


K E Y S H I F T S I N T H E M A R K E T P L A C E

PRODUCT INFORMATION TRACEABLE TRANSPARENCY

LOCALLY-SOURCED VERTICALLY-INTEGRATED

MEMBERSHIPOWNERSHIP

EMOTIONAL BLOCKERSAD BLOCKERS

ATOMIC PERSONALIZATIONGENETIC MODIFICATION



C O N S U M E R R O L E R E V E R S A L

E M P O W E R E D

C O N S U M E R

C Y C L E

E X P L O R I N G N E W C O N S U M E R P E R S O N A S

EVERYONE AS A FACTORYEVERYONE AS A STORE

EVERYONE AS A MEDIA CHANNEL

EVERYONE AS A POLITICIANEVERYONE AS A HOSPITAL



E V E R Y O N E A S A F A C T O R Y

1People make their own

products or direct

brands’ offerings.


E V E R Y O N E A S A S T O R E

People carry key

functions of the store

with them at all times of

their day. 2


E V E R Y O N E A S A M E D I A C H A N N E L 3People select, remix,

create and distribute

content.


E V E R Y O N E A S A P O L I T I C I A N

4People mobilize,

organize & subvert to

deliver collective

change.


E V E R Y O N E A S A H O S P I T A L

5From self diagnosis to

self-treatment and self-

referral.

• In-Depth Consumer Insights: an informed look at new consumer roles that will shape the decade of 2020

• Key Power Shifts In The Marketplace: 5 key shifts consumer behavior shifts that every organization should be aware of for strategic planning in the near future

• Trends-Driven Business Strategies: actionable roadmaps help creative professionals navigate their way into the future and and participate in the consumer power shift

• Industry Insights For 2020: a detailed understanding of how marketplace shifts will impact key sectors including retail, home, health and marketing

• A 30+ Page Full Presentation Deck

The PSFK Forecast 2020 strategizes how brands and organizations can

remain relevant as the power of choice grows in the hands of the

individual consumer. By analyzing thousands of innovations on

PSFK.com and beyond, PSFK Labs has studied how consumers are

increasingly tailoring information and products to their own needs.

Download the Full Report at: psfk.com/forecast-2020 Access all Reports and Debriefs as a PSFK Member: psfk.com/membership

Forecast 2020 Report14

G E T T H E F U L L R E P O R T


http://psfk.com/membership

About PSFK Labs

PSFK Labs 42 Bond Street, 6th Floor

New York, NY 10012

PSFK Labs is an innovation consulting firm. Since 2004, our agency team has helped global corporations concept better products, services, communications and experiences. Our researchers, analysts and designers leverage a unique research process with unparalleled access to experts to identify and develop new business opportunities for brands.

In addition to our client work, PSFK Labs oversees the innovation portal PSFK.com and produces a series of reports, workshops and events that inspire creative professionals in their work.

LABS

PSF K M EMB ERSH IP

The best insights paired with the best tools to discover, save and share them.

Get all the reports with a

PREMIUMPURPLEBASIC

PSFK.COM/MEMBERSHIP

F O R E C A S T 2 0 2 0

r e p o r t s u m m a r y

T H E E N D O F C O N T R O L

Technology

PSFK Forecast 2020