Five Trends for the 2020s

In the 2020s, consumers will embrace algorithmic forms of consumption that leverage personal data to automatically deliver exactly what they want: that means much reduced need to scroll, choose, or click. Millions are already happy to let Spotify take charge of their music experience. Now, expect that mindset to spread to products and services, too... See more

To make use of this shift, don’t obsess over the metaverse; obsess over the Metaversal Self. That is, over the powerful human needs consumers will seek to fulfil inside virtual worlds.

Automation and an oversupply of human labour are narrowing traditional career paths. Meanwhile, new online platforms and tools are demolishing barriers to entry, and allowing individual creators and innovators new routes to customers.

In the 2020s, consumers will embrace Sustainability as a Service: that means tools and services that prioritise sustainable consumption, but also make it easier and more convenient than ever.

In the 2020s, consumers will embrace brands that turn themselves into Public Goods: sharing their methods, processes, values – and even their patents – and empowering everyone to play a role in their evolution.