We’re not here to persuade you. You already get it.
Along with rising numbers of consumers around the world, you know the shift to a more ethical, sustainable consumerism is the coming trend of all trends. And that you need to be a part of what’s ahead.
At TrendWatching we’ve been tracking this shift forever. So why are we highlighting it now?
Because we’re at a crucial inflection point in the journey. Awareness of the damaging planetary and social impacts of much consumerism has never been higher – driven in part by charismatic leaders (respect, Greta!) and powerful global movements for change. One glimpse of that shift in attitudes? In the UK, 23% consider the environment and climate change one of the most important issues facing the UK – the highest levels seen in 30 years. (Ipsos MORI, February 2020)
Meanwhile, even legacy players admit it’s time for radical action. Microsoft has announced plans to be carbon negative by 2030. Jeff Bezos just pledged USD 30 billion for climate change (but what about paying your tax, Jeff?). The World Economic Forum says businesses must serve society and the planet, not just shareholders.
This revolution is needed. It’s right. The opportunities are huge. Trends can be your fuel.
Sure, we can rewind the clock and take a trend-journey through the evolution of this moment.
Remember back when eco-consumption was a niche status play for affluent consumers who dreamed of owning – or went out and bought! – a Tesla Model S. Or back when Patagonia helped redefine the quest for a more socially responsible business by telling readers of the New York Times ‘Do Not Buy This Jacket’. Recall the emergence of a new search for a GUILT-FREE CONSUMPTION.
Fast-forward to 2020, and purposeful consumption is more available, affordable and just plain better than ever. That means it’s becoming less a matter of status for those who opt in, and more a matter of shame for those who don’t.
But this report isn’t about the deep shifts that brought us to this place. Instead, we’re here to share three actionable trends that you can apply now. They are drawn from our full report on The Future of Purpose – featuring five trends, trend evolution timelines and additional innovation examples – that we’ve just published inside our Premium Service.
1. SUSTAINABILITY AS A SERVICE
Consumers embrace services that allow them to track and reduce their planetary impact.
2. OPEN SOURCE SOLUTIONS
In 2020, smart brands open source their most purposeful work.
3. CODE BREAKERS
Consumers look to brands to break their brand or industry code in the name of ethics or sustainability.
As always, each of these trends is illustrated by innovation examples that are already reshaping the expectations of your customers.
And on that, one last word before we dive in. In 2020, every business – even the most virtuous – needs to change. When we highlight the innovation examples below, we’re NOT saying the businesses behind them are perfect. Or that these examples absolve them from the need to change further.
What we ARE saying is that these examples represent steps – sometimes tiny ones – in the right direction. And that when consumers see them, they’ll start to change what they expect from you.
And that’s how the momentous change that’s coming will happen. One step at a time. So let’s go.
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Never miss a TrendWatching Quarterly Briefing!
Three trends reshaping the future of purpose. Three opportunities to do good in the world – and prove to consumers that you get it 🚀
This moment should be the beginning of a journey, not the end of one. Now is the time to act.
If you a lone operator or a super-nimble startup: get to work! Absorb these trends, apply, innovate, partner if necessary – and make change happen.
For others: we know the journey may not be so fast. If you’re inside a big brand, the first step can be to start a movement for change inside your organization. Use this report as fuel. Take it back to your team – and your higher-ups – and challenge them: how do we respond to rising expectations that brands do more than only make a profit?
For those of you who want to take this further – we’ll see you at our upcoming event on The Future of Purpose. You’ll hear more about these trends – plus an additional five! – and then get to work in an interactive Trend-Driven Innovation workshop, to turn them into powerful new ideas for your organization.
Meanwhile, be sure to check out our sister company Business of Purpose, where you can join a global community of purpose-driven professionals, and find resources to supercharge your journey.
Purpose is truly the coming trend of all trends. And this is the decade to make it happen. To all those who are, or will be, part of that story: we salute you!
This Trend Briefing has many hands on it. A huge thanks to the team that pulled this together with such positivity and enthusiasm, especially: Vicky Kim and Nikki Ritmeijer (for design!), and also Maxwell Luthy, Vicki Loomes, Henry Mason and Lisa Feierstein. THANK YOU!