consumer trends 2014 ss

8/12/2019 Consumer Trends 2014 Ss

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In partnership with the Health Experience Project, GSW hasexpanded its fourth-annual trends report to include a broaderlook at the shifts that are changing healthcare marketing.


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2014 TRENDS

Do you ever get the feeling that healthcare and peopleare just missing each other? Healthcare is full of do thisand take that directives. And, people well, peopleare full of good intentions, everyday missteps, and hopethat it will get better. The kinds of experiences we need to build today to get people off the sidelines, to change behavior, toearn commitment arent healthcare-marketing-as-usual.Instead, theyre innovative approaches that engagepeople in new ways.

Overview

Heres the real challenge, though: We live in a worldof rapidly changing expectations. But, our approvalprocesses arent as fast. Theyre long and rely moreon insulating risk than innovating experience.

The opportunity is finding the smart risks, the onesthat can truly change our marketplaces. To preparefor where the world is going not just respond towhere its been.

Thats where trends come in.

MarketingConsumer HealthcareDigital


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Abigail SchmelzerAlex BraggAlex BrockAmanda JolyBruce RookeEduardo MenendezJason SankeyJeffrey GiermekJoel GerberJoy HartKathryn Bernish-FisherMark Stinson

Core ContributorsMatt CashMichael DonahoeNick BartlettRupert DooleyRyan DeshazerShawn MullingsTyler Durbin

Leigh HouseholderChief Innovation OfficerGSW

We look at trends to understand our customers newexpectations for brand interactions. The ones built ontheir day-to-day experiences with technology, culture,and media. This year, weve uncovered actionable trends infour key areas: consumer, digital, marketing andhealthcare. Well use those trends to systematicallypoint to new opportunities for healthcare marketersand spur innovation.

Well ask, What Could Be? for healthcare brandsand customers. And deliver bold new solutions thatchange that business-as-usual game.


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In ShortToday, whats uber popular in one group islikely to go virtually unnoticed by others.

YOULLNEVERBE NORMAL

AGAIN

1.


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YOULLNEVERBE NORMAL

AGAIN

1.


Women represent a greater portion of thegame-playing population (31%) than boys age17 or younger (19%).

Did you know?


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With nearly limitless options inconsumption, our individualexperiences of normal tend todiverge dramatically from one

another.

Figuring out what was popularused to be easy. We had charttoppers and Nielsen householdersand #1 best sellers.

But, the proliferation of channelsand media has created a newreality: we no longer experiencecultures as one big, homogeneousmass.

Its Time

People are increasingly delaying -or outright skipping - the traditionalmilestones of adulthood.

Ignoring Milestones In the last ten years, weve seen the number of same sex householdsdouble, a surge in multi-generational families, and a drop in the

number of married households to just 51%.

The iconic picture of the traditional American family has beenfading over the last decade due to major population and behavioralshifts. Were choosing our own unique definitions of what it meansto family (now a verb!).

Familying

Married Multi-Generational Same Sex


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another.

Its Time




Familying


From buying a house to getting hitched,to starting a career, the new normal iswhatever the individual says it is.

Ignoring Milestones



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another.

Figuring out what was popularused to be easy. We had charttoppers and Nielsen householdersand #1 best sellers.

But, the proliferation of channelsand media has created a newreality: we no longer experiencecultures as one big, homogeneousmass.

Its Time




Familying


34% of millennials (18 to 32)are still living at home.34 %



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In ShortTwenty-four-seven entertainment on asmany screens as we can hold.

AND,NOT INSTEAD

2.


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Our headline in the history books just might be The Great MediaBinge. Advances in technology havecreated so many new things to enjoy without actually reducing our loveof the old ones.

Thats left us doubling and triplingup on our media preferences, evendoubling and tripling up on themedia were actually consuming atany one moment.

All You Can See

The vast majority of consumers areusing a device to augment or distractfrom traditional media. They call it asecond screen.

Its a small glowing screen in yourhand used in front of the largeglowing screen on your wall. Over80% of mobile users do it.

The interesting trend is in theirconvergence: one-sixth of viewers areengaging with each other on the webaround TV content.

Second Screen


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Our headline in the history books just might be The Great MediaBinge. Advances in technology havecreated so many new things to enjoy without actually reducing our loveof the old ones.

Thats left us doubling and triplingup on our media preferences, evendoubling and tripling up on themedia were actually consuming atany one moment.

All You Can See

The vast majority of consumers areusing a device to augment or distractfrom traditional media. They call it asecond screen.

Its a small glowing screen in yourhand used in front of the largeglowing screen on your wall. Over80% of mobile users do it.

The interesting trend is in theirconvergence: one-sixth of viewers areengaging with each other on the webaround TV content.

Second ScreenOur headline in the history books just might be The Great MediaBinge. Advances in technology havecreated so many new things to enjoy without actually reducing our loveof the old ones.

Thats left us doubling and tripling

up on our media preferences, evendoubling and tripling up on themedia were actually consuming at

All You Can See

Nearly 90% of e-book readers continue toread physical volumes. The two forms seemto serve different purposes.

Which Book?


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The new cocktail party questionWhat are you binge watching? Netflix,Amazon.com, Hulu and others have given viewers the chance to catch upon shows they may have missed the first time around.

Add in the number of homes that have digital video recorders, almosthalf (up from 19% is 2008) and you have an audience completelyuntethered from a linear television schedule, but still addicted to themagic of television drama.

In the lull after Breaking Bad and Orange is the New Black , Netflix addictsare going old school, dialing up Twin Peaks and Dr. Who while waiting fornew seasons of House of Cards and Downton Abbey .

Behind the Scenes

As many as 40% of all tweets at peak timeare about programs onTV at the time, behaviorwhich is actively promoted by programslike #HIGNFY, #BBCQTor #XFACTOR.

40 %


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In ShortYoure a narcissist. Youre a luddite. Look at my baby.Im tired of your baby. Oooh, the great debate ofprivacy, sharing, and attention is heating up.

SHARINGIS THENEW

SATISFACTION

3.


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Were increasingly experiencing our livesthrough the lenses of our outstretchedcamera phones. Not to save it but toshare it. Its more than a habit, its a newkind of satisfaction. For many, anexperience just isnt complete withoutsharing what we saw, heard, learned, ortasted. Theres passion in that pass along.

Like

If youve seen one baby / back-to-school /engagement photo, youve seen them all.Everything from fears about privacy to afeeling of overexposure, to angst aboutwhether their own lives measure up to theFacebook Dream, to just plain boredom iscausing a big backlash against theshare-everything social world.

Unlike

Forty percent of adult internetusers surveyed manage multiplesocial networking profiles

50 percent of users surveyed have eithertaken or have considered taking a break from social networking

40 % 50 %


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Were increasingly experiencing our livesthrough the lenses of our outstretchedcamera phones. Not to save it but toshare it. Its more than a habit, its a newkind of satisfaction. For many, anexperience just isnt complete withoutsharing what we saw, heard, learned, ortasted. Theres passion in that pass

Like

If youve seen one baby / back-to-school /engagement photo, youve seen them all.Everything from fears about privacy to afeeling of overexposure, to angst aboutwhether their own lives measure up to theFacebook Dream, to just plain boredom iscausing a big backlash against theshare-everything social world.

Unlike

Forty percent of adult internetusers surveyed manage multiplesocial networking profiles

50 percent of users surveyed have eithertaken or have considered taking a break from social networking

40 % 50 %

The debate really heats up when super sharers andreal timers are together, the sharers want to instagramdinner, live tweet from the concert, and instantly reviewthe movie.

And, the real timers want to have a real conversation anda great meal without the ubiquitous typing and texting.

Social Clash


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In ShortThe best way to end an argument?Google it.

TALKTOTHE

HANDHELD

4.


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Our smartphones have set an expectation forinstant gratification. We can get sports scores,dinner reservations, and answers to almost anyquestion with a few touches.The Pew Research Centers Internet & AmericanLife Project found that the hyper-connectedlives of people under the age of 35 aresuffering from a need for instant gratificationand loss of patience. Ouch.

Impatience Culture

1 in 4 Americans already report usingtheir cell phones to win arguments

Its not just remembering. A savvy user candigitally enhance her experience of almostanything. She can pull up a map, find anout-of-the-way restaurant, and identify thearchitect who designed the building at thecorner. And, she can definitely explain howthe chef is preparing that rare dish herfather just ordered.

Life Augmented

What was the name of that movie with thatguy? Our impatience culture is increasinglyturning to our life augmenting screen toanswer just that question.

More and more, were turning those littlescreens around to make them a personalpresentation tool, one that uncovers answersour memories cannot and proves once andfor all that Im right and youre wrong.

Debate Ender


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In ShortIn this new age of sincerity, people expect companiesto get real.

GETWITHTHE

WABI-SABI

5.


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Its difficult to disappoint a cynic. They already expect the worst inpeople and situations, so reality rarely lets them down. But were at anew transition point in culture, one that swings away from thedecades of post-Vietnam, Cold War irony to a new kind of sincerity.

Sincerely Yours

68% of consumers trustreviews more when they seeboth good and bad scores

68 %

People are looking for more real, honest connections with otherpeople and communities. Its that same spirit thats leading them toexpect a new level of authenticity from brands. Its not enough forcompanies to say they have nothing to hide, todays consumers expectthem to prove it with their actions and openness.

Authenticity Now

30 %

30% suspect censorship or faked reviews if there arentany negative comments

A philosophy of aesthetics thatemphasizes the beauty of theimperfect, impermanent, andincomplete

(noun) : [Japanese]Wabi-sabi


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People will be more attractedand loyal to brands that havea little wabi-sabi.

Its the flaws that make some-

thing desirable. The authentic-ity of imperfection.

(noun) : [Japanese]Wabi-sabi McDonalds P&G actively recruits moms tomoderate their individual facebookpages for brands such as Tide andDowny, even giving them latitudeto share some details of theirpersonal lives and carry ongenuine , unscripted, dialog withothers who have liked the brandpage and have it in their stream.

P&G

View >

McDonalds developed a YouTubevideo featuring the Director ofMarketing for Canada, HopeBagozzi, that places an actual,store-bought quarter pounderside-by-side with a hero quarterpounder used in a McDonaldsphoto shoot to explain why the twolook different and, as importantly,how theyre the same.
http://www.youtube.com/watch?v=oSd0keSj2W8http://www.youtube.com/watch?v=oSd0keSj2W8


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In ShortComparative data is the new context that drives oursense of failure or accomplishment.

ITS ALLABOUTBEATING THE

JONESES

6.


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Adult life, it turns out, is full of lots of thingsyou should do. But what do people like youactually do?

Expectation Explosion

Thats where comparative data comes in.An electric bill might show your homes powerusage vs. the neighbors. An app might displayyour relative time on a run around the park. Were desiring more and more of these cluesthat show us where we fit in and what counts as

good (enough) behavior. After all, the goal isntto be perfect, its just to better than most.

Fitting In

In one experiment, a simple sign telling peoplethat most people in this hotel reuse their towelsat least once during their stay increased reuse

rates by 26%.

Social scientists have found that seeing comparativedata is a more effective route to behavior change thanmaking more rules. Its called social proof.

When people are uncertain about a course of action,they tend to look outside of themselves and to otherpeople around them to guide their decisions & actions.

People Proof

Without Sign With Sign

26 %+


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Adult life, it turns out, is full of lots of thingsyou should do. But what do people like youactually do?

Expectation Explosion

Thats where comparative data comes in.An electric bill might show your homes powerusage vs. the neighbors. An app might displayyour relative time on a run around the park. Were desiring more and more of these cluesthat show us where we fit in and what counts as

good (enough) behavior. After all, the goal isntto be perfect, its just to better than most.

Fitting In

In one experiment, a simple sign telling peoplethat most people in this hotel reuse their towelsat least once during their stay increased reuse

rates by 26%.

Social scientists have found that seeing comparativedata is a more effective route to behavior change thanmaking more rules. Its called social proof.

When people are uncertain about a course of action,they tend to look outside of themselves and to otherpeople around them to guide their decisions & actions.

People Proof

Without Sign With Sign

26 %+Work out 30 (now 60??) minutes/day.Save 10%. Eat dark, leafy greens.

Expectations


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In ShortIn the world of constant partial attention, eye contactis the next human connection to be left behind.

THEEND OFEYE

CONTACT

7.


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Typical Required

Between staring at computers during the work dayand regularly gazing down at our phones, peopleare spending more time with their eyes glued totheir screens than ever before.

There are two groups particularly who are makingeven less eye contact: doctors (because electronichealth records demand so much of their in-examattention), and Millennials (because of FOMO).

The Stare

Do you have it? We might. Its fear of missing out.And, it drives constant checking of the little screen.For Millenials the most effected its becomeculturally acceptable to answer the phone during

dinner or to glance down at texts.

Its way more than a habit. These hyper-connectedtwenty- and thirty somethings feel compelled tocheck mobile gadgets repeatedly to see what socialopportunities they are missing.

F.O.M.O

That lack of eyecontact is having abig impact on humanconnections.

The Stare


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Typical Required

Between staring at computers during the work dayand regularly gazing down at our phones, peopleare spending more time with their eyes glued totheir screens than ever before.

There are two groups particularly who are makingeven less eye contact: doctors (because electronichealth records demand so much of their in-examattention) and Millennials (because of FOMO).

The Stare

Do you have it? We might. Its fear of missing out.And, it drives constant checking of the little screen.For Millenials the most effected its becomeculturally acceptable to answer the phone during

dinner or to glance down at texts.

Its way more than a habit. These hyper-connectedtwenty- and thirty somethings feel compelled tocheck mobile gadgets repeatedly to see what socialopportunities they are missing.

F.O.M.O

That lack of eyecontact is having abig impact on humanconnections.

The Stare

Today, adults make eye contact between30-60% of the time in a typical conversation,but emotional connection is built when eyecontact is made during 60-70% percentof a conversation.

Emotional Disconnect


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In ShortTraditional education is being challenged bypeople who believe what you know is way moreimportant than how you learned it.

MORTARORMASTERY

8.


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50.2% of schoolsare adding a MOOC

50 % 37 %

37% of schools already have a MOOC

In our changing economy whereyou can get information anywhere,a persons degree of mastery for asubject is becoming more valuable

than his masters degree.

That trend becomes even moreprevalent in industries that are inrapid transformation, where itscritical to have access to the latestideas and approaches.

Information Everywhere

MOOCs, or massive open online courses, are part of that majordisruption to how we think about what it means to be educated.

MOOCs put lecture videos and interactive course work on the web

making it possible for education to reach more students and allow fordifferent styles of learning.

Top-notch universities like Stanford and Harvard and leading employerslike AT&T and Google are creating their own degree of mastery onlineprograms to let self-motivated learners learn for little or no cost.

MOOC-ing

I f i E h MOOC i


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50 % 37 %










MOOC-ing

Salman Khan has delivered over 240 millionlessons on Khan Academy. His memorable, short

videos include more than 4,000 micro lectures inmathematics, history, healthcare, medicine, finance,physics, chemistry, biology, astronomy, economics,cosmology, organic chemistry, American civics, arthistory, macroeconomics, microeconomics, andcomputer science.

Khan Academy

I f ti E h MOOC i


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50 % 37 %










MOOC-ing

Cost of tuition and expenses for oneperson to attend one year at Harvard:$63,000.

Cost to the almost 5 million people

whove attended the famous Justicecourse at Harvard online: $0.

$63,000 to $0

Vol ntar Home ork


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2.5 million have participated in a MOOC since 2011. Theyve taken on the voluntary homework for learningwithout limitations. The latest platforms have created an opportunity for a classroom community connectingthousands of people around the world with one syllabus and one big conversation.

Voluntary Homework

In 2011, nearly 7 million students had taken at least one online course.

Number of Students Taking at Least One Online Course

2002

2011

Voluntary Homework


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2.5 million have participated in a MOOC since 2011. Theyve taken on the voluntary homework for learningwithout limitations. The latest platforms have created an opportunity for a classroom community connectingthousands of people around the world with one syllabus and one big conversation.

In 2011, nearly 7 million students had taken at least one online course.

Number of Students Taking at Least One Online Course

2002

20116,714,792

Voluntary Homework


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SourcesU.S. Census, 2010, ESA, 2013, Pew Research 2013, Motorola, 2013,Reevoo.com, January 2012, MyLife.com 2013, Quantied Impressions,Changing Course, 2013

To discuss this report live, request another module, orschedule a presentation of trends, please contact Leigh Householderat 614-543-6496 or [email protected]
mailto:[email protected]:[email protected]

consumer trends 2014 ss

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