英文【dentsu电通】2035年消费者愿景报告-从洞察转向远见的时代word版.docx

CONSUMERVISION2035TheEraoftheInsighttoForesightPivotAboutthisstudyAtdentsu,wearedriventoinnovateThroughinnovation,weensuretheimpactourclientsneedtodrivegrowthintheirbusiness,whilealsogeneratingapositiveeffectontheindustry,society,andtheworld.TohelpaccomplishingthisWecreatedthedentsuConsumerVisionresearchplatform,thatlooksintothefutureoftechnology,culture,consumersandbrandstoprovidemarketerswithaviewintoupcomingshiftsthatwillreshapethebusinesslandscape.Thefirsteditionofthisplatform,TheAgeofInclusiveIntelligence,wasa2021studythatlookedathowemergingconsumerexpectations,aswellassocietalandtechnologicaldevelopments,wereshapinganewlandscapethatbrandsneededtoprepareforonthewayto2030.ThestudyprovedtobeapowerfulcompassthatourexpertsandclientsleveragedtomapimplicationsinvariousindustrySeCtOrSandtothinkaboutplannedinitiativesfromadifferentpointofview.Infact,severalofthetrendsanduse-casesoutlinedinTheAgeofInclusiveIntelligencecametolifeearlierthanexpected:forinstance,wespeculatedthatWemaysee,before2030,thefirstbrain-computerchipimplantandinJanuary2024Neuralinkannouncedhumantrialstothateffecthavebegun.1Characterizedbyanaccelerationintechnologicaldevelopmentsetinmotionbythepandemiclockdowns,theearly2020soutpacedsomeofourwildestpredictionsTokeepourfingersonthepulseofafastmovingfuture,wearenowpushingforwardtheperspectiveofourConsumerVisionresearchplatformto2035toonceagainunderstandhowevolvingconsumerexpectationshiftsincultureandsocietyandnewhorizonsopenedbytechnologydevelopmentwillshapethefuturemandatesofbrandsAsweembarkedonthiswork,weknewlifein2035wouldlookdifferentfromtheworldweliveintoday.WiththesupportofForesightFactory,aleadingconsumertrendsagency,weanalyzeddatafromasurveyof30,OOOconsumersin27differentcountriestounderstandexpectedshiftsinconsumerattitudes,values,andbehaviorsWealsospokewith20expertsandfuturiststounderstandwhattheyseeasthemostlikelydisruptionsandinnovationsintheirfields.Comingoutofthisresearch,weidentifiedthefourforcesthatwillreshapetechnology,cultureiconsumers,andbrands-theareasoffocusofourongoingstudy-overthecourseofthenext10+yearsEachforceisdrivenby3trendsthatpointtofundamentallynewwaysbrandsandmarketersneedtoengageConSUmerSwhichwevalidatedleveragingourglobaldentsuConsumerNavigatorintelligenceplatform.Theexpertswespoketospecializedinawiderangeoftopicsfromsustainabilitytoglobalpoliticsandeconomics,fromAfrofuturismtofashionandfromarttosafeIdesign.TheycanvastheglobefromJapantoSouthAfricatotheUnitedStates.WhenwetalkaboutInsighttoForesighf,wetalkaboutafundamentalshiftthatdictateshowinthe203Ositwillnolongerbeenoughtounderstandandrespondtothemoment,butinsteadtherewillbeamandatetogetaheadofthatunderstandingandactpre-emptively.Thisappliestoallcoreareasoffocusinourstudy.Aswelooktothefutureoftechnology,astrategyguidedbyforesightwillensurehumanreasoningandprogressprevailsasIcapabilitiesgetincreasinglyadoptedswelooktothe：fwewillneedtoshiftfromsimplyreactingtochange,topredictingwhichsolutionswillcreatenew,untappedpositivechangetosurviveasabusiness,asocietyandaglobalcivilizationinanerawhereWd11faceunprecedentedconstraintsAswelooktotheiilur-consmeisweseethatthewayconsumersbuyandinteractwithbrandswillbemoredependentonemotionsandttinthemoment,states,yetconsumerswillpre-determinethespectrumofexperiencestheyareexposedtointhosemomentsviagreaterdataagency.Aswelooktothe,pivotingfrominsighttoforesightwillenablethemtoanticipateanddeliveronpredictedemotionalstatesofConSUmerSanewrequirementtothriveasabusinessby2035.Eachofthesefourforcesissupportedbythreeunderlyingtrends.Tohelpthereadernavigatethisnarrative,hereisabreakdownofthejourneyahead.1.efsdivein!nc*uOurExpertsSariAzoutInternetcuration,journalismFounder;Startupy.worldMargueriteCoetzeeSouthAfricancultureAnthropologist,Futurist,ArtistRussellStevensMedia,technologydemocracyHeadofPrograms,MITCenterforConstructiveCommunicationFranklineOzekhoneAfrofuturisnvpopcultureVPMnrketingtVendeaseAfricaZoeSeamanInnovation,entertainmentFounder;BodaciousClaudineFryGlobalpolitics&riskPartner,ControlRisksRubyThOIotUED,Design.CyberethnographyAdjunctP,ofessorlNYUMelissHMorenoSustainability,smarturbanise,lawAssociate,Kirkland&EllisDomHeinrichAIdesign&safety,innovationExecutiveIDesignDirector,T1.GGOxfordEconomicsGlobaleconomicsCleoValentineArchitecturalNeuroimnunologyPhDCandidate,UofCambridgeGeraldineWharryForesight,culturaltheoryFounder,TrendAtelierNickBlundenDigitaltransferaationtmarketingPresident,TheBusinessofFashionRandiKronthal-SaccoSustainablebusinessSeniorScholanNYUSternSohailInayatullahfPhDForesight,strategyChairinFuturesStudies.UNESCOCindyNoirPersonalDevelop-aentSpeakerandContentCreatorKoratoSasamotoStrategy,MarketingManagingPartner.DentsuVenturesYi-1.ingIJuChineseculture&technol