The future 100: Trends and change to watch in 2017

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.
  • Brands are seeing themselves more as experience facilitators, which has driven interest in experiential activations, smart outdoor creative and event technology.
  • Consumers will increasingly look to brands to stand up for certain values: a logical extension of the often-discussed strategy of targeting "psychographics" over "demographics".
  • Distraction will only increase as our interactions gain an extra layer of information—chatbots and voice-controlled devices, as well as smartphones, iPads, TVs and screens.
  • Brands will take another look at Gen X – those between age 35 and 55 – who hold considerable purchase power, as well as acting as a bridge...

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