Yogi Berra may have complained “The future ain’t what it used to be...”
...but I prescribe to a much brighter outlook.
Technological advancements combined with an increasing collective social consciousness will surely lead to exciting new developments in the way we live, work, eat, shop, connect, and even think.
As business leaders, our opportunity is to get ahead of trends and to use our capabilities to shape the future. This brand as business brief shares several perspectives to inform our innovation efforts:
- future of marketing – my take on the themes, tools, and tactics that 60 marketing experts expect will shape the future
- future of retail – 10 key trends which will shape the retail sector in the next 3 to 5 years, according to the expert collective at PSFK
- future of health -- 15 health and wellness trends around the world, also from PSFK
- future of fitness – a white paper from Nielsen and Les Mills exploring trends in fitness and activity and their effect on the fitness industry
I hope these reads inspire and challenge you – please let me know what thoughts they spark for you.
Denise
P.S. Thanks for all the positive feedback on the new look and new resources I introduced last month! If you missed them, please check out my new website and videos and let me know what you think.
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Future of Marketing
Late last year, 60 marketing experts shared their visions of the future of marketing through a “micro-conference” run by Sam Rosen of thoughtlead.
The compact virtual event format, the profile of speakers, and the content were fascinating – but above all, my analysis of the type of topics discussed gave me reason for pause:
- 25% of the marketing future concepts focused on social (social media, social commerce, social search)
- 20% talked about a broader aspect of business beyond marketing
- 10% focused on content
- 31% ranged across a bunch of marketing tactics and approaches, from mobile to shopper marketing to email marketing and more
- only 3 people made the customer their main point and only 3 others talked about brand!
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Future of Retail
PSFK, a New York-based trends research and innovation company, published a forecast of the retail business in a Future of Retail Report. 
The report features 10 key trends which will impact the retail sector in the next 3 to 5 years, including "pre-view shopping," "instant show & tell," and "revolving decors." PSFK’s creative foundation gives this report a more insightful, provocative bent than most retail reports.
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Future of Health
Another in PSFK’s collection of “Future of” reports, the Future of Health Report outlines the future of health and wellness around the world. 
In addition to identifying the trends impacting healthcare such as a shift towards one-on-one in- field diagnostics and monitoring, the report also introduces potential new healthcare concepts like bio-medical printing. As one of PSFK’s Purple List experts, I am honored to have served as an “editor” for this report which covers such an important topic.
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Future of Fitness
This White Paper was commissioned from The Nielsen Company by Les Mills International and Better by Design. 
“The Future of Fitness” provides a view of the future of the global fitness industry. For example, the paper talks about how the current ‘fitness-as-hard-work solution’ is popular among only a minority of adults, and is facing escalating challenges from innovations in science, medicine, communications and information technology -- so much so that “tomorrow’s teenagers may laugh when we recall how we used to ‘go to the gym’.”
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Service Spotlight: Brand Touchpoint Wheel
Do you know all the ways your brand comes in contact with the outside world – and whether or not those touchpoints are “on brand”?
Do people outside the marketing department see their role in delivering the brand?
Do you need to focus your efforts on a few touchpoints, but don’t know which ones are the most important?
Use a Brand Touchpoint Wheel to develop a complete picture of all the ways people interact with your brand – and prioritize and optimize your brand touchpoints to build a cohesive brand.
A Brand Touchpoint Wheel is provides a visual representation of all touchpoints between your brand and the outside world and how they work together. It prompts internal teams to work together to interpret and reinforce the brand appropriately at all touchpoints.
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- continuing my engagement with a leading fast food restaurant chain to reposition their brand and transform the company
- finalizing my speaking schedule for the year – check out my speaking services and contact me to book me to inspire your organization
- gearing up to attend BRITE (Columbia University's conference on emerging trends in marketing, innovation, technology, society, and culture)
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be interested in this?
Forward it to them.
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