Canvas8 Expert Outlook 2020

EXPERT
OUTLOOK
2020
HEAR ME!
42 Expert Perspectives

We interviewed 42 experts
from the Canvas8 network
about the key trends influencing
consumer behaviour across 14
sectors in 2020...
EXPERT OUTLOOK 2020

In our always-on culture where we are
trying to outwit the lack of hours in the
day, people are time-poor and want more
playtime. In 2020 we will see a rise in
multi-task, one-product-does-all items and
a stripping down of beauty regimes. These
products save space, money, and time. In
terms of cosmetics, we will see products that
can be used as anything from foundation to
eyeshadow and eyeliner to blush.
“
Miracles
MultitaskMultiMultiMulti
People will choose
beauty products
that work for them
Beauty
Expert Outlook 2020: Hear Me!
Fiona Klonarides
Founder of the Beauty
Shortlist Awards

2020 will be about cosmetics with a
purpose. When you think about the word
skincare, it’s about caring for your skin,
caring for who you are. We can’t just think
of a product as a product, it needs to inspire
a visceral reaction. Within this context,
there is room for traditional male brands to
pivot and not be so hyper-masculine. Brands
can’t just rest on their laurels, they have to
have a social mission.
“
People will buy from
brands that make
them feel connected
David Yi
Founder of Very Good Light
Beauty

Clean beauty is generally known for being
very neutral in appearance, but we’re at a
place where there are no rules in beauty.
People want to experiment with colour, to
be bold in the eyes, but balance it out with
something fresh on the face. A key trend to
watch in 2020 will be clean colour – in terms
of having non-toxic products, eco-friendly
packaging and manufacturing, and more
colour options to give consumers choice.
“
People will
rewrite outdated
beauty rules
Mi-Anne Chan
Beauty writer and video director
Beauty

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Otegha Uwagba
Next year, people will continue to feel
dissatisfied with existing workplace
structures. Not everyone at work has a
mentor to help them progress, especially
among the increasing numbers of people
who are self-employed. They have to look
after their own professional development
and they need resources to support this.
So, people are creating networks of peers
to support one another. Newsletters and
podcasts are helping people learn about
topics such as finding fulfilment at work.
“
People will
create their own
support networks
How to....
Digital Mentors
Founder of Women Who
Careers

Peter Hirst
2020 will be a tipping point for tech
adoption in the workplace. Everyone’s work
is now being touched by technology. We’ll
start to see jobs in sectors that focus on skills
and knowledge being replaced or changing.
Those who aren’t prepared may find this
disempowering or dehumanising. Previously,
those in knowledge work thought they
would retire before this change came about,
but with tech moving so quickly, they are
having to reassess.
“
Senior associate dean at MIT
Sloan School of Management
Employees will feel
disempowered by
tech advances
<!DOCTYPE html>
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Careers

Isabel Farchy
One big change we are seeing is the rise
of apprenticeships. This is going to change
whether or not students choose to go to
university as it allows them to find more
applicable skills by entering the workplace
straight away. Typically, apprenticeships
have been seen as secondary to universities,
but as big, aspirational companies like
Google and Sky invest in them, they are
becoming more competitive.
“
Founding director of the
Creative Mentor Network
Students will show
more interest in
apprenticeships
GoVocational
Go
Careers

Janek
Seevaratnam
There are so many crises that we are facing
at this moment in time. Perhaps the biggest
is the climate crisis. Brands are doing
positive things but it’s hard to tell what is
part of brand activity and what is actually
happening on the ground. Having good
intentions as a business is a positive thing,
but the pace of change isn’t quick enough
anymore. It’s about converting that into
immediate action.
“
People will expect
rapid results from
CSR efforts
Senior corporate adviser for
the Charities Aid Foundation
ACTION
MMEDIATE
Citizenship

In 2020, people will show a growing
awareness of intersectionality. They will
feel more comfortable demanding that
media outlets and brands cater to the
diverse audiences they have. One of the
battlegrounds within intersectionality
is the effort to clarify what it means
and strengthen its meaning rather than
weakening it. This is especially important as
it has been adopted in the European context,
rather than having a global perspective of
intersectionality.
“
People will demand
brands pay attention
to intersectionality
Intersectional
Focusoo
Kadian Pow
Sociology and black studies lecturer
at Birmingham City University
Citizenship

Energy
Energy
Dr. Ruth Mourik
Founder of DuneWorks
People will take
greater control over
their resources
Democratic
Energy We are seeing people create bottom-up
initiatives. In energy, for example, people
are starting to generate, distribute, and store
their own energy. It’s a decentralised system
and a way to improve the democracy of the
energy system, because people want more
control and less dependency on external
sources. Leading the way is Loenen in the
Netherlands, which is aiming to become one
of the first communities to control a ‘virtual
power plant’.
“
Citizenship

People will think about their
communications in an additive kind of way.
They won’t walk away from one platform
entirely but begin to use it in different or
less intimate ways as they find platforms
that serve them and their communication
needs better. As Facebook has become more
popular with everybody around the world,
young adults and teenagers have transitioned
some of their most intimate, sensitive, and
community-based communications to other
platforms like Snapchat.
“
People will pick and
choose platforms that
are fit for purpose
Platform
Perfection
Perfection
Perfection
Lee Rainie
Director of internet and technology
research at Pew Research Center
Communications

Social media brings with it a very relaxed
communication style whether you’re a
celebrity or a brand or a regular nine-to-
five person. Next year, it will be simpler
for people to engage with those they don’t
know but might admire, whether that’s a
celeb or an influencer. Cameo, for example,
is an app where people can request a shout-
out or a message from a celebrity, athlete,
or influencer. It’s the logical extension of
influencer culture.
“
Jacob Quirke
Senior account manager at
JC Social Media
People will expect
direct conversations
with influencers
Celebrity
Connections
Communications

People want to feel spoken to by brands
online, that their needs are being addressed
and that they are the hero in that story –
not the brand. A lot of brands have been
using social media as a blowhorn to yell
at people for the past few years, but it isn’t
working. We will see a shift towards brands
trying to serve their customers more in
order to create engagement and empathy.
“
Claire Diaz-Ortiz
Keynote speaker and social
media expert
People will want
brands to speak to
them personably
on social media
Familiar
Conversations
Communications

Financial and health concerns and family
commitments mean that people are eating
and drinking at home more often. Those
who are really passionate about drinks and
would normally go out to a really good
bar expecting to drink a great cocktail will
want something similar at home. Drinks
businesses are responding by creating
products that allow people to replicate the
bar experience at home.
“
People will turn
their living rooms
into cocktail bars
Dr. Jacopo Mazzeo
News editor at Imbibe
Sipping
In
Eating and Drinking

Technological advances mean we can now
engineer foods to be the ‘best versions of
themselves’. I’ve been following the Cosmic
Crisp apple, which has just launched in
America. It’s taken 20 years to create the
‘perfect’ apple that can be transported with
no bruising and all the crispness of a Red
Delicious, but (apparently) with flavour.
We’re seeing food brands place more of a
priority on qualities like durability and use
of energy resources.
“
People will be
excited to try
augmented food
Expert Outlook 2020: Hear Me!Expert Outlook 2020: Hear Me!
Enhanced
Eats
Enhanced
Eats
Dr. Signe Rousseau
Food and social media author
Eating and Drinking

People are interested in the story behind
their dish. They’re less concerned about the
individual food item that’s trendy and more
interested in the way that people are treated.
What does the company stand for? How
are they treating the staff? How are they
treating the planet? There’s a shift wherein
people care about all the ingredients that
go into a company, such as worker welfare,
where food is sourced from, and the
company’s values.
“
Expert Outlook 2020: Hear Me!Expert Outlook 2020: Hear Me!
Dana Cowin
Culinary consultant and host of
the Speaking Broadly podcast
People will expect
food brands
to be virtuous
Ethical
Ingredients
• Ethical Ingredients
Eating and Drinking

Consumers are getting fed up with too
much choice and too much change. We
have just been through an intense period
of innovation in urban transport and next
year there will be a period of reckoning and
consolidation. Public transport providers
will be getting back into the driving seat and
making more of an effort to provide bespoke
solutions that work in favour of the people
who live and work in cities.
“
People will
use trusted
transit solutions
Dr. Philipp Rode
Executive director of LSE Cities
Innovation
Public
Getting Around

There’s increasing pressure on transport
brands to respond to environmental
issues. In 2020, we’re going to see more
investment by governments in railways as
part of their plans to tackle climate change.
European railways have seen a big increase
in bookings and, at least in Scandinavia,
airlines have seen a decline in bookings due
to the growing ‘flight shame’ movement.
“
Jonathan English
Consultant on urban infrastructure
People will
take the train to
avoid ‘flight shame’
On Track
Track On Track On Track On Track On Track On Track
n Track On Track On Track On Track On Track On Track
Getting Around

The current urban transport system wasn’t
designed with the elderly or the female
experience in mind – it was designed for
the average adult male doing an average
trip. In 2020, brands will try to understand
the reality of different groups and stop
thinking of transport as neutral. We have all
these discussions about smart cities, but do
we then have a smart understanding about
what cities need?
“
Clarisse Cunha
Linke
Director at ITDP Brazil
People will expect city
transport solutions
to be inclusive
Journeys
Di
veRs
e
Getting Around

The healthcare system – wherever you are
– is one of the most complicated things to
navigate. However, modern health tech
is allowing people to read, research, self-
educate, and ask more questions than ever
before. Individuals want instant access
to their medical records and healthcare
information. Finding a technological
solution to facilitate this for patients and
providers is going to be critical in 2020.
“
People will be
empowered to
collaborate in
their healthcare
Claire Snyman
Author and advocate for
healthcare collaboration
ME
Dr.
ME
Health and Fitness

The days of the hour-long workout are gone
– it’s all about five-minute ‘micro-workouts’.
Before, people felt compelled to work out for
an hour since they invested time in getting
to the gym. When exercising at home,
which is going to be big for 2020, they
don’t feel the need to spend a full hour. As
more supporting research is published, busy
people are implementing shorter workouts
into their day.
“
Tom Holland
Certified sports nutritionist and
founder of TeamHolland LLC
People will
exercise in short,
sharp bursts
Micro
Micro
Micro
Micro
Micro
Micro
Movements
Health and Fitness

Removing the shame surrounding pleasure
and women’s bodies is going to be important
for 2020. Women are becoming more open
to discussing sexual and menstrual health at
every point of their life, from menstruation
to menopause. They are more confident
in finding the right sexual and menstrual
products for them. This shift is being
led by movements such as #MeToo and
increased body awareness and the younger
generation’s access to knowledge through
online resources.
“
Women will shed
the shame around
vaginal health
Dominnique
Karetsos
Co-founder of the Healthy
Pleasure Collective
Health and Fitness

In December 2019, Emma Watson told
British Vogue: “I’m very happy being single.
I call it being self-partnered.” Her words
spoke to a broader trend of single-positivity
among unpartnered people, who are fed up
with being treated like losers and with the
narrative that there’s something wrong with
being single. In 2020, singleness will be
rebranded and dating apps will need to shift
away from the assumption that their apps
are a solution to loneliness.
“
People will change
the narrative
around being single
Nichi Hodgson
Author of The Curious
History of Dating
SINGLE
Celebration
Home and Relationships

Increasing awareness of climate change is
seeing people place greater value on the
sourcing and ethics of their purchases than
ever before. This means that in 2020, buying
will be more considered as people try to
shift away from a throwaway mentality.
Recycled materials will be huge in this
context. Designers and homemakers are
experimenting with recycled fabrics and
sustainable materials, such as floor tiles
made out of corn.
“
Pippa Jameson
Founder of Pippa Jameson Interiors
People will want
their green ideals
reflected in the home
RECYC
LED
Reside
nces

In the age of social media, the family has
become a matter of personal project and
public performance. The gender reveal party
for instance has exploded as people seek to
perform family rituals to a wider audience.
On the flip side, one of the reasons that
we’ve seen a decline in marriage could be
that people are more self-conscious. If their
wedding’s not impressive enough or they’re
not proud of their partner, they’re less likely
to get married.
“
Dr. Philip N. Cohen
Sociologist and demographer
People will
make family life
a public display
Family
Performance
Canvas8
London, NYC, LA

Pre-owned luxury is turning the industry on
its head. In fashion specifically, the second-
hand market is growing 21 times faster
than the overall luxury sector. Both Stella
McCartney and Burberry have partnered
with The RealReal, which is a breakthrough
because previously people wouldn’t have
spoken about what happened to pre-owned
clothing. People are looking for easier ways
to resell and buy luxury items, and they also
want a high level of reassurance because of
the price tag.
“
People will look
for secure ways
to resell luxury
Claire Adler
Luxury public relations
and writing consultant
Educated
ResaleResaleResaleResaleResaleResale
Luxury

The definition of luxury has changed – it’s
like the ground underneath the market has
completely shifted and now the consumer
is in control. It opens the door for new
designers who are willing to go against
tradition. For example, luxury streetwear
brand Madhappy puts a focus on mental
health through its positive slogans and
messaging. In 2020, we’re going to see
more brands taking chances with new
collaborations that don’t feel so obvious.
“
Pamela Danziger
Founder of Unity Marketing
People will define
what luxury
means to them
Interpretation
Luxury

In 2020, Chinese shoppers will expect global
luxury brands to be culturally sensitive when
trying to enter the market. Within markets
such as China, international brands can
showcase their prestige while integrating into
local culture by harnessing local influencers,
which can also help to avoid cultural offence.
These should be real cultural influencers,
not just based on follower numbers. Whether
it’s a designer, artist, creative, or community
figure, it needs to be somebody who’s
achieved something.
“
Nick Withycombe
Director of The Luxury Conversation
People will define
what luxury
means to them
Cultural
status
Luxury

Streaming on Netflix is becoming the thing
that people do every day rather than turning
on the TV. People don’t want to spend 20
minutes searching for something to watch.
Instead, Netflix uses data to curate relevant
content which facilitates much faster decision-
making. People will watch B+ content on
Netflix versus A content on other services
where they have to sit through commercials.
“
People will look for
smoother ways to
navigate media
Dr. Amanda Lotz
Professor of digital media and
communication at Queensland
University of Technology
Intuitive
Streaming
Media and Entertainment

2020 will see people listen to podcasts on
different platforms. Younger people typically
listen to short podcasts, but the types of
devices they choose are crucial to shaping
habits. People are starting to listen in their
cars. They’re waking up, getting in their car,
and turning on a podcast – not the radio.
“
James Cridland
Radio futurologist
People will listen
to podcasts on all
sorts of platforms
Podcasting
Always
Podcasting
Podcasting
Podcasting

People are short on time and want to
consume media on the go, so media
companies will look to curate linear
narratives in more chunk-able segments.
Think ten-minute episodes instead of
30-minute episodes so that people can
watch things on public transport or while
they are waiting in line. As a result, people
won’t feel so bad about binge-watching.
“
Dr. Pamela Rutledge
Director of the Media Psychology
Research Center
People will not
be ashamed to
binge-watch
Easy
Bingeing

As fintech brands continue to compete with
traditional banks, more people will try out
some of these innovators. But they won’t
necessarily use them as their main service
provider. In response, we will see mainstream
banks start to figure out how to work with
fintech start-ups, invest in them, nurture
them, mentor them, and compete with them.
“
People will
experiment with
fintech start-ups
Chris Skinner
Financial markets and
fintech commentator
Pick
&
M i x
Money

People are becoming more comfortable using
digital tools in banking, but simply being
‘digital’ has become table stakes. Digital
tools and apps need to create new value for
customers. For example, financial institutions
should leverage emerging technologies
to help people with financial planning.
Conversational AI has the potential to garner
insights on how consumers go about their
daily lives, and such information can be used
to forecast what needs to be done to help
them achieve their future financial goals.
“
Theodora Lau
Founder of Unconventional Ventures
People will want digital
tools to help them
predict their finances
Future
Plans
Money

We are recognising how much our money
affects our emotions – everything from the
relief we feel when we get paid to the stress
when we’re worried that our card is going to
be declined. We’re also realising that we can
talk to each other about money rather than
suffering in silence. In 2020, we’re going to
see more services that look at what they can
do to ease the burden that finances can have
on people’s mental health.
“
Alex Holder
Author of Open Up: The Power
of Talking about Money
People will want
transparent
conversations
about money
O P E N
Discussions
Money

In 2020 people are going to direct what
shopping looks like based on their existing
habits. Shoppers want brands to reduce the
friction of getting from point A to point
B. It means that technology is leading to
a complete shake-up of buying habits. For
example, people will not only buy using
their voice but also research and browse.
“
People will expect
brands to adapt
experiences to them
Nicole Leinbach
Reyhle
Founder of Retail Minded
CUSTOMER
CONTROL
Shopping

Convenience is important but, as human
beings, we also desire the sensory stimulation,
ambience, human interaction, and instant
gratification of good merchandising that come
from an in-store experience. So, trained and
helpful sales associates are really important.
To succeed, brands need to satisfy both the
rational part of people – which involves
providing good value for money, fair pricing,
and convenience – as well as their emotional,
experiential side.
“
Dr. Sharmila C.
Chatterjee
Senior lecturer in marketing at
MIT Sloan School of Management
People will shop
for brands with
emotional appeal
Human
Needs
Shopping

When given the choice between buying
from a company with purpose and one
without, it’s obvious that consumers
would rather buy from one with a mission
– as long as it’s authentic. It’s tough for
existing companies to bring something
like that in, but it’s not impossible. In
2020, brands will try to authentically
build purpose into their businesses.
“
Glynn Davis
Editor and founder of Retail Insider
People will buy
brands that have
an authentic purpose
REAL
MISSIONS
Shopping

With sales of smartphones stalling, the
concept of the phone – which is essentially
a pocket supercomputer at this point – as a
handheld device may be on its way out. As
a species, we like to be hands-free so we can
multitask. While people bemoaned Google
Glass when it was released, the popularity of
outsourcing mobile functions to devices such
as the Apple Watch and Bluetooth headsets
has laid the foundation for a more concrete
shift away from handheld tech.
“
People will
want tech to
be hands-free
Marc Palatucci
Associate at the Future
Today InstituteN
H
A
N D
S
O
Technology

Loneliness is an ever-increasing worldwide
epidemic but care services are under strain.
People’s needs aren’t being met and as they
see technology as more capable, they will
look to it to fill this gap. For example,
ElliQ is a companion sidekick for the
elderly, helping them manage day-to-day
tasks. Looking forward, these kinds of
devices will get more proactive and offer
emotional support and advice.
“
Robotics expert and futurist
People will look to
technology to fulfil
emotional needs
Robotics
Robotics
Relational
Relational
Joanne Pransky
Technology

In 2020, we will see a demand for digital
wellbeing to become a proactive part of our
tech-based interactions. Twenty-minute phone
breaks or simpler interfaces to reduce anxiety
will increasingly be built into handsets and
software. Within the world of social media,
we will see a drive towards promoting healthy
tech use and cutting addiction cycles. We’re
going to start to see a lot more of these
platforms taking numbers out by hiding
the number of likes or followers.
“
Cyber-security consultant
Greig Paul
People will look
for tech brands to
promote healthy use
InteractionsBalanced
Technology

People are seeking experiences that don’t
just entertain but which can permanently
change them in some way. These people
feel time-pressured and they don’t want to
waste their valuable leisure time. These
could be experiences that allow people to
gain knowledge or take part in activities that
benefit the health of the mind and body. It
means that leisure businesses will have to
start offering more variety.
“
People will want
experiences to change
their perspective
Randy White
CEO of the White Hutchinson
Leisure & Learning Group
TRANSFORMATION
HUNTERS
Travel and Leisure

Luxury travellers want to invest in their
bucket lists, in extended travel such as
multi-country sabbaticals. They are investing
in their memories and want to feed their
passions when they travel, including art and
design, food, adventure, and history. They
have financial planners, personal trainers,
and now a travel adviser to satisfy their need
for knowledge and growth.
“
Jen Barr
Director of content strategy
at Indagare
People will look to
technology to fulfil
emotional needs
Memory
Makers
Travel and Leisure

Travellers will want to stay in hotels they feel
good about. So, 2020 will be about giving
people the information and agency to choose
sustainable options. Hotels are often located
in beautiful places but it becomes a balancing
act to maintain a natural sense of beauty
while still offering travellers everything they
expect, such as food from other countries or
bottled water. In 2020, people will call brands
out on green-washing and demand tangible
evidence of sustainable practices.
“
Managing editor of Hotels
Barbara Bohn
Stays
Stays
Stays
Sustainable
Stays
Sustainable
Sustainable
Sustainable
People will
choose hotels with
impeccable ethics
Travel and Leisure

EXPERT
OUTLOOK
2020
HEAR ME!
42 Expert Perspectives
Canvas8
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Canvas8 Expert Outlook 2020

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