Trendbüro constantly monitors changes in culture, technology and economy that drive consumer expectations and choices. This is its annual „Trends to Watch“ report that helps to better understand changes in consumer expectations and behavior. The selection of ten trends is described in a from-to perspective that pairs a trend with its counter-trend or the further evolution of a hyper-relevant phenomena. As such it reflects Trendbüro's belief that consumer trends are an evolving system of those mindsets that drive expectations and choices, and should play a key role in creating brand experiences.

1. TRENDS
2017.
TO WATCH IN

2. Thrilling changes are ahead this year.
At Trendbüro, we constantly monitor changes in culture, technology and economy that drive
consumer expectations and choices.
This report condenses our findings into ten trends to watch in 2017. These trends will help you
understand your customers better and create a better brand experience.
Once again, we chose the from-to perspective. What’s important: it is no hot-or-not list!
Each pairing is a trend and its counter-trend, or the evolution of hyper-relevant phenomena.
Enjoy and let us know what you think!
The Trendbüro-by-Avantgarde Team
info@trendbuero.com
WELCOME TO 2017.

3. FROM TO
WEARABLE HEARABLE
• Technology integrated in clothing and accessories
• Allows to track physical activity, use apps and
export data to your mobile phone
• Interacting with the device with the touch of a finger
• Intelligent tech speaking directly into your ear
• Perfected speech recognition enables interaction
with AI-powered assistants, making screens obsolete
• Accomplish tasks while having a conversation
1

4. The Vue Smart Glasses hit the
crowdfunding platform
Kickstarter in October and were
overfunded by 4,400%.
Their bone conduction audio
technology allows the wearer to
receive calls, listen to music or
hear turn-by-turn navigation.
Sensors for fitness tracking and
gesture control are built in.
VUE.
GLASSES THAT
SPEAK TO YOU.
1HEARABLE

5. Google launched its voice-
controlled device in the US in
November 2016. Besides
playing music, controlling your
smart home and giving access
to information it understands
context, provides a natural
conversation and gives access
to the broad ecosystem of
Google services.
GOOGLE HOME.
SMART ASSISTANT IN
YOUR HOUSE.
1HEARABLE

6. FROM TO
AI (ARTIFICIAL INTELLIGENCE) AE (ARTIFICIAL EMOTION)
• Machines that mimic human cognitive functions
like learning, problem solving and perception
• Currently, AI is mostly focused on a specific task
• Cold and technical appeal
• Natural language processing makes the interaction
between human and machine frictionless
• Awareness of context and personal habits
• Blurring boundaries through human touch
2

7. After selling Siri to Apple, its
inventors spent years working
on the smarter and context-
aware assistant VIV.
In October 2016, Samsung
acquired the startup and will
now implement its assistant into
a range of household and
consumer electronics devices.
VIV.
INTELLIGENCE FOR
SAMSUNG’S IOT.
2ARTIFICIAL
EMOTION

8. Basically a video walkie-talkie
app, Tribe has a lot more to offer
when it comes to interpreting
the voice-over. It understands
what is said and provides an
augmented information layer
that allows for contextual
information and tie-ins of other
apps like calendar requests or
hailing car rides.
TRIBE.
AUGMENTED VIDEO
MESSAGING.
2ARTIFICIAL
EMOTION

9. FROM TO
SUPERFOOD SMART FOOD
• Functional, sometimes exotic natural foods
• Each with a special (supposed) health benefit
• Examples inlcude Açaí, Chia seeds and Matcha
• Nutrition plans based on personal biological data
• Hyper-individualistic and self-optimizer recipes
• New diets created through digitization
3

10. Habit uses cutting-edge science
to find out what their customers’
bodies crave at a cellular level.
The hyper-personalized diet
plan is based on a customer’s
DNA test, self-reported data
and individual health goals.
The meal delivery service will be
available in selected US-areas
from early 2017 on.
HABIT.
DNA-FIT MEALS
DELIVERED.
3SMART FOOD

11. TNO has created a 3D printing
technology that adjusts texture
and nutritional composition of
food. It can perfectly cater to
protein-craving sportsmen as
well as elderly people with
digestive problems. Food can be
mass customized with low cost
and high flexibility.
TNO RESEARCH.
MAKING TRULY
PERSONALIZEDFOOD.
3SMART FOOD

12. FROM TO
TECH DYSTOPIA TECH OPTIMISM
• Feeling of oversaturation towards technological
change leads to rejection
• Feeling that change is happening to fast
• Fueling rejection and conspiracy theories
• GenZ has its own approach of embracing
innovation regardless of common issues like privacy
• Strong belief that barriers are frontiers
• Possibilities beat criticism
4

13. 1.2 mio. people watched Elon
Musk present his plan to reduce
the cost-per-ton on a trip to
Mars by 5 mio. percent.
SpaceX will combine the most
powerful and energy-efficient
rocket ever built with a spaceship
designed to carry at least 100
people/flight to the Red Planet.
SPACEX.
PLAN FOR MARS
COLONIZATION.
4TECH
OPTIMISM

14. The young NYC-based fashion
label teamed up with tech
experts to create the limited
edition 'BRIGHT BMBR' jacket.
Triggered via an NFC chip in
the sleeve, it allows wearers to
receive personalized content,
exclusiverewards,andgainaccess
to one-of-a-kind experiences.
ROCHAMBEAU.
WEARABLE TECH
MEETSEXPERIENTIAL.
4TECH
OPTIMISM

15. FROM TO
VIRTUAL REALITY REAL VIRTUALITY
• Immersion into virtuality, real world doesn’t exist
• Focus on gaming and entertainment worlds that
draw consumers into fictional stories
• Interaction with others in reality is limited
• Interaction with virtual objects inside the real world
• Supporting highly complex work tasks as well as
delivering entertaining immersive experiences
• Facilitating collaboration and co-creation
5

16. According to the Wall Street
Journal, more than 14 million
workers will use smart glasses by
2025, and Thyssenkrupp will
equip 24,000 service
technicians with a HoloLens.
They will be able to identify and
solve complex problems and
have hands-free access to
expert information on site.
HOLOLENS.
MICROSOFT SHAPES
THEFUTUREOFWORK.
5REAL
VIRTUALITY

17. One of the most secretive
startups in the world is
developing a mixed reality
device with a new kind of display
technology involved. Magic
Leap sets out to create a digital
light field signal that will bypass
our eyes.
“WetalktotheGPUofthebrain”,
says CEO Rony Abovitz.
MAGIC LEAP.
DREAM WITH YOUR
EYES OPEN.
5REAL
VIRTUALITY

18. FROM TO
DOING GOOD TAKING A STANCE
• Actively taking responsibility for socialgoodsometimes
beyond corporate interest and what law requires
• Brands act as the good citizen
• Staying compliant with the brand’s surroundings
• Brands take a political stance and claim
responsibility for public affairs
• Shaping public life in a meaningful way
• Fuelling on controversy and challenge of opinions
6

19. Many developing countries lack
affordable internet access.
Facebook’s internet.org initative
addresses this issue. One of their
approaches is Aquila, a solar-
powered drone soaring above
18 km, stays airborne for
months and delivers internet via
laserbeamstotheremotestareas.
AQUILA.
FACEBOOKCONNECTS
THE WORLD.
6TAKING A
STANCE

20. The first woman at the design
helm of the French luxury label,
Maria Grazia Chiuri wants to
show the next generation that it
has “the same opportunities,”
regardless of gender. She made
a lasting impression by citing the
famous feminist slogan by
Nigerian author Chimamanda
Ngozi Adichie.
CHRISTIAN DIOR.
BOLD STATEMENT
FOR EQUALITY.
6TAKING A
STANCE

21. FROM TO
PLATFORMS BLOCKCHAIN
• “Sharing economy” is dominated by platforms that
intermediate peer-to-peer transactions
• Platform earns benefit from every transaction
• Collecting and using data as second revenue stream
• Peer-to-peer transactions without intermediary
made possible by smart contracts
• No additional and hidden costs in the process
• Data security and complete privacy possible
7

22. The German based startup
combines the internet of things
with blockchain technology to
grant specific access to mobility,
Airbnbs or even wifi via smart
contracts. Its partnership with
Germany’s biggest energy
supplier RWE could enable you
to charge your electric car while
waiting on a traffic light.
SLOCK.IT.
RENT, SELL OR SHARE
ANYTHING.
7BLOCKCHAIN

23. The young Chinese-New Yorker
label and the blockchain
specialist BitSE enabled fashion
pieces to tell their story and
confirm their authenticity.
“The customer wants to know
that the connection between
them and the brand is real, and
that their products are real”, says
Sunny Lu, the COO of BitSE.
BABYGHOST.
TRACEABLE LUXURY
FASHION.
7BLOCKCHAIN

24. FROM TO
UPCYCLING ZERO WASTE
• Finding newpurposefor discarded goods
• Environmentalconsciousness meets DIY
• Adding value and purpose through creativity
• Services and products label themselves waste-free
• Throughout the supply chain waste is eliminated
• The product design is repairable and demountable
8

25. Millennials all over the world
reject ownership. Furlenco, a
fast growing start-up, disrupts
the Indian furniture market.
It allows to rent furniture and
swap it when moving to another
city or changing interior style.
The company designs, builds
and refurbishes the furniture itself
thus substantially cutting waste.
FURLENCO.
RENT FURNITURE
BUILT TO LAST.
8ZERO WASTE

26. Inspired by traditional meal
delivery in Mumbai, NYC-based
Bhagavat Life provides its
ayurvedic food in reusable tiffin
containers that are picked up at
the next delivery.
Its subscription-based model
focuses on health and includes
menucustomizationbased on a
dietary consultation.
BHAGAVAT LIFE.
MEAL DELIVERY
WITHOUTPACKAGING.
8ZERO WASTE

27. FROM TO
P. C. (POLITICAL CORRECTNESS) TOTAL DIVERSITY
• Issues of gender, age and ethnicity are key subjects
for brand communications and the public sector
• Diversity advertising became a “hygiene”factor
• Reactiontogrowingpressure from advocacy groups
• Total diversity includes all facets of human life,
including people with disabilities
• Depicting these facets as a bold statement
• Inclusivity becomes a success factor
9

28. Micah Fowler has cerebral palsy
and is the star of a new TV
series. In the ABC sitcom
“Speechless” he plays a disabled
teenager that likes girls, wants to
try beer for the first time and
mingle with the cool kids. His
normality makes it easy to look
past his wheelchair and see his
heart and humor.
SPEECHLESS.
STARRINGADISABLED
MAIN CHARACTER.
9TOTAL
DIVERSITY

29. The British candy brand features
disabled actors telling amusing
stories of awkward everyday
situations. The funny ads help
normalize disability without
taking away from the very real
challenges that disabled people
face. Maltesers aired the ads to
encourage people to question
their preconceptions.
MALTESERS.
HILARIOUSLY
HUMAN.
9TOTAL
DIVERSITY

30. FROM TO
RETREAT TRAVEL EXPLORATION
• Focusingonyourself and your needs and practicing
mindfulness in every aspect of travel
• Recoveryfromstressesandstrains of everyday life
• Constant search for peaceandhappiness
• Gaining access to unique experiences that are
only available in a specific time or location
• Conscious abandonment of trodden paths
• Access and story value as elements of luxury
10

31. Cycling through hidden Tokyo
with Kazu or becoming an
ocean advocate with Dawn in
Cape Town; it’s bookable via
Airbnb. The global renting giant
currently offers experiences
hosted by locals in 12 cities
around the world. Airbnb Trips
connects passionate hosts with
guests searching the unique.
AIRBNB TRIPS.
RENTOUTYOUR
EXPERIENCE.
10EXPLORATION

32. Five-star-dining in the Antarctica
combined with adventurous
trips into the white desert is the
derniercriamongluxurytravellers;
Even Prince Harry stayed in one
of the lavish “sleeping pods”.
Packages include flights with the
own fleet of aircrafts, trekking
tours to penguins, ice cave
spelunking and kite-skiing.
WHITE DESERT.
NO DISTRACTION,
MAXIMUM THRILL.
10EXPLORATION