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Emerging trends: The forces shaping the future today
As people's expectations around convenience, participation, community and entrepreneurship evolve, early adopters in fast-growing markets provide a glimpse into what the future holds for all of us.
CONTENTS
The future comes to different places at different times. And from Bangkok to Belo Horizonte, people in many of the world's fastest-growing markets can offer us a peek into the forces shaping tomorrow, today.
To better understand the conditions that enable people to build for the future today, we commissioned Ipsos to survey 12,500 online people aged 18-64 across 14 global markets1 during August-September 2020. We found that, around the world, people are on the hunt for new ways to reclaim their time, find joy in online shopping, interact with brands, and participate in global and local communities through emerging technologies. Read on to discover what this all means for you.
For global and local quick-takes, download our insights guides here:
The convenience gap
People are finding themselves in an increasingly paradoxical situation: They're looking for ways to reclaim their own time, while simultaneously facing increasing demands for their attention, both personally and professionally.
Globally, nine in ten of the people we surveyed3 are actively looking for ways to save time and simplify their lives, but they aren't looking for convenient solutions in order to take a nap. These convenience seekers are looking for ways to do the things that actually matter to them – and whether that's being together with loved ones, getting fit, learning new skills for a new career or giving back to their community, time is the most valuable currency on the journey to personal fulfilment. A benefit of convenience is that it creates the head space to dream. And it unlocks the time people need to actually pursue their true potential.
Among convenience seekers4 surveyed globally
People will increasingly pay to save time
83%Mexico
80%Argentina
72%US
83%Colombia
80%Brazil
77%UK
88%Saudi Arabia
93%Nigeria
87%India
89%Thailand
93%Vietnam
93%The Philippines
89%Indonesia
70%Australia
Facebook IQ source: "Emerging trends research" (Facebook-commissioned survey of 12,500 online people aged 18-64 in AR, AU, BR, CO, GB, ID, IN, MX, NG, PH, SA, TH, US, VN) by Ipsos, Aug-Sep 2020.
People continue to experiment with different features and services in their search for convenience. Brands that figure out how to give people time back may earn a timeless place in consumers' hearts and wallets – whether that means offering more frictionless shopping, more mobile payments or faster service via messaging apps.
The participation paradigm
While online shopping has advantages such as speed, convenience and transparency, many consumers still crave the communal and joyful experience of in-person shopping. With the emergence of new technologies such as AR (augmented reality) and live shopping, people are embracing digital tools that allow them to connect with brands, products and other customers on a deeper level. Globally, 73% say they're interested in trying new and different ways of shopping, and 82% say that social media has heightened their expectations around brand interaction.3 However, brands should not mistake the expectations of exciting technologies for carte blanche to build just for the sake of it. Consumers are looking for engaging experiences that invite participation, foster connection and inform decision making, such as virtual fittings and 3D detailing.
People surveyed globally express a growing interest in immersive online shopping experiences
Augmented reality
78%say AR is a fun way to interact with brands
61%say AR needs more development to become truly useful
Live shopping
14%have tried live shopping in the last year
86%of live shoppers expect their usage to increase in the next year
Shoppers are readily embracing change, and brands can build stronger connections by developing innovative and useful digital experiences. Whether you engage people via Live shopping, AR or interactive polls in stories, the goal should be adding value versus using the technology in and of itself.
The digital gathering
Community remains as important as ever, but how people are building it is evolving rapidly, creating new paths to finding a sense of belonging. New technologies are enabling meaningful digital gatherings, amplifying opportunities for people to connect over passions and issues across borders and cultures.
Globally, 1.8B+ people use Facebook Groups each month,2 and half of Facebook users are members of five or more active groups.2 Among people surveyed, nearly two-thirds (64%) are members of an online community – the majority of whom (74%) expect to engage even more with online communities in the future.3
People are engaging in online communities to gather information, educate themselves, interact with brands, get different perspectives and connect with like-minded individuals across the globe (from farmers to teachers sharing knowledge they need to thrive). They are also connecting with those who are physically nearby in order to build neighbourhood bonds, sell products and tackle local challenges.
Among people surveyed globally
64% are members of an online community
74% expect their engagement to increase in the future
83% are open to brands participating in their online communities
People are increasingly turning to online channels to connect with others, both near and far. Consider the many ways to unlock the creative power of modern community: Could it be your creative muse? Perhaps it's your inspiration to champion a cause, contribute to a group or spark an innovative collaboration?
The entrepreneur's edge
In so many of the world's fastest-growing markets, people's spirit of entrepreneurship often erupts from a melting pot of creativity, ingenuity, necessity and ambition.
This creates a powerful connection between entrepreneurs and the local communities that actively support them. For many shoppers, local entrepreneurs are seen as important creators, defined by perseverance and sacrifice. The image is more one of small, hardworking family providers, rather than big abstract businesses. This perception often translates into a desire to show solidarity: 91% of consumers surveyed say they actively support and buy from local businesses and entrepreneurs.3
This deep sense of interconnection doesn't mean people will blindly follow local entrepreneurs, but it does suggest they are willing to pay a premium as long as products and services are at least as good as alternatives. Brands of all types can participate by encouraging this entrepreneurial groundswell through partnership and inclusivity – continuing to spark people's spirit of innovation, both globally and locally.
People surveyed say local entrepreneurship is being empowered by new digital and social technologies3
91% actively support and buy from local businesses and entrepreneurs
34% of these "entrepreneur activists"4
are entrepreneurs themselves
94% believe that technology and social media has made it easier for people to start a business
With new digital tools and social platforms expanding people's entrepreneurial possibilities, many are embracing the chance to start businesses of their own. 79% say Facebook apps and services are helping entrepreneurs succeed, and with 60% believing there are still many opportunities for entrepreneurs to disrupt traditional businesses, most of them think the future is looking bright.3
Consumers across markets feel strongly connected to local entrepreneurs and businesses. Draw inspiration from those innovating around the world, and consider the power of partnerships with local businesses that not only deepen your relevance, but help uplift local communities too.
Source unless otherwise noted: "Emerging trends research" (Facebook-commissioned survey of 12,500 online people aged 18-64 in AR, AU, BR, CO, GB, ID, IN, MX, NG, PH, SA, TH, US, VN) by Ipsos, Aug-Sep 2020. In all markets, N=1,000, except for benchmark markets (AU, GB, US), where N=500. Facebook data, global, Sep 2020.
