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1、CONSUMERVISION2035TheEraoftheInsighttoForesightPivotAboutthisstudyAtdentsu,wearedriventoinnovateThroughinnovation,weensuretheimpactourclientsneedtodrivegrowthintheirbusiness,whilealsogeneratingapositiveeffectontheindustry,society,andtheworld.TohelpaccomplishingthisWecreatedthedentsuConsumerVisionres
2、earchplatform,thatlooksintothefutureoftechnology,culture,consumersandbrandstoprovidemarketerswithaviewintoupcomingshiftsthatwillreshapethebusinesslandscape.Thefirsteditionofthisplatform,TheAgeofInclusiveIntelligence,wasa2021studythatlookedathowemergingconsumerexpectations,aswellassocietalandtechnolo
3、gicaldevelopments,wereshapinganewlandscapethatbrandsneededtoprepareforonthewayto2030.ThestudyprovedtobeapowerfulcompassthatourexpertsandclientsleveragedtomapimplicationsinvariousindustrySeCtOrSandtothinkaboutplannedinitiativesfromadifferentpointofview.Infact,severalofthetrendsanduse-casesoutlinedinT
4、heAgeofInclusiveIntelligencecametolifeearlierthanexpected:forinstance,wespeculatedthatWemaysee,before2030,thefirstbrain-computerchipimplantandinJanuary2024Neuralinkannouncedhumantrialstothateffecthavebegun.1Characterizedbyanaccelerationintechnologicaldevelopmentsetinmotionbythepandemiclockdowns,thee
5、arly2020soutpacedsomeofourwildestpredictionsTokeepourfingersonthepulseofafastmovingfuture,wearenowpushingforwardtheperspectiveofourConsumerVisionresearchplatformto2035toonceagainunderstandhowevolvingconsumerexpectationshiftsincultureandsocietyandnewhorizonsopenedbytechnologydevelopmentwillshapethefu
6、turemandatesofbrandsAsweembarkedonthiswork,weknewlifein2035wouldlookdifferentfromtheworldweliveintoday.WiththesupportofForesightFactory,aleadingconsumertrendsagency,weanalyzeddatafromasurveyof30,OOOconsumersin27differentcountriestounderstandexpectedshiftsinconsumerattitudes,values,andbehaviorsWealso
7、spokewith20expertsandfuturiststounderstandwhattheyseeasthemostlikelydisruptionsandinnovationsintheirfields.Comingoutofthisresearch,weidentifiedthefourforcesthatwillreshapetechnology,cultureiconsumers,andbrands-theareasoffocusofourongoingstudy-overthecourseofthenext10+yearsEachforceisdrivenby3trendst
8、hatpointtofundamentallynewwaysbrandsandmarketersneedtoengageConSUmerSwhichwevalidatedleveragingourglobaldentsuConsumerNavigatorintelligenceplatform.Theexpertswespoketospecializedinawiderangeoftopicsfromsustainabilitytoglobalpoliticsandeconomics,fromAfrofuturismtofashionandfromarttosafeIdesign.Theyca
9、nvastheglobefromJapantoSouthAfricatotheUnitedStates.WhenwetalkaboutInsighttoForesighf,wetalkaboutafundamentalshiftthatdictateshowinthe203Ositwillnolongerbeenoughtounderstandandrespondtothemoment,butinsteadtherewillbeamandatetogetaheadofthatunderstandingandactpre-emptively.Thisappliestoallcoreareasof
10、focusinourstudy.Aswelooktothefutureoftechnology,astrategyguidedbyforesightwillensurehumanreasoningandprogressprevailsasIcapabilitiesgetincreasinglyadoptedswelooktothe：fwewillneedtoshiftfromsimplyreactingtochange,topredictingwhichsolutionswillcreatenew,untappedpositivechangetosurviveasabusiness,asoci
11、etyandaglobalcivilizationinanerawhereWd11faceunprecedentedconstraintsAswelooktotheiilur-consmeisweseethatthewayconsumersbuyandinteractwithbrandswillbemoredependentonemotionsandttinthemoment,states,yetconsumerswillpre-determinethespectrumofexperiencestheyareexposedtointhosemomentsviagreaterdataagency
12、.Aswelooktothe,pivotingfrominsighttoforesightwillenablethemtoanticipateanddeliveronpredictedemotionalstatesofConSUmerSanewrequirementtothriveasabusinessby2035.Eachofthesefourforcesissupportedbythreeunderlyingtrends.Tohelpthereadernavigatethisnarrative,hereisabreakdownofthejourneyahead.1.efsdivein!nc
13、*uOurExpertsSariAzoutInternetcuration,journalismFounder;Startupy.worldMargueriteCoetzeeSouthAfricancultureAnthropologist,Futurist,ArtistRussellStevensMedia,technologydemocracyHeadofPrograms,MITCenterforConstructiveCommunicationFranklineOzekhoneAfrofuturisnvpopcultureVPMnrketingtVendeaseAfricaZoeSeam
14、anInnovation,entertainmentFounder;BodaciousClaudineFryGlobalpolitics&riskPartner,ControlRisksRubyThOIotUED,Design.CyberethnographyAdjunctP,ofessorlNYUMelissHMorenoSustainability,smarturbanise,lawAssociate,Kirkland&EllisDomHeinrichAIdesign&safety,innovationExecutiveIDesignDirector,T1.GGOxfordEconomic
15、sGlobaleconomicsCleoValentineArchitecturalNeuroimnunologyPhDCandidate,UofCambridgeGeraldineWharryForesight,culturaltheoryFounder,TrendAtelierNickBlundenDigitaltransferaationtmarketingPresident,TheBusinessofFashionRandiKronthal-SaccoSustainablebusinessSeniorScholanNYUSternSohailInayatullahfPhDForesight,strategyChairinFuturesStudies.UNESCOCindyNoirPersonalDevelop-aentSpeakerandContentCreatorKoratoSasamotoStrategy,MarketingManagingPartner.DentsuVenturesYi-1.ingIJuChineseculture&technol
