How to add inspiration and future trends to your 2018 comms plan

How to add inspiration and future trends to your 2018 comms plan

Claire Walker

Claire Walker

In 2007 ‘Silent Discos’ were the next big thing. Really? It seemed ludicrous, silent parties, dancing with headsets on, everyone with different music, throwing different shapes? But roll on 10 years, it’s commonplace. Last week I organised a Silent Disco at home – 75 headsets, 3 tracks, £200. The neighbours were delighted.

So, what are the crazy trends predicted to become lifestyle norms by 2027?

Over 90% of all restaurants will use some form of 3D food printer in their meal preparations. Really? 3D printed cupcake anyone?

Forget googling for your holiday,  we will all have an ‘e-agent’ inside a watch or piece of jewellery that will book our flights and accommodation.  (Yes please. I want this now).

So, here are four more seemingly-ludicrous trends that will be quite normal activity by 2027, and how these trends can these be woven into your 2018 campaign


Siri, it’s over. I’ve married Alexa

As AI and machine learning develop and evolve, they become more embedded in society. For example, Apple recently began hiring engineers with psychology backgrounds to help Siri have meaningful conversations and by 2020, Gartner has predicted that the average person will have more conversations with bots than with their spouse. It is clear that our smartphone assistants are becoming more like virtual companions and soon, millions of consumers will start having meaningful conversations, or even relationships with these virtual assistants, changing the way we interact with one another.

So, as comms professionals what does this mean for us? Well, instead of planning our campaigns around people, we may have to start thinking about targeting them at bots. People will begin to trust their virtual companion’s opinions, so we will need to start considering algorithms as another audience.

Currently, Google constantly crawls websites in order to update their search results and the more a ‘Google Spider’ crawls your page, the higher you’ll rank in the search results. As marketers, we use SEO tactics to ensure our client’s rank highly in the search results but soon, software programmes like the Google Spiders will be outdated and we’ll be planning our campaigns around more intelligent programmes, like virtual assistants.

It is likely that brands will also develop virtual companions, shaping them to reflect the brand’s culture and values. Marketers must consider how these companions will fit into their campaigns and how they can benefit consumers to stay ahead of the game.

Your bum will never look big if your bot is your stylist

 And in retail, this has also had an impact; the Amazon Dash buttons have given us a taste of one-touch automated shopping, but this is only the beginning. The retail industry could soon be fully automated with all of the searching, purchasing, deals and delivery conducted by AI-programmed personal assistants. We are seeing this process already with the app, Finery. This app adds fashion purchases to an online ‘wardrobe’ and organises them by colour, style and designer. The users then get notified about price changes, sales or brand news.

Not only will algorithms become our virtual companions, but they will be involved in every aspect of our lives – planning our wardrobe, deciding which food we should buy and even controlling the media. In 2015, the Associated Press announced that a number of its original news articles were written by AI.

Algorithms can take behavioural data from thousands of consumers and determine what they are buying, at what time, when and how. They can dictate which audiences to target campaigns at and when to place an ad. Soon, marketers will have to design their campaigns around algorithms as well as humans.

Seeking, as hiding is not possible

2017 is the year where we saw a shift when it comes to transparency. Uber came under fire after an employee blog went viral, detailing a culture of sexism. The #Metoo campaign came swiftly after the Weinstein allegations.

Transparency is quickly becoming imperative for all organisations. Last month we wrote a blog discussing the benefits of being transparent and using transparency to make your brand’s voice and message clear. Companies can no longer hide behind a walled garden, consumers expect information from brands and as we look towards 2018, transparency will become even more important for brands, with those that are unable to comply facing huge repercussions.

Brands must understand their core values for PRs to work on promoting their message. Taking action and being honest and open with customers will ensure your brand will elicit a positive response amongst consumers.

The cheapest gap yah, without leaving your home

With the rise of virtual and augmented reality, the boundaries between the physical and real world are becoming blurred. In 2027, our houses could include virtual projections, or we could be holidaying from the comfort of our own living room. The possibilities are endless, and brands will need to adapt accordingly - marketers just need to consider where people consume their content and how. Our living rooms weren’t designed for mixed reality, our sofas are static, and furniture is placed so we’re sat comfortably. Mixed reality may need us to move or look around and we need to be mindful of this. Marketers also need to consider how consumers will view mixed reality, will it be on a smartphone or via a headset? Or, will we be living surrounded by projections?

Whilst the technology is still at its early stages, brands and comms professionals need to work together and start thinking about how they can use mixed reality to their advantage.

I’m a trendjacker extraordinaire

There is a term for brands using trends to create buzz – trendjacking. My view is that it’s important to stay informed on trends, but hijack them wisely. Jumping on the back of any trend isn’t strategic, it is opportunistic. Instead, it’s better to carefully watch trends that are relevant to your business development, and get the PR timing right. Trends can grow quickly, change shape and meaning or simply fizzle out – the key is to use it to your advantage before your competitors, but not when it is so farfetched you seem like a “crazee” or a luddite.


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