So as we wrap up our headline review of trends that we think are worthy of discussion in 2020 we come to the relationship between tech and healthcare.
Tech & Healthcare
Healthcare has always evolved hand in hand with technological advancement.
Today’s headline technologies include; accurate disease identification through machine learning advances, remote patient monitoring allowing distributed healthcare, virtual reality that speeds up healing in rehab and tissue repair through 3D printing.
Everyone’s favourite technology whipping-boy, Artificial Intelligence, will soon reach its third generation, the “theory of mind” as it moves towards mimicking the human brain function.
Rice University of Houston
managed to bio-print a vascular system in all its complexity, enabling the supply of nutrients to densely populated tissues.
As the development of medical grade imaging constantly improves, now combined with AI, it has become a companion to traditional radiologists, who are in scarce supply. Zebra medical vision uses help of an AI assistant to analyse scans before passing to radiologists.
Floreo uses the power of virtual reality as a means to help autistic children, Iris vision help people with low vision to regain their sight with amazing accuracy.
We expect important implementations in 2020. If 2019 was raising awareness from citizens to the alarming global changes we’re going through, the focus now will be to take decisive actions towards a more sustainable society and build back trust through transparency of organisations, traceability and data protection.
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In this the fifth issue, of our six part series, exploring the top-level trends that will be influencing 2020 we explore – Connectivity.
This decade will inevitably see more connections and at a faster pace.The wholesale adoption of 5G will not only enable faster speeds, but the growth of truly smart cities.
Toyota unveiled at CES, its plans for a 2,000-person smart city featuring autonomous vehicles, smart technology and robot-assisted living.
Not to be out done. Side Walk Labs
, a subsidiary company from Google Head Quarter company Alphabet, and experts in urban innovation, finally got the approval to create a smart area in Toronto made up of eco-friendly buildings, complete with robots and sensors collecting a range of data (sadly on a much smaller scale than it had wanted).
Further to its pioneering work with project Loon, Google X, continues its chase to bring communication everywhere with its project using FSOC.
So can expect a greater integration between our landscape, devices and time online? Best in class experiences will be seamless, supportive, inclusive and engaging – but by contrast, there must be a warning to brands that cross the line – and become too ‘needy’, confusing truth and fiction in the name of content and engagement. In the next edition we touch on how 2020 consumers will view their security and data privacy.
Read Part 4 / Privacy & Security
Final Edition/ Healthcare
In this the fourth part of our six part headline review of Trends 2020 we explore how privacy, and security, are fast becoming the trade-offs for ever more personalised experiences.
Privacy & Security
Trust and privacy will continue to be a significant concern as people trade personal data in return for personalised ads and experiences. Perhaps no bigger area of historical consumer concern is the security of our hard earned cash.
As a new decade begins, one of the major unresolved issues of the previous few years continues to haunt banks — when and how Big Tech will jump into financial services in a significant way.
Facebook has designs on your banking services as it enters the new decade, its own on-demand cryptocurrency, Libra
first mooted back in 2017 is predicted to launch this year along with its digital wallet Calibra.
So as the Big tech companies, with their armies of top-notch developers and knack for creating convenient products, continue to raise their profile in financial services, Apple launched its Apple Card with Goldman Sachs in August 2019. Facebook not satisfied with just Libra, announced Facebook Pay, a payment mechanism that works with Messenger, Instagram, WhatsApp and Facebook. Uber is building a stable of financial services products for drivers and customers in its recently created Uber Money division.
Feels like a sure bet that we can expect a new focus on highly engaging and portable financial solutions aimed at a younger consumer?
Perhaps its not just consumers that have reason to be concerned about data security, but the large traditionally slow-moving banks that need to keep an eye on their accounts?
Read Part 1/ Sustainability
Read Part 2 / Wellness & Mindfulness
Read Part 3 / Consumer
Next Edition/ Connectivity
In the third of our look at headline trends likely to be significant in 2020, having already explored Sustainability and Wellbeing, we switch our focus to the Consumer-tech that will be creating impact in the coming years.
Personalisation to deliver a better experience has always been part of consumerism. People are familiar with brands reaching out to them this way.
With technology such as facial recognition, sensors and smart objects, DNA test democratization, the world has turned into a landscape that shifts and changes around consumers. The result is ever higher expectations for responsive personalisation.
is the beauty device developed by L’Oréal and helping you to create cosmetics specific to your type of skin, according to your outfit or the weather conditions of the day. Sisley’s Hair analyser
is a connected device which diagnoses your scalp to provide the most adapted cure for your hair care needs.
Featured at CES, Ballie, will become your AI assistant and will follow you around the house. With voice activation control and ubiquitous integrated camera, it will respond to demands and will be able to act as a personal trainer, capture memories or manage the connected devices of your household (but might need help with the stairs?).
So what will this mean for consumer brands? Their ability to address our needs, and deliver empathetic, meaningful solutions through new products and services is clearly key. However the way in which these experiences are designed and delivered will of course be the differentiator.
Missed Part 1 / Sustainability read it here.
Read Part 2 / Wellness & Mindfulness.
Next Edition/ Connectivity.
In this second instalment of our trend report Horizon 2020, we wanted to take look at wellness and midfulness two macro trends that we feel will continue to shape consumers in 2020.
Wellness & Mindfulness
As we switch attention from care for the planet, to care for ourselves… ‘Self-care’ continues to grow, and now has a market value of $4.5 trillion according to the Global Wellness Institute (GWI). Naturally,consumer brands are keen to align themselves with purpose driven ethics and consumer-health, as a more stable opportunity than the fickle, and slightly tarnished, fast-moving-consumer goods space.
Sleep quality, is the Holy Grail for many consumers and is fast becoming an established tech-field in its own right.
By changing the position of the head, Smart Nora, helps snorers (and their partners!) get a great night’s sleep.
Climate360 mattress regulate the temperature of your bed from one side to another, and babies don’t miss out either with mamaRoo sleep bassinetfrom 4moms.
With the gym market worth a staggering $80 Bn in 2019, we predict a growth of home exercise tech-brands that will want to take a market share through digital personal trainers. Such as Mirror, which tracks your moves and status while you exercise.
As a counterpoint to ‘tech’, we’ll continue to practise self-wellness through more natural means. Cognitive enhancers (Nootropics
) will compliment meditation with practises such as sound bath healing
, becoming the next way to #liveyourbestlife, nutrients will be extra-personalised, and the boom created by CBD products will become mainstream in the beauty & wellness industry.
Read Part 1/ Sustainability
Next Edition/ Wellness & Mindfulness
As we start the beginning of a new decade, we wanted to take look at the macro trends that we feel will shape 2020, from the developing trends of 2019, that will continue to grow, to new emerging ones breaking the codes.
If 2019 was about raising the alarm to save our planet, taking responsibility for our consumption, and questioning businesses and governments on their practises, 2020 will be all about creating change and more.
is born from recognising the point at which ‘we have everything we need’. So, given consumers are taking responsibility for their consumption in order to tackle over-consumption, plastic backlash, wildlife struggle and more – should we expect a major refocus towards making amazing experiences, sharing knowledge and repair?
The difference between what is good for people and what is good for the earth will blend in the eye of the consumer. In this spirit, the purpose driven outdoor brand Rei co-op launched its initiatives #OptOutside and #OptToAct
with a yearly action plan, a repair/reuse/resell service and co-operative structure.
Regenerative Agriculture revisits farming using principles and practices that enrich soil that increase biodiversity and enhance ecosystems. Silvopasture, for example, is a way of using livestock to graze pasture beneath trees which creates a sustainable, carbon harvesting and profitable alternative for hardwood farmers.
Next Edition/ Wellness & Mindfulness
We are pleased to introduce Béatrice Lorans, our latest team member!
Béa has joined us having spent time in both agency and in-house – initially graduating from ISD before interning at Tupperware, then spending time with the team at Above before joining the in-house team at Kenwood.
She has already made herself quite at home, and is already in the thick of it on a number of diverse projects including
creating a service design concept for a luxury wellbeing chocolate experience, creating kitchen tools for a brand new and super-healthy veggie snack as well as writing a trends piece that predicts opportunities for social and sustainable brands in 2020 and beyond, all this whilst making time for pre-work cross country runs through the Forest.
Sign up here to receive a copy of Béa’s trend report later this month.