According to Chris Butler, director of Ziba’s Consumer Insights and Trends group the great trends of 2013 are:
1. THE MIND IS A COMPETITIVE ENVIRONMENT.
2. CUSTOMER-FACING EMPLOYEES ARE YOUR BRAIN AND YOUR BACKBONE.
3. ANALOG WILL NEVER GO AWAY.
4. WORTH IS DETERMINED BY PHILOSOPHY, NOT PRICE.
5. NARRATIVE IS A DELIVERY VEHICLE TO MAKE INFORMATION STICK.
6. REPAIR AND REPURPOSE ARE THE NEW KILLER APPS.
7. TECHNOLOGY MOVES TOO FAST TO CARE ABOUT.
8. FLAWLESS FUNCTION IS TOMORROW’S GREAT USER EXPERIENCE.
10. HUMAN INTERACTION HAS NEVER BEEN MORE PRECIOUS.
11. GEN Y IS CREATING ITS OWN SERVICE ECONOMY
12. EVERYONE IS A SPECIALIST.
A recurring theme that connects these insights is tension–not in a negative or uncomfortable way, but a useful one that acknowledges the diversity of the modern marketplace, and the natural contradictions within individuals and organizations. Brand philosophy and narrative are crucial to winning customer loyalty, but not at the expense of basic function. People want to develop expertise and take ownership of their technology, but they also crave the advice and attention of another human.
Far from being at odds, these insights emphasize the complexity that we live in and the diversity of our needs, and brands ignore that fact at their peril. That, at least, is an insight that isn’t changing anytime soon.
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