Consumer 2030

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This report looks at the socio-cultural and technological shifts that are shaping the consumer in 2030.

We explore:

-The Shifting cultural landscape

-Technological innovation

-Future products, packaging and services for the shifting needs and desires.

Tide Cleaners

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The detergent brand Tide has embraced digital technology to offer a personalised cleaning service in your area. Tide is asking consumers and business-owners to request new locations via a microsite. The locations will include drop-box lockers inside high-rise apartment buildings, offices and retail locations such as supermarkets, vans parked on student campuses and 24-hour stand-alone stores. Customers can pre-pay for laundry through an app, drop it off in the lockers and receive a notification when it is ready for pick-up.

As explored in our macrotrend Connected Living, Tide are embracing digital applications, e-commerce and geolocation to offer consumers ultra convenience.

A diet to save the planet.

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Macrotrend: Flexitarian diets


The EAT-Lancet Commission has just published a comprehensive report which has developed a diet to feed 10 billion people with sustainable food systems.

 Scientists have been grappling with the problem of feeding billions more people in the decades to come without causing damage to the planet.

The Flexitarian diet or "the planetary health diet" is the solution they recommend. The findings and recommendations will be presented to governments around the world.

 So, how will out diets have to change to avoid environmental disaster?

 f you consume red meat every day then the report recommends you look for alternative sources of protein such as nuts and legumes. The next big shift will be to fresh vegetables and fruit which should fill approximately half of a plate in a main meal.


 Here is the recommended daily breakdown:


1.    Nuts - 50g a day

2.    Beanschickpeaslentils and other legumes - 75g a day

3.    Fish - 28g a day

4.    Eggs - 13g a day (so one and a bit a week) 

5.    Meat - 14g a day of red meat and 29g a day of chicken 

6.    Carbs - whole grains like bread and rice 232g a day and 50g a day of starchy vegetables

7.    Dairy - 250g - the equivalent of one glass of milk 

8.    Vegetables -(300g) and fruit (200g) 


Why do we need a healthy, sustainable diet for 10 billion people?

According to the United Nations, the world population is projected to reach 9.8 billion in 2050, and will continue climbing.

During 2019-2050, half of the world’s population growth is expected to be concentrated in nine countries: India, Nigeria, Pakistan, Democratic Republic of the Congo, Ethiopia, United Republic of Tanzania, United States of America (USA), Indonesia and Uganda

Why is it healthier?

The researchers say the diet will prevent about 11 million people dying each year. That number is largely down to cutting diseases related to unhealthy diets such as cancers and heart diseases.. These are now the biggest killers in developed countries. 

The plates below are examples of a planetary health diet. This is a flexitarian diet, which is largely plant-based but can optionally include modest amounts of fish, meat and dairy foods.

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 Why we need to re-think farming?

 The use of land for farming and forestry accounts for around a quarter of all greenhouse gas emissions. This is the same as all electricity and heating.  

 At the granular level, Meat and dairy are the major factors. Worldwide, livestock accounts for between 14.5 and 18% of human-induced greenhouse gas emissions.

Methane and nitrous oxide are also major contributors to warming gases.

 From an environmental perspective, the Goal of the diet is to:

§  Reduce greenhouse gas emissions

§  preventing any species going extinct

§  having no expansion of farmland, and 

§  preserving water usage.


Next Steps


The EAT-Lancet Commission is aiming to present the findings to governments around the world to see if we can begin to shift behaviour for the better.

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Living Bacteria as a natural dye

Natsai Audrey Chieza works at the intersection of biology and design, and wants to show how living organisms can make sustainable materials

Silk dyed as part of Project Coelicolor   Toby Coulson

Silk dyed as part of Project Coelicolor

Toby Coulson


Designer Natsai Audrey Chieza has an unusual creative partner: the soil-dwelling bacterium Streptomyces coelicolor. Under the right conditions, S. coelicolor produces a pigmented compound, which Chieza uses to dye fabric and garments in patterned hues of pink, purple and blue. “It dyes textiles in a colourfast manner with barely any water and no chemicals,” Chieza says. “In many ways, that's the definition of a natural dye.”

Chieza has been working with her “companion species” since 2011 and this year launched Faber Futures, a London-based biodesign lab that aims to help other researchers and companies harness the power of living organisms to develop their own sustainable materials. “Project Coelicolor is a great way to say, ‘This is what we did with this micro-organism; let us help you figure out what to do with yours,’” she says

Regardless the industry, Chieza hopes that biodesign can lead the way to more sustainable means of production, helping manufacturers to shift away from petroleum-based materials, divest from fossil fuels and reduce waste. With Faber Futures, she is also keen to develop an ethical framework for working with living organisms. “If we can engineer life, that means science has become a design space," she says.

Dream Machine by Frank Kolkman

Dream Machine

Swarovski set a brief entitled ‘smart living’ exploring future thinking in design and technology.

Building on the work of artists from the 50s and 60s like Brion Gysin, Tony Conrad, Bernard Leitner and Ugo la Pietra -- the project attempts to create an immersive crystal 'dream machine'. By generating light and sound patterns that synchronize with alpha and theta brainwaves, the machine would allow individuals to enter a state of deep relaxation or ‘artificial dreaming’. It’s tapping into the notion of creating profoundly individual experiences that can't be easily captured or converted to other media. I like the idea of it being a type of immersive 'inside out chandelier'.


Future-Forecasting Trend: Cannabis in drinks.


With young consumers shifting their behaviour towards healthier lifestyle choices,

and the softening of opinion towards the use of Cannabis in soft drinks is there an opportunity for adult soft drinks?

Coca-Cola thinks so and is reportedly in talks with a Canadian company to create a cannabis-infused health drink since Canada has recently legalised the use of recreational cannabis on the 17th October 2018.

The soft drinks giant said it is "closely watching" the expanding use of a cannabis element in drinks.

It is said to be in talks with Aurora Cannabis to create a drink infused with cannabidiol, a naturally occurring non-psychoactive compound derived from the cannabis plant.

Cannabidiol, or CBD, does not produce the high commonly associated with marijuana. It is believed by many to have anti-inflammation and pain-relieving properties and numerous CBD-infused products have emerged recently.

Aurora Elixirs is leading the way with natural ingredients infused with hemp extract and cannabinoids. Aurora Elixirs presents a brand that focuses on the transcendent experience of consuming ight doses of CBD in a safe vessel. Truly balanced, these tonics are marketed toward consumers that seek a refined and sensual experience.



Lagunitas is another player in the market. Their latest foray is a non-alcoholic, zero-calorie sparkling water infused with hops, CBD, THC, or both is called Hi-Fi Hops.

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Every 12oz can has no more than 10mg of marijuana-infused goodness, with drinks featuring CBD and THC, or the “purple” version featuring just THC. THC is the compound in cannabis that creates a mild-altering buzz, while CBD is a non-psychoactive component that is thought to reduce stress, pain and inflammation.


What looks like an emerging may become big business in the next few years.


Society cleaning products has an interesting

design strategy and a disruptive business model.

 Cleaning products are not usually display worthy in terms of graphic branding. Society is looking to change that with designs inspired by artists like Ellsworth Kelly and Josef Albers.

Society will operate through a membership model: Customers will pay a yearly fee of $99, enabling them to purchase a range of personal care and cleaning products that Society has formulated and designed.

Once you’re a member, you can begin purchasing items in the Society marketplace, which will be sold at cost. Society products will cost about half as much as other green products on the market; the average nontoxic counter spray on the market costs between $6.99 and $8.99; Society’s version will cost $4.99. Like many other marketplaces that have launched in recent years–from Brandless to Grove–Society’s products will only include natural microbes and enzymes, rather than synthetic chemicals.

Design for disassembly


UK based Technology company Kano is resisting the throw away culture of technology by teaching kids how to disasseble their technology. Each of Kano's kits first asks the user to build the hardware, then teaches them how to code on it, before celebrating the finished product – be that a game, artwork or piece of music – through the KanoWorld online community.

Lego-style ease of disassembly is so sacrosanct to the company as a design principle that, if a desirable feature were only achievable by gluing components together, that feature wouldn't make it into production.


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Ikea Space 10




What if a coffee bar could double up as your cab ride to your next meeting? Could a doctor’s appointment take place on the way to work? Imagine buying gifts en route to a party, or having fresh produce delivered to your door straight from the fields, or even explore virtual worlds on your way home.


Ikea’s futures lab, Space 10 has been tasked with looking at these future scenarios of driverless vehicles in the mid-future.


Spaces on Wheels looks at a very important future issue: urban transport. More specifically, how self-driving cars might change our surroundings. Starting with the very reasonable premise that ‘the day fully autonomous vehicles hit our streets is the day cars are not cars anymore,’ Space10 and f°am Studio have created seven different rolling frameworks to represent the wealth of options promised by this new technology. These consist of Flexible Workspace (a roaming shared space that is effectively an office on wheels); Coffee on the Go (a boutique rolling roastery); Healthcare (drug dispensary); Farm (a mobile farmers’ market); Play (a pod for augmented reality experiences); Hotel (a sleep station) and a shop.

Transport will be radically changed by autonomous technology and there a huge opportunities for progressive thinking companies and brands.

Healthcare trends


In our recent Healthcare report we noticed a few examples of brands offering more exotic sensory experiences. One brand that has been successful with this strategy is Nuun vitamins, which comes in effervescent tablet format in blueberry, pomegranate, tangerine and lime and ginger and lemonade. 

The brand has employed a clean modern typography to convey it's fresh approach and exotic flavours.