PEER ARMIES - TrendWatching

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION MARCH 2016 GLOBAL TREND BRIEFING PEER ARMIES Ready for the next evolution of peer power?

Transcript of PEER ARMIES - TrendWatching

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

M A R C H 2 0 1 6

G L O B A L T R E N D B R I E F I N G

PEERARMIESReady for the next evolution of peer power?

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

The revolution that is peer-to-peer buying, selling, renting, and sharing is ubiquitous and thriving. But where is all heading?

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Storm clouds have gathered around the P2P rainbow. Many services that rely on peer or freelance providers (think Uber) have faced legitimate criticism around worker welfare.

Is the P2P revolution really the empowering dream some have claimed?

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

P A R T O N E

PEER ARMIES

P A R T T W O

THE BIGGER PICTURE

P A R T T H R E E

WHAT'S NEXT?

In this Trend Briefing…

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

PEER ARMIESThe next evolution of peer power – and the smart

brands and startups already riding this trend.

P A R T O N E

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Awesome (peer) power. Used for good.

The instant access to networks of peers is here to stay. The expectations it has fueled (ultra convenience, better value

service) can’t be put back in the box. Now people will insist it is used for good.

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

In 2016, consumers will embrace brands and startups that build, partner with or become a PEER ARMY: that's a network of connected peers who do something new for customers

(and earn the rewards that follow!)

D E F I N I T I O N

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Remember, a PEER ARMY is a mutually beneficial relationship: good for the

brand, good for the ARMY, and good for customers!

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

WHAT'S DRIVING THIS?

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

W H A T ’ S D R I V I N G T H I S ?

A whirlwind of expectations around a more meaningful, sustainable

consumerism that EVERYONE can feel good about.

1. Self-actualization becomes social-actualization

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

W H A T ’ S D R I V I N G T H I S ?

2. The disruption of work

New technologies, new mindsets, and profound social and

demographic shifts are changing the world of work.

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

The number of self-employed people in the US grew by 1 million in the year to May

2015.U S B U R E A U O F L A B O R S T A T I S T I C S ,

A U G U S T 2 0 1 5

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W H A T ’ S D R I V I N G T H I S ?

3. The informal economy gets organized

In emerging markets, informal, decentralized services are being revolutionized by more widespread access to digital technologies.

Many services are being transformed, as new platforms and startups bring

independent suppliers together to form organized and accessible PEER ARMIES.

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

An estimated USD 10 trillion of economic activity takes place in the

informal economy each year worldwide.

P R O F E S S O R F R I E D R I C H S C H N E I D E R ,L E A D I N G E X P E R T O N T H E I N F O R M A L

E C O N O M Y

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

BUILD A PEER ARMYBuild a PEER ARMY from superfans, ordinary customers,

users… or anyone else already engaging with you!

O P P O R T U N I T Y I

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P2P accommodation site launches PEER ARMY-fueled tours

BUILD A PEER ARMY

Airbnb

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Dutch airline connects flyers on layover to locals

BUILD A PEER ARMY

KLM

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Shoppers able to interact with Chevrolet owners via WhatsApp

BUILD A PEER ARMY

Chevrolet Brazil

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Tourism organization gets citizens to answer foreign tourists' questions

BUILD A PEER ARMY

Visit Brussels

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Customer selfies help users find the perfect beauty products

BUILD A PEER ARMY

CoverFX

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Luxury hotel group uses guests as mystery inspectors

BUILD A PEER ARMY

Small Luxury Hotels of the World

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Printer owners agree to automatically print missing person posters

BUILD A PEER ARMY

HP Brazil

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Retailer plans to roll out P2P delivery service to more US cities

BUILD A PEER ARMY

Amazon

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

PARTNER WITH A PEER ARMY

Another option? Partner with a PEER ARMY that’s already been built.

O P O R T U N I T Y I I

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

National post service partners with P2P delivery service

PARTNER WITH A PEER ARMY

Correos de México and Kangou

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Hotel group partners with Instagram to create city guides

PARTNER WITH A PEER ARMY

Marriott Hotels and VSCO

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Automakers ask customers of taxi hailing app to offer test drives

PARTNER WITH A PEER ARMY

Automakers and Didi Kuaidi

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Pop-up restaurant partners with P2P delivery service

PARTNER WITH A PEER ARMY

Ijburg Serveert and TringTring

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

BE A PEER ARMYCreate a new brand, service or startup that

has a PEER ARMY at its core.

O P O R T U N I T Y I I I

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New on-demand taxi service is built on idea of treating drivers better

BE A PEER ARMY

Juno

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Navigation app features tips from local drivers

BE A PEER ARMY

Mapkin

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Kit facilitates P2P bike sharing

BE A PEER ARMY

AirDonkey

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

To understand where this trend comes from (and where it's going) it pays to see it in the context of our

Trend Framework.

P A R T T H R E E

THE BIGGER PICTURE

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

The Trend Framework

All the trends we spot and share are newly-emerging directions of travel in one

(or more) of the 16 mega-trends that make up our Trend Framework. See a glimpse of that on the next slide. PEER ARMIES sits under

the FUZZYNOMICS mega-trend.

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

WHAT’S NEXT?Where does this trend go next – and

how can you ride it?

P A R T T H R E E

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Uber are entrenched in disputes over driver unions that could force them to improve pay and conditions. Surely it’s better to embrace a trend, rather than resist it? ;)

W H A T ’ S N E X T ?

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

Spotify’s Fresh Finds playlists are populated by an anonymous army of 50,000 ‘exemplary taste’ users without their knowledge. Are you ready for PASSIVE ARMIES, and more…?

W H A T ’ S N E X T ?

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GLOBAL TREND BRIEFING · MARCH 2016 | PEER ARMIES: PPT EDITION

When marshaling a PEER ARMY ask: who should we include? In a world where people a more free than ever to construct their own lifestyles, you might need to overturn old assumptions to reach the best answer.

W H A T ’ S N E X T ?

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