Facebook recently released its 2019 trends report based on a study of consumer messaging and behavior on the platform, over the past 24 months, of consumers who are over the age of 18 and primarily used the Facebook products “Topics to Watch” and “Hot Topics” to drive the research. If the entire 33-page report could be boiled down to two words, those words would be: Be Better.
Consumers are looking for brands that reflect their values, hold their opinions, and in general seek to make the world a better place. Things like zero-packaging solutions, organic or sustainable product lines (the search for “metal straws” is up 205%), natural ingredients, and carbon dioxide removal are just some of the trending topics heading into the new year. Higher rates in the searches seems to align with the trendlines for outdoor adventures like paddle boarding, wakeboarding, and hiking, as well as searches in the realm of ‘mindfulness.’
In the world of entertainment, consumers are looking to new technologies to fulfill their need to escape. Use of platforms like the video streaming service Twitch or hours spent in games like Fortnite show no signs of slowing down as we head into 2019. Consumers are also bullish on smart speakers as 1 in 5 Americans has one in their home, they will spend the next year trying to get the best quality audio out of these peripherals of convenience, pushing us ever closer to a home that is fully-connected in the world of the Internet of Things (IOT).
Aesthetically, consumers are moving away from the coffee house and minimalist look that has dominated every corner of American culture, in favor of wild patterns. From a creative standpoint, marketers who understand ad creative and can play in that space might have some big wins with some bold decisions when it comes to color palettes and patterns. Think cheetah is the new black and you would be in the right neighborhood.
Perhaps the most surprising trend is that after years of touting the power of the influencer and hot on the heels of the Netflix documentary “The American Meme,” the consumer is showing a preference towards micro-influencers or even nano-influencers – these are users that have much smaller audiences than a Kardashian but the audience they have is highly engaged, so they are able to convert for brands at a much higher level for a much lower cost.
2019 is bound to be an exciting year full of disruption and opportunity, brands who are willing and able to navigate the chaos and understand the trendlines will be perfectly positioned to connect with consumers in the coming year.