Our fifth annual series of trends reports includes insights into the big shifts that are changing marketing, healthcare, digital experience, and consumer expectations. In this report, you’ll find the top eight consumer trends, each with clues into new possibilities and examples of brands that got there first.

1. CON
SUM
ER
20
15
CONSUMER
TRENDS
MARKETING
CONSUMER
DIGITAL
HEALTH

2. 20
15
CONSUMER
TRENDS
Our fifth annual series of trends reports includes insights into the
big shifts that are changing marketing, healthcare, digital
experience, and consumer expectations. In this report, you’ll find
the top eight consumer trends, each with clues into new
possibilities and examples of brands that got there first.

3. Abigail Schmelzer
Alex Brock
Andrea Evans
Angela Cua
Azul Ceballos
Bruce Rooke
Campbell Hooper
Charles DiSantis
Chelsea Bailey
Duncan Arbour
Eduardo Menendez
Eric Davis
Fred Harrison
James Tomasino
Jeffrey Giermek
Jeffrey Wilks
Jessie Brown
Joe DeSalvo
John Mucha
Joy Hart
Julie Valka
Kathryn Bernish-Fisher
Kevin Nalty
Leigh Householder
Luke Hebblethwaite
Matt Groom
Mike Martins
Nick Bartlett
Nicole Sordell
Pavithra Selvam
Phil Storer
Richard Martin
Rick Summa
Sam Cannizzaro
Sarah Brown
Sayeed Anwar
Scott Raidel
Stefanie Jones
Zach Gerber
CORE
CONTRIBUTORS
20
15
CONSUMER
TRENDS

4. At the core of our innovation
practice is a simple idea:
Knowing how people’s expectations are changing lets us capture new
market opportunities, take smart risks, and spur innovation.
We start by uncovering clues. Clues are data points, great stories,
quotes, and pictures that shift our understanding of what people want
right now. We find them in practices around the world and in the
technologies, brands, and experiences that doctors and patients
encounter in their everyday lives.
Over time, those clues combine and connect to reveal trends, a new
kind of inspiration for creating experiences in the moments before our
customers realize they need them. And months and years before our
competitors realize the same thing.
20
15
CONSUMER
TRENDS

5. Restless Impatience
The Return of Men
Emerging Millennial Majority
Maybe 70 is the New 50
Everything As A Service
Kids Optional
Get Real
Take It To The Streets
We’re following eight trends that show how
the consumer landscape will be changing in 2015.
THE
TRENDS
1.
2.
3.
4.
5.
6.
7.
8.

6. 1.
IN SHORT
The new anxiety: wasting a
single moment not getting
exactly what you want.

7. 1.
RESTLESS
IMPATIENCE
Users start abandoning “slow” video
loads after 2 seconds
—Prof. Ramesh K. Sitaraman, UMass Amherst

8. 1.
RESTLESS
IMPATIENCE
AMAZONIFICATION OF THE CONSUMER
We started to see this trend emerge a few years ago. The ubiquity of online shopping options from big brand
names had created a new level of trust in internet retail. Many consumers who had previously feared typing
their credit card information into a dot-com were suddenly a lot more concerned about finding the best deal the
internet had to offer. Why stop at the store you know when an even better price (maybe with a free shipping
offer!) could be just a few clicks away? We were quickly becoming used to having nearly anything we wanted
delivered to our doorstep in 48 hours flat.
Now? 48 hours is an eternity to wait.
Retailers are competing to build same-day delivery services. Some are serviced by messengers and mail
carriers, others by customers and neighbors. Great new apps are eliminating the wait for everything from a
date to a taxi to a table at a favorite restaurant. Netflix, Hulu and Amazon start streaming high-def movies in
seconds.
It’s all so instant.
So instant that it’s making many of us chronically impatient.

9. 1.
RESTLESS
IMPATIENCE
LEARNING IN THE SHALLOW END
What if you grew up literally never waiting for anything? Ok, some of you did. Others of us have the context of
that whir-hiss of dial-up internet as context to comfort us when things get slow.
Still, for many across generations, our desire for instant isn’t just for “stuff,” it’s also for information and
learning.
Blame Lowe’s series of 6-second Vine videos for making us believe we could learn home repair in an instant;
or Wikipedia for giving us the sense that all the world’s collective knowledge could be summarized in a few
scrolls.
When Pew surveyed technology stakeholders and critics, they found consensus that the rapid pace of
technology can lead to more nimble thinking but that “trends are leading to a future in which most people are
shallow consumers of information.”
Interestingly, this behavior is also making favorite platforms stickier. Instant-addicts want to turn to devices and
apps that they’re familiar with, that work exactly the way they’ve always known them to work. Any learning
curve feels like a steep climb in this impatient era.

10. 1.
RESTLESS
IMPATIENCE
33M
Netflix has 33 million
members who
stream videos
8M
Compared
with only 8
million who
get DVDs by
mail
“If I want to watch a movie
now, and it’s not on Netflix or
on-demand, then I’m not
going to put any more effort
into finding it.”
—Cambridge Grad Student

11. 1.
RESTLESS
IMPATIENCE
RESTLESS COMFORT SEEKING
Do you remember the agitated boss on National Lampoon’s Christmas Vacation trying to get free of a human
interaction by picking up his phone and bellowing to a secretary, “Get me somebody, anybody! And get me
someone while I’m waiting.”
Not many people have secretaries any more, but a lot of us use our smartphones the same way. We scroll
boringly through timeline updates while standing in line. Text at any break in conversation. Check the sports
scores halfway through the main course. And generally drown out any moment of pause with restless activity.
It turns out we’d actually rather be shocked than be alone with our thoughts.
In 11 studies, researchers at the University of Virginia found that participants preferred to administer electric
shocks to themselves rather than being left alone with their own thoughts for 6 to 15 minutes. They preferred
mundane external activities more than the shocks, but left with no stimulus at all, well, they administered
some.
We love this quote from the study’s authors: “Most people seem to prefer to be doing something rather than
nothing, even if that something is negative.” Even, apparently, if it makes you yell, “OUCH!”

12. 2.
IN SHORT
The old majority is now a
delightful new niche.

13. 2.
THE RETURN
OF MEN
Movember has funded over
800 programs and has raised
$559 million to improve the lives of men
affected by prostate cancer, testicular cancer,
and mental health problems.

14. 2.
THE RETURN
OF MEN
40% 31%
Men are the primary
grocery shoppers in about
4 in 10 households
Men who take care of their
families and homes has
doubled since 2000.
—Upshot Data
“Traditional” households,
in which the mother stays
at home and the father
works, comprise only 31%
of modern American
households, as opposed
to 70% in 1960.
—Pew Research 2013

15. 2.
THE RETURN
OF MEN
SHIFTING THE SPOTLIGHT
Brands like Always and Dove have been working hard
to empower women to embrace their real beauty and
to be proud to run like a girl. The pink ribbon for breast
cancer awareness has become one of the most easily
recognizable badges of being “pro women.” Special
councils have convened to figure out how to help girls
excel at math and technology.
But what about the guys? In 2015, we’re going to see
the modern male receive more recognition and maybe
a beard as well. It’s starting with a critical cause.
Prostate cancer affects as many men as breast cancer
does women. That’s 1 in 7 men. But it receives roughly
half the research and grant dollars that breast cancer
does. And you don’t know what their trademark ribbon
color is either.
You’re about to. The reboot of the man movement is
going to drive some big conversations about equality in
awareness, funding and action. The Prostate Cancer
Foundation has taken to the digital realm to light a fire
under their campaign, “Manhood For Good.” The
campaign aims to increase awareness and calls to
action the importance of regular prostate exams.
Through raising widespread awareness, they hope to
one day end prostate cancer for good.
The US has recently designated November
“Movember,” a month when men grow out their
mustaches in an effort to change the face of men’s
health. By growing out their mustaches, they raise
awareness and monetary donations for men’s health
issues. And those mustache-wielding men have
already begun to make a difference.

16. 2.
THE RETURN
OF MEN
FROM A GROCERY AISLE TO THE WHOLE GROCERY STORE
Once we just used soap and shampoo. Then there was an explosion of women-friendly innovation that filled an
entire aisle with hundreds of options for scents, active ingredients, and hair and skin-fixing solutions. Options men
weren’t too interested in. So consumer packaged goods (CPG) leaders started creating more stripped down and
relevant products just for men. Instead of making them hunt for these man-friendly finds, major retailers created Man
Aisles, packed with musky-smelling deodorant, simple shampoos and high-tech razors.
But what happens when men wander outside those friendly confines?
More and more men are now their household’s primary grocery shopper. Their shopping behaviors are different than
women’s and that’s changing how leading brands create new products and advertise to attract them.
So what do these male grocery getters value? Speed, efficiency and bold flavors. That means shifts in shelf
placement strategies and bold new flavors like Beer-n-Cheese (Campbell’s) and habanero mac (Kraft).
Advocates of the Men’s Rights Movement want to see similar changes happen in education, law (eg, custody laws
that equally value both parents), and research. They want new approaches that are responsive to real challenges
that men share—not at the expense of women but more customized to the needs of men.

17. 2.
THE RETURN
OF MEN
Miracle Whip’s new ads show men
cooking and bringing covered dishes to
parties. Our everyman delivers great food
and masculinity in the payoff line: “If
you’re going to bring the artichoke dip,
bring the frigging artichoke dip.”
youtu.be/1Gnf_NEliYw
Dollar Shave Club’s internet advertising
appeals to the male audience using
simple and direct comedic messaging.
youtu.be/ZUG9qYTJMsI

18. 2.
THE RETURN
OF MEN
LUMBERSEXUALITY: CONFRONTING THE MASCULINITY CRISIS
A hypermasculine version of the modern male has emerged in quite possibly an attempt to preserve modern
masculinity. Even though this type of individual has likely been coding all day on his MacBook Air in his locally
sourced coffee shop, he looks as if he just left the lumber yard. These rugged men have recently been identified as
“lumbersexuals”—perhaps as a backlash to their metrosexual counterparts. These lumbersexuals have become a
walking symbol of the revamped modern middle class male that is fighting to keep masculinity as we have come to
know it—alive and well.
The founder and (clean shaven) face of the Dollar Shave Club has made their subscription-based razor company
internet famous through their comical brand videos. With their messaging that takes a deliberate jab at the high-
priced name-brand razor industry, the Dollar Shave Club effortlessly draws the attention of modern males that have
faced this burden for years, yet have been presented no better options. Their brand videos highlight the fact that
there’s no need to pay extravagant prices for razors that cost a fraction of the price to produce. Through this unique
call to action, men are left empowered with the ability to finally do something about it. The Dollar Shave Club does
not just sell no-name razors, it sells the constantly evolving male lifestyle without losing its roots.

19. 3.
IN SHORT
This new boom is headed
straight from the basement
to the boardroom.
For millennials, getting married or owning
a home is less important than having a
stable, well-paying job.

20. 3.
EMERGING
MILLENNIAL MAJORITY
72%
72% of millennials
want to quit their jobs
and become entirely
independent
80%
80% of millennials said
they would consider
quitting their existing
jobs and working for
themselves in the future
58% of
millennials
expect to
leave their
jobs in 3 years
or less
58%
—Millennial Branding Research/Elance O-desk

21. TAKING OVER THE WORKPLACE
3.
EMERGING
MILLENNIAL MAJORITY
In 2015, adult millennials (born between 1981 and 1996) will become the new majority in the workplace,
overtaking both Boomers and Gen X. This is the tipping point where they’ll go from clashing with old
models to building ones entirely their own.
These professionals in their 20s and 30s aren’t just the frontline. A study of over 1000 millennials found
that 28% are already at management level, and two-thirds expect to be in management roles 10 years
from now.
In 2015, this generation will be fighting for leadership roles and shaping their workplaces from more
influential positions.
Studies say these millennials are more adaptable and open to change than their predecessors. But they
are also likely to leave their jobs in 3 years or less. These rapid employee turnover rates will create
strong challenges for big companies to retain millennials in the workplace.
So, what’s important to this new boom?

22. 3.
EMERGING
MILLENNIAL MAJORITY
Flexibility. 79% of millennials report that they would consider quitting their regular job to work for
themselves. They value the ability to pick and choose projects, location independence and work-life
balance.
Mastery. Millennials stay in jobs where they get real responsibilities that make them feel like they’re
having an impact. They also value autonomy to complete work but want support and mentoring around
their career and new opportunities.
A Good Life. The salary is important to this generation, sure. But so are the expectations. The 9 to 5
grind doesn’t work for many. Instead, they want to have the best of all worlds—working and earning in
places that inspire them.
—Bureau of Labor Statistics, 2014
—Elance, 2014

23. HEALTH AND WELLNESS: A WORK IN PROGRESS
3.
EMERGING
MILLENNIAL MAJORITY
For millennials, health and wellness is no longer just a visit to the doctor’s office when they are ill. Sure,
62% of them see healthcare professionals reactively, but their ideas of health and wellness go well
beyond the 10-minute visit with a doctor.
They see health and wellness as a lifelong process that starts with adjusting their current habits and
searching for new ways to put their health into their own hands. They start with one of the most
manageable daily activities—their eating habits. Forty-two percent of millennials are willing to pay more
for foods that are made with all-natural ingredients. And 36% are willing to pay more for foods that are
organic. The widespread push for healthier options is not just a health trend, it’s an aggressive
marketing tactic to retain and grow the millennial consumer base.
Millennials are fact checkers. With the amount of information flying at them from numerous channels
every second, they have been pushed into a state of distrust. Millennials share a common distrust of
celebrity-endorsed food products and are more prone to trusting those closest to them such as friends
and family. Cutting through the millennial distrust will take creative experiences and products that speak
to them the same way that their friends and family do.

24. 3.
EMERGING
MILLENNIAL MAJORITY
“We want to strengthen and be really clear and
focused on our brand positioning as the brand
for millennials,” CEO Greg Creed told the
Huffington Post. “And a kid’s meal is just
inconsistent with the edgy, left-of-center
millennial brand.”
—Taco Bell

25. GOODBYE CEREAL, HELLO INFLUENCE
3.
EMERGING
MILLENNIAL MAJORITY
With 25% of the world’s purchasing power,
millennials are starting to get the full attention of
both consumer and healthcare brands.
Even companies that have been common
staples for decades are taking a serious hit from
the millennial mindset. Cereal brands have
experienced a forceful decline in sales. The
category has dropped nearly 4 billion since the
turn of the century. Millennials are turning away
from sugary cereal brands and refocusing their
mornings on more health conscious options or
substituting breakfast for small snacks
throughout the day. Cereal companies have
attempted to adapt to these changing behaviors
by reducing sugar and adding new attractive
options such as gluten free.
Millennials are looking for a story beyond the
label. It’s not enough anymore just to hit them
with low prices and healthier options. Everyone
is pushing healthier alternatives to reach this
audience. The story is the only differentiator that
will set a brand a part from the pack.
MOM brands is one of the few cereal
companies that have been immune to this
category’s slipping numbers. With their
campaigns such as “bag the box,” they have
been able to resonate with not only the health
conscious, but the environmentally conscious
millennials as well. Through simple innovations,
MOM brands have become one of the top
cereal producers in the world.
For any consumer brand, the underlying goal is
always going to be sell more. But in 2014,
Budweiser raised the bar and went beyond
numbers to create long-term brand love.

26. 3.
EMERGING
MILLENNIAL MAJORITY
Budweiser’s widely publicized (and criticized) “Up for Whatever” campaign caused quite a stir for the
uninformed town they took over. But it also created a whole new playing field for what it takes to
successfully market to millennials. Budweiser gave millennials an active role in the campaign to make
them feel like co-creators of the campaign. This idea of co-creation and hands-on brand involvement is
something that resonates highly with millennials and is also proof that Budweiser hasn’t missed a beat.
“These are real moments with real people who have no idea what’s going to happen, but they’re willing to
take a chance and embrace the unexpected, which is a very strong millennial insight.”
—Budweiser Brand Director David Daniels youtu.be/h-xl6UUszos

27. 3.
EMERGING
MILLENNIAL MAJORITY
92%
92% of surveyed 21-
to 24-year-olds felt
entrepreneurial
education was vital in
the new economy and
job market
30%
30% started a business
in college
35% have
started a side
business
35%
—Millennial Branding Research/Elance O-desk

28. 3.
THE RETURN
OF MEN
64% 24%
64% of millennials ask
about social media policies
during job interviews
24% say it would be a key
factor in accepting the
offer
—Millennial Branding Research/Elance O-desk

29. 4.
IN SHORT
But only for some. There’s
a real dichotomy in aging
taking shape. On one path
are the challenges of old
age, on the other are its
liberations.

30. 4.
MAYBE 70 IS
THE NEW 50
51%
More than half (51%) around
the world say advertising does
not reflect older consumers.
—Nielsen

31. DIFFERENT REALITIES OF AGING
4.
MAYBE 70 IS
THE NEW 50
Half of all humans who have ever been over 65 are
alive today. What’s more, the number of people over
65 is set to double within just 25 years. It’s part of a
larger set of demographic shifts fueled by dramatic
advances in medical science and public health as
well as steep declines in fertility rates.
Two questions tell us a lot about what the
experience of aging will be like for members of this
booming demographic:
Where do you live? How healthy are you?
The fear of aging continues to grow in countries in
the west. But empowered authors, actors, producers
and business leaders are flooding pop culture with a
new look at what growing older means.
Columns about secrets to successful aging are more
likely to focus on how to throw a fabulous 60th
birthday party than how to organize a pill box.
Business owners are taking sabbaticals that look a
lot like gap years. Movies feature older people
starting out on entirely new chapters of life—ones
with dating and sex included (cringe not younger
generations, a Duke University study showed that
some 20% of people over 65 have sex lives that are
better than ever before).
Meanwhile, in countries that have long respected—
or even venerated—their elders, new challenges for
aging adults are emerging. For example, in China,
home to the world’s largest aging population,
ancestor worship and Confucian respect for the
elderly had long driven children to visit, care for, and
support their aging parents. But shifts in the
economy and cultural values weakened that sense
of duty to the point that parents began suing children
for anticipated support. China eventually created a
law that requires adult offspring to visit their elderly
parents and look after their emotional needs.
—Author Fred Pearce, UN population projections

32. 4.
MAYBE 70 IS
THE NEW 50
20% of people in the US
are still working today over
the age of 65, compared to
13% in the year 2000.
In Germany, nearly half of
people in the their early
60s are still employed,
compared to 25% a
decade ago.

33. THE NEW RETIREMENT STRATEGY: KEEP WORKING
4.
MAYBE 70 IS
THE NEW 50
In the 40 years, between 1965 and 2005, the
average legal retirement age rose by less than 6
months in 43 mostly rich countries. In that same
time, life expectancy increased by 9 years.
In this century, that trend has effectively reversed. In
Germany, nearly half of people in their early 60s are
employed today (compared to 25% a decade ago).
In the US, 20% of people over age 65 are working
(compared to 13% in 2000).
People are working longer in part due to necessity
and in part due to policy. For example, many
European countries—including Italy, Spain and the
Netherlands —have raised their required retirement
age and kept it climbing by indexing it to life
expectancy.
Better educated people are more likely to work for
longer. In one example, the Brookings Institution
calculated that 65% of American men ages 62 to 74
who have a professional degree are still in the
workforce. But only 32% of those with only a high
school degree are still working.
Working longer means disposable incomes are
staying higher too, even as spending priorities shift.
A.T. Kearney estimates that worldwide spending
amongst mature consumers is projected to reach
$15 trillion annually by the end of this decade.
Product innovation and relevant services just aren’t
keeping up.

34. LONGER LIVES, COME WITH LONGER ILLNESSES
4.
MAYBE 70 IS
THE NEW 50
Nearly everywhere around the world, people are living
longer, and fewer children are dying. But a study funded by
the Bill and Melinda Gates Foundation revealed that chronic
diseases and disabilities are taking a bigger toll. High blood
pressure, the study found, has become the leading health
risk worldwide, followed by smoking and alcohol.
“The biggest contributor to the global health burden isn’t
premature (deaths) but chronic diseases, injuries, mental
health conditions, and all the bone and joint diseases,” said
one of the study leaders, Christopher Murray, director of the
Institute of Health Metrics and Evaluation at the University of
Washington.
While life expectancy is climbing nearly everywhere, so too
are the number of years people will live with things like vision
or hearing loss and mental health issues like depression.
The good news is two-fold: The amount of time we spend
truly sick is decreasing and, by and large, we feel younger
than ever.
David Cutler, the Otto Eckstein Professor of Applied
Economics at Harvard University explained, “Effectively, the
period of time in which we’re in poor health is being
compressed until just before the end of life. So where we
used to see people who are very, very sick for the final 6 or 7
years of their life, that’s now far less common. People are
living to older ages and we are adding healthy years, not
debilitated ones.”
Nielsen in turn found that the older people get, the younger
they feel, relatively speaking. The gap in years between
actual age and “felt age” widens as people grow older.
Nearly half of all survey respondents aged 50 and older say
they feel at least 10 years younger than their chronological
age. Among respondents ages 65 to 74, a third say they feel
10 to 19 years younger than their age, and 1 in 6 say they
feel at least 20 years younger than their actual age.

35. 5.
IN SHORT
Why act when you can
order? In 2015, nearly
anything you can imagine
can be done for you.

36. 5.
EVERYTHING AS
A SERVICE
Average prices of popular tasks
—TaskRabbit
$35 $60 $85
Grocery
Shopping
House
Cleaning
Handyman

37. UBER FOR…
5.
EVERYTHING AS
A SERVICE
If you were an investor in Silicon Valley right now (instead of,
say, right there at your usual desk), you’d be hearing a lot of
pitches that start with “It’s like the Uber for…” Uber for
massage, for landscaping, for house cleaning, for auto
detailing. Anything that can quickly be sourced by the closest
available, not-currently-busy semi-professional and paid for
with the swipe of a finger.
This is the new capitalist dream: to earn endless potential
income by enabling an army of willing workers to reach
entirely new customers via an app. And it’s the current climax
of our everything-as-a-service economy.
“Uber for” is fueled by 2 interesting forces: lower barriers and
higher need.
Launching and growing an internet business today is simpler
and requires less capital than in years past. With just a few
hundred dollars, an entrepreneur could feasibly build a full
operations center with Amazon serving as its scalable server
space, MailChimp soliciting potential customers, and PayPal
streamlining online and in-app payments.
The workforce is there in droves too. Uber was founded in
the immediate aftermath of the worst financial crisis most of
us have seen. It grew as underemployment stayed high and
people found themselves looking for new kinds of income.
Ones that lacked the security and benefits that were once
considered common and instead provided flexibility and
renewed hope that hard work can change any economic
destiny.

38. THEY CALL IT *AAS (REALLY)
5.
EVERYTHING AS
A SERVICE
It started with information technology. Leaders in the field
spotted potential customers who were sitting on the sidelines
because they couldn’t afford the cost of entry, usually in the
form of big, expensive hardware or software rollouts. So they
created a new product for those capital-shy innovators:
software and servers as a service. Now, buyers could rent
exactly what they needed through Software-as-a-Service
(SaaS) or Data-as-a-Service (DaaS) programs and pay for it
by the month instead of in one large investment.
Today that *aaS model has grown into delivering almost
anything you can imagine at scale that works for both the
provider and the customer. It’s connecting people 1:1 to trade
fees for everything—from sharing a ride to completing a
honey-do list to putting up (or taking down) holiday
decorations.
As we roll in 2015,*aaS is helping millions realize the truest
definition of the term Jeff Howe long-ago coined:
crowdsourcing. This new class of service entrepreneurs is
reinventing the Craigslist-style bulletin boards of the 1990s
and offering buyers security and sellers access.
We think this new generation of *aaS is best described as
digital hookups that let people pay the crowd for all sorts of
micro interactions. Get ready to check-off your own to-do list.

39. 5.
EVERYTHING AS
A SERVICE
TaskRabbit offers services of all kinds in a reliable, cash-free environment
—taskrabbit.com

40. NAVIGATING THE SHARE ECONOMY
5.
EVERYTHING AS
A SERVICE
Another important component of this economic shift is the share economy. It
refers to those services that are the most peer-to-peer and collaborative.
Think: renting a room on Airbnb, borrowing a neighbor’s Corolla on
RelayRides, or selling a holiday pie on Zaarly.
In the share economy, owners rent something they’re not using to someone
who needs it for a short amount of time. They rely strongly on user ratings to
build trust on both sides. And operate just outside of traditional commerce.
One of our favorite examples of the share economy is in healthcare: a safety
net for people living with diabetes called HelpAround. Its promise is simple:
helping connect you to other people who “get it” wherever you are.
The founders are using sharing-economy-style technology to simplify the
complexity of chronic disease management by letting patients and caregivers
form a layer of immediate, nearby help for sudden crisis situations. The
network can do things like connect someone who ran out of test strips with
someone nearby who can lend a few. Or let someone who has a rash from an
insulin pump get advice from others who’ve dealt with a similar issue.
HelpAround is a diabetes services
app linking people with the same
disease state.
—helparound.co

41. 6.
IN SHORT
Are they childless or
child-free-by-choice?
There’s a new definition of
family that starts and stops
with the happy couple.

42. 6.
KIDS
OPTIONAL
Percent of childless women
—World Fertility Report
—OECD Family Database

43. SKIPPING THE BABY CARRIAGE
6.
KIDS
OPTIONAL
There was once a prescribed order to things: dating,
marriage, children, grandchildren. It was all supposed to
happen according to one master plan.
No more. 2015 is full of openness about what it means to be
a family. There are more choices than ever: to have a baby
without getting married, to raise a baby on your own, to use
fertility treatment to have a baby with someone you’ve never
even met, or to not have a baby at all.
A growing percentage of the population is making that
choice. The US birthrate is half what it was in 1960, and
birthrates in most of Europe, Asia, and Latin America are
experiencing a similar downward trajectory.
For many women and men, the aspirational vision of family
has changed. Goals for life and work simply don’t include
children. It’s a segment that’s growing both in size and
influence as long-held assumptions about what family should
mean are changing.
Millennial-focused media is just beginning to recognize this
emerging mindset, and celebrities are popularizing and
glamorizing this path too, with powerful women like Chelsea
Handler, Zooey Deschanel and Cameron Diaz leading the
charge.
Economics is one factor why more couples are considering
the child-free life. An average middle-class American couple
will spend more than $245,000 to raise a child born in 2013
to age 18; adjusted for inflation, the sum represents a 24%
rise since 1960.
The most educated women still are among the most likely
never to have had a child. With an unprecedented 71% of
females attaining higher education, we could potentially see
birth rates fall even lower.

44. 6.
KIDS
OPTIONAL
20% 39%
1:5 women ends her
childbearing years without
having borne a child.
39% of married CxCers
responded that they were
“very happy” with their life
(as opposed to 36% for
married adults with
children). In addition,
child-free couples score
higher on marital
satisfaction than couples
with children.
—Pew Research

45. A NEW CXC CLASS
6.
KIDS
OPTIONAL
Women and couples making the decision not to have children have been coined “CxC: Childfree By Choice,” and their profile as
consumers has sweeping implications. The CxC class is wealthier and better educated than their counterparts, which enhances
their sphere of influence.
The CxC class is anticipated to impact small social changes (inquiring about a person’s reproductive plans will become more
gauche than asking a stranger her income) to significant shifts (political reform in which CxCers get tax deductions for their
cultural contributions) and pharmaceutical developments (a new market for one-time pills and procedures to eliminate anxiety of
accidental childbearing: “reproduction relief”).
Purchasing behaviors will impact markets from real estate (with the emergence of prestigious “no-kids-allowed” communities) to
luxury goods. An interesting case study in Mexico correlated their boost in luxury goods to “dinks,” couples with dual incomes but
no kids, a population that has nearly doubled since 2005. While total retail sales grew 3.7% last year, the luxury goods market
grew 12%. Spending on designer apparel, luxury accessories and fine wines was up 1.72 billion, an increase of over 50% from
10 years ago.

46. FULFILLING THE NEED TO NURTURE
6.
KIDS
OPTIONAL
Without direct descendants to put before all else, CxCers will
be free to spread their emotional and financial resources
wherever they please. Four likely objects of their affection:
nieces and nephews, friends, pets, and philanthropy.
PANKs or PUNKs—the “professional aunts/uncles, no kids”
spend a healthy chunk of discretionary income on the young
kids in their lives. Melanie Notkin, author of
savvyauntie.com, is the cultural leader of the very targetable
segment of big gifters.
With more time to spend with friends, child-free adults are
more likely to nurture friendships throughout their lives,
according to Psychologist Ellen Walker, PhD. “Older adults
get more social reward from their friendships than they do
from their family members, and so I think [child-free adults]
are probably going to be in better shape in our older years
than our peers who are parents and are expecting something
from their adult kids that they’re not going to get,” says Dr.
Walker.
Pets that are treated like the most indulged children, or “fur
babies,” are another nurturing outlet for CxCers. Americans
spent an all-time high of $55.7 billion on their pets last year,
and spending will creep close to $60 billion this year. The
biggest part of spending in 2013, $21.57 billion, went for
food, a lot of it more expensive, healthier grub. However, the
largest percentage climb in spending, 6.1%, was for services
which, include doggie daycare, yoga, and spa treatments.
CxCers are also likely to spend time volunteering and
engaging in philanthropic efforts.
“Just because you’re childless by choice doesn’t mean you
don’t have a sense of nurturing. I’ve had a lot of people tell
me, ‘I don’t think I have a maternal instinct, but I have a
nurturing instinct’,” Laura Scott, The Childless by Choice
Project.
—Euromonitor
—Faith Popcorn’s BrainReserve
—Pew Research
—US Dept of Agriculture
—American Pets Product Association

47. 7.
IN SHORT
Tired of trying to be
perfect? Good news, so is
everyone else.
Degtyaryov Andrey/Shutterstock.com

48. 7.
GET
REAL

49. FROM THE RUNWAY TO THE STREETS
7.
GET
REAL
Social media has taken us from a culture that wanted to share even the things we shouldn’t to a culture that
now seems to share only things that might look good on a resume. However, 2015 is going to be a lot more
about accurate portrayals than it is the false representation of perfection. A backlash has been brewing
against the Photoshopped form. We’ve seen this backlash in ad campaigns, magazines, and music. Things
are about to get real.
The growing desire for realism goes far beyond popular social networking platforms and status updates.
Even designer brands that have been commonly associated with superficial lifestyles have started to change
their ways. The future of fashion will involve models that can step straight off the runway and onto the
streets. The 2014 runway shows of designers like Louis Vuitton and Dior included more practical, wearable
clothing with more mass appeal. National magazines like MarieClaire have columns devoted to fashion for
plus-size women. A recent Marc Jacobs fashion show even went as far as to have all of their models strut
their latest clothing wearing no makeup whatsoever. In general, the trend is moving toward inclusive versus
exclusive and showing the importance of real beauty.

50. HIGHLIGHT MY SHORTCOMINGS
7.
GET
REAL
A recent Princeton study predicts an 80% decline in Facebook’s peak user base
by 2017. Whether you attribute it to the plethora of other emerging options such
as Instagram and Snapchat or the millennial need to flee a platform where
parents and grandparents post, the trend is toward more transparent platforms.
Many Facebook members post only the best parts of their lives: a perfect
Christmas tree, daughter adorably dressed for the first day of school, and, of
course, the toes-in-the-sand vacation shots. It’s become a destination where it’s
easy to hide even the most modest of imperfections. Lost are all the moments
that make us real and make us human. The need to build immaculate profiles
that draw the attention of loose digital friendships just doesn’t connect with
people anymore.
In a JWT study earlier this year, 85% of millennials agreed with the statement
that flaws make people more authentic, and 63% even said they even like to buy
flawed goods. Imperfection kills boring. While it’s clear millennials want to be
seen and heard, it seems they’ve also grown tired of false standards.
85%
85% of millennials agreed
with the statement that
flaws make people more
authentic.

51. HONESTY: THE BEST POLICY
7.
GET
REAL
Jessica Alba may be known for her high-profile movie roles, but she has also been working hard to
build a brand that emphasizes the need for authentic products. The Honest Company deals with
products that are natural, ecofriendly, and respond to a market that demands natural ingredients. It is
also experiencing rapid growth.
The Honest Company’s model provides real products delivered to your doorstep, which serves the
millennial paradigm perfectly. The generation who grew up with Amazon now wants authentic all-
natural products delivered in the same way. Creating sustainable and ecofriendly products is the
lifeblood of their continued success and a huge consumer desire across the globe.

52. 7.
GET
REAL

53. 8.
IN SHORT
Forget the social media
rants and comment field
complaining. In 2015,
protests happen in person.
The last time we saw
protests of this scale
was the 1980s.

54. SURGE OF PROTESTS AROUND THE WORLD
8.
TAKE IT TO
THE STREETS
You know these stories. The ones that have shaken
countries, governments and collective resolve around the
world. There was the Umbrella Revolution that took over
Hong Kong and took on tear gas to fight for free
elections. The endless black smoke in Kiev as anti-
government protesters demanded that President Viktor
Yanukovych step down. The hunger strikes and sit-ins in
Venezuela by a population simply fed up with economic
policies that kept prices high and access to goods low.
The marches across the United States that brought
thousands together to say in one voice, “Black lives
matter.”
But before them all was The Arab Spring, a movement
that changed the Middle East and kicked off a 25%
increase in protest activity around the world.
The Arab Spring forced leaders from office and reignited
a global sense of the power of collective action. It also
showed organizers around the world how social media
could quickly spread information to promote insurgent
ideals and rally action.
In today’s protests, organizers are advancing the way
they use social media. The tweets, videos and posts still
spread information, but increasingly they also spread
motivation by triggering feeling of injustice, fostering
group identity, and inciting anger.

55. 8.
TAKE IT TO
THE STREETS

56. TIPPING POINT: CHANGE IN CONSCIOUSNESS
8.
TAKE IT TO
THE STREETS
The last time we saw protests of this scale was the 1980s.
Most remember or have read about some of that decade’s
largest battles, including the 60-nation boycott of the 1980
Olympic Games and the 1989 tragedy in Tiananmen Square.
Each came at a real consciousness-changing moment. One
that shocked a nation with just how wrong an act could be and
galvanized often quixotic action from people who could no
longer stand by and wait for change. The problems weren’t
new ones. But the tipping point made them impossible to
accept for a moment longer.
Many of the protests we’re seeing now have similar catalytic
events or conscious-changing elements. Acts that are able to
break through even at a time of significant civic apathy and
political alienation. A time when both the US and UK have
dismal election turnout that earns headlines like these: “It’s
official: Last EU election had lowest-ever turnout” and
“midterm election was the worst in more than 72 years.”
2015 will be the start of an uptick in all civil activity. After
nearly 2 decades of contentedness, people are poised for an
awakening. With a shift in mindset from “can’t change it” to
“must change it.”
Millennials may be big drivers of that new age of activism.
Despite a low level of social trust and almost 50% declaring
themselves politically independent, they are still as likely as
their elders to have a favorable view of business, and they are
more likely than older generations to say they support an
activist government. They are also somewhat more upbeat
than older adults about America’s future, with 49% of
millennials saying the country’s best years are ahead, a view
held by 42% of Gen Xers, 44% of Boomers and 39% of
Silents.
Another group known as “the sleeping giant” is beginning to
awaken. Latinos make up 17% of the population but have
historically had disproportionately low voter turnout. While
voter turnout was not as high as hoped for 2014 midterms,
initialization has begun. A national campaign from National
Council of La Raza (NCLR) and Mi Familia Vota launched,
“Mobilize to Vote 2014.” In addition, several unions have
made special outreach efforts to improve political
participation. As the nation’s youngest ethnic group, their
electorate is projected to double by 2030.

57. SETTING THE AGENDA
8.
TAKE IT TO
THE STREETS
One frequently posed question about these protests is,
“What did they really accomplish?” After more than 11
weeks of civil disobedience and police violence in the
streets of Hong Kong, the government simply cleared the
streets. A hundred thousand people protested austerity in
Brussels and at the end of the night simply went home.
The Occupy movement that once took over lower
Manhattan quietly dwindled to a few strongholds in tents
on sidewalks around the Midwest. On that score alone,
it’s government 3, protesters 0.
But the demands don’t stop with the event. Instead they
shape the agenda for individuals, companies and
governments going forward.
In Hong Kong, for example, Joshua Wong, the 17-year-
old student who convened the protest, is likely to be part
of the next generation of leadership changing that
country. And he’s as likely to do it from the C-suite as the
executive counsel. The debate over free and fair
elections and the heavy hand of the Chinese Communist
Party now has a national stage. And the many thousands
who joined the protest are now an activated political
class with a shared goal.
The protests may not change our world immediately. But
they will change our world. Look for even more citizen
action in 2015.

58. 20
15
CONSUMER
TRENDS
To discuss this report live, request another module, or schedule a
presentation of trends, please contact Leigh Householder at
614-543-6496 or leigh.householder@gsw-w.com