Trends Identified
Opening doors
Traditionally, the complexity and opaqueness of government has served to limit participation and minimise public value for underserved and at-risk populations. Only those with the means or knowledge to navigate this environment have been able to maximise the value of government. However, new technologies, open data and the emergence of new business models in the private sector are creating space for government to explore a range of possibilities. Such mission-oriented and adaptive innovations seek to explore ways to open doors for everyone to access the public value of government, while also embracing the major shifts occurring in people’s everyday lives.
2019
EMBRACING INNOVATION IN GOVERNMENT-Global Trends 2019
OECD
Machine-readable world
In recent years, governments have started to discover the power of machine readability, with energy devoted to building open government data programmes that help to fuel innovations both within government and in the broader economy. They are now setting their aims even higher by developing innovative new projects that have the potential to completely reconceive one of the most foundational roles of government – creating laws and other rules that impact the daily lives of citizens and businesses. Governments are also seeking to digitise human characteristics, senses and surroundings to deliver innovative services and interventions. This growing wealth of machine-readable content serves as fuel for a new generation of innovations that use emerging technologies such as artificial intelligence and blockchain. While these advances show tremendous potential, they can also pose major risks and raise significant ethical questions. Governments should seek to understand and experiment with these technologies, but should do so in an informed and ethical way.
2019
EMBRACING INNOVATION IN GOVERNMENT-Global Trends 2019
OECD
THE RISE OF THE SUPER CMO
The CMO has been in the press a lot recently As the complexity of the marketing function rapidly increases, many CMOs are becoming nervous about the future — not only for their organisations, but also for their careers. However, a rising number of CMOs are attuned to how marketing is transforming, and are taking the necessary steps to ensure that they (and their organisations) can survive and thrive in the age of rampant disruption. This may be a long-term platform for radical change, or a shift to doing more transformational things on a smaller scale. It may be about rethinking the role technology plays, or shifting culture, or adding new capabilities. Whatever the nature and whatever the degree, almost all CMOs and their organisations are in some kind of Marketing Transformation, and if they’re not, they’re most likely thinking about it.
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
VOICE, NOT JUST A TREND
In the past two years we’ve profiled the emergence and adoption of ‘voice’ as a way for customers to achieve what they set out to do in their daily lives. We identified bots in 2016 as an emerging trend; and in last year’s report – The End of Typing – we profiled the explosion of smart speakers from the likes of Amazon and Google amongst others as they sought to enter the home. Looking to 2019 it’s fair to say that we’ve reached critical mass in terms of the number of devices (phones, speakers, cars, and now even toilets!) that are voice-enabled with conversational user interfaces and voice assistants.
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
IN B2B, A NEW CULTURE OF BUSINESS IS EMERGING
How businesses do business is changing Let’s get one thing straight — the era of B2Boring is over. Not because most B2B companies have changed the way they do B2B (they haven’t — yet), but because there are forces at play that are changing expectations — for customers, companies and within broader culture. The archetypal price and features-driven B2B buyer is swiftly becoming extinct. Individuals are looking for more than ‘ticking boxes’ and pleasing the ‘higher ups’. Instead, a new generation of both workers and companies have come of age and are changing the way decisions are made, products and services are marketed, and the role business are engaging in broader culture and society. We call this emergent trend the new culture of business.
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
THE 5G DREAM DEFERRED
5G will be the most important innovation since the internet As trials and commercial deployments become more prevalent in the news, and as whispers of 5G-enabled handsets start to emanate from smartphone manufacturers, we’re hearing more and more about the promise of 5G. There’s no doubt about it – 5G will absolutely revolutionise the way we work, play, shop and socialise. The speed, device density and latency that 5G will bring will make possible many of the most important innovations in the coming years: • Smart cities • Autonomous vehicles • Drone-based fulfilment • Predictive health services and robotic surgery • The 4th industrial revolution in manufacturing To name but a few. 20xfaster than 4G High bandwidth 1mslatency Low Latency 1mdevices/km2 Device Density
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
Millennials are the largest adult generation in the United States, but they are starting to share the spotlight with Generation Z.
This year, Millennials, those ages 23 to 38, will outnumber Baby Boomers (ages 55 to 73), according to Census Bureau projections. Now in their young adulthood, Millennials are more educated, more racially and ethnically diverse and slower to marry than previous generations were at the same age. But after growing up in the Great Recession, their economic picture is mixed: Young adult households are earning more than most older Americans did at the same age, but have less wealth than Boomers did at the same age, partly because they are more likely to have higher amounts of student loan debt. Although the nation’s 73 million Millennials are the largest living adult generation, the next one – Generation Z – is entering adulthood. Also known as the post-Millennials, Gen Zers (those born after 1996 – ages 7 to 22 for this analysis) are on track to be the best educated and most diverse generation yet. Nearly half of Gen Zers (48%) are racial or ethnic minorities. Socially and politically, their liberal-leaning opinions on key issues are similar to those of Millennials.
2019
6 demographic trends shaping the U.S. and the world in 2019
Pew Research Center
Hispanics are projected to be the largest racial or ethnic minority group in the U.S. electorate when voters cast their ballots next year.
The number of eligible voters who are Hispanic (32 million) is projected to surpass that of black eligible voters (30 million) for the first time, according to Pew Research Center projections based on data from the U.S. Census Bureau. However, voter turnout will play an important role in the influence of different racial and ethnic groups. In past elections, black voter turnout substantially surpassed Hispanic voter turnout. The projections indicate that whites will account for two-thirds of the electorate, a declining share. As the nation’s demographics are changing, so are those of Congress, though not as rapidly, according to a February 2019 Pew Research Center analysis. Nonwhites have risen to 22% of Congress, and women are a record 24% of voting lawmakers (a share that matches the average in legislatures worldwide). The share of immigrants in Congress has ticked up, but at 3% remains short of historical highs and far below the foreign-born share of the total U.S. population (13.6% as of 2017). An influx of younger representatives is having a small impact on the median age of the House of Representatives, according to a November 2018 analysis.
2019
6 demographic trends shaping the U.S. and the world in 2019
Pew Research Center
The American family continues to change.
"A growing share of parents are unmarried. Among parents living with a child, the share who are unmarried increased from 7% in 1968 to 25% in 2017. Part of this increase is due to a growing share of unmarried parents cohabiting, as 35% of unmarried parents were in 2017. Over the same period, the share of U.S. children living with an unmarried parent more than doubled, from 13% in 1968 to 32% in 2017. Stay-at-home parents account for about one-in-five parents (18%), which is roughly similar to 25 years ago, despite some fluctuation in the intervening years. For some parents, caring for a child isn’t their only responsibility: 12% of all parents with a child younger than 18 at home are also caring for an adult. Lifetime fertility for women is ticking up. The share of women at the end of their childbearing years who have ever given birth is rising and is now similar to what it was in the early 1990s. While American women are having their children later in life than in the past, they are still doing so earlier (and have more children) than women in many other developed nations. Americans generally see change on the horizon when it comes to the future of the family, according to a Pew Research Center survey. A majority of Americans (53%) say that people will be less likely to get married in the year 2050, and 46% say people will be less likely to have children than they are now. Even today, 71% of parents younger than age 50 say they are unlikely to have more kids in the future, while 37% of childless adults of the same age say they are unlikely to ever have kids, according to another survey by the Center."
2019
6 demographic trends shaping the U.S. and the world in 2019
Pew Research Center
The immigrant share of the U.S. population is approaching a record high but remains below that of many other countries.
The 44 million foreign-born people living in the U.S. in 2017 accounted for 13.6% of the population, according to a Pew Research Center analysis of the American Community Survey. That is the highest share since 1910, when immigrants were 14.7% of the total population. The record share was in 1890, when immigrants were 14.8% of the total. According to United Nations data, 25 nations and territories have higher shares of immigrants than the U.S. They include some Persian Gulf nations with high shares of temporary labor migrants, as well as Australia (29%), New Zealand (23%) and Canada (21%). The role of the U.S. in accepting refugees has diminished, according to an analysis of data from the United Nations High Commissioner for Refugees. The number of refugees resettled in the U.S. – 33,000 in 2017 – decreased more than in any other country over the previous year. The same year also marked the first time since the adoption of the 1980 U.S. Refugee Act that the U.S. resettled fewer refugees than all other countries combined (69,000).In most top destination countries for migrants, majorities of people say immigrants strengthen their countries rather than burden them, according to a 2018 Pew Research Center survey of 18 countries that host half of the world’s migrants. Immigrants were viewed positively in 10 of those nations, including the U.S., Germany, the United Kingdom, France, Canada and Australia. Majorities in five countries viewed immigrants as a burden: Hungary, Greece, South Africa, Russia and Israel.
2019
6 demographic trends shaping the U.S. and the world in 2019
Pew Research Center