2016 has arrived, bringing with it a tidal wave of change to the region. At Innovation Group MENA, we’re all about change – what’s new, what’s next, and most importantly, what it means. What does change tell us about consumers, their outlooks today and their evolving behaviors and aspirations? As forecasters, we’re watching the rapid progression of trends from food to beauty to tech as they develop and wane across the region’s markets at varying levels of maturity.
The path of trends is also changing. Some are homegrown, powered by engaged, worldly and curious Arabs, others, can spring from any corner of the world, and achieve rapid regional adoption. Trends are also being shaped by the rise and rapid upscale of tech-propelled companies that might previously have remained niche for several years – meaning that bigger businesses and brands need to stay attuned.
What are some key emerging themes we’re seeing? Aside from the fact that Arabs are living centrally digital lives, the smartphone remains the single most prominent influence on consumer change. Access is no longer privilege to just the educated and the prosperous – in this era of connectivity, it is the catalyst to bettering people’s lives, particularly the hoards of repressed migrants spilling into our regional markets.
The Future 100: Trends and Change to Watch in 2016 highlights emerging consumer behaviors with 100 trend predictions from the Innovation Group. Trends span culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury. Each includes an original analysis of why it matters for the organizations whose products and services we use daily.
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