20 Trends for 2020: MTM looks to the future

OUR PREDICTIONS FOR 2020
The 2010s has been defined as the on-demand
decade where consumers can get what they
want, where they want, when they want. This as
and when ethos and expectation has trickled
down to modern employees, resulting in a
widespread epidemic referred to as the
burnout.
BEYOND BURNOUT
#1
SOCIETY&LIFESTYLE
WHAT’S EMERGING
Modern brands are beginning to respond to
consumers’ needs to redress the work/life
balance. Pattern Brands, for example, is a
consumer start-up that aims to not only raise
awareness about the effects of workplace
burnout, but to also help people shift how they
spend their leisure time outside of office hours.
In 2020, burnout will be a globally established
occupational phenomenon, which was even
recognised by the World Health Organization
last May. Going forward, the conversation
around burnout will shift from diagnosis to
solutions as people demand more balance in
their lives.
WHAT WE’RE SEEING

In the last decade, Asian innovations
have gone from being copycats to
being revered by the rest of the world.
Products like Taobao the live streaming
platform or Moby Mart’s self-driving
store were developed and released in
China 3 years before the Western
equivalents came out.
Asian brands’ increasingly cool perception is likely to mean
they will pose a credible and sustained challenge to long-
standing industry leaders in the coming year. Expect to see a
slew of Asian brands entering the mainstream in 2020.
#2
WHAT’S EMERGING
In the last decade, Asian innovations
have gone from being copycats to
being revered by the rest of the world.
Products like Taobao the live streaming
platform or Moby Mart’s self-driving
store were developed and released in
China 3 years before the Western
equivalents came out.
COOL ASIA
WHAT WE’RE SEEING
SOCIETY&LIFESTYLE

Companies and businesses are likely to continue beefing up their fact-
checking systems in hopes of helping to reduce the spread of
misinformation. Various new innovative verification systems and tools are in
the works, from verifying someone as human to ensuring that the products
that consumers are buying are legitimately responsible and sustainable.
Although concerns about fake
news show no signs of stopping in
2020, there seems to be a more
optimistic outlook for the further
future, with 50% of people believing
that fake news will be a thing of the
past by 2030 according to Ericsson
ConsumerLab’s study*.
VERIFIED AS REAL
#3
Optimism around the future of fake
news is largely being driven by
recent developments in
sophisticated fact checkers and
verification systems online.
Instagram, for example, began
working with third-party fact-
checkers to help identify, review
and label false information.
*https://www.ericsson.com/en/reports-and-papers/consumerlab/reports/10-hot-consumer-trends-2030
WHAT’S EMERGING
SOCIETY&LIFESTYLE
WHAT WE’RE SEEING

#4
A UTOPIAN RESPONSE
Whilst global events may continue to cause instability and uncertainty, we can expect
strong consumer appetite for content that inspires, empowers, and provides relief, serving
as the antidote to real-world anxieties.
Following several years of political and environmental extremes across the globe, an
emerging counterculture is rejecting the most fearful discourse and adopting a more
empowering stance - dubbed ‘radical optimism’.
With a wealth of literature documenting the adverse repercussions of negative thinking
on mental and physical health, content is now imagining more positive alternative futures
in order to remedy this bleak picture. Genres such as utopian cli-fi - the literary trend of
imagining a scenario where humanity has responded to climate change proactively and
wholeheartedly - are beginning to see an uplift.
WHAT’S EMERGING
WHAT WE’RE SEEING
SOCIETY&LIFESTYLE

SURVEILLANCE AWAKENING
#5
Concern about data privacy has
gained momentum as a result of
widespread corporate surveillance
and data misuse with 53% of people
in the UK saying that they are
concerned about what institutions
know about them according to a
recent BrandZ study.
WHAT’S EMERGINGWHAT WE’RE SEEING
Non-advertising-based search
engine DuckDuckGO, for example,
allows users to avoid giving up their
privacy online; whereas
DataSparQ’s AI powered bar
queuing system offers new benefits
to consumers by using facial
recognition to place drinkers in a
dynamically intelligent queue.
*https://www.brandz.com/admin/uploads/files/UK_Report_2019_Download.pdf
A new market is set to emerge that will empower consumers to have full
control over their data-sharing decisions; and with that, a new series of
privacy controls and benefits will arise in a world that’s always watching.
WHAT WE’RE SEEING
SOCIETY&LIFESTYLE

TECHNOLOGY
OUR PREDICTIONS FOR 2020WHAT WE’RE SEEING
With its faster download speeds and lower
latency, 5G has the power to transform on-the-
go media consumption, making it possible for
consumers to stream TV and video content
reliably without a wi-fi connection. Beyond
media consumption, 5G has the potential to
accelerate the take-up of connected items like
fridges, heating systems and cars, and
contribute to the advancement of smart cities,
smart vehicles, and smart manufacturing.
WHAT’S EMERGING
The UK and US are among the major economies
leading the way in adopting the technology.
Verizon said it expected half the US to have
access this year.
“Just about every industry that touches
our daily lives will be transformed – for
the better – by the technology evolution
that will define 2020.”
–Daniel Newman, principal analyst of Futurum Research
and CEO of Broadsuite Media Group
People will increasingly live ‘on-the-go’,
transforming the way we work, live and even
how we consume content. Providers will start
developing experiences that are adapted to
people’s changing contexts and personalised
needs: morning commute shows, waiting room
quick-fire videos and more.
5G IS OFFICIALLY HERE
#6

TECHNOLOGY
CASE STUDY A
We believe the world's best work lives at
the intersection of clarity and surprise.
WHAT WE’RE SEEING
Until recently, tech giants had vied for
dominance of the sector using different
connectivity standards. This has complicated the
market for consumers who have been forced to
commit to a single smart home brand.
The decision will not only result in greater consumer choice but also much greater potential growth of the
smart home industry, which is already forecasted to reach a value of $53bn* by 2022. Expect to see the
first implementations of this collaboration in the year ahead.
A MORE
INCLUSIVE
CONNECTED
HOME
#7
WHAT WE’RE SEEING
Amazon, Apple and Google’s surprising
announcement in the closing weeks of 2019 that
they would collaborate to create a joint
technology standard, which will enable
consumers to connect differently-branded smart
home products seamlessly in the coming years.
https://www.globenewswire.com/news-release/2018/08/03/1547019/0/en/Market-Size-of-Global-Smart-Home-Industry-Predicted-to-Reach-
USD-53-45-Billion-by-2022.html

TECHNOLOGY
#8
PUTTING THE SOCIAL BACK INTO
SOCIAL MEDIA
Although social media platforms have acknowledged the need to return attention to close social
connections, some of their responses are likely to still take several years to gain widespread traction,
and consumer reception is unclear yet. Therefore, 2020 may see the emergence of a new platform
that goes back to social media roots.
Social media channels have, in many ways, lost sight of their original purpose - to foster social
connections. As a response, some of the largest, most popular social media platforms are attempting
to double-back having introduced new features and sub-products that focus more on the quality of
interactions, rather than the quantity.
A new crop of private social media apps are creating a space only for “the most important people in
your life”. Aiming to be a cross between the family WhatsApp group and a Facebook newsfeed,
Cocoon, which was launched by two ex-Facebook employees, is one example of the new kind of
social media network we can expect to see more of in the future.
WHAT’S EMERGING
WHAT WE’RE SEEING

TECHNOLOGY
WHAT WE’RE SEEING
Recent yearly predictions have talked about
the ‘rise of voice technology’ - highlighting the
onset of a new way of engaging with
technology. However, ‘voice’ is, in fact, just part
of the story...
VOICE  SMART WHAT’S EMERGING
People are embracing smart products,
including digital assistants, smart thermostats,
appliances and speakers - all powered by AI.
‘Voice’ is simply one of the ways of interacting
with these products, but it is also smart
automation and ease of use that people are
buying into.
We will talk less about the ‘rise of voice’ and
more about the rise of ‘smart technology’. As
part of that, the upward trajectory of voice use
will continue, but driven by the sustained
penetration of AI into consumers’ homes as it
becomes one of the primary ways in which
users engage with their smart technology.
#9

TECHNOLOGY
Esports, the streaming of competitive gaming,
has become a booming industry online,
capturing huge audiences globally through the
growth of video streaming platforms like Twitch
and YouTube.
WHAT’S EMERGING
It is not just the household names entering the
esports space. As huge sponsorship deals
increase the appeal of professional gaming,
expect to see most top-6 sides in Europe’s major
football leagues signing deals to join the
growing esports leagues in the next 12 months.
SPORTS INSTITUTIONS GET INTO ESPORTS GAME
#10
Football teams and other sports institutions are
capitalising on the potential revenue
opportunities to be gleaned from this growing
business. Footballing giants Barcelona,
Manchester United and Bayern Munich are just
a few of the teams breaking into the market by
assembling gaming line-ups for global
competitions, while Formula One has started
streaming over Twitch with gamification.

BRANDING&ADVERTISING
E-commerce and social media have both grown at rapid rates in previous years. However, moves
by brands to use the two together to leverage opportunities for sales have only begun to
materialise much more recently.
EXPLOSION OF SOCIAL COMMERCE
#11
Some of the more established platforms like Snapchat and Instagram are already enhancing their
e-commerce capabilities. In March, Instagram launched a new e-commerce checkout feature
to tackle the ongoing challenge of delivering an end-to-end in-app e-commerce experience for
users. Instagram Checkout allows users to complete product purchases without ever having to
leave the app, and in the process saves purchasing information for future payments.
WHAT WE’RE SEEING
We foresee a dramatic shift coming. Social commerce will expand beyond established channels
as consumers expect to be able to view and buy products within the spaces they spend more of
their time. TikTok for example, is reportedly starting to experiment in this space, testing e-
commerce related features that could provide retailers with a new way to market their products.
WHAT’S EMERGING

In 2019, TikTok became one of the biggest social media platforms in the world, with over 1.5 billion
downloads worldwide according to a report from Sensor Tower*. This has made it the perfect
launch pad for countless gen-z TikTok stars, who have found fame lip-syncing to soundbites,
showing off viral dances, and crafting comedy skits.
TIKTOK GETS COMMERCIALISED
#12
As yet, TikTok’s sponsorship marketplace has been slow to develop, with businesses struggling to
reap the same kind of commercial success acquired on other platforms. However, a new industry
of marketing agencies and influencers is emerging to meet this challenge, helping companies
strike the right balance of authenticity and playfulness. Flighthouse and The Influencer Marketing
Factory focus on paying social media influencers to post sponsored content; whereas, creative
agencies like Bogliari work with brands to create content designed to start viral challenges.
WHAT WE’RE SEEING
Whilst these agencies represent a growing presence on TikTok, the commercial opportunities for businesses on TikTok are only just beginning and
we can expect this sector to flourish over the course of 2020.
WHAT’S EMERGING
*https://sensortower.com/blog/tiktok-downloads-1-5-billion

In an age of hyper personalisation, there is no
more B2C. Instead, each consumer fits into their
own segment of one, with each brand
interaction tailored by personal preferences,
tastes and interests.
WHAT’S EMERGING
We are likely to see more mainstream uptake of
bespoke and personalised D2C services in 2020,
as consumers seek to see their personal data
utilised for meaningful, in the moment solutions.
B2ME
Generation Y and Z consumers’ constantly
monitored online footprint - encapsulating e-
commerce, social media, smart home products
and much more - gives brands all the
information they require to understand the
needs and ambitions driving customer decision-
making. For example, Japan-based personal
care company Shiseido has launched an app-
based personalised subscription service that
can provide a skin diagnosis and bespoke
skincare formula based on data of sleep
patterns, menstrual cycles and a daily selfie that
the user uploads.
#13

VALUE-DRIVEN CONSUMPTION
WHAT’S EMERGING
However, superficial support will not cut it.
People expect authenticity and relevance from
brands’ commitment to important causes, such
as Fever Tree’s pledge to raise £1m for Malaria
No More, a relationship that was chosen due to
the shared ingredient in tonic water and old-
fashioned antimalarial treatment, quinine.
The year ahead will likely see more consumers’
cash drawn towards brands willing to reflect
their values than ever more. Businesses will have
to put their money where their mouth is to prove
that their sentiments towards causes are being
turned into actions.
#14
As part of a wave that has seen social justice
issues come to the fore in retail in recent years,
brands are allying themselves to worthy causes
to put their activist side front and centre for
consumers.

For 2020, we predict the launch of many more brand owned virtual influencers that can act as
engaging ambassadors, whilst simultaneously connecting with consumers in a more memorable way.
News anchors that can present 24 hours a day, a
mascot that helps gamers destroy freezers full of
beef on Fortnite, and a multilingual skincare
consultant that can communicate with millions of
people at once... These may sound like unusual
concepts to link, but all are a result of
developments in AI that indicate that virtual
ambassadors may be the way that people
interact with brands in the future.
VIRTUAL AMBASSADORS
#15
Following the success of LilMiquela, brands have
launched their own virtual influencers who
convey a coherent and authentic identity that
personifies the brand. Cosmetic company
Essence recently introduced its new virtual
influencer Kenna, whose presence goes beyond
the confines of promoting beauty products. She
has her own Instagram account where she
shares snippets of her ‘life’, including photos of
her travelling, hanging out with friends and
caring deeply about issues facing Gen Z, such as
climate concerns.
WHAT WE’RE SEEING
WHAT’S EMERGING

MEDIA&CONTENT
ORIGINAL CONTENT
RIVALRIES HEAT UP
#16
With the rise of streaming services, streaming brands face stiffer competition and are
struggling to differentiate themselves beyond being a depository of content.
Services are hedging their bets on partnering with, and then promoting industry icons to
get noticed. Harnessing talent via exclusive content deals seems to be a key priority for
2020. Expensive content deals, such as Amazon's major contract with cultural icon of
the moment and Emmy award winner, Phoebe Waller-Bridge, to make TV shows
exclusively for Prime, are becoming an increasingly familiar story.
Danny Glover exclusive to Netflix? Where will Greg Berlanti go after his $400 million 4-
year deal with Warner? More iconic producers and writers are going to be exclusively
signed-up by the giant streaming services and content providers. Moreover, these stars
will be promoted much the same way sports organisations promote their star players.
WHAT WE’RE SEEING
WHAT’S EMERGING

MEDIA&CONTENT
Swathes of youthful talent have emerged from
youth-owned media brands in the past couple
of years, largely away from the watch of the
rest of the industry.
WHAT’S EMERGING
2020 signals the year that these brands
announce that they are empires in their own
right, branching out into other realms and
taking control of every stage of the business
process.
YOUTH MEDIA EMPIRES
Youth-focused video publisher Kyra TV has
diversified into talent management, acquiring
hyper-popular TikTok creators with a plan to turn
them into global superstars.
#17

MEDIA&CONTENT
POLI-TAINMENT
WHAT’S EMERGING
A host of high-profile politicians and royals are
bringing their global influence on media, with
Barack Obama and Michelle Obama's Higher
Ground Productions unveiling an expansive
slate of projects for Netflix and Spotify, and
Prince Harry partnering with Oprah Winfrey on a
series about mental health for Apple TV+.
With 2020 set to be the backdrop to more major
political developments, we can anticipate the
release of much more politically-themed
content going forward.
#18
In today’s political sphere, where figures of
authority and the events taking place seem
more like the makings of a TV show, it is no
surprise to see that the worlds of politics and
entertainment are becoming increasingly
intertwined.

MEDIA&CONTENT
#19
STREAMING SERVICES
BATTLE OVER ADS
Given the non-disruptive nature of advertising opportunities like this, we may see more
ad-funded models emerging from major subscription players soon.
Streaming wars have taken on a new meaning from late 2019, with further new entrants
to the market, such as Disney+, BritBox, and Apple TV+.
The competition for audiences among on-demand streaming services is continuing to
intensify with HBO Max, Peacock and Quibi all arriving to the market, among others. A
key part of this battle will undoubtedly play out over advertising opportunities, with on-
demand services presenting untapped spaces ready to be utilised. AT&T and Hulu have
already begun selling ad time during pause moments on their streaming services.
WHAT’S EMERGING
WHAT WE’RE SEEING
“It’s a non-interruptive ad. It’s very high value. It’s
very brand safe. It’s 100% viewable.”
Xandr CEO Brian Lesser

MEDIA&CONTENT
FEMALE EMPOWERMENT
IN MUSIC
#20
Whilst gender imbalances and pay gaps have
come under scrutiny in areas such as
broadcasting and technology, the music
industry has been slow to address its own issues
of underrepresentation of women. The gender
gap at the Grammys, for example is
undeniably real with only 10.4% of the
nominees from 2013-2019 being female.
WHAT WE’RE SEEING
An increase in focus on gender diversity and inclusion in the music industry will come to the fore in
2020, particularly with initiatives like Keychange encouraging festivals and music organisations to
achieve a 50:50 gender balance by 2022. Expect to see more pioneering initiatives like this in the
coming years, all aimed at creating change for women and building an equal future for music.
WHAT WE’RE SEEING
A wave of new initiatives are emerging that
aim to expand opportunities for female music
producers, songwriters and engineers. From
Primavera Sound in Barcelona, becoming the
first major festival to achieve a 50/50 gender
balance in its line-up to She Is The Music. the
non-profit started by Alicia Keys which focuses
on getting more women into the music
industry.

26
THANK YOU
FOR READING
JAMES BRYSON
MANAGING PARTNER
E: james.bryson@wearemtm.com
T: +44 (0) 20 3750 8466
WEAREMTM.COM
MARINA GRAHAM
ASSOCIATE DIRECTOR
E: marina.graham@wearemtm.com
T: +44 (0) 20 3750 8457
2020
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