"I want to use my time to be as productive and sociable as possible, flowing from one thing to the next - and helped, not hindered, by tech"

Our Busy Lives continue to be supported and enabled by technology, but in more invisible and seamless ways than ever before.

It can now truly be said that we are ‘living in the cloud’, where our tracked movements, routines and purchasing decisions determine the marketing we are exposed to and the kinds of solutions that are pushed our way. In many cases, our choice is being removed in favour of ‘decluttering’ our lives and automating shopping in lower engagement categories.

Consumption within our busy lives is also evolving fast. The trend towards fluid eating and drinking accelerates, and opportunities to buy become even more ubiquitous with the advent of ‘social shopping’. Via beacons and sensors we are increasingly notified and nudged towards nearby consumption opportunities, and, just as it becomes more convenient for us to get to our food and drink, new direct-to-consumer channels and delivery models shorten the time it takes for food and drink to get from producer to us. Traditional retail is being challenged to move with the times.

In this climate of ‘everything digital’ many of us seek to consciously detox from online connectivity; younger consumers in particular lash back against the control it has on their lives and opinions, and find ways to manipulate technology to work for them – rather than the other way around.

1 in 5

Americans own a smart speaker or robot assistant as of April 2018, up 130% from 2017

Global Monitor, 2017

What's driving this trend?

Growing Digital Connectivity

75.4bn different connected devices worldwide expected by 2025.

Changing Life Stages and Household Structures

By 2040, there will be an increase of 25% in single person households in the UK.

Rapid Urbanisation

Between 2016 and 2030, the number of cities with 500,000 inhabitants or more is expected to grow by 80% in Africa and 30% in Asia.

Bord Bia NAV_ArrowsArtboard 1 copy 2
“More and more, I am looking for ways to simplify my life”
“It is important for me to sometimes disconnect from online and mobile communications”

What does a successful business look like in 2025?

IT IS JUST AS GOOD AT MARKETING TO ALGORITHMS AS TO HUMANS

Making algorithms more likely to choose one brand over another in lower engagement categories

ITS PRODUCTS ARE ENABLED FOR ‘WALK OUT SHOPPING’

Using sensors and app user-profiles so that automatic payment for the goods can be processed in breakthrough retail environments

IT HAS ADAPTABLE DISTRIBUTION PARTNERS

Exploiting the new channels of B2B and technologies enabling D2C – the best food and drink products will be those that are most accessible – meaning those that can make it all the way to the individual