Agency Perspective: Upshot’s Eight Trends to Watch in 2019

March 15, 2019

To help marketers navigate today's dynamic marketplace in ways that anticipate and exceed consumers' elevated expectations, Upshot's market intelligence team has compiled a list of eight trends meant to inspire your own approach to high-velocity change and innovation.

Audacious Aging: Brands will extend their focus to the growing over-50 crowd, competing to deliver on elevated expectations around representation, messaging and design.

Data Quid Pro Quo: Expect to see greater scrutiny of how brands collect and manipulate personal data and a growing demand for transparency and consumer control of their data.

Brand Therapy: More brands will explore new ways to respond to today's self-care culture with innovative and provocative offerings for once taboo subjects like mental and sexual health.

Woke Wellness: Expect to see health and wellness brands messaging and acting in new ways to drive positive change with a more generous, diverse and community-focused approach to wellbeing.

Brand Urbanists: Smart brands will partner with communities to spur meaningful improvements across parks, infrastructure, and expanded means of transportation.

Conspicuous Conservation: Many more brands will introduce products, services and initiatives built on sustainability to meet consumers' intensifying prioritization of eco-friendly attributes.

Retail Reimagined: Stores will continue to evolve with new concepts, creative pop-up experiences and refreshed formats that encourage discovery and return visits.

Marketing with Moxy: Expect brands to become more inventive, provocative, and vocal (hello, Alexa) this year as they seek consumers' taxed attention and fragmented loyalty.

Ultimately, we predict that brands will be bold in 2019. Consumers' expectations of brands have never been higher, while the ability to filter marketing content has never been more within their control. To connect and resonate, this year's most agile marketers will embrace a test, learn, and innovate strategy that taps into these trends and others.

The full report is available here.

Liz Aviles is the vice president of market intelligence at Upshot.

The views and opinions expressed in Marketing Maestros are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.

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