SXSW 2018 Day 2 Session 6: 7 Non-obvious trends changing the future

Session page (including audio): https://schedule.sxsw.com/2018/events/PP77738

Rothit Bhargava: Trend Curator, The non-obvious company

If you can pay attention to what people need, you can see what others can’t.  What if you could observe what most people don’t see, what would that look like?
Non-obvious thinking: ability to spot patterns and trends that other people don’t.
To be able to see trends you first need to see the challenges in the world.
We are inundated with noise.  In a world filled with noise, curation is the way to get the meaning behind the noise.
Trend spotting does not exist; trend curation is what works.
A trend is a unique curated observation of the accelerating present.
How to identify trends?
First, collect ideas and aggregate together by things that unite them.  Then ideas start to elevate, at which point they are put together and named as a trend.  Then the trend is outlined and detailed.
The trends evolve quickly, so they have to be revisited yearly.  Every year we identify 15 trends.  For today, we’ll show the seven most impactful.

1. Manipulated outrage: media, algorithms and advertising that are designed to create perpetual anger.  The algorithms feed on the angry interactions and expand on it.  Takeaway – respect the outrage, but rise above it.
2. Ungendered: Shifting definition of traditional gender.  The definition of gender is expanding from two to unlimited (just create your own definition).  Takeaway: re-evaluate products, services and marketing to identify gender bias.
3. Human mode: As more automation happens, people look for more human interaction.  Takeaway: selectively add the human option.  For example, a Tesco “relaxed checkout” lane – a special checkout line for people who want to or need to take their time and don’t want to be rushed.
4. Light speed learning: We expect to learn any skill faster.  Learning is increasingly an incremental small-task job.  Youtube, online learning are providing new learning options for people at any skill level.  Takeaway: Need to re-invent the long experiences to better engage our audiences.
5. Enlightened consumption: Consumers are so empowered we can force companies through our purchasing behavior to take a stance.  Takeaway: Take a stand that demonstrates your values to customers and employees.
6. Disruptive distribution: Shifting business distribution models are disrupting entire businesses.  Example: Casper mattresses changed the way people buy mattresses; a camera company gives the camera away for free, and you only charges you for pictures you want them to touch up for you.  Takeaway: Rethink the business model, how you promote, how you partner.  Take advantage of the disruption rather than be disrupted.
7. Loveable unperfection: be strategically flawed.  It demonstrates humanity, which people are looking for.  Examples: Uggs or Crocks – ugly shoes, but comfortable. Or, the Hans Brinker hostel, who advertises itself as the worst hotel in the world.  They show you the reality of what they have, which people connect with.  Takeaway: Instead of focusing on being perfect, show reality, warts and all.