Future 100 Report Charts Trends To Watch In 2017

For a look into what’s in store for the year ahead, marketing communications service provider J. Walter Thompson’s Innovation Group has released its third annual Future 100 report, taking a broad look at emerging consumer behavior and new opportunities for brands.

“Keeping up with shifts in the world today means keeping a pulse on what’s happening, and also anticipating what’s to come,” says Lucie Greene, worldwide director of the Innovation Group. “So what makes the 2017 consumer tick? What would the 2017 horoscope for consumer behavior look like? We hope Future 100 offers brands, marketers and consumers alike the answers to those questions.”

For example, for marketers, the report points out that several markets long overlooked or misunderstood are about to get their due. Brands are finally addressing the large and growing disabled population with “(Dis)ability Advertising” ( No. 39), and U.S. Latinos are being targeted as the polycultural, influential and diverse group they are (No. 38). Marketers lavish attention on Millennials and Boomers, but what about Generation X? “Xers: The Forgotten Generation” (No. 35) reveals why this influential group deserves another look.

The report is broken out into 10 categories—Beauty, Brands & Marketing, Culture, Food & Drink, Health, Lifestyle, Luxury, Retail, Tech & Innovation, and Travel & Hospitality. The full report can be downloaded here.

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