The tumultuous events over the past year—political discord, the continued success of Amazon and other disruptors, and the mass adoption of cutting-edge technologies—will continue to dictate brands’ actions in 2018. As the Trump presidency enters year two, brands will remain in the political arena ensuring that consumers know exactly where they stand on key issues. Retailers will enter into unlikely partnerships to increase both online and in-store sales. Artificial intelligence (AI) and blockchain will become commonplace in all industries. And cannabis will no longer be taboo as major brands begin to embrace the product. Landor, a leading strategic branding and design firms, analyzed innovations, consumer behavior, the changing market and attitudes from myriad industries to determine the top trends for the coming year.
“We’re currently in a period of significant disruption, not only from technology, but also, exponentially, because of the political climate. Brands have entered a new frontier, operating on high alert, ready at a moment’s notice to voice their opinion on contentious policies or topics. Consumers want to know that their brands share their ideologies. To foster strong brand communities, companies should ensure they have authentic values and a well-articulated identity,” says Stuart Sproule, Landor’s president of North America.