Trend to Watch for 2020 and Beyond

Signals 1 Minute

When discussing futurism with a colleague, he said he didn’t believe in predictions but relied on history. Fair. I also think we do not need to make lofty call outs to see how our future might shape but rather pay attention to the shifts happening now.

Demographic changes constitute a fundamental fray in the way populations will change their purchase , media and voting habits among others. With Gen Z emerging as the most diverse generation with pronounced socially-conscientious values, we will see a diversity in consumer choices as well. Expect a surge in new flavors from different cultures, blended products, willingness to pay a premium for the ‘right’ service (e.g., those who provide equal and fair pay to their employees) and green votes.

Published by Idil Cakim

Idil has devised marketing and communication strategies for Fortune 500 companies and non-profit organizations for 20 years. She is the author of 'Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers' (Wiley, 2010), as well as numerous industry briefs and articles on online communications. Idil has been a public speaker on word-of-mouth marketing, women and ethnic minorities’ use of digital communications, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, CBS Market Watch, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, the Financial Times and the New York Times. In 2010, she was selected ‘Digital Communicator of the Year’ by PRNews. Idil is currently VP of Media Analytics at Nielsen, working with public sector, technology and telecom clients, gauging their advertising and brand communication effectiveness. She also serves on the Ad Council’s Research Committee. Previously, she was a VP of Client Development at NM Incite – a Nielsen / McKinsey company, identifying and amplifying business opportunities in social media for clients. Prior to her roles at Nielsen, Cakim was a Senior Vice President in the global PR agency Golin’s digital practice and a Director of Burson-Marsteller’s think tank—the Knowledge Development group. A native of Istanbul, she holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College.

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