Shifts for 2020: Blurring Boundaries
Take a look at the ways technology is changing how people see themselves and how they interact with other people and businesses.
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By 2020, more people will have mobile phones than running water or electricity at home.1
And for the first time in history, more people will be connected to the internet than not.1 Mobile will generate nearly half of US ecommerce sales2 and Millennials will make up half the global workforce3—but don’t look for them in customer service, given that 85% of customer interactions will be managed without a human.4
A whole new world? Practically—and it’s just over 30 months away.
There’s never been a better moment to find growth in change. And sitting at the bustling intersection of over 1.86B people and 5M advertisers, Facebook IQ has a unique, global vantage point.5 That is why we are launching Shifts for 2020—an ongoing content series that will steer you where people are headed, so you can accelerate your own rate of change and secure relevance in a shifting world.
We’re kicking off the series with an essential look at five ways traditional boundaries and barriers are evolving—from the blurring of gender lines to the duality of globalism and localism. The way people see themselves in the world is shifting, and this is critical because it shapes how they will see and interact with others—people and brands alike.
1. Omnicultural identities
As technology exposes people to more perspectives and allows people to explore more multifaceted identities, many will reject traditional boundaries. Instead, people will increasingly embrace more personalized, complex and fluid means of self-identifying. While these changes—in areas like gender, parenting and cultural and linguistic belonging—have been building over time, in the coming years, expect them to go from niche to norm.
People surveyed say traditional gender roles are becoming irrelevant.6
US
UK
Nigeria
South Korea
Among Millennials in these four markets
+15%
year-over-year increase in Facebook conversation related to gender blur7
Expanded parenting
1 in 3parents feel their family is at its best when they are at their best8
MOMPRENEUR
AUG 2015FEB 2016AUG 2016
Redefining belonging
56%of people surveyed in emerging markets see themselves first and foremost as global citizens10
80%of US Hispanics surveyed don’t feel they need to stop speaking Spanish to be a part of American culture11
81%of Canadian Millennials surveyed are proud to be Canadian because their society is multicultural12
2. New negotiations
With people’s relationships with businesses mediated by technology, as technology evolves, so too will the “contract” between people and brands. We will move into a new era of continuous negotiation, as technology enables new possibilities, control and advantages for both businesses and people. On the one hand, people will continually expect more from brands (e.g., better mobile experiences and customer service). And at the same time, people’s acceptance of surge pricing demonstrates a growing willingness to pay more for convenience when it’s perceived to be worth the time and effort saved.
Rising expectations
USER EXPERIENCE
NOV 2015MAY 2016NOV 2016
Growing willingness to pay
US shoppers surveyed are1.14xmore likely to say they decide how/where to shop based on convenience than price13
More than1 in 2omnichannel shoppers in India, Taiwan and Indonesia say they’ll spend more to get free shipping14
Despite surge pricing28%of US adults ages 18–29 have used a ride-hailing app15
3. Next-gen work
Millennials have officially overtaken Gen Xers as the most populous generation in the US workforce,16 and it’s estimated that by 2020, they will make up half of the global workforce.3 As these digital natives grow in number and influence, Millennials will define the future of work. While so many studies on the Millennial mindset have yielded confusing (even contradictory) findings, when it comes to why and how they want to work, most Millennials seem uniquely clear on their strategic vision. And they will drive a major cultural shift as they seek more purpose, flexibility and meaningful connections with the organizations and people they work with.
Will work for purpose
Culture at the coreThe global c-suite gets the message3
66%of US Millennials say their organization’s purpose is why they chose to work there25
61%of Millennials in senior positions have avoided performing a task at work that goes against their personal values or ethics3
70%say the expectations of a new generation will drive greater autonomy and collaboration
69%believe that company culture will be critical to success
Connections built to flex
Millennials who have flexible working arrangements say flexibility has a positive impact on17:
PRODUCTIVITY
WELL BEING
COMPANY'S ABILITY TO MEET GOALS
Among global c-suite execs surveyed:3
4. Beyond aging
As people expand their perspectives on aging and increasingly see retirement as obsolete, Western notions will align with those of much the rest of the world, where the institution of “retirement” was never as relevant to begin with. People who may previously have seen retirement as a time for inactivity will increasingly prepare to do their best work yet. You will find them living more healthful, connected and fulfilling lives. And thanks to tech-enabled social connections, people will not only live better but longer too.18
“Aging” is antiquated
Across Nigeria, South Korea, the US and UK
Feeling good
Across France, Italy and the UK, people 45up are staying: 19
FIT
CURIOUS
SOCIAL
OPEN
Looking great
5. Shopping near and far
It will be one of the great dualities of digital commerce: the push and pull between local and global. On the one hand, people will increasingly value and support commerce and culture right in their own backyards. And at the same time, in our increasingly globally-minded world, Facebook data reveals that of the 65M businesses on our platform, 35% of their connections are to people in other countries.20 360M people have already participated in cross-border ecommerce.21 And much like the flow of people, ideas and technology, the growing flow of products across borders will continue to connect us.
Keeping it close to home
Across Nigeria, UK, South Korea and US+17%year-over-year increase in Instagram hashtags related to localism7
More than 450Mpeople are active in buy-and-sell groups on Facebook each month22
Across Kenya, Nigeria and South Africa6 in 10people surveyed prefer ads for locally or nationally made products23
Shoppers without borders
More than1 billionpeople on Facebook are connected to a business in another country4
People on Facebook who are connected to a business in another country24
US
CANADA
MEXICO
BRAZIL
UK
GERMANY
INDIA
JAPAN
INDONESIA
Marketer shifts
2020 will be here in just over 30 months, but many of the clues to what it will hold are already around us. This gives you the opportunity to proactively pave your own path, so that when 2020 rolls around, you are already shaping a world that others will have to respond to.
Reimagine familiar frameworks:
As fundamental concepts like gender and aging head towards irrelevance, leverage these shifts in everything from product innovation to campaign creation and implementation. For example, you could tap into new kinds of spokespeople to expand the relevance of your offering or rethink the pronouns you use to address your customers.
Find growth in fluidity:
Consider how you can tap into new technologies to disrupt old models—for instance, introduce dynamic pricing into new contexts or find growth across borders, as emerging markets become a global growth engine.
Ignite change from within:
Attract and retain tomorrow’s talent through a work culture that embodies purpose, transparency and flexibility. Reinforce this culture through digital tools that facilitate collaboration regardless of location. Learn from the success of companies that are already shaping the workplace of the future—from CEOs who use live video to connect with employees, to coworkers finding new ways to share knowledge and connect with each other—sometimes in the way that only a GIF can express.
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