Facebook IQ: Digital Research and InsightsFacebook IQ: Digital Research and Insights

April 20, 2017

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.

CONTENTS

    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.

    Omnicultural identities

    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

    56%

    UK

    48%

    Nigeria

    62%

    South Korea

    46%


    Among Millennials in these four markets

    +15%

    year-over-year increase in Facebook conversation related to gender blur7

    Expanded parenting

    Parenting at it's best1 in 3parents feel their family is at its best when they are at their best8

    MOMPRENEUR

    is an increasingly hot topic of conversation on Facebook in the US92.4xyear-on-year growth
    Mompreneur as a topic on Facebook

    AUG 2015FEB 2016AUG 2016

    Redefining belonging

    Global citizens56%of people surveyed in emerging markets see themselves first and foremost as global citizens10

    Speaking Spanish in American culture80%of US Hispanics surveyed don’t feel they need to stop speaking Spanish to be a part of American culture11

    Proud multicultural Canadians81%of Canadian Millennials surveyed are proud to be Canadian because their society is multicultural12

    New negotiations

    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

    Conversation on Facebook around

    USER EXPERIENCE

    has grown in the US95.2xyear-over-year
    User experience growth on Facebook

    NOV 2015MAY 2016NOV 2016

    Growing willingness to pay

    Shopping based on convenienceUS shoppers surveyed are1.14xmore likely to say they decide how/where to shop based on convenience than price13

    More spent to save timeMore than1 in 2omnichannel shoppers in India, Taiwan and Indonesia say they’ll spend more to get free shipping14

    Ride-hailing app for convenience over priceDespite surge pricing28%of US adults ages 18–29 have used a ride-hailing app15

    Next-gen work

    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

    66%

    WELL BEING

    61%

    COMPANY'S ABILITY TO MEET GOALS

    70%

    Among global c-suite execs surveyed:3

    76%predict a move away from email (towards digital tools that enable collaboration)

    11%see email being completely replaced within five years
    Beyond aging

    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

    70%of people surveyed say the age at which someone is considered “old” is increasing
    The age considered “old” is rising

    Feeling good

    Across France, Italy and the UK, people 45up are staying: 19

    FIT

    Facebook users eat healthy79%say they eat well and exercise regularly

    CURIOUS

    Facebook users find technology makes learning easier62%say technology has made it easier to find courses or learn new things

    SOCIAL

    Facebook users are using dating apps47%of single 45ups use dating apps

    OPEN

    Facebook users are optimistic about future technology73%are optimistic about the future of technology

    Looking great

    Among people 45up in France, Italy and the UKConfidence60%say they feel confident about their appearance

    Among women in Indonesia, Japan, Malaysia and South Korea, Baby Boomers are Influence beauty27%more likely than Millennials to say they have the power to influence their beauty
    Shopping near and far

    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

    2 in 3 online shoppers have aready shopped cross-border5

    People on Facebook who are connected to a business in another country24

    US

    Over60%

    CANADA

    Over60%

    MEXICO

    Over60%

    BRAZIL

    Almost60%

    UK

    Over75%

    GERMANY

    Over48%

    INDIA

    Over46%

    JAPAN

    Over48%

    INDONESIA

    Over48%
    What it means for marketers

    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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