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Brands will have to rethink consumers as activists, guided by a wide range of interests and causes in their decision-making, from climate change to data protection and new definitions of identity.
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More consumers will use personal data assistants to manage their relationships with brands, which will need to relate to the assistant rather than the customer.
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We will see the emergence of "islands of privacy", with consumers willing to give up convenience and access to digital services. Invisible to brands.
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The concept of identity will evolve beyond race, sex or gender to incorporate values such as sustainability, minority rights and urban issues.
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eSports and immersive gaming will change the way we view sports and "real world" activities.
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For brands, technology will provide new ways to communicate through the senses, beyond sight and sound.
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Hotels could emulate the conditions of your home, lights, temperature, etc.
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Future migration will not only be influenced by traditional factors such as job opportunities and wage levels, but also by the desire for personal development, better cultural and political conditions. Younger global citizens are particularly attuned to sustainability issues, and expect products to be produced and delivered responsibly.
What other ideas do you think will be possible?
Let's pause and listen to what the experts at Google have to say, what's coming in the next decade?
