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Kantar Finding the Future: Tech-Enabled Life

Introduction

Kantar’s report uses Dx Analytics and AI on big data (search/social) to identify consumer tech trends globally, focusing on smart home, personal tech, gaming, and communication. Trends are analyzed through a framework of macro drivers, consumer expressions, and innovation angles, identifying opportunities for brands.

Key Trends Driving the Narrative

1. Tech Gets Conversational

• Consumer Need: Growing desire for AI-based social robots viewed as companions (friends, mentors, soulmates), not just functional tools.
• Core Needs: Companionhip, emotional connection, task assistance.
• Brand Innovations: Examples include ElliQ (elderly companion), Q-bear (baby cry analysis), Starbucks chatbot.
• What’s Next: Robots must integrate ethically, ensuring data privacy, security, and addressing societal concerns like job impact.
• Macro Drivers: Loneliness, time poverty, urbanization, aging populations.

2. Health on Me

• Consumer Need: Demand for hyper-personalised health tech, wearables, and diagnostics (e.g., continuous glucose monitoring).
• Core Needs: Real-time health monitoring, preventative care, holistic wellness.
• Brand Innovations: Nutrisense CGM, Movado Evie smart ring, Frenz brainband.
• What’s Next: Integration with medical ecosystems, predictive analytics, DNA-based personalised health.
• Macro Drivers: Rising awareness of mental/physical health, accessibility to diagnostics, non-communicable disease risks.

3. Harmonising Integration within the Smart Home

• Consumer Need: Seamless integration of IoT devices into a unified smart home ecosystem.
• Core Needs: Interoperability, user-friendliness, freedom of choice (no subscriptions).
• Brand Innovations: Samsung SmartThings Station (Matter-compatible hub), Osmo games.
• What’s Next: Evolution of standards like Matter, overcoming connectivity challenges.
• Macro Drivers: Time poverty, urban living, demand for automation, environmental concerns.

4. Ushering in the Era of Advanced Connectivity

• Consumer Need: Adoption of faster networks (5G) and reliable tech to support everyday innovations.
• Core Needs: Lower latency, better access to tech enhancements, global connectivity.
• Brand Innovations: Sub-brands like Poco and RealMe for affordable 5G devices.
• What’s Next: IoT expansion, work tourism enabled by 5G, bridging skills gaps via tech.
• Macro Drivers: Gig economy, flexible working, digital nomadism, energy crisis.

5. Privacy and Protection

• Consumer Need: Heightened focus on data security and protection following tech distrust.
• Core Needs: Transparency, easy opt-out mechanisms, reliable privacy tools.
• Brand Innovations: Tech-enabled wallets for theft prevention, Deeptrace deepfake detection.
• What’s Next: Rebuilding trust through clearer policies, user-centric data ownership.
• Macro Drivers: Deepfake tech rise, cybercrime, declining authority trust.

6. Gaming Redefined

• Consumer Need: Cross-platform, cloud-based gaming with creative possibilities.
• Core Needs: Community engagement, creative freedom, immersive experiences.
• Brand Innovations: Roblox for gamification (e.g., Nedbank Chow Town), cross-progression systems.
• What’s Next: Metaverse integration, esports growth, AI-driven gamification.
• Macro Drivers: Insular living, rising AI capabilities, globalised culture.

Innovation Angle

• Brands must innovate meaningfully by balancing tech adoption with ethical concerns, leveraging consumer insights to bridge gaps between emerging technologies and user needs. Ethical AI, transparency, and circular business models are key.

The Sustainability Narrative

• Tech is increasingly linked to sustainability through circular economy practices, reduced waste, and energy-efficient solutions. Green tech (smart meters, solar panels) aligns with consumer desire for planetary allyship.

Concluding Thoughts

• Tech is evolving to meet consumer desires for personalisation, protection, and connection. While consumers are cautiously optimistic, ethical considerations, privacy, and inclusivity are critical for long-term success.

Key Verdict: Tech is both a tool and a societal enabler, empowering consumers when developed with purpose and human-centricity.