Category
Tech
Delegated Interfaces
Trend cluster
Category
Curated
Spontaneity
Apps and other digital platforms prioritize spontaneity for customers.
2.9
Trend score
Trend
What is the Curated Spontaneity trend?
Curated Spontaneity: Brands are facilitating spontaneity in consumers by offering platforms through which they're able to be more impulsive–in everything from travel plans to meeting up with friends and loved ones.
Insight
The consumer insight behind the Curated Spontaneity trend
Though the ease and accessibility of smart technology has brought on consumer reliance on these technologies, people still crave person-to-person interactions. Many consumers see today's tech as something that actually facilitates in-person interactions, rather than working against them. By prioritizing spontaneous purchases or interactions, these brands are able to reverse the notion that technology facilitates insular or isolated behavior.
Trend themes
Themes within the Curated Spontaneity trend
Three behaviours holding the trend together01
Spontaneous Interaction
Brands are facilitating impulsive decisions and interactions in consumers through digital platforms and apps.
02
Face-to-Face Interaction
Consumers are seeking person-to-person interactions, and are viewing technology as a facilitator of in-person interactions rather than against it.
03
P2P Business Models
Platforms such as Vayable are empowering individuals to turn their passions into a source of income through peer-to-peer business models.
Industry implications
What the Curated Spontaneity trend means for industry
Where the trend changes the playbookFor
Wearables
Wearable technology is being developed to promote spontaneous social interactions and discourage screen time.
For
Social Networking Platforms
New social networking platforms are being developed to encourage more business-oriented, in-person conversations and less reliance on passive online communication.
For
Travel and Tourism
Peer-to-peer travel and tourism platforms are disrupting the traditional industry by offering unique, authentic experiences curated by locals.
Workshop question
How could your brand facilitate spontaneous interactions or purchases for its customer?
Trend signals
Trend signals for Curated Spontaneity
Trend score 2.9 out of 10, from popularity 45%, activity 35%, freshness 8%.
Popularity45%
Activity35%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Curated Spontaneity trend
5 featured examples from Apr 29, 2017 to Feb 24, 2019CategoryWorld
Spontaneous Travel Tour Bookings
Vayable Allows Users to Experience the City with Locals
Vayable disrupts the travel and tourism industry by providing a platform for spontaneous travel tour bookings and cultural exchange.
CategoryWorld
Airport Social Platforms
The WaitList App Promotes Spontaneous Interaction Between Passengers
There is potential for airports and airlines to leverage social networking platforms to enhance the customer experience and foster more spontaneous real-life connections.
CategoryTech
Social Interaction Wearables
Gobie Brands Itself as a "Social Wellness Wearable"
Disruptive innovation opportunity: Explore innovative applications and features for wearable devices in the market.
CategoryTech
Spontaneous Adventure Experience Apps
The 'Wavy' App Helps Users Find the Best Local Experiences
The emergence of new spontaneous adventure experience apps and the opportunity for app developers to create personalized, location-based experiences presents disruptive innovation…
CategoryTech
Spontaneous Contact-Sharing Apps
The 'SCRATCH' App Seamlessly Lets You Socialize and Share Info
Disruptive innovation opportunity: Develop mobile apps that revolutionize the way people share contact information.
