SXSW: Top 5 trends

So five days, many keynotes, 30,000 interactive nerds and one Kevin Bacon…what were my big trends for 2014’s SXSW?

Top five trends:

1. Wearables

 2. Data and Privacy

 3. Designed for Humans

 4. Consumer Curated and Created

5. Open Source

WEARABLES

Many of the startups I saw at SXSW were investing their expertise into wearable tech.

This was still largely dominated by the already saturated ‘fitness wearables’ all with variations on how to improve performance and weight training. However, wearables such as SXSW’s Accelerator winners ‘Skully Helmets’ prove that really delving into a specific category and delivering against a number of different needs can really benefit the consumer.

In my view, wearables that can integrate across different categories to bring about a universal benefit that can tap into a number of different brands/habits will really bring about a shift in the market.

DATA AND PRIVACY

An ongoing conversation taking place in a digitally convergent world is the constant need for brands to use data to learn and optimise their services for consumers based on actual behaviours but not stalk them as individuals. Corporate data responsibility was a hot topic at SXSW and agreed across the board. Google’s Eric Schmidt kicked off proceedings, stating: “Fight for your privacy or you’ll lose it” when discussing the ongoing debate regarding government data collection and how Google is encrypting and protecting its data.

The trend continued with Julian Assange and Edward Snowden keynotes. “The ability to surveil everyone on the planet is almost there and, arguably, will be there in the next couple of years” - Julian Assange. As brands, our biggest opportunities and dangers come through our use of data. Respect your consumers and their data, and they will come back for more.

DESIGNED FOR HUMANS

Intuitive design has long been something Apple has owned in market. There was an emphasis on designing with people in mind, to offer services that genuinely make their lives easier. An example of this was another winner from SXSW’s Accelerator competition; The Eye Tribe, which has brought to market an affordable eye-tracking product that will allow devices to intuitively understand what you want to do next.

Connected Cars emphasises the numerous opportunities with design, and how a new digital eco-system can help enrich the driving experience as well as increase safety for all. In Jeremiah Cohick Lee’s session on API (application programming insight) design he told attendees “Speak human first” emphasising how end-data would be used and how this understanding can benefit the design of an API. Keep common sense and ease-of-use at the heart of building new services and technologies. Brands need to seamlessly fit into consumers’ lives for the better, something we can all think about doing better.

CONSUMER CURATED & CREATED

The future shall bring with it a revitalised power to the consumer. 3D printing will allow for personalisation and freedom to create what a consumer wants and when, however there were still many conversations about how brands can collaborate and partner with consumers in this space to benefit all. Very similar themes ran through content and TV viewing, with YouTube sensations Grace Helbig, heralded as a new trend for content that consumers genuinely want to see and the impact these self-made content players are having on the traditional TV network model.

Consumers are finally being taken notice of, and their feedback is starting to make an impact on major content/manufacturing brands. We will see an increased empowerment of consumers as they gain more and more influence over what gets made across various categories. Social has allowed brands to finally listen to what is being said about them and emerging technologies are allowing consumers to take the next step make their own products/content. Brands that can empower and develop their products to embrace this trend will reap positive sentiment, and potentially new revenue streams.

OPEN SOURCE

Last but by no means least, my final hot trend for SXSW was the idea of open source EVERYTHING. A really refreshing aspect of SXSW was the atmosphere of collaboration and sharing amongst attendees, speakers and trade. Everyone wanted to make cool things that made consumers’ lives better. This idea of open source for the benefit of the end result (namely consumer experience) means that brands need to have a relationship with other brands, to combine the best of expertise to collaborate and create something better. Open source collaboration with systems, technologies and insights to create new opportunities. Along with this idea of collaboration came the idea of digital disrupters and a new wave of digital natives entering the market and fundamentally shifting approaches to age old tasks. An open source attitude should allow brands to accept ideas to come from anyone inside or outside your company to help you develop and innovate.

Technology has become the great democratiser for brands, and being open to new ideas and new approaches can reap financial rewards and new market opportunities. My last hot tip? Go to SXSW and get inspired. You’ll merely scratch the surface of the numerous things you can attend, but you can guarantee you will leave Austin feeling enthusiastic about the industry we work in, part of a passionate community and potentially twenty pounds heavier from all the delicious BBQ.

Sarah Stringer
Carat
Innovations director