We Are Social Think Forward

THINK FORWARD

We connect people and brands in a meaningful way. That’s why our 2019 Think Forward report unpicks the complex and ever shifting web of consumer identity online, and looks at the role brands play in reflecting and shaping it.


We’ll arm you with everything you need to survive the current identity shifts on social media, from insights into raging culture and gender debates to the new rules of data. There’s even AI marketing and a robot influencer or two. Because if there’s one thing we’ve learned about the 2019 identity crisis, it’s that the solutions lie in digital innovation.

SOCIAL STANDING

Brands are apt to stay quiet in the face of online hatred. But as 2018 turned the volume up to 11, some decided to shout back, no matter the consequences.

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COLLECTIVE AI

As we converge and combine our behaviours and intelligence online, the ability for machine learning to find solutions to brand needs is becoming an essential advantage.

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MINORITY IMPACT

Marginalised groups are becoming the most influential microcosms on social. Brands who ignore them could be left out of the conversations driving culture.

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FAKE AUTHENTICITY

Honesty is currency in social. But 2018 was the year we cashed in on deliberate inauthenticity and fictional personas as well. This fakery poses some very real questions for brands.

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NEW MASCULINITY

In the wake of #MeToo, masculinity has become an explosive topic. Brands must promote a more inclusive message if they hope to resonate with men online.

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DEMOCRATISING DATA

We’re in the midst of a revolution.
As individuals become the gatekeepers to their own data, it’s essential that brands find access on the right terms.

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LOCAL LEGITIMACY

At a time when many consumer groups are resisting globalisation – on social and IRL – tapping into locality could mean more meaningful connections with your audience

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MEMES GO NICHE

’Niche memes’ have become a way for young people to close-off outsiders and share vulnerabilities as well as in-jokes. Some brands have used them to foster deeper connections

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RIGHT NOW CROWD

In 2018, live-streamed video snared consumers and kept them hooked long after the content had finished. Now brands have a chance to reel them in

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WHAT'S INSIDE
THIS REPORT

An actionable deep dive into the passions, motivations and behaviours driving online consumer identities in 2019



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