2019 is already knocking on the door – new year, new trends. At the end of the year, we asked the Serviceplan Group experts about their personal trends for 2019. What’s coming next alongside influencer marketing, new work and sustainability? The communication professionals give their verdict here. Happy reading!

The established stars of the digital economy Facebook, Apple, Netflix and Google have a common problem: they lose their shine. Customers, employees and the stock market alike become disenchanted. Apple’s innovative powers fades. For many years, the latest model was a must-have. Today, the internet is full of posts on topics such as ‘Why I renounce the iPhone X – and reach for the iPhone 8 Plus’. In regard to voice technology, a key area for the future, Apple’s Siri is lagging behind the competition. Today, the Apple brand primarily stands for expensive. It has changed from a love brand to a luxury label.

When it comes to Facebook, we associate it with false positives, fake accounts, data leaks, bad excuses and miserable crisis PR. The platform also has a further problem: it is becoming a senior hot-spot. For example, 70% of the over-60 silversurfer generation are on Facebook. In the 14- to 19-year-old age group, there are far fewer users; Facebook has lost its sexiness.

The streaming pioneer Netflix is also facing hard times: Disney+, Hulu, Twitch and other competitors are quickly making Netflix look old. If the ‘mouse company’ manages to take over media giant Fox Entertainment as planned and even enter the streaming business, the cards of this poker game are set for a shuffle.

Search engine giant Google’s employees are rebelling. Recently, the workforce has resigned in protest against sexism and racism in the workplace. Earlier, more than 1,000 Google employees protested plans to return to China with a censored search engine. This came after employee protests already stopped a project that involved supplying the Pentagon with artificial intelligence for the analysis of military videos. For a company that has the reputation of being one of the best employers in the world, this seemed a lot of trouble over such a small amount of time.

The fact that things have changed has been proven by a software dinosaur from the last millennium: Microsoft. For a long time, it seemed as though the soul of this software company was long gone. Genuine innovations were a scare commodity. However, under Satya Nadella, Microsoft has consistently reinvented itself. He has broken old habits, turned Microsoft around, uploaded the business to the cloud and acquired smart companies such as Skype and LinkedIn. Microsoft boss Nadalla provides a clear definition of courage. At the World Economic Forum in Davos he talked about the third world, recommended that his own government in Washington should imitate the European General Data Protection Regulation and called for international rules regarding the use of artificial intelligence. The call for regulation – a breach of taboo for corporate America.

Thus, for me, the trend of 2019 is learning from Microsoft. Courage to think completely new again; courage to completely rethink ourselves; courage to embrace a clear attitude. I think in the year 2019, Facebook, Apple and co. will follow this path and reinvent themselves.


This article is part of the Trends 2019 series of the Serviceplan Group.

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