2016年新生代最期待的六大趋势

2015年是充满了改变和分水岭式变革的一年，而随着2016年的到来，我们将迎来一些新的趋势。

在新的一年，“千禧一代”将继续打破全球商业格局，给他们所从事的行业带来改变和破坏性的思维。下面六大新兴趋势，值得“千禧一代”创业者们关注。

1、音频复兴

声音将依旧是热门，预计2016年耳机行业的规模将超过130亿美元。这种转变会继续催生新的商业模式，连同根据音频体验制作的电视节目（播客《Serial》变成了电视节目），声音体验变得更易于获得和更合理化（Pandora收购Ticketfly）。

随着范式转移的继续，广播的复兴也将继续，并且可能成为市场营销策略的中心，而不是辅助组成部分。

随着新应用和技术的出现，音频短信市场将急速增长。我们还可能在来年看到人们像刷电视剧一样刷听广播。2016年，耳朵仍将是表达观点和赚钱的一个重要阵地。

2. 表情符号成为焦点

表情符号将形成一种独有的语言，并将是最强大的表达方式之一。2014年，我们看到了不同种族的自定义表情符号，今年将会有更多字符和符号，供我们在日常对话中使用。我们会看到各大品牌通过表情符号，加大营销幅度（例如，Facebook以前只能点赞，现在可以用表情符号表达幽默、惊奇等各种情绪。）

此外，图书、广告、GIF格式图片、恶搞图片或者其他通信平台，也会用越来越多的表情符号来表现。最近，《大白鲨》被翻译成全表情符号文本，便是这一趋势的明确先兆，而且在2016年，市场营销者和消费者一定会看到更多这种变化。

3. 用分享实现节约

分享经济将继续爆发。我们将看到分享经济生态系统的持续扩大，这个生态系统提倡“我们”而不是“我”的理念，目的是为其所在的整个社区带来价值和好处。

这种公司为自己、为他们服务的消费者，以及那些寻找自由职业机会的本地人带来好处的理念，将成为一个更加明显的标志，证明新型Uber X经济的持久性。

分享经济还会继续挖掘出大量新机遇，使所有人从分享中获益，同时还可以有更伟大的或“社会”意义。比如，Nimber尝试根据现有的“未利用的”空间，提高运输和配送不同形状和尺寸的货物的能力，这便是这一趋势的典型例子。此外，这个例子也让我们有机会了解，在未来几周和几个月内，随着分享经济的日趋成熟，将会涌现出哪些类型的新服务。

4. 传统企业领先一步

随着分享经济挑战者的不断出现，他们会迫使市场反抗者们面对全球经济的结构变化，最终开始自我瓦解。比如，在酒店行业，凯悦酒店（Hyatt）和温德姆酒店集团（Wyndham），均创建了挑战者品牌（分别是onefinestay和Love Home Swap），与分享经济的中坚力量Airbnb竞争。

随着这种新范式的出现，我们会看到，新老并存的经济将引领合作商业时代向前发展；而各个领域所提供的新型消费者服务，将在某个特定的市场利基中重塑其可能性。

这种趋势会催生一小部分服务，我们会继续看到一切皆可定制的理念影响到商业的方方面面，比如酒水（定制雕刻的Knobs Creek威士忌酒瓶），以及科技巨头（亚马逊的新手工艺品交易平台Handmade）。

5. 属于自由职业者的未来

随着传统商业受到新型合作商业反抗者的持续威胁，关于分享经济的长期可行性、效果和安全性的问题会继续存在。

但随着新型经济的创新持续给我们的社会带来良好的转变，政策监管一定会跟上创新的步伐，提供美国重新树立全球领导地位所需要的政治基础架构。

因此，越来越多的分享经济公司将会诞生，越来越多从事自由职业的机会将变成现实。将有一批新生代创业者和商业领导者，帮助我们进入更光明的未来。

6. “Z一代”登上舞台

2016年是新的一年，同时也将有一代新人成为关注的焦点。“Z一代”首次开始成为所有人关注的焦点。随着“Z一代”人口的快速增长，他们开始分享对技术或服装等各个领域的观点，市场营销者已经看到了他们所具备的购买力。这一代人将是100%在线的一代，因此他们对公众舆论的影响力将是巨大的。

这一趋势与我们可以感知到的全球商业的转变相吻合。全球商业正在持续向有意义的盈利转变。来年，我们会看到更多这一趋势所带来的转变。

“Z一代”也被称为“前途无限的一代”。在其价值观的形成过程中，他们会表达出更多、更富有同理心的态度，而不是自我服务的心态。这种转变与2016年的另外一个趋势有着密切的关系——同理心将成为全世界最重要的“硬通货”之一。（财富中文网）

译者：刘进龙/汪皓

2015 has been a year ripe with change and watershed transformation, but as we move into 2016 many new trends lurk on the horizon.

Here are the top 6 emerging trends millennial entrepreneurs should look out for in the year ahead as they continue to tear up the global business landscape, bringing change and disruptive thinking to all they do:

1. AUDIO

Sound will continue to emerge as the new word, with the audio headphone industry expected to surpass $13 billion by 2016. This shift will continue to percolate with new business models that make sound experiences more accessible and streamlined (Pandora purchase of Ticketfly) along with TV shows built off of audio experiences (Serial the podcast becoming a TV show). As the paradigm shift continues, radio will continue to experience a renaissance period and will potentially reemerge as a centerpiece of marketing strategy, as opposed to an ancillary component.

Audio text messages will surge as well with new apps and technologies appearing to amplify this trend. We may also be able to look out for binge radio on the horizon. In the year ahead, ears will continue to become a critical canvas for expression and monetization.

2. EMOJIS TAKE CENTER STAGE

Emojis will become their own language and among the most powerful forms of expression. Last year we witnessed customized emojis by race, this year we will see more characters and icons to represent our daily conversations. Prepare to see brands embrace emojis to heighten their marketings efforts (i.e. Facebook expanding from just thumbs up likes to emojis that express everything from humor to amazement).

Additionally, it is likely that books, ads, GIFS, memes and other vessels of communication will be conveyed in full on emoji language. The recent translation of Moby Dick into complete emoji text is a clear harbinger of this trend and something marketers and consumers are sure to see more of as we move into 2016.

3. SHARE IT TO SPARE IT

The sharing economy will continue to explode. We will see a continued push towards sharing business ecosystems that embrace the we instead of the me, and provide value and benefit to the communities they operate in as a whole.

This idea of businesses benefiting themselves, the consumers they serve, and local people seeking freelance employment will become more evident and an obvious sign of the permanence of our new Uber X economy.

The sharing economy will also continue to identify new untapped pockets of opportunity that can benefit from sharing and also potentially serve a greater or “social” purpose. Nimber, which seeks to facilitate the ability to transport and deliver cargo of all shapes and sizes based on currently available “unused” space is a great example of this trend. It also offers great insight into the type of offerings we will see a maturing sharing economy crank out in the weeks and months ahead.

4. THE CORPORATE ONE-UP

As sharing economy challengers continue to emerge, they will begin to push market insurgents to finally begin to disrupt themselves in response to the recent tectonic shifts in the global economy. We have seen this for example with hotel players Hyatt and Wyndham creating challenger brands (onefinestay and Love Home Swap) to rival sharing economy stalwart Airbnb.

As this new paradigm ensues, we will see a mix of old and new economies leading the era of collaborative commerce move forward and new consumer offerings provided across the board reimagine what is possible in a given market niche.

This push will place a premium on small batch offerings and we will continue to see the notion of all things bespoke impact everything from alcohol (customized engraved Knobs Creek Whiskey bottles) to tech giants (new Handmade at Amazon marketplace).

5. A FREELANCER’S FUTURE

Questions will continue to circulate about the long-term viability, efficacy and safety of the sharing economy as traditional businesses continue to be threatened by new collaborative commerce insurgents.

However, as the innovation of our new economy continues to help transform society for the good, it is inevitable that regulation will begin to keep pace with innovation, providing the political infrastructure required for America to recapture its leadership foothold on the global stage.

As a result, more and more sharing economy businesses will arrive, and more and more opportunities to go freelance will materialize. A new crop of entrepreneurs and business leaders will appear to help guide us toward a brighter future.

6. Z BABIES HAVE ARRIVED

2016 will bring with it a new year of course, but also a new generation of focus. For the first time in the year ahead, it will be Generation Z that begins to take center stage. With a population that is rapidly growing, marketers are already seeing the buying power of this demographic as they begin to share their voice on everything from technology to apparel. With 100 percent of this generation connected online, the ability of this group to influence public opinion is enormous.

This trend dovetails well with the palpable shift of global business to continue to purposefully profit, which is something we will most definitely see more of in the year ahead.

Additionally as the voice of Generation Z, already known as the “Limitless Generation” continues to take shape, a more empathetic, as opposed to self serving tone will emerge. This shift also ties to another trend to look out for in the year ahead – empathy as one of the world’s greatest currencies.