Introduction to Emerging Trends & Technology
Illustration by Mariana Rio
The 2017 SoDA Report delivers an insightful look at how the pace of change in our society has evolved over the years. What was once typically a slow period of change has now become a rapid acceleration of transformation. Here, what we call ‘the inflection point’ is also known in technology as the point where something makes the leap from the early-adopter market to becoming generally accessible to most households. And the time it takes for technology to go through those stages has accelerated over the years thanks to the prominence of digital natives in our society and new distribution channels driven by ecommerce and crowdfunding.
As marketers, we’ve seen how technologies like virtual reality, voice-operated services and chatbots have rapidly become accessible communication channels. A lot of the technologies that were in the idea stage or reserved for early adopters in last year’s report are now easily accessible today. As humans, our remarkable ability to adapt compels us to embed these technologies in our day-to-day lives and use them to their full advantage.
It’s truly amazing to see how the technologies outlined in this section will transform us, both as an industry and as individuals, as they continue their fast pace towards general adoption. Meanwhile, the latest hype-cycle of new ideas and innovation is already upon us, accelerating that pace even further.