1. Can we meet? Americans schedule approximately 25 million meetings per day. Apps and AI that reduce the friction of finding times and places to meet will be a winner.
2. Opioids: More than 200,000 people in the US have died from overdoses involving prescription opioids over the past two decades. Drugs that can't be crushed and snorted plus reduce pain will be a winner.
3. Drinking: People in their 20s and 30s are drinking less alcohol. One in 5 millennials doesn’t drink, and 66% say that alcohol isn’t important to their social lives, according to a survey by Demos. Companies that provide beverages that also have health benefits will be a winner.
4. No phone vaca: According to a survey of 2,000 US travelers from Asurion, a mobile device insurance company, and OnePoll, a UK-based marketing research company. More than 20 percent of respondents said they checked their smartphones once per hour during their most recent vacations while about 14 percent said they checked it twice per hour. Activities and holidays that require full attention and participation will be a winner.
5. Sensible shoes: Women's sneakers sales increased by 37 percent last year, while high heels fell 11 percent. Clothes that are flexible, less rigid, and provide performance benefits will be a winner.
6. Voice is the new thumbprint: Interpol is considering using software that identifies criminals using audio. Apps and AI that provide access to information as simple as a voice command will be a winner.
7. Better, stronger, faster: Adding a bionic vest to a work uniform will augment human abilities. Performace clothing that takes the strain off the arms and backs of people working on tasks that require specialized attention and repetitive actions will be a winner.
8. The plastic straw is losing status: California, New York City, and the EU are all looking to outlaw plastic straws. Restaurants and cafes replacing straws with paper, metal or providing no straw at all will be a winner.
9. Having your smartphone nearby takes a toll on your thinking: Recent research investigated whether merely having one’s own smartphone nearby could influence cognitive abilities. In two lab experiments, nearly 800 people completed tasks designed to measure their cognitive capacity. The results were striking: individuals who completed these tasks while their phones were in another room performed the best, followed by those who left their phones in their pockets. In the last place were those whose phones were on their desks. Activities and business meetings that are smartphone free will be a winner.
10. The AI arms race: Algorithms trained on mountains of Chinese data may soon be making decisions that profoundly affect the lives of people in the US. The world's wealthiest companies are powerhouse data collectors and data users. Companies that capture the full value of their data will be a winner.
-Marc A. Ross
Marc A. Ross is the founder of Brigadoon and specializes in developing winning communications, content, connections, and commerce for entrepreneurs and thought leaders.