Dentsu Consumer Vision: The Human Dividend
![](https://assets-eu-01.kc-usercontent.com:443/f8b5e84a-d17a-014d-b1f8-bfe74b89069f/4b9a5547-75dc-4426-b052-cc0ffce58ad1/Human%20Dividend.jpeg?q=75&fm=jpg&w=960)
Download chapter four to learn more about each of our trends.
What robots can’t do:
By 2030 there will be an even greater premium on human skills such as creativity and compassion—and the brands that successfully embody those traits.
Objective-free play:
Consumers will seek serendipity and surprise in how they spend their free time, providing new opportunities for brands willing to curate seemingly spontaneous moments of discovery.
Emotion trumps objectivity:
Appealing to emotion will become an even more powerful way of asserting truth than objectivity or rationale/critical thinking.