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7 economic trends will dominate the ‘roaring twenties’

From preventative medicine to smart mobility to 5G – the 2020s will see significant trends driving global growth over the next decade

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The Roaring Twenties of nearly 100 years ago was defined by a surge of consumerism, a brightly revitalised global economy and the arrival of the concept of ‘mass culture’. It was the era of jazz hands, fresh ideas and glamorous invention. It was also a time of significant political and social change – an undercurrent that charged conversations and technological innovation. Into this decade of post-war ennui and awareness came the telephone, the radio and the instant camera along with a slew of other inventions that changed the course of history. Today, the world awaits the 2020s, with eager anticipation and much excitement, as a decade likely to be defined as much by further leaps in technological innovation as by its socially influenced political and economic upheavals. The resultant landscape, filled with roaring changes, will inevitably require a much more comprehensive level of understanding to most effectively capture the resultant growth opportunities.

“There are seven major themes that will drive global growth over the next decade,” says Jonathan Sieff, Senior Portfolio Manager at Sasfin Wealth. “These will change the way we live, the way we travel, how we engage and collaborate, and how we work. Each of these themes should form part of any forward-thinking investment portfolio to ensure it is capable of benefiting from these specific market forces.”

Healthcare innovation is the first theme that will dominate the decade. The cost of medical solutions has reduced exponentially over the years – the complex process of mapping the human genome cost over $1bn when it first emerged, but by the mid 2020’s it will be mapped for less than a few hundred dollars. This has huge ramifications for preventative medicine as doctors can use genome mapping to assess cell mutations and invest in preventative care that could mitigate the health impacts of obesity, cancer and so much more. This will be complemented by further advancements in robotic surgery, preventative diagnostic equipment, improved education and medical intervention techniques.

“The second trend is smart mobility, which includes combining materials like lithium and cobalt with metalloids, such as silicon, or innovative organic compounds to produce the batteries of the future; new technologies required to drive the concept of e-mobility forward,” adds Sieff. “The next decade will see significant refinements to connected vehicles and mobility solutions that will fundamentally change the way we travel such as autonomous vehicles that bypass fossil fuels entirely.”

The third trend lies in a buzzword that dominates media today but has yet to deliver on its promise – the Internet-of-Things (IoT) and its enabler, 5G. IoT involves digitally animating the physical world, using a vast array of devices, with 5G enhancing the speed and reliability of connections across the globe. For now, 5G penetration is still relatively low globally. For example, the concept of the smart home has yet to entrench itself as a modern living standard. Only 3% of homes in the United States are smart homes, with seamless communication between devices to enhance quality of life. The next few years should see this concept become increasingly accepted and entrenched as the costs of internet access, mobility and technology reduce further.

“In addition to 5G enablement, robotics and artificial intelligence (AI) will continue to have a huge impact on the Fourth Industrial Revolution (4IR),” he says. “Technology and cost efficiencies will redefine consumer robotics and improve quality of living by automating a number of previously menial human functions.”  AI-assisted diagnostics will be able to provide personalised care and improved treatment outcomes, and by considering all available evidence, deliver predictive analytics to detect hidden factors and reduce side effects through personalised drugs.

One of the major trends that will continue to lead in the Roaring Twenties will be digital entertainment and eCommerce. In terms of digital entertainment, “online content and how people access and aggregate their information will continue to innovate,” explains Sieff. “Online streaming TV is fast replacing cable and satellite delivery and this trend will accelerate.  Alongside this trend, the world of advertising is clearly trending towards programmatic advertising, which will have a powerful impact on personalisation and eCommerce growth.”

In many countries, eCommerce is still not fully established. Even the United Kingdom has only 30% of its consumer base embedded in digital. The 2020s will see the omnichannel retail world continue to shift on its axis to become increasingly accessible and relevant to the consumer. This will be particularly obvious in developing countries, such as South Africa, where the online market remains limited but is now showing signs of significant growth.

The penultimate theme is cloud computing and cybersecurity. This market is growing exponentially and is extremely competitive. It will be defined by continuous innovation, embedded cybersecurity, and privacy of information. These factors will influence which organisations thrive and which wither over the decade as those that adapt will likely grow alongside cloud demand.

“Finally, the clean energy conversation will dominate in the 2020s,” says Sieff. “There is an increasing awareness of the need to live more sustainably and to invest into renewable power innovation. Innovation has become a necessity, given the environmentally harmful nature of fossil fuels over and above their finite nature. It has also improved the relative cost advantage for renewable options as population growth and ongoing urbanisation continue to drive the increased consumption of electricity, particularly in a world of more interconnected devices.”

“These seven trends will govern how we live, work, commute and entertain, and will redefine the infrastructure within which we operate. They are interconnected and dynamic, making the landscape even more exciting in term of its potential and how it will influence investment and markets.”

Sasfin offers a Global Innovation Portfolio that provides investors with exposure to these seven themes and the next generation of emerging global leaders. Through its evolution alongside these key themes which are set to dominate markets over the next decade, Sasfin has positioned itself as an investment thought leader and the best partner for anyone looking to build their portfolios intelligently for the future, as well as for those eager to take advantage of the investment opportunities that the Roaring Twenties will present.

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Projection tech transforms retail

By TIMOTHY WILSON, visual imaging business account manager at Epson South Africa

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Display designs, such as those found in retail stores, are no longer confined to static visuals on pull-up banners, 2D print and posters. The increasingly popular use of projection technology has ushered in new and exciting ways to create immersive displays using rich media and high-quality visual content to go beyond the four walls of traditional marketing.

In the past, projectors were lamp-based and prone to failure when used in a harsh environment, such as a retail store. Today, newly introduced laser projection technology has unlocked a range of capabilities.

Transforming the way brands engage with audiences

Creative techniques such as projection mapping, which can be described as the projection of video, animation and other colourful displays onto 3D surfaces, have completely transformed the way brands engage with audiences and can live in retail spaces, concert halls and even sports stadiums.

Projection mapping offers venues wide-spread creativity in using lighting in small or large environments, as was the case with Epson’s showstopping kinetic portal, which implemented projection mapping on a 360 degree vortex at the largest AV and systems integration show in the world – Integrated Systems Europe 2019. Driven by a new, affordable generation of projectors, mapping not only covers flat walls and traditional projections screens but also irregular shapes, objects, and even entire building façades.

When projecting on a larger scale, such as at events and music concerts, the process of visually combining several projectors to display one single seamless image might sound simple enough in principle but can prove to be a challenging task in reality. To overcome this challenge, experiential marketers are adopting the use of image edge blending, which refers to the process of stacking multiple projectors to create a single overlapped projection that appears continuous and clear.

It’s due to these advancements that displays in retail and events no longer pivot just on aesthetic appeal but can now deliver immersive consumer experiences that drive engagement and increase foot traffic. This is starting to drastically change the way that retailers, events and even restaurants host, engage, entertain and communicate with their audiences.

Projection is driving growth in experiential marketing

Consumer interest in the transition towards projection has seen this technology take centre stage at leading retailers such as Mall of Africa, events by brands such as ABSA and restaurants like Saint, transforming their environments into immersive spaces through projection that displays captivating imagery and video.

Saint restaurant in Sandton has pushed the boundaries of branding and displays, transforming all surfaces into a visual delight. Patrons entering the restaurant are greeted by a visual experience within a dome, featuring a series of moving, constantly changing artworks – such as a starry night sky or a replica of the Sistine Chapel – projected onto walls and the ceiling.

In fact, EventTrack research, which showcases the current state of marketing around the globe, highlights the continuous growth of event and experiential marketing. It notes that high-quality projection technology, more specifically its ability to emit stunning visual experiences, has grown in popularity to become the go-to tool for event organisers and retailers looking to captivate and engage with consumers.

The future of projection technology

Projection technology has proven to be an outstanding, much more cost-effective and reliable form of marketing collateral – setting an entirely new standard for high-resolution projection.

Sandton City recently embraced this market-leading technology with the installation of a virtual aquarium in its Centre Court. This installation centred on creating a 3D mapping concept that enabled shoppers to select an undersea creature from a touchpad to swim across digitised hoarding.

With capabilities to meet the demands of large-scale projection and the ability to effectively transform the way brands remain visible at shopping malls, restaurants and retail spaces – the unprecedented imaging power of projection technology has set a considerably high bar when it comes to retail and event displays. 

Epson, which is not only pioneering imaging technology and innovative projection solutions, is also the market leader when it comes to high lumen laser projection, having recently announced its 30,000 lumens laser projector (EB-L30000U) which will officially launch in 2020. This high-end installation laser projector, complete with 4K enhancement, is aimed at rental and staging companies, hospitality markets and visitor attractions, which is yet another progressive step towards transforming the way marketers engage with their consumers in the 21st century. 

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GoFundMe hits R9bn in donations for people and causes

The world’s largest social fundraising platform has announced that Its community has made more than 120-million donations

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GoFundMe this week released its annual Year in Giving report, revealing that its community has donated more than 120-million times, raising over $9-billion for people, causes, and organisations since the company’s founding in 2010.

In a letter to the GoFundMe community, CEO Rob Solomon emphasised how GoFundMe witnesses not only the good in people worldwide, but their generosity and their action every day.

“As we enter a new decade, GoFundMe is committed to spreading compassion and empathy through our platform,” said Solomon in the letter. “Together, we can bring more good into the world and unlock the power of global giving.”

The GoFundMe giving community continues to grow with both repeat donors and new donors. In fact, nearly 60% of donors were new this year. After someone makes a donation, they continue to engage with the community and give to multiple causes. In fact, one passionate individual donated 293 times to 234 different fundraisers in this past year alone. Donations are made every second, ranging from $5 to $50,000. This year, more than 40% of donations were under $50.

GoFundMe continues to be a mirror of current events across the globe. This year, young changemakers started the Fridays for Futuremovement to fight climate change, which led to a 60% increase in fundraiser descriptions mentioning ‘climate change’. Additionally, the community rallied together to support one another during natural disasters like Hurricane Dorian and the California wildfires, where thousands of fundraisers were started to help those in need.

The report includes a snapshot of giving trends from the year based on global GoFundMe data. It also includes company milestones from 2019, such as launching the company’s non-profit and advocacy arm, GoFundMe.org, and introducing GoFundMe Charity, which provides enterprise software with no subscription fees or contracts to charities of every size.

Highlights from GoFundMe’s 2019 Year in Giving report include:

  • Global giving trends and data
  • Top 10 most generous countries
  • Top 10 most generous U.S. states and cities
  • Biggest moments in 2019

To view the entire report, visit: www.gofundme.com/2019

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