15th January 2021
CES 2021 Trends and Takeaways
Given the events of the past year, CES 2021 was forced to adapt heavily. As a result, it became a show unlike any other in the trade show's history.
During the pandemic in 2020, technology took on an increasingly important role for most people and, arguably, accelerated opportunities for companies to introduce new technology-driven products and concepts. Many of those organizations doing so will be better positioned to capitalize on changes that will solidify and potentially accelerate when the pandemic eventually comes to an end.
Our review of the event looks at several categories, including consumer electronics, apparel, retail, financial services, automotive, travel, gaming, CPG and telecom & media. The most notable aspect was the widening availability of data to the extent there are commonalities apply to new products across all industries.
While this reality may be viewed as a positive trend for many marketers, our survey work illustrates concerns around whether data is taken away from a consumer’s control.
Toward those ends, we continue to see the importance of tying brand-building efforts to data and technology. The trust developed over time with strong brands can help persuade consumers to try new products and part with information they would otherwise view as too sensitive to share.
