The lives of our generations are marked by incremental digital influences. Since the birth of computers and following media (r)evolutions, there are many tools and transformations that have impacted our lives. The internet that moves information to knowledge, the Web that connects people & emotions, the mobile revolution that liberates us from space & time, the digital economy allowing us to share & collaborate.
And a new wave of digital innovations still have to find their ways into our lives. Augmented and virtual layers of our reality, the transformative power of 3D printing, the advancements of AI, the Internet of Things and wearables, to name a few… We don’t know what to expect from them, yet.

Expectations frame our choices. And in a connected world our choices are no longer solely functional and personal, but increasingly emotional and social.
The reason why all brand research reveals the growing consumer demand for socially relevant and responsible brands, in my opinion, is driven by the digital transformation.
So what is ‘digital’s influence on our expectations of the world around us?

1. Presence

We expect more things to be present, to be available in new ways, in instant ways beyond space & time. It is the age of abundance, of instant gratification and of access over ownership.

2. Interaction

These exponentially increased instances of Presence lead to increased expectations of Interaction. The magic of the click has led to the expectation to be able to interact evermore with both people and objects. We expect responsiveness.

3. Assistance

The increase of an interacting in a responsive world requires a shared, mutual objective; a benefit that is derived from that interaction. That objective in a digital mind is Assistance. In a social, interacting world, Assistance has become a basic expectation.

4. Hacking

Where assistance is driven by personal benefit, hacking leads to social and societal benefit seeking. Beyond Assistance in the now lies advancement for tomorrow. Hacking shapes purpose. We live in a beta state, that rewards risk and continuously seeks improvement for all.

Exploring How Digital Transformations influence our Expectations.

The 4 drivers enable a new way of looking & thinking at the world around us. How can we create valuable platforms for each other? How can brands frame and value their strategy? How can we improve the world around us through digital assets?

Ever since I defined these four drivers of expectations, I see them actively all around us. I see them in how businesses transform, how successful products are designed, and how people are unified around brands. Their answer to our expectations, or some of them, define their role and importance in our lives.

This blog will further explore on how we can play with these 4 drivers throughout various useful views. The application might differ, the essence will remain. And I’m looking forward to have you play along.

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