Trend Q&A: Digital identities in Web3 and more

Shifting identity with Web3, attracting mobile-first consumers and reducing packaging emissions. That and more in today’s episode.

Want to know what’s next? Listen to the show where our experts from around the globe unpack your biggest challenges. This week, WGSN’s President and CEO Carla Buzasi takes us to New York, Singapore and London to get the view from our eyes on the ground.

Watch the full episode below or read on for highlights of this episode:

Q: How will identity shift with the rise of Web3?
“Our digital identity arises organically, using our personal information and the data created by the individual actions we take part in, from activities in the metaverse to the NFTs and cryptocurrency a user owns or the community groups they contribute towards. Web3 will offer optimised ways for enabling, recognising and rewarding societal capital under a decentralised framework known as a self-sovereign identity.”
– Maxine Apolito, Tech Trend Researcher, WGSN
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Q: How can brands reach young mobile-first consumers in Southeast Asia?
“Brands are capturing the digitally savvy customer by having shortened product life cycles as well as launching micro-campaigns and more bite-sized campaigns weekly or biweekly. We also see a creative mix of digital content, from shoppertainment to viral TikTok trends. There’s also a rise of hyper-personalised brand-customer relationships, particularly on private messaging channels and apps.”
– Jess Tang, Senior Consultant, WGSN
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Q: There’s so much focus on carbon emissions currently. What’s the best way to address that through our packaging?
“The best practice for shipping packaging right now is undoubtedly SIOC – ships in own container. This means the product’s packaging is suitable to be labelled and shipped without the need for a secondary shipping box. Just this one step cuts down on e-commerce packaging waste by around 40%.

“If you can't achieve that now, ensure your shipping boxes are right-sized to fit the contents. Oversized boxes mean more material waste and more unnecessary delivery journeys, which has real environmental impact. We estimate this issue alone results in up to 3.4m tonnes of avoidable CO2 annually.”
– Katie Raath, Senior Trend Forecaster, WGSN
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