Trend Research 2020-2021 - GS1

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Trend Research 2020-2021Navigating the next normalAuthored by the Innovation Board

Trend Research 2020-2021Table of ContentsNavigating the next normal 3Introduction to the second edition of the trend report 3Navigating disruption and planning for the future 4Revisiting top business trends 5Data security and privacy 5On-demand logistics and services 5Traceability 6Sustainability 6Smart everything and connected things 7Empowered consumers 7Mass customisation 7Trends in healthcare (new) 8Business trends and the GS1 value chain Technologies enabling business trends 910IoT, sensors and biometrics 10Artificial intelligence (A.I.) 10Autonomous logistics 10Verifiable credentials and decentralised identity (new) 11Open, structured and linked data 11Robotics 12Computer vision 12Blockchain and distributed data 12Voice recognition 12Augmented, virtual (AR/VR) and mixed reality 13Other emerging trends to watch (new) 13Business trends and technology enablers 14Recommendations 15About GS1 216

Trend Research 2020-2021Navigating the next normalTwo years ago, the GS1 Innovation Board published itsfirst edition of Trend Research 2018-2019, highlightingthe business trends and technology enablers that impactthe industries that GS1 serves.1 As research for thissecond edition commenced in early 2020, the InnovationBoard expected to see continued evolution towards the“digitalisation of everything” that headlined the firstedition of this report. No one could have predicted themassive disruption and strain that the global COVID-19pandemic would have on people, healthcare, businessesand the supply chain infrastructure.2companies to model and plan for disruption to ensurethey have the agility to change and adapt.This second edition of the report focuses on thepandemic’s impact on global commerce and on thesectors that GS1 serves, considering that they haveendured the equivalent of several years of digitaltransformation over the span of just three monthsearlier in 2020. Massive behavioural shifts haveaccelerated societal adoption of digital technology –leading to huge growth in online marketplace andgrocery businesses.3 Many newly embraced behaviours,such as remote access to healthcare and remote work,are anticipated to persist past the pandemic.4Collaboration and connectivityA different set of recommendations on “navigating thenext normal” emerged, as the Innovation Board lookedback at the trends and technologies presented in the2018-2019 report and combined them with the lessonsthat have revealed themselves in this time of seismicsocietal, health and economic change. The followingthemes have emerged as foundational to guidingindustry into a future where disruption and change willbe both more frequent and more impactful.Resilience and flexibilitySupply chain capacity was highly stressed in the earlydays of the pandemic, with companies challenged tomanufacture, stock, warehouse and re-route goodsto meet rapidly changing consumer fulfilment needs.Improving supply-chain resilience in the face ofimmense disruption requires visibility into all aspects ofmanufacturing, and the flexibility to adapt. Additionally,companies that digitalised their supply chains andinvested in e-commerce capabilities were better ableto serve the needs of their customers through 2020.During the coming years, it will be important for allTakeaway: Companies must develop contingency andcontinuity plans, stress testing their systems to identifyopportunities to become more flexible and adaptableso that change can happen when it is needed most.GS1 continues to advance ways that digital identitiescan empower the next generation of data sharing tocreate the supply-chain visibility needed to ensureresilience in the face of disruption.Everything requires more data more data to connectconsumers to the things they need and more peer-topeer data exchange to create operating efficiencies.And yet, the value of data can only be realised ifcompanies break out of operational silos and engagein active collaboration with their trading partners,customers, consumers and patients. Working towardsincreased transparency and interoperability is onlypartly enabled by technology. The real value isunlocked when strong business practices are developedbased on openness, collaboration and innovation.Takeaway: Disruption is not the time to retreat andentrench into old ways of doing things. Connectivityand networked information is more powerful whenpartnered with strong collaboration across theecosystem. Listening to employees, customersand trading partners will help companies identifyand leverage new ways to collaborate and shareinformation. GS1 is leading the way in creatingcommunities where organisations can come togetherto solve problems and to show how data sharing canunlock new business value.Innovation and diversificationGrocery stores rapidly shifted to enable pickupand delivery. Home hobbyists printed 3D parts forhospital face shields. Liquor and perfume companiesrepurposed to produce hand sanitiser. Food servicecompanies leveraged their transportation infrastructureto shift from restaurant delivery to consumer delivery.Businesses of all kinds added “contactless” deliveryand payment options to minimise physical contact.1GS1 Innovation Board. (7 February 2019). Trend Research 2018-2019. Retrieved from arch-Paper-070219.pdf2Chopra, Sunil. (23 March 2020). The Coronavirus Has Upended Supply Chains. Here’s How Companies Can Prepare for the NextDisruption. KelloggInsight. Retrieved from prepare-disruption3Kopka, Udo. (30 July 2020). What got us here won’t get us there: A new model for the consumer goods industry. McKinseyInsights. Retrieved from 4Sawhney, Mohanbir. (15 April 2020). The New Normal: 7 Behavorial Shifts that Will Persist Past the Pandemic. LinkedIn. Retrievedfrom /3

Trend Research 2020-2021These are all examples where companies andorganisations acted quickly to flex and redeploy theircapabilities, both to meet existing needs in new ways,and to adapt towards new diverse businesses andapplications.Takeaway: Companies need to think and act like startups, embracing ways to continuously innovate theirbusiness models in the face of ever-changing marketand consumer needs. GS1’s innovation activities arefocused on enabling the digitalisation and sharing ofproduct information in new ways to aid companies insolving new emerging business problems.All of this points to ways that companies can be betterprepared to survive through future changes and toemerge even stronger, more resilient and agile. At theheart is the simple truth that investing in innovation isthe best way to prepare against the next disruption.Continue reading to learn how trends and technologiesare continuing to evolve to support industrytransformations.Navigating disruption and planning for the futureThe team responsible for the research reached out to GS1 Member Organisations and workedwith the Innovation Board to confirm the relevance of the 7 business trends and 9 technologyenablers that were highlighted in the 2018-2019 Trend Research report. In revisiting these trendsand technologies, the team has highlighted new advances and changes to each and identified anew technology enabler: Verifiable credentials and decentralised identity. Additionally, the teamworked with the GS1 Healthcare leadership team and GS1 Healthcare global members to learnabout challenges and trends that are unique to healthcare.Finally, these discussions surfaced additional trends and technologies that GS1 needs to watchin the coming years and assess the ways these will impact the industries that GS1 serves intothe future.“Since COVID-19, supply chains must be quickly transformed to enable diversity, flexibilityand transparency. GS1 is helping businesses to build stronger supply chains that willwithstand tomorrow’s challenges.”Sanjay Sarma, Professor of Mechanical Engineering, Massachusetts Institute of Technology, Innovation Board Chair4

Trend Research 2020-2021Revisiting top business trendsThe research team revisited the previous Trend Research2018-2019 report5 and confirmed that the businesstrends identified continue to be the top business trendsimpacting the industries that GS1 serves today.Each business trend was then researched to explorehow it had advanced or evolved. Additionally, the teamnoted that some trends are accelerating in importancefaster than others.mobile phone applications were being developed tofacilitate contact tracing for exposure to COVID-19.7 Yetconsumer scepticism of these apps continue to showthat data security and privacy continue to be top-ofmind for many consumers.8Rapidly increasing in importanceTherefore, the Innovation Board believes that securityand cyber security will only become more importantpost-pandemic and will continue to drive significantinvestment across the GS1 value networks, fromupstream providers, through manufacturing andtransport, and especially in retail and the use ofproducts.Accelerating in importanceOn-demand logistics and servicesMaking steady progress, but possibly notaccelerating as fast as othersDuring the global pandemic, many companies havediscovered vulnerabilities in their supply chains whenresponding to supply chain disruptions. The companiesthat invested more in the digital mapping of theirsupply chains have fared better, and have been able toadapt to meet the changing landscape more quickly.9Of particular note was how the experiences in Chinato meet the on-demand logistics capacity needs ofAlibaba’s “Single’s Day” enabled supplies to flow intoWuhan, a city of 11 million people, within days of thefirst lockdown.10 Such examples have shown that, whiledigital skills in managing on-demand logistics andservices can be crucial in a crisis, flexibility is also key.Throughout the document, icons show the change inthe trends and technologies that are:These current and near-term, top business trends include: Data security and privacy On-demand logistics and services Traceability Sustainability Smart everything and connected things Empowered consumers Mass customisationRapidly increasing in importanceData security and privacyStrong investment in data security and privacycontinues, with over 70% of organisations seeingsignificant business benefits from these investments.6In addition to corporate, consumer and patient datasecurity being a high priority, attention to privacyissues related to the pandemic have increaseddramatically. Only a few months into the pandemic,The Innovation Board believes that the continuedwork to ensure that all GS1 identifiers licensed aroundthe world are in a global GS1 Registry Platform thatis broadly accessible will be an important enabler inthe digitalisation of supply chains. This is especiallythe case since these GS1 identifiers (which identifyproducts, locations, parties, assets and things) areincreasingly used to connect to additional sourcesof data relevant to everything, from provenance andlogistics data to sustainability and ethical sourcinginformation.5GS1 Innovation Board. (7 February 2019). Trends Research 2018-2019. Retrieved Research-Paper-070219.pdf6Cisco. (January 2020). From Privacy to Profit: Achieving Positive Returns on Privacy Investments. Cisco Data Privacy BenchmarkStudy. Retrieved fromhttps://www.cisco.com/c/dam/global/en cybersecurity-series-jan-2020.pdf7Servick, Kelly. (21 May 2020). COVID-19 contact tracing apps are coming to a phone near you. How will we know whether theywork? Science. Retrieved from ontain-coronavirus-how8Hsu, Jeremy. (7 July 2020). Survey Finds Americans Skeptical of Contact Tracing Apps. IEEE Spectrum. Retrieved ntact-tracing-apps9Choi, Thomas Y. (27 March 2020). Coronavirus Is a Wake-Up Call for Supply Chain Management. Harvard Business Review.Retrieved from all-for-supply-chain-management10 Lin, Chengyi. (17 March 2020). Delivery Technology Is Keeping Chinese Cities Afloat Through Coronavirus. Harvard BusinessReview. Retrieved from ping-chinese-cities-afloat-through-coronavirus5

Trend Research 2020-2021“COVID-19 has thrown on-demand logisticsand services into high gear, particularly inthe retail and food / foodservice industries,which raced to create new curbside pickupand delivery options.”Eric Ballot, Supply Chain and Logistics Professor, MINESParisTech-PSL, Innovation Board MemberTraceabilityDemand for true end-to-end traceability continues togain momentum, being driven by consumer and patientdemands for transparency and industry needs toincrease security, accuracy, timely access to productsand visibility across their supply chains. New guidelinesfrom the US Food and Drug Administration (FDA) onfood traceability11 are driving opportunities to improvefood safety and will be a powerful catalyst to improveconsumer trust through transparency of productdata. Efforts like these from government regulatorswill have a global impact as well, ensuring consumersand patients have access to authentic products.Additionally, more than half of consumers have placeda higher importance on locally sourced foods duringthe pandemic, reflecting a shift in behaviours tosupport local economies and authentic products. This“power of local” highlights the importance of corporateinvestment in traceability solutions to deliver trustedprovenance information to consumers.12Traceability is an even stronger enabler for trust andsafety in the supply chain, both between consumers/patients and brands, but also between manufacturersand their suppliers. For these reasons, the InnovationBoard reaffirms the broad impact that traceability hasacross the entire GS1 value chain and the importanceof embracing the concept of mapping across knownidentification systems (for things like locations) tomaximise the potential for GS1 identity and GS1 datasharing standards to serve industry.Accelerating in importanceSustainabilitySocial and environmental sustainability efforts arecoming into sharper focus and gaining greateremphasis across all industries. On the environmentalfront, companies are placing increased emphasis onconcepts such as circular economy, recycling andimproved packaging sustainability.13 Efforts in theEU are continuing to prioritise the European GreenDeal to become climate neutral by 2050, even inthe midst of the COVID-19 crisis.14 From a societalperspective, companies are joining forces to addressother human rights issues, as evidenced by theConsumer Goods Forum commitment to ending forcedlabour.15 As companies begin to find ways to maketheir supply chains more flexible and resilient, socialand environmental sustainability will continue to beimportant to consider in developing new solutions.The Innovation Board believes this increased emphasison sustainability by industry will be important ascompanies find new ways to make their supply chainsmore flexible, adaptable and humane, and GS1 mustensure their work supports these escalating drivers.The Innovation Board sees significant promise in theuse of GS1 Digital Link, combined with authoritativeGS1 “thin registries” and public Resolver services, toestablish “primary nodes” of connection across myriadsources of data around the world. Such nodes ofauthoritative connection between sources of data willbe critical into a future where social and environmentalsustainability measures are increasingly representativeof consumer trust.11 Burke, Thomas. (23 September 2020). FDA’s New Proposed Rule: What Does it Mean for Traceability and the Industry? Forbes.Retrieved from eability-and-the-industry/12 Demand for local food to last beyond Covid-19. Just Food. (12 August 2020). Retrieved ocal-food-to-last-beyond-covid-19 id144185.aspx13 Danigelis, Alyssa. (2 July 2020). Big Consumer Brands Invest 54 Million in the US Recycling Infrastructure. Environmental Leader.Retrieved from lion-investment-recycling-infrastructure/14 European Commission. (11 March 2020). Changing how we produce and consume: New Circular Economy Action Plan shows theway to a climate-neutral, competitive economy of empowered consumers. Retrieved tail/en/ip 20 42015 Consumer Goods Forum. Human Rights – Working to End Forced Labour – initiative r/6

Trend Research 2020-2021Smart everything and connected thingsAdvances in how to connect systems, devices andthings continue to drive opportunities to makehomes, factories and processes smarter. This createsopportunities to improve optimisation and visualisationof industrial and business operations. Additionally,smart automation solutions can enhance and improvethe lives of consumers and workers. Although SmartHome investment by consumers is expected to drop in2020 compared with 2019 due to economic slowdownsrelated to COVID-19, the market is expected to recoverin 2021.16 Some see a trend towards “hyperautomation”that leverages a range of tools (such as artificialintelligence, machine learning and robotics) toallow businesses to continuously monitor andimprove connected devices and systems across theirenterprise.17The Innovation Board recommends continued researchinto ways that the identification of things can enablebetter digital connectivity to support the growthof smart systems, recognising that the future ofinterconnected devices will demand that “trust moveswith data” in increasingly secure ways.“As companies start to restructure andfortify their supply chains, many arerecognising that now is the time to take astand on important issues like social andenvironmental sustainability.”Chris Resweber, Senior Vice President, Industry Affairs,The J.M. Smucker Company, Innovation Board memberContinued importanceEmpowered consumersConsumers remain the centre of the retail experience,controlling when, how and where they access products,goods and services. During the pandemic, over 60%of global consumers have changed their shoppingbehaviour – with huge growth in online shopping offood and grocery, a higher emphasis on value andconvenience, and a greater willingness to try newbrands and stores.18 Many companies have seen returnson their e-commerce investments, and yet they will bechallenged to find ever new ways to engage consumerswith new experiences.The Innovation Board continues to emphasise theimportance of companies continuing their digitaltransformation to bridge physical and digitalcommerce. GS1 is committed to ensure that theproducts of tomorrow are linked directly to their“digital twins” and that these products are themselvescapable of being sources of useful data to consumers,brands, retailers and marketplaces alike.Mass customisationMass customisation is still a nascent trend that reflectsconsumers’ desires to customise products to theirwants and needs. Most of the recent examples are“limited edition” products (such as athletic footwear),which is still small batch production and does not yetdeliver on the promise of mass customisation.19 Oneposit

Trend Research 2020-2021 Table of Contents Navigating the next normal 3 Introduction to the second edition of the trend report 3 Navigating disruption and planning for the future 4 Revisiting top business trends 5 Data security and privacy 5 On-demand logistics and services 5 Traceability

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