1、 Contemporary Art MEXICO Plant-Based Diet UNITED STATES Travel Photography INDIA Houseplant CANADA The 2020 Topics and Trends Report From Facebook IQ See the conversations on the cusp of going mainstream Neon UNITED KINGDOM The 2020 Topics and Trends Report From Facebook IQ is a culmination of a yea

2、rs worth of research and insights. Heres how our team determined which topics of conversation to feature. We explored thousands of topics from January 2018 to June 2019 on Facebook. Where patterns emerged, we looked to third-party research and credible media sources to both inform and validate our o

3、verall findings. New this year, weve expanded beyond the US to 13 new countries in four regions: Argentina, Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, the Philippines, Sweden, Thailand and the UK. For each topic of conversation, we relied on aggregated, anonymized, country

4、- specific data from January 2018 to June 2019 for people ages 18 and older who use Facebook. All topics chosen grew from June 2018 through June 2019. The topics are presented in the original language as they appeared in our data set. We have included an English translation next to some terms to cla

5、rify their meaning. Our analysis covers trends across six categories: Art and Design, Beauty and Fashion, Entertainment, Food and Drink, Mind and Body and Travel and Leisure. . In The 2020 Topics and Trends Report From Facebook IQ, we explore conversation topics that gained momentum on Facebook from

6、 2018 to 2019. These topics reveal key developments in peoples attitudes, expectations and behaviors. Marketers can use them to understand where the world is headed and better connect with people in the years ahead. In our previous reports, weve featured trends from the US. Now, in our third year, w

7、eve expanded our view to include trends from four regionsAsia Pacific, Europe, Latin America and North Americaand 14 countries within them. Our new global view allows us to highlight the diversity of people and ideas on our platform and to look at trends in a new way. Because the future can come to

8、different places at different times, an existing trend in one market could soon emerge in another. Understanding whats happening around the world can help marketers think about their own markets in fresh ways and prepare for whats to come. These topicsspread across Art and Design, Beauty and Fashion

9、, Entertainment, Food and Drink, Mind and Body and Travel and Leisurehighlight trends on the cusp of going mainstream. These are the trends that people are talking about and that can help inform your choices around marketing campaigns, creative strategy and product development. Introduction Methodol

10、ogy The 2020 Topics and Trends Report From Facebook IQ 2 Contents ASIA PACIFIC EUROPE LATIN AMERICA NORTH AMERICA Introduction | Methodology 2 Letter from Ann M. Mack, Director of Facebook IQ 4-5 AUSTRALIA | Straight to the Gut 8 INDIA | Domestic Treks 9 INDONESIA | Esports for the Win 10 THE PHILIP

11、PINES | Skincare, but Simple 11 THAILAND | Coffee Comes Home 12 FRANCE | Screening Labels 15 GERMANY | Meat, Evolved 16 SWEDEN | Fashioning the Future 17 UNITED KINGDOM | Fitness Is Fun 18 UNITED KINGDOM | Re-Commerce 19 ARGENTINA | Astrological Intuition 22 BRAZIL | Tinker Time 23 BRAZIL | 80s Yout

12、h 24 MEXICO | Indie Artspaces 25 MEXICO | Little Tokyo Gets Big 26 CANADA | Beekeeping for Good 29 CANADA | Plant Parents 30 UNITED STATES | The Bath Is Back 31 UNITED STATES | Flexitarianism 32 UNITED STATES | From Pods to Screen 33 Want to know more? | About Facebook IQ 34 The 2020 Topics and Tren

13、ds Report From Facebook IQ 3 Letter from Ann M. Mack Director of Facebook IQ Dear Reader, Welcome back to our annual Topics and Trends Report From Facebook IQ! This is a report I look forward to each year, as its an opportunity for us to reflect back and imagine what the future holds. This has been

14、an especially meaningful year for us at Facebook IQ, as we just celebrated our fifth birthday. Since we began our work in 2014, weve uncovered insights on everything from how people expect to use AR and VR in their daily lives to how communities form on social platforms. While our insights have evol

15、ved over the years, one thing has remained constant: our focus on people. Weve consistently looked at how people connect on and off our platforms to understand what matters to them and what that means for marketers. And, in crafting this years report, we wanted to share what we think will matter to

16、people next. As we looked through topics of conversation on Facebook across countries, cultures and categories, we saw some clear patterns emerge, signaling larger behavioral shifts. We identified five macro-level trends, which are presented on the following pages. Inspiration can come from everywhe

17、re and anywhere; we hope this years report encourages you to think beyond category and geography and push your ideation in 2020. Best, Ann M. Mack Director of Facebook IQ ACTING GREENER People have been talking about sustainability for years. Now, many are making small lifestyle changes that have a

18、big impact on the environment as access to information and eco-friendly products grows around the world. In Canada, people are taking on beekeeping as a form of environmental activism. In Sweden and the UK, people are making conscientious choices when it comes to fashion purchases. And in Germany an

19、d the US, people are seeking more plant-based foods in an effort to reduce their meat consumption. 1 CHANGING THE CHANNEL From art to entertainment, people are experiencing popular stories and pastimes in new mediums, and some are even discovering these for the first time on new channels. In Mexico,

20、 up-and-coming artists are bringing their work to social media and independent spaces across major cities. In the US, podcast lovers are prompting the entertainment industry to create companion podcasts for popular TV shows and, conversely, to bring popular podcasts to TV. And in Indonesia, gamers a

21、re moving from computers to mobile devices to participate in new esports competitions. 2 The 2020 Topics and Trends Report From Facebook IQ 4 GOING BACK TO BASICS People are looking for minimalistic products and routines that have maximum impact. In the Philippines, beauty lovers are reducing their

22、skincare routines from 10 steps to three, focusing on products that protect their skin against sun damage. In France, conscious consumers are using new apps to screen their everyday items for harmful ingredients. Additionally, in Australia, people are seeking out specific foods to foster a healthy g

23、ut microbiome. 4 GETTING HANDS-ON Tactile activities are moving into the mainstream as more people discover the valueand funin getting their hands dirty. In Brazil, a new maker culture is emerging, helping people experiment with technologies like 3D printing and laser cutting. In Canada, indoor gard

24、ening is taking root among people looking to grow plants in urban spaces; while in India, people are exploring the outdoors, using hiking and backpacking to experience their nations natural offerings. 3 MAKING EVERYDAY MOMENTS SPECIAL Around the world, people are elevating the mundane by turning eve

25、ryday rituals into micro moments of excitement. In Thailand, the craft coffee scene is blooming as people increasingly see the drink as a delicacy instead of just a daily caffeine boost. In the UK, exercise is supplanting a night out, as people engage in party-esque fitness activities that give them

26、 a good time and a good sweat. And in the US, people are increasingly embracing baths as a self-care ritual, using specialty soaks and chill-out music to create spa-like experiences at home. 5 The 2020 Topics and Trends Report From Facebook IQ 5 Asia Pacific This year, were seeing several countries

27、draw on parts of their national cultures, from coffee crops to beauty expertise, to create something new. Travel Photography INDIA The 2020 Topics and Trends Report From Facebook IQ 6 Simplifying Skincare | The Philippines p.20 AUSTRALIA Straight to the Gut 8 INDIA Domestic Treks 9 INDONESIA Esports

28、 for the Win 10 THE PHILIPPINES Skincare, but Simple 11 THAILAND Coffee Comes Home 12 Hyaluronic Acid THE PHILIPPINES Espresso THAILAND Esports INDONESIA The 2020 Topics and Trends Report From Facebook IQ 7 Q1Q2Q3Q4Q1Q2 Q1Q2Q3Q4Q1Q2 20192018 Source unless otherwise stated: Facebook data, people ages

29、 18+, AU, Jan 2018Jun 2019. All topics chosen grew from June 2018 through June 2019. The topics are presented in the original language as they appeared in our data set. We have included an English translation next to some terms to clarify their meaning. *Growth rates compare the total volume of the

30、last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). Straight to the Gut AUSTRALIA ASIA PACIFIC | Food and DrinkCONVERSATION OVER TIME (Jan 2018Jun 2019)AGE (Jan 2018Jun 2019)GENDER (Jan 2018Jun 2019) 18-34 23% 18-34 18% 18-34 16% 35-54 51% 35-54 57% 55+ 26

31、% 55+ 28% 55+ 27% 76% Female 76% Female 77% Female 24% Male 24% Male 23% Male Gastrointestinal Tract Gut Flora Microbiota 20192018 20192018 Q1Q2Q3Q4Q1Q2 1.2x 35-54 54% 1.4x 1.2x YOY growth* YOY growth* YOY growth* Australia is a leader in wellness trends (avocado toast, anyone?), and recently, the g

32、ut has taken center stage. Research1 linking gut health to the kidneys, heart and brain has inspired Australians to explore ways to ensure overall health by maximizing good bacteria inside the gastrointestinal tract. Kefir, a fermented yogurt drink rich in friendly microbiota, is surging in populari

33、ty2 on grocery shelves and in cafs, and people are looking 1 Freya Petersen, “The war inside your gut,” ABC Australia, March 29, 2019. 2 Lucy Rennick, “Have you heard about the traditional Eastern European drink thats now trending in Australia?” SBS, February, 12, 2019. 3 “Get cultured : 12 ways to

34、improve your gut health naturally,“ The Guardian Labs, July 9, 2019. 4 Sue Mitchell, “The Millennials showing Big Food a clean pair of heels,” Financial Review, September 18, 2019. to other fermented products3 like kimchi and even cultured butter to boost gut health naturally. And since dietary fibe

35、r promotes healthy gut flora, people are not only eating more produce, but swapping out traditional pasta and other foods for high-fiber varieties; one company selling chickpea and lentil- based pasta is one of the fastest-growing4 food purveyors in Australia. Viewing the gut as a gateway to overall

36、 health, Australians are seeking out ways to promote health from the inside out. The 2020 Topics and Trends Report From Facebook IQ 8 20192018 CONVERSATION OVER TIME (Jan 2018Jun 2019)AGE (Jan 2018Jun 2019)GENDER (Jan 2018Jun 2019) 18-34 81% 18-34 49% 18-34 70% 35-54 17% 35-54 36% 35-54 25% 55+ 2% 5

37、5+ 15% 55+ 5% 24% Female 19% Female 47% Female 76% Male 81% Male 53% Male Travel Photography Mountaineering Backpack 20192018 20192018 ASIA PACIFIC | Travel and Leisure INDIA Domestic Treks 2.2x 1.1x 1.4x Q1Q2Q3Q4Q1Q2 Q1Q2Q3Q4Q1Q2 Q1Q2Q3Q4Q1Q2 YOY growth* YOY growth* YOY growth* Tourists from around

38、 the world have long flocked to India for its natural offerings. Now, more Indians are looking to explore5 the outdoors in their own country. People in India are lacing up their boots and donning backpacks to embark on adventures like trekking and mountaineering, which help them get to know differen

39、t regions while testing their physical limits. And thanks to local attractions, the popularity of adventure sports 5 “Summer travel trends 2019: From adventure sports to taking a cruise; heres what Indians are doing,” The Indian Express, May 26, 2019. 6 “How was 2018 for adventure sports lover and e

40、xpectation from 2019?” APN News, January 7, 2019. 7 Bhavishya Pahwa, “Top 5 adventure sports to try and where,” CEO World October 1, 2019. 8 Kevin Verghese, “Be Adventurous in Sikkim!,” Outlook Traveller, July 19, 2019. 9 Sidharth Jena, “20 Best Indian Instagram Travel accounts that will inspire you

41、 to Travel,” Vidooly, April 19, 2019. rose 178%6 from 2015 to 2018. Goa, for example, has become a top destination7 for parasailing, and Sikkim,8 near the Himalayas, has become a popular spot for biking and rafting. Of course, its not an adventure without a photo; travel photography from these domes

42、tic destinations is filling9 up voyagers feeds, inspiring their friends and family to embark on adventures of their own. Source unless otherwise stated: Facebook data, people ages 18+, IN, Jan 2018Jun 2019. All topics chosen grew from June 2018 through June 2019. The topics are presented in the orig

43、inal language as they appeared in our data set. We have included an English translation next to some terms to clarify their meaning. *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trend

44、s Report From Facebook IQ 9 20182019 20182019 20192018 CONVERSATION OVER TIME (Jan 2018Jun 2019)AGE (Jan 2018Jun 2019)GENDER (Jan 2018Jun 2019) 18-34 73% 18-34 84% 18-34 86% 35-54 25% 35-54 15% 35-54 13% 55+ 3% 55+ 2% 55+ 1% 47% Female 14% Female 77% Female 53% Male 86% Male 23% Male Permainan Darin

45、g | Online Game Esports Role-Playing 20192018 201820192018 ASIA PACIFIC | Entertainment INDONESIA Esports for the Win 2.1x 1.1x 5.1x Q1Q2Q3Q4Q1Q2 Q1Q2Q3Q4Q1Q2 Q1Q2Q3Q4Q1Q2 YOY growth* YOY growth* YOY growth* Esports, a form of competitive gaming where people play against each other in real time onli

46、ne, has been popular10 in Southeast Asia for a while, but it has struggled to get a foothold in Indonesiauntil recently. While gaming was previously seen as recreation in Indonesia, people are recognizing11 that online games instill virtues like teamwork and goal-setting. And as top players enter in

47、ternational competitions, theyre helping Indonesians acknowledge online role-playing as a viable profession. 10 “The gaming explosion in Southeast Asia,” The Asean Post, March 1, 2019. 11 “Indonesias gaming industry bursting with untapped economic potential,” Jakarta Post, August 10, 2019. 12 “The M

48、ercuric Rise of the Gaming Market in Indonesia,” Bizztech, November 19, 2019 13 “Mobile Games: Indonesia,” Statista, 2019. 14 “Debuting at The 2018 Asian Games, eSports Will Be More Popular in Indonesia,” Forest Indo Niaga, 2018. The rise of esports is part of a growing interest in the world of onli

49、ne games: The domestic gaming market is growing12 at an annual rate of 37%, and the number of people playing mobile games in Indonesia has been growing at a 12%13 annual rate. Indonesia is beginning to host14 some of the largest esports competitions in the region, attracting even more players with the promise of fame and glory. Indonesia may be late to the game, but its esports players are quickly cementi