Columbus, OH — Around this time each year, we explore the trends that are changing expectations for brand interactions. Trends that are built on people’s day-to-day experiences with technology, culture, media, etc. This year, we’re expanding our typical digital report with looks into eight big trends changing marketing, healthcare, digital, and consumers expectations.

Last week, we published our marketing trends report, The Year of Just for You.

Today, we’re sharing our predictions for trends that will change consumer expectations in 2014. It will be the year of Make Way for My Way.

Consumers are becoming more community and family oriented at the exact moment that they’re blowing up the definitions of those very things with new values, new behaviors and new expectations.

Eight detailed trends make up our 2014 predications. Download your copy of the report for all the details.

The best way to view this report is to download the iBook. If you have an iPad, it’s easy. Everything you need is already installed.

Just click this link on your iPad and choose open iBooks. The download takes just about a minute.

If you don’t have an iPad, you can see or download the presentation on Slideshare:

2014 Consumer Trends from GSW

In the coming weeks we’ll dive deeper into these trends, sharing more examples of brands who are leading the way and ideas on how they can power new kinds of healthcare marketing experiences.

Posted by: Leigh Householder

About the Author:

As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.

Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW.  There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.

Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.

A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at

Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized  as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.