TRENDSETTERS: Wavemaker’s Whitney Fishman Shares How Trends at CES will Affect Marketers

The Internationalist Trendsetters is written by Deborah Malone, founder of The Internationalist.

Whitney Fishman Zember has been helping brands and businesses understand media and communication trends, as well as technology-driven consumer-based insights, for over fifteen years. As Managing Partner, Innovation & Consumer Technology at Wavemaker US, she uncovers opportunities to harness technology to connect marketers with audiences in new and meaningful ways.  Her ability to spot trends is second to none, and she has been tracking developments at CES for years.  Whitney's perspectives are always eye-opening.

Certainly, the COVID-19 has affected the CES Show, as well as the applications for technology (or pandemic tech) in a changed world.  Yet, Whitney Fishman is always extremely clear that marketers should go "inward before outward."  Human goals should matter to brands more than simply finding new ways to incorporate technology. She's also able to use insights and humor when characterizing some her CES takeaways—from "Digitalizing Dullness" to Untethered Living."

In our conversation, we discuss the following:

• The difference between this first virtual CES and past shows. Any benefits or new processes of discovery in a cyber version of the convention?
• Top trending areas that offered the greatest potential to marketing.
• Five future technologies that marketers should better understand now. 
• Is 2020's acceleration into remote work and a greater reliance on digital and eCommerce a watershed for how we will all use and understand technology from now on?

Whitney Fishman Zember currently works across high-profile brands such as Church & Dwight, Colgate-Palmolive, IKEA, L'Oréal and Tiffany & Co, where she drives innovation conversations within the areas of artificial intelligence, virtual reality, augmented reality, commerce, blockchain and more. Named a 2016 Innovator of the Year by the Internationalist, her ability to spot trends has brought tremendous value to the agency's thought leadership, content, and event programming as she shares best practices and ongoing opportunities for driving growth.

Whitney's natural curiosity, passion and dynamism makes her a trusted voice on technology's impact on marketing and advertising to the industry at large, and she is also part of Forbes' 2013 Class of 30 under 30 Honorees.

Whitney's previous experience includes positions at MediaVest, where she launched MediaVest's agency-dedicated, client-facing consultancy providing consumer trends and insights to national and multinational clients, and at Buzz Marketing Group, leading planning, research and execution of viral and online marketing campaigns nationwide. Whitney also co-founded an independent music label specializing in artist relations, public relations, and marketing at age 19.