MACRO TRENDS 2010+

MACRO TRENDS 2010+ Tomorrow’s People and Emotional Consumption Prepared by Futurist Anne Lise Kjaer, October 2007 Macro Trends 2015+ THE JOURNEY • THE EVOLUTION OF SOCIETY • TREND MAPPING • TOMORROW’S PEOPLE • CONCLUSION www.kjaer-global.com Macro Trends 2015+ time line THE EVOLUTION OF SOCIETY Empowerment Branding Social Responsible Brand Equity Product is king Mass Market & Public Relation More Choice Basic Products CORPORATE Emotional Consumption kjaer global © 1999 evolution of needs The 21st century Today 1980s – 2000s 1950s – 1970s 1930s – 1940s Henry Ford and Bernays 1910s Pre-Ford pre 1900 and 1900 Self-Actualisation Self-Realisation Mass Consumption Socialism Security Sustenance INDIVIDUAL We are entering a new era where value sets are shifting www.kjaer-global.com Macro Trends 2010+ EMOTIONAL CONSUMERS Emotional values and the time to think and dream are increasing in importance www.kjaer-global.com Macro Trends 2010+ CONTRASTS CO-EXIST Health conscious www.kjaer-global.com Indulgent Macro Trends 2010+ FROM FACTS TO FEELINGS When I used to say “Feelings” to a client, they said ‘Facts”. Today that’s all changing. www.kjaer-global.com Macro Trends 2010+ MULTIDIMENSIONAL THINKING Value chart copyright© kjaer global London 3. EMOTIONAL 4. SPIRITUAL The trend filter tool 2. SOCIAL 1. SCIENTIFIC 1 SCIENTIFIC 2 SOCIAL 3 EMOTIONAL 4 SPIRITUAL Macro Trends 2010+ INNER PEACE TREND MAPPING UNIVERSAL AWARENESS BODY CAPITAL INDIVIDUALITY SELF-ACTUALISATION GLOBAL SUSTANIERS CARING COMPANIES PATCHWORK COMMUNITIES TIME MANAGEMENT COMMUNICATION NATION TECHNO WONDERLAND HEALTH CONCERN POLITICAL TRANSPARENCY NEW ECONOMIES 1 SCIENTIFIC 2 SOCIAL 3 EMOTIONAL 4 SPIRITUAL Macro Trends 2010+ KEY SOCIETY DRIVERS & CASES GLOBALISATION / GLOCALISATION ASIA AND NEW ECONOMIES CONVENIENCE TECHNOLOGY CONNECTED SMART TECHNOLOGY TRANSPARENCY GLOBAL SUSTAINERS RETHINKING ENERGY THE CREATIVE CLASS AGEING POPULATION FEMALE EMPOWERMENT ‘When wind of change rises, some people build walls. Others build windmills.’ www.kjaer-global.com HEALTH AND WELLBEING Macro Trends 2010+ NAVIGATING COMPLEXITY However without a Trend Atlas deciphering the future can feel a bit like embarking on a road trip to a remote location without your GPS switched on. www.kjaer-global.com Macro Trends 2010+ CONTRASTING MINDSET The ME People www.kjaer-global.com The WE people Macro Trends 2015+ THE CARING EXPLORER EMOTIONAL TOMORROW’S PEOPLE THE SPIRITUAL TOURIST Thoughtful AUTHENTICITY Engaging CONNECTED Authentic GLOCALISATION Focus Meaningful and Empathic VALUES FEMALE EMPOWERMENT Ethical TRANSPARENCY Vibrant HEALTH & WELLBEING GATHERERS (we) The Brand Experience Transformable ASIA & NEW ECONOMIES Independent RETHINKING ENERGY HUNTERS (me) Joyful AGING POPULATION Interactive and Smart SOLUTIONS Elite THE CREATIVE CLASS Ease CONVENIENCE TECHNOLOGY Powerful SMART TECHNOLOGY THE HAPPY BOHEME www.kjaer-global.com THE FREE-STYLER RATIONAL Macro Trends 2010+ THE FREE-STYLER “The world is my playground” Out-of-the-box thinking sets the agenda for the Free-Styler – the sky is the limit. www.kjaer-global.com Macro Trends 2010+ INSIGHTS • By 2020 over 60% of all diseases could be stress related. • People seek products that give them back time and are willing to pay extra for them. • The garment that delivers vitamins to all parts of the body – literally it feeds. • Single person households spend 50% more on CPG than 2 adult households www.kjaer-global.com Macro Trends 2015+ HOW TO SPOT THEM It’ not a job - it’s a lifestyle Visual identity Cultural Inspired Interior Business & Specialist Connoisseur website • Modern conversion house or flat • Sleek and ultimate ‘smart’ throughout • Exclusive design and top brands www.kjaer-global.com • Elite Home Websites • Members Only executive clubs • Personalised Interactive media Macro Trends 2010+ Interaction should be anything from a conversation to activation THE URBAN LOUNGE www.kjaer-global.com