Ils2d groep3 la32014 future insights from future thinkers to maison van den boer by Evi Hofstede

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Future- tothinkers -

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van den

Preface

The six of us have worked closely together for the past ten weeks. In these ten weeks we, students of International Lifestyle Studies, have designed four future scenarioâ&#x20AC;&#x2122;s. To do so, we submerged ourselves into the past, present and future of the Netherlands. We have analysed the world around us and learned a great deal. In this report we will take you on this road with us and show what events have led to the world today, and more importantly, what events will lead to the world of 2025. We have found great pleasure in creating this report and hope this is clear when reading this. Of course, we couldnâ&#x20AC;&#x2122;t have done this alone. Therefore, we would like to thank certain people for their help in creating this report. Firstly we would like to thank Jorg Wiltink; thanks to his clear briefing and exciting assignment we were able to make an immediate start. Secondly, we would like to thank our teachers for providing us with the information needed to create these four future scenarios. We would like to wish everyone great pleasure whilst reading this report. We hope to inspire Maison van den Boer with our future scenarios. Our personal best case scenario is seeing our futures taken into account by Maison van den Boer when preparing for the future. Evi Hofstede, Sanne de Klerk, Ilse Masseling, Suzie van de Pas, Ilse Schoonenberg & Madeleine van Wettum

For: Maison van den Boer & Fontys International Lifestyle Studies From: Evi Hofstede, Sanne de Klerk, Ilse Masseling, Suzie van de Pas, Ilse Schoonenberg en Madeleine van Wettum Class: LS122D Date: 24th June 2014 3

Index

Preface page 3 Introduction page 5 Executive Summary page 6 Timeline page 9 Trend map page 12 Trends and Uncertainties

page 16

Chosen uncertainties & Coordinate system scenarios

page 20

Scenarios Creative Minds & Concept page 26 Sharing Quality & Concept page 31 Wealthy Healthy & Concept page 36 Security Seekers & Concept page 42 Advice and Conclusion

page 48

Epilogue page 50 Sources page 52

Enclosure A. Debriefing page 72 B. Research plan page 74 C. Business Analysis page 77 D. Sector analysis Food and Health page 82 E. Mentality group analysis page 87 F. Trend analysis page 89 G. Scenario process page 104

Introduction

On 16th April there was a briefing at Maison van den Boer in Veghel. Jorg Wiltink introduced Maison van den Boer to class 2D from International Lifestyle Studies. The briefing was important to understand what Maison van den Boer wants to achieve in the future. The briefing told that Maison van den Boer has a large, non-creative image. They want to dispose this image. According to Maison van den Boer this is not what they are all about. They are creative, which can be seen in their kitchen where the best products are used. The desired outcomes of this briefing: to provide insight into future scenarios and policies that Maison van den Boer can use to stay a leading brand and to become a designer label. In this case, a problem definition was formulated: ‘How does Maison van den Boer stay leading in Brabant and become leading in the rest of the Netherlands?’ After this problem definition a scenario question was formed: ‘What does the party catering in 2025 look like?’ The research plan can be found in the appendix. This research plan contains more detailed information about how the research is done. The business analysis tells more about the company Maison van den Boer and also the information about actors. Others in the appendix are Food & Health sector analysis and the mentality group analysis. These analyses give detailed information about trends in the Food & Health sector and about the mentality groups from Maison van den Boer. Also trends are in the appendix. Trend analysis is an analysis about the environmental influences for Maison van den Boer. All these analyses are made to gain more insights in the scenarios and the advice, that is the main part of this document. Reading the appendix is recommended. The last document in the appendix is the process, which shows how the process of work has been done.

uncertainties, which give detailed information about what is happening in the present. The uncertainties are the basics for the coordinate system and chosen uncertainties. The coordinate system and chosen uncertainties are an introduction about what is going to happen in the future. Scenarios are about the future and give information about what the world will look like in 2025. The concepts are more specified to Maison van den Boer. These concepts give ideas about how to form the party catering in 2025 for a specified mentality group. The advice & conclusion will give Maison van den Boer the information on how to take care of their future business.

In this introduction there will be a short overview of the report. The executive summary is the summation of the report. There is a timeline from 1945 to 2014, which describes the past of environmental happenings, which influence the present and the future. The Trendmap is an overview of trends on different levels. More detailed information about the trendmap can be found in the appendix ‘Trend analysis’. This brings out the Trends and 4

Executive Summary The company that has a central role in this research is Maison van den Boer. It is a catering company established in Brabant. They have been around for over a hundred years and value tradition and their heritage. Next to that, they also look for innovation and want to keep developing and get better as a company. This hunger for innovation and renewal is one of the reasons this research has been started. What are the options for Maison van den Boer in the future and how can they prepare themselves accordingly? This is why scenarios were written, to analyse the future and for Maison van den Boer to get a better grasp on the future. The issues concerning Maison van den Boer are mainly focussed on Food and Health. These two points have been taken into clear consideration in the scenarios and concepts. What do they look like in the Netherlands eleven years from now? To carry out this project, a problem definition had to be thought of. This is the central question in the whole of the research. It is also the question that needs to be answered in the end. The problem definition of this project is as follows: How does Maison van den Boer stay leading in Brabant en become leading in the rest of the Netherlands? Next to that, a scenario question was chosen to base the scenarios on. This question is: What will the party catering in 2025 look like? Before being able to answer these questions, research had to be carried out to get a grasp on what is actually going on in the world. First of all, a timeline was made to get a grasp on the events in history that were responsible for the world of today. The next step was to analyse trends. These trends, based on the DESTEP factors Demography, Economy, Sociology, Ecology and Politics, are then projected into the future and research is done about what the future beholds for every individual trend. A conclusion was drawn for each trend, whether it was a certain trend or an 6

uncertain trend. The two most interesting uncertainties formed the basis for the development of the scenarios. These two uncertainties led to four axes providing the content for the scenarios. The power struggle between client and institutions formed one axe, the consistency of the labour force, either dominated by people over 65 or by quarter lifers, the other. Scenarios were created to describe the world of 2025. These scenarios are a description of four different ‘worlds’ with different values having a central role. These four worlds create different images of what the future world could look like. After the scenarios, the concepts were written, using the input of the scenarios. In these concepts, the values of a particular world have a central role. The concepts are based on these values and describe what the possibilities are for Maison van den Boer in these four future worlds. The concepts are based on parties Maison van den Boer can cater, to create a clear image of what the future might look like and to get a better comprehension of the situation. Maison van den Boer can then implement these concepts. They all started from the main question, which was derived from core values of the company so they fit together. The scenarios create a clear image of the future. Due to the fact that four different ‘worlds’ are used, each scenario has a different meaning for Maison van den Boer. They range from a scenario, which is very easy to implement, because not a lot has changed from the world today, to a scenario that uses a great amount of innovations and technology. This last one is harder to implement because it is so progressive and sophisticated. The other two are in the middle and can also be great scenarios to try and implement over the coming eleven years. A short summary of the four scenarios will follow next: • The Security Seekers: this one is the easiest to implement for Maison van den Boer. These people are conservative and like security. That’s why not a lot will change in their world in terms of values and interests. They will still look for this security and comfort in their lives, even eleven years from now.

• The Healthy Wealthy: these people look for quality and health. These two things will change due to the influence of technology in the years to come. They are open to technology and like to incorporate this in their lives. They also try to pursue health and happiness by using the means that are available to them. • Sharing Quality: this group of people is group-oriented and also looks for health in their lives. They like to play group sports and interact with others. Next to that, they also strive for quality in their lives. This scenario and the previous one are a lot alike except for the fact that these people are team players whereas the Healthy Wealthy are more individualistic and focus more on design-like products. • The Creative Minds: as the title suggests, these are people who like to be creative and who like to experience new things. It is also the group that embraces technology and is constantly looking for new things. Because they are so open to innovation, this is the hardest scenario to implement. It takes courage and creativity to implement this scenario. The advice that can be given considering these scenarios is that Maison van den Boer can either stick to their current strategies, or they can try and be innovative. The scenarios all bring something new to the table, one more than the other. Maison van den Boer can choose if they are ready to take big steps and completely choose for a different path. When this is the case, the last scenario is the best option. When they want stick to tradition and gradually introduce change, the first scenario is the best option. When they want to honour their current values but mix them with new things, the two central scenarios are the best option. Either way, they all fit the company and challenges Maison van den Boer to think about what kind of company they want to be and where they want to stand in the future. All the scenarios are a right fit, whether they want to change a little or whether they want to change a lot.

Timeline

PAST

It is interesting to see the differences between the letters of the DESTEP. These differences are most prominent in the gaps between years that the most happenings take place. For example, in sociology, the more important happenings in history happened way before the most important technological happenings. It is noteworthy that most of the events happened between the 1950’s and 1990’s. In these decades, most of the technological, sociological and economical events take place. It also appears that the most influential political passing’s happened in the 2000’s. It is interesting to see that certain events in one field can lead to others in another field. Apart from the time differences, there are different reasons for a trend to occur. In the timeline, each DESTEP factor is discussed and different happenings are responsible for the fact that this trends is now known. Each individual letter will now be attended to and the most prominent happenings will be named. Demographic: a lot of the history, which is important in this sector, has to do with pressures on age. Mostly, this pressure has to do with grey pressure. Apart from age issues, a large part of demography has to do with people moving to the city. This has repeated itself in the course of history.

Technology: in this part, it appears to be that a lot of inventions needed to take place to create the contemporary and modern society. The society in which people are depending on technology and due to past successes in technology, this will only grow. Ecology: there have been a lot of natural disasters in the past. The tendency, it seems, is that there has to be a disaster in order for people to see that action must be taken to save nature. A lot of the disasters caused a law to be made or caused people to be aware of their surroundings again. Politics: the events named in the timeline in this section have an obvious connection to technological developments. These technological developments create a more aggressive type of politics compared to the past. One must think about overhearing other politicians or influencing elections. The whole timeline can be found on the following link: Timeline Future insight from future thinkers to Maison van den Boer. In this report only the most relevent happenings for the scenarios are placed in a timeline.

Economy: the two most important factors in this part of the DESTEP are work, wages and rules that have to apply to work, and the fact that the Netherlands joined the European Union. That took a few years to establish and had a large influence on the world and the Netherlands. Sociology: this part mainly focuses on the development of people over the years. This manifests itself in all the different movements there have been in the past years. These movements are, for example, responsible for birth control.

1950

1969

1960

1945

1972

1943

1983

1975 1945

1955

1965

1975

2000

2001

1992

1984 1985

2014

2012

1999 1995

2008 2005

PAST

PAST 10

1935

1986

2015

Trend map

Present

In this trend map, the most important trends are shown. They represent the present, the world of today. These trends originate from the DESTEP, which stands for demography, economy, sociology, technology, ecology and politics. Each trend consists of a macro trend, several meso trends and a number of micro trends. The macro trend reflects the current society and movements in that society. Meso trends show customer needs, while micro trends are specific examples. These examples are hyperlinked, so it is possible to click these links and view them online. These trends will form the backbone for the scenarioâ&#x20AC;&#x2122;s, which will be featured in chapter eight.

URBANISATION

GLOBALISATION

LOCALISATION

PROSPERITY

SOCIOLOGY ECONOMY

PROVERTY

SHARING

OWNERSHIP

SOCIALISATION

INDIVDUALISATION

DEMOGRAPHY TECHNOLOGY

HUMANISATION

TRANSFORMING RITUALISM

To make the city your own

Solidarity

Loyalty

Prevention

Support

Access

Independency

Awareness

Personal meanings

Participation society

Smart and Flexible Virtual Life

Variety

Environmental savings

Self-development

Certainty

Reduction

Uniqueness

Help/sharing

Self organisation

- Power

- Saturation

Improved health

Self-organizing selfreliance

Multicultural society

Economic support

Overconsumption

Recycling

Environmental savings

Greediness

Collaboration

Authenticity

- Change

- Powerlessness

Greening

Countryside to the city

Equality

Inequality

MOBILITY

GAMIFICATION

SUSTAINABILITY

Green energy

Rise of Gamification Culture

Co-operation

Welfare

Productivity

Innovation with added values

Other ways of transportation

Rise of the App Culture

Health

Liveability

Performance oriented

Privacy vs. Public

Safety

Willpower

Responsibility

Certainty

Abundance

More students are in international schools

Driver-less car

The Netherlands is the second largest export country in Europe

MICRO TRENDS

Innovations in health care: Airbnb & thuisafgehaald.nl Technological developments

Own choices that are made

The Green City

The last decades we see many new infectious diseases and many old diseases that we thought they were almost gone, coming into Netherlands from abroad

Local food is (more) popular

Consumers prefer local shops and town centers

Half of the Dutch population would be willing to Increased willingness to spend participate in local renewable holiday pay energy initiatives

The number of shoplifting increases

Discounters are gaining market share

TRANSPARENCY

Citizens value businesses, Both the government and its which are open about their citizens long for a form of regulations, way of working control over each other and documents

FRAGMENTATION

PARTICIPATION SOCIETY

Freedom of choice

Caring

Thriving of locals

The amount of households The demand for luxury Facebook gives users more that need to use the Collaborative consumption products continues to grow options for apps and sites emergency food banks Lifestyle diseases are increasing

CONTROL SOCIETY

Search engines may be required to remove search Collaborative workspaces results if it is violating the privacy of European people

Open Source

Since the cookie law came into effect in June 2012

Decentralisation of Documentary about how Challenging loneliness by Occupy Movement in the Childcare, which demands people live in society in the elderly people Netherlands more collaboration Netherlands The demands to informal care for relatives will increase with eight per cent

Increase of freelancers

Jerry Agema wants to change the actions of the governement

Bossy - a device who controls you and your pc

Lets play App

Solar Roadway

Space travel

Google driverless car

Electric airplane

Pain squad

Nike +

RealiTree

A Dutch judge has decided that a tv-show called Project P: Stop het Pesten!

During the elections for town Knowledge institute Movisie council, never before were wants the government to install there so many parties to an investigation about informal care gone wrong choose from

EVE Ionizer

An app about the most Producing energy through sustainable materials used the use of wind is also by Nike gaining in popularity

Panopticon is a documentary about privacy and the way citizens are being controlled.

The government has Because of fragmentation, ordered several retirement a lot gets lost in translation homes to be taken down

Ecodorp Brabant

More research is carried Producing energy by using out in different industries ones own body

The politic party D66 wants to create a separate euro commissioner

Apple

The Nadler Hotel, Liverpool

One can charge their phone through cycling

Social Media, and especially Own choices Facebook, are that seen are as a great source of information made. for secret services

MICRO TRENDS

Informal care: growing demand for care but less supply

You create the city

CLIMAT CHANGE

Big Data

Cuts to elderly care costs just money

RESOURCE DEPLETION

SOCIOLOGY ECONOMY POLITICS

MESO TRENDS

Reduced prosperity

TECHNOLOGISTATION

ECOLOGY

MACRO TRENDS

AGEING

ECONOMY

Present

DEMOGRAPHY

Trends and Uncertainties Demography: Ageing The cause of the trend Ageing is the increasing of the number of elderly people in the Netherlands. Prosperity and the improvement of health care are the main reasons people are getting older (TNO Rapport – Het succes van de vergrijzing, 2013 P.9). This development depended on the socialcultural and economical developments, which are hard to predict on the long term. Ageing has three possible causes: decrease of births, increasing life expectancy and migration. The first two reasons have been known for years; however, birth rates depend on individual choices regarding family formation (PLB, 2013). This implies it’s not a given that the trend Aging will continue on the long term. Uncertainty Ageing is surrounded with uncertainties. The trends are depending upon the socio-cultural and economic developments. These are quite difficult to predict, especially on a longer term. Birth rates depend on individual choices. If more children are born, birth rates increase, and rejuvenate the population. More children means that aging decreases and may even turn into greening. Another countermovement is that immigration rates increase, which has the same effect. The population rejuvenates; moreover, the birth rate will rise because young immigrants will have children. People will get older because of improved health care. Mortality depends on the development of lifestyle diseases, and since older people are often more susceptible to diseases, this could mean that they will get ill more often (Dam, 2013). 16

Economy: Rising prosperity The Netherlands is a developed and prosperous country. It is in the top 3 worldwide based on the Human Development Index of the United Nations, which ranks countries on health, education and income. Purely economic indicators show a favourable situation as well. From 2009 to 2012, the Netherlands had risen from tenth to fifth place in the known Global Competitiveness Index, which measures the competitiveness of nations. These success factors provide the Dutch work and income: within the European Union (EU), the Dutch had the lowest unemployment after Austria and they also had the highest average income after the Luxembourger in this period of time. This income is relatively evenly distributed internationally, which means that prosperity is widespread (Rijksoverheid, 2013). In 2013, the Netherlands dropped slightly in the Global Competitiveness Index, namely to the eighth place. This means that they are still among the top ten in the world (World Economics Forum, 2014). The study ‘Beleving in de Nederlandse binnensteden’ (‘Experiencing the Dutch inner cities’) in 2011 that was conducted by Cindy Cauter of Quotus research and Marc Marjolée of RetailVastgoedAdvies showed that shopping was the number one favorite leisure activity for the Dutch (Vermeij, 2013). Figures from CBS (Statistics Netherlands) and the European Commission show that consumer confidence is as high nowadays as it was in 2011. Consumers are more positive about the economy as well (Retail News, 2014). Uncertainty: The uncertainty that fits this trend, relates to the changes that may occur in the financial condition of the Dutch. Will either poverty or prosperity in the Netherlands increase or decrease?

Sociology: Humanisation Humanisation can be defined as the transformation from feminisation to the equality of the women and men in a society. Anne Marie Slaughter suggests: “real equality is not valuing women on men terms but creating a much wider range of equally respected choices for women and for men” (Slaughter, 2013). This wider range shows, for example, in workplaces. Work and family go hand-in-hand, because they reinforce each other. “If family comes first, work does not come second, life comes together” (Slaughter, 2013). Working and caregiving have to be equal to reinforce societies. The Netherlands is one of the exceptions as a society where working and caregiving are mostly equal. The government for example invests as much in health care as they do in infrastructure. Two things prove this. The first is that the Netherlands is on the 8th place in the Global Competitiveness Index 2013-2014 (World Economic Forum, 2013). The Global Competitiveness index 2013-2014 tells how the competitiveness in the economics is between every country in the world. Second is the fact that the Netherlands is ranking very high on the OECD Better Life Index, which shows the wellbeing of countries (OECD Better Life Index, 2014). Uncertainty The uncertainty that comes from this trend, is the power struggle between citizens and the authorities like politic parties and multinationals.

Technology: Technologization, mobility and gamification In Technology, three trends can be defined. The first is technologization of the Internet society. People can hardly live without technology nowadays (TNO rapport – Oog voor innovatie, 2014 P.52). Mobility is another expression of technology. It is all about transportation. Google Driverless Car is a good example of what technology can do for transportation (Google, 2014). There are, however, people who think that we don’t need vehicles and organise other ways of transportation (Carfree Network, 2014). Thirdly, Gamification is an aspect in life that people use to work together and to learn new things (Rohde, 2013). Gamification works as a tool to trigger the external motivation of people, but on long term this is not enough. People need to have an internal motivation trigger for our work and assignments to get things done (knowledge@wharton, 2014).

Present

In the following chapter, the chosen uncertainties and their counter movements are described. These trends are displayed in the trend map. In this chapter, they will be explained in more depth. To show why a trend is being seen as uncertainty, counter movements have been sought. These are described after the explanation of each trend. The description of the other trends can be found in the enclosure (Part E).

Uncertainty From the research of these trends and their countermovement’s, it can be concluded that there are big uncertainties in technology. Something that shows in all three trends is the division between people who feel positive towards technology and those who feel negative towards technology. People who feel negative feel this way because of various reasons. Firstly, technology is seen as bad for the environment and secondly, people feel scared that technology will take over the world. When this happens, it is felt that people would not dominate technology any further.

Present

Ecology: Sustainability Sustainability can be defined into two different definitions. The ecological definition of sustainability is how natural systems endure and maintain diverse and productive (LandLearn, n.d). Examples of sustainable natural systems are ancient forests, which have been around for hundreds of years. The most human way of being sustainable is combining the two. It is most convenient to create materials or products that are recycled but can also be used for a long period of time. Besides the environmental way of being sustainable, companies can also be sustainable in a different way. It has to do with the environment none the less, but when companies form a co-operative they can be more sustainable as well. A co-operative can plan their businesses ahead for a longer period of time and can avoid the stress short term profits bring with (Bibby, 2014). Uncertainty The most important uncertainty that emerges from sustainability, is the question whether sustainability will increase or decrease. There is tension between the two. On one hand people are more aware of the importance of taking care of the environment. On the other hand people are anxious about the changes that they will have to overcome when sustainability becomes more important (Turk, 2013).

Politics: Control society Companies and governments collect an increasingly amount of data of their costumers and citizens. They do this by using the Internet and phone records. This data is used to create a dossier. The uncertainty here is the battle for transparency. One of the most well known examples of this is Wikileaks (Wikileaks, n.d), a company who publishes secret documents. The uncertainty of this trend is whether control or transparency is going to take the lead. If citizens get together and demand transparency, they will probably have more power, since companies and governments are largely dependent on them. If, however, citizens donâ&#x20AC;&#x2122;t realise they do have this kind of power and as a result not organise themselves, than control will take the lead. Uncertainty The uncertainty of this trend is whether control or transparency is going to take the lead. If citizens get together and demand transparency, they will probably have more power, since companies and governments are largely dependent on them. If, however, citizens donâ&#x20AC;&#x2122;t realise they do have this kind of power and as a result not organise themselves, than control will take the lead.

Chosen uncertainties and Coordinate system scenarios

X-axis

Consumers have the most influence

Wealthy Healthy

Sharing Quality

Security Seekers

Institutions have the most influence

These uncertainties are placed on a coordinate system on the next page. On the X-axis the uncertainty is placed whether the power lies with authorities or citizens. On the Y-axis the uncertainty is placed, which people prevail more quarterlifers (people in the age of 25) or people over 65. Also the names of the scenario cases are placed in the four â&#x20AC;&#x2DC;worldsâ&#x20AC;&#x2122; that arise in this coordinate system. The model will get more body in the following pages. In every page something will be placed in the model to create insight in the four scenarios that will be handled later on in this report. There will be a small introduction on every page about what is placed in the coordinate system. These models form a timeline to the scenarios.

Creative Minds

Quarterlifers prevail

Future

Eventually, two uncertainties were chosen. These uncertainties originate of the trends ageing and humanisation. The contra trends that underpin these uncertainties have been mentioned earlier on. The insecurity that ageing brings with it is whether a new babyboom will take place or rather that there will be a downfall in the number of young people in society. This will influence the average age of the user. For the second trend, humanisation, the question is who has more power, citizens or the authorities. By putting these two uncertainties opposite each other, an interesting combination arises. Maison van den Boer can adapt to the change in age and the way they handle the balance of power. The company pointed out earlier that they are still looking for their own strategy. Maison van den Boer is now a company, which is driven by demand. The uncertainties indicate whether they have to adapt to a demand driven by offer. Eventually, the goal is to make the environmental securities clear, especially the ones Maison van den Boer cannot directly influence. It is these uncertainties that aim for the development of the environment.

People over 65 prevail

Y-axis

People over 65 prevail

Y-axis

X-axis

Consumers have the most influence

Security Seekers

There has been chosen for one image to visualize the scenarios. By visualizing the scenarios the scenarios will be more touching to read.

Creative Minds

Sharing Quality

Wealthy Healthy

Security Seekers

Institutions have the most influence

X-axis

SharingQuality

Institutions have the most influence

Wealthy Healthy

Quarterlifers prevail In this model the lines are coloured red, yellow blue and green. These create four ‘worlds’. The coloured lines define the mentality groups that are based on the BSR-model. These coloured lines form a layer over the coordinate system of the scenarios. The BSR- model shows four worlds that describe values, needs and motives of people. The model gets its form through four axes, each divided into two dimensions. The BSR-model was exactly a match to the four scenarios. More detailed information about the defining of the mentality groups based on the BSR-model can be found in the enclosure D. ‘Mentality group analysis.’

Future

Creative Minds

Quarterlifers prevail

People over 65 prevail

Y-axis

Creative Minds

Sharing Quality

Creativity Innovation Independence

Sharing Pursuing personal standards

Wealthy Healthy

Security Seekers

Quality Freedom of choice Health

Solidarity Thoughtfulness Certainty

Caring

In the final model, values are added. These values can be aimed trough Maison van den Boer to satisfy the mentality groups in the scenarios.

For Maison van den Boer four scenarios have been created, based on the uncertainties that are described in the previous chapter. Next to the uncertainties, each scenario is also based on the BSR-model and the companies that are described in the mentality analysis. Accompanying each scenario is a concept created for Maison van den Boer. These concepts give Maison van den Boer a suggestion of how to participate if those scenarios become reality by 2025.

Institutions have the most influence

X-axis

Quarterlifers prevail

Future

Future Consumers have the most influence

Scenarios

People over 65 prevail

Y-axis

Creative Minds

It is 08:30 on a cold Tuesday morning in January 2025. Loïs (29) is woken up gently and rested by the lamp on her nightstand that slowly lightens up. At the same time she hears the sounds of nature coming out of her speakers and she stretches out. Through sensors in her pillow Loïs’ alarm feels unerringly what the best time is to wake her up. It does Loïs well that her biological rhythm doesn’t get disturbed this way. It isn’t good for her mood and her creativity to force things, including getting up in the morning. Luckily there are no fixed working hours, so she can plan her own time. As she walks with her bare feet on the heated floor her two cats greet her by purring and nuzzling up against her legs. Her cats Bandit and Milo always know how to make her smile. Besides that they inspire Loïs to think outside the supposed paths and that is why she loves them the most. After she has given her cats their forage, it’s time to prepare her own breakfast. Loïs opens her well-stocked fridge as she did her grocery shopping yesterday. Like most supermarkets the store around the corner only sells seasonal products (Ville and Wicken, 2012). Thereby her smoothie will consist of soy yoghurt, tangerine, pear, orange and beetroot today. While her blender mashes and mixes all the ingredients, Loïs grabs her agenda. It is a hard copy that a good friend of Loïs, who is an industrial design student from India, designed. Loïs tried digitizing agendas before, but she felt like she couldn’t express herself the way she did in her paper back agenda when she was a little girl. When her friend told her that he was designing a big dairy with lots of space for notes and doodles, she supported this crowd-funding project immediately (Consultancy.nl, 2014). Loïs sees that she has two appointments today, a lunch date and a meeting five hours later. Both appointments are in Utrecht, which is about three-

quarters of an hour drive from her home in Amsterdam. Therefore Loïs picks up her Smartphone to already reserve a spot in a fun flex workspace and drinks her smoothie (Bruins, Deijl en de Vries, 2012).

Future

Future 26

A day in the life of Loïs

Loïs steps into her shower which features coloured lights and odorants that act to her state of mind. Loïs just started working for Coca Cola, as they asked her to join their team when they saw the good work she had done for other companies. Her lunch date today is meant to flush ideas for the launch of a new drink, so she needs an open mind to start with. After entering this into the shower system, the colours and scents begin to work. Colours like turquoise, lime green and coral alternate and a fresh smell of citrus with a hint of vanilla fills the bathroom. She washes her hair and thinks of the talk she had with her parents via video chat yesterday. They moved to Sweden a couple of months ago. Her parents had always enjoyed the Swedish landscapes and the healthcare industry is much better regulated there (De onderzoeker: E.B., 2014). A lot of the elderly people have left for Scandinavia, as a precaution since the Dutch government has made significant cuts in the health care sector in recent years. Nursing homes are demolished and the government shifts all responsibility for taking care of the needy towards family caregivers (Nieuwsuur, 2014). Loïs is glad that her parents understand that she is far too busy establishing freedom and independence, to care for them if that would ever become necessary. Yesterday, her mother told her how proud she is of Loïs: “Especially when I see the difference between the financial security that we have had ourselves and the financial uncertainty in which you must build a career.” When Loïs is dried off and warmly dressed she locks her door by targeting her eyes to the sensor next to her front door. It recognizes her iris and activates the alarm. Loïs gets into her electric Mercedes Benz and drives to Utrecht (DuurzaamBedrijfsleven.nl, 2013). Her shower system communicated her need to feel open minded and energetic to her car, so all she hears now are stimulating songs coming out of the sound system. It is quiet on the road so Loïs can drive at a nice pace. After she parked her car and touched

After freelancers Ismael and Sarah joined the two at the table and a Skype connection was made with Melvin in New York, the brainstorm begins. They come up with one brilliant idea after another and two hours later the projection screen on the wall besides them shows a huge list of suggestions. As full as their list of ideas is, as empty are their heads. They decide to call it a wrap and everyone goes their own way again. Once Loïs comes to the flexible workspace that she had selected this morning, she first needs to charge herself for at least half an hour. The sensory room they have here is excellent to do so, therefore she pulls herself back there for a short meditation before she gets behind her laptop. At the last moment her second appointment of today calls to say he can’t make it on time. They plan a new date and Loïs finishes her own work. She is working on a project for an old friend who makes furniture. Loïs doesn’t get paid for it with money, but instead she will get the table and chairs from his new collection that she adores and she can really use (Buffel, Verté, Vyncke, and Willems, 2009). Just before Loïs leaves the building, she stops by the canteen to print some candy to eat on her way home (Ronner, 2014).

I’ve ordered yesterday!” Loïs hears her cats meow across the other side of her front door and her own stomach is starting to rumble as well. She puts fresh vegetables, fish and potatoes into her Nutri-Pulse® e-Cooker® and turns it on (Goettsch and Roelofs, 2014). In a couple of minutes her healthy meal is ready. It is so succulent and full of taste; Loïs is almost feeling a pity for Bandit and Milo who are looking keen at her. After she finished her diner she plays with them for a bit and than she puts on her winter boots and her coat made of special fibres. Thanks to the Nano collection of Louis Vuitton she will not get cold. The fibres always make sure that her body temperature stays 37 °C by heating up or cooling down.

Future

up her lipstick, Loïs steps into the bistro where her business partner David is already sitting at a table. It is very rare that colleagues come together. This doesn’t make a meeting between colleagues uncomfortable, quite the contrary. They greet each other warmly and chat about the weekend before. David tells Loïs about the diner party he had last Saturday. “They all prepared and served the food in spectacular ways.” David says. “I have eaten delicious cultured meat that they served flambé at my plate and the dessert consisted of sorbet ice-cream with raspberry drops and there was a floating balloon of caramelized sugar above the plate.” (Foodbrigade, 2014). Loïs starts salivating and answers: “It is so cool what they can do with molecular cooking, but shall we just order a sandwich and some parsnip soup right now?”

Concept Creative Minds

Although it is already dark and pretty cold outside, Loïs keeps herself without nagging on to her duty. As it happens, tonight it’s her turn to make a round through the neighbourhood with some other local residents. They had put up a rotation schedule to keep the streets neat and clean (Otten, 2014). Because of the sleet and snow that is predicted tonight they decided to go sprinkle salt on the paths, hoping to prevent slipping. Loïs finds it important to contribute to a pleasant living environment and thus she keeps in touch with her friendly neighbours. They are all International students and entrepreneurs who are acquired to think out of the box, so there is always something to talk about (Nieuwsuur, 2013). When Loïs returns home, she flops down on the couch with a large cup of tea. She glances through some magazines while Bandit and Milo lie warmly on her feet. Her agenda is beside her, so that she can make notes when she sees something that might be interesting. She starts to yawn and decides to go to bed for a good night’s sleep. Tomorrow is a brand new day!

Loïs walks to her front door as she hears a soft humming sound coming her way. She looks up in the sky and sees a drone descending at her house (Coca Cola, 2014). “Great!” she thinks to herself. “That must be the dress 28

A party this big requires enough time to prepare. It starts with making an inventory of the materials that they are going to be needed. Maison van den Boer can start checking their contact list to find people and businesses that can help them, when it is clear what the customers want exactly regarding the food and beverages, location, lights, music and decoration. One can think of 3D printers to print dishes in front of people’s eyes. Something else that could be needed is a Nutri-Pulse® e-Cooker® to cook a fresh, healthy and succulent meal in just a few minutes (Goettsch & Roelofs, 2014). Another possibility are materials to show a hologram with, so that for instance the CEO can speech from anywhere in the world and it will look like he is really present. Maison van den Boer can also come up with a nice way to send the invitations to the guests, for example by letting drones deliver them (Coca Cola, 2014). If there are certain people for who the festival will be given, they can arrange a VIP treatment for them. They can let them be picked up with a special way of transport such as a Volocopter to make a spectacular entrance at the festival (McKenzie, 2013). 30

The festival can be held outside or in a building that is large enough to let +/- 1000 people in. Waiters of Maison van den Boer are handing everyone a welcome drink. After welcoming all the guests, the waiters of Maison van den Boer accompany all guests inside or to the centre of the field. The official opening of the festival takes place at the main stage, for example by the CEO of the company by means of the hologram. After that has been said and done, it is time to get the party started. Chefs, cooks, bartenders and waiters of Maison van den Boer are spread over different areas with different sorts of food in each section. They all prepare and serve the food in spectacular ways, for instance they flambé cultured meat at the guests’ tables (Laanen, 2013). Beautiful things can be made through molecular cooking, as well (Foodbrigade, 2014). Drinks are being poured or showy mixed into (non-) alcoholic cocktails by bartenders of Maison van den Boer before they are handed to the guest or brought to the tables. There are bigger and smaller tables where the guests can sit, but they don’t have to stay on the same seat the hole time. If they had their dish and like to try something in another area, they are free to go and look for a seat in the other section. That way everyone can enjoy different dishes and different messmates. At 00:00 the party ends at the courtyard with a digital firework show that will be projected in the air. However the party is officially over, a lot of guests will be staying to help the staff of Maison van den Boer to clean everything up. That way the job is easily and quickly done so everybody can go home to get some good night sleep.

Future

The key values in this scenario are creativity, innovation and independence. The labour force mostly consists of quarter lifers and the client is in control. Maison van den Boer is a big player in the catering industry, one of the advantages they have is the network that they have build up over the years. It is possible that this will become very important, especially when new business models will become standard. There isn’t always money involved in these business models, but there will often be paid with new forms of reciprocity (Buffel, Verté, Vyncke, & Willems, 2009). Something else that can be noted in this scenario is that people won’t be surprised or even satisfied by just anything. There is a lot of technology involved that changes so quickly and will consist of as many different items that it will become almost impossible to keep it all in stock oneself. That’s where the network comes in the picture. There will be a lot of entrepreneurs and flex workers, but parties given by large companies such as Coca Cola to create and show solidarity can be expected. To get a clear vision of how Maison van den Boer could deploy in this scenario, here follows an example of a festival that Maison van den Boer could organize by that time.

Sharing Guality

Technology will play a major role in this concept and craft fades into the background, making way for several new formulations. A great network to arrange all the needed materials is crucial. Maison van den Boer’s employees will also be present at the party to entertain the guests while they prepare and serve the food and drinks to make the experience complete. When the festival is over, the staff at Maison van den Boer can count on the helping hands of participating guests.

It is half past six on a warm summer morning in June of 2025, when Max, 32, wakes up by his alarm. He stretches his body and gives his wife, Laura, 30, who also awakes, a kiss on her forehead. He walks to the bathroom to brush his teeth. He quickly jumps into his sports gear and rushes downstairs, precisely on time to answer his tablet that makes a loud noise. Max grabs his tablet from the kitchen table to answer his parents who are calling. His parents have lived in the south of Spain for over 4 years now (Plazilla,n.d.). They had to move to Spain because their old age pension had been cut down and they could not afford health care anymore (National programma ouderenzorg, 2010). Max thinks it is better for them to live in Spain because of the warm climate and the more relaxing culture. His parents worked so hard their entire life but several crises had left their savings empty. Max talks to his parents for a while who tell him that they saved some money to come to the Netherlands in a few weeks time. They want to see their two grandchildren; Lisa, who is one and Daniel, three. They have been missing them a lot. Max thinks that it is a great idea, because in those particular weeks he has busy weekends planned. Max hangs up on his parents and quickly makes a healthy smoothie filled with fresh fruit and vegetables. He waves goodbye to his wife and kids and walks out of the apartment. Five floors down Max gets on his mountain bike and cycles to work. On the way to his work, Max crosses a park that goes through the whole city. A year ago this park was a highway that crossed the city (Citylab, 2013). In the park he sees that the flowers are in full bloom and he sees the early morning sun reflecting in one of the ponds in the park. After twenty minutes, Max arrives at work. He sees his colleague Glenn, who is wearing the same sports gear Max is wearing. They greet each other friendly and get into

the building of the Koninklijke Nederlandse Voetbalbond (KNVB) (Intelligent buildings, n.d.). They chat for a bit about the weekend. Glenn tells that he went to several parties that weekend. First his niece had a birthday, then his grandmother got out of the hospital and had a welcome back party and after that he also celebrated the one-year anniversary of his local football club. Glenn thinks there is always an occasion for a party. Max en Glenn meet up with their colleagues in the coffee room. They are all very excited, because their first football training will begin today. In two months they will play in a big tournament that is organized for all the members of the KNVB. The sport gear that they wear is filled with electronics that will monitor all their movements. This will be uploaded into the Cloud and can then be seen on their smartphones (Smart planet, 2014). The government can use the Cloud to check on everybodyâ&#x20AC;&#x2122;s health. In this way, they can see how healthy their citizens are. A week ago the best health institution of the country checked Max and his team by a full body scan. The health institution is also a sponsor of the big tournament of the KNVB.

will be consumed (VWA, 2014). There is a new rule added to the original regulations. This rule is about using a 3D-printer to print food. Only carefully checked substance with a mark of FCPSA can be used with the 3D-printer.

After their first training Max and his team have a quick fresh up before they get to work. Max enters his office and sees he got an e-mail from a journalist, who wants some information about the tournament. Max calls him and starts telling him about the KNVB. He told him that the KNVB is providing for the needs of the employees and encourages sharing their knowledge for a better society (Tegenlicht, 2014). KNVB also collaborates with other companies, because they know that they need knowledge of all disciplines to have a good working company. Max also tells the journalist a bit about himself. He tells how he started working for the KNVB a couple of years ago and quickly became sharing manager. The journalist now has enough information to create a nice article and they say goodbye. Max is off to meet with colleagues. They are going to discuss the new guidelines for the food that is served in cafeteria of the KNVB.

Deeply in thoughts, Max walks into the restaurant where he orders an organic burger out of the 3D-printer. With a glass of fresh fruit lemonade without any sugar in it, he sits down at an empty table. Within a few minutes the table which Max is sitting at is filling up with people. They are part of the KNVB, but Max has never seen them before. The group is talking about a project on how to make football fields more sustainable. Max has a few ideas and he shares these immediately with them. Everyone is very excited about the ideas, so they exchange business cards and plan a lunch for tomorrow.

Every month the government and institutions like the Food and Consumer Product Safety Authority (FCPSA) give regulations about the food that

Max worries that the food the KNVB uses might not be marked correctly. He rushed himself to the storage and checks all the boxes with the substance for the 3D-printer, to see if there is a mark of the FCPSA on it. Max is relieved every single box has the right mark. Max walks through the building to the restaurant. Halfway there he stops, because he sees that some new art pieces from upcoming artists are on the walls. He especially takes an interest in one piece, which is of a young woman who is carrying a young child on her back and is working the land in another country. Max is touched because he remembers his parents who worked really hard to pay for his education. He is happy that they did this for him, so he could do what he loves to do, which is helping the society to become a better place.

Daniel asks Max to read a story out of his favourite book named: Jimmy and the Green World. Max is happy to read to his children out of this book. After he kisses his children goodnight, Max walks to Laura, who is sitting on the balcony of their apartment. They drink biological red wine and talk about the world. At half past ten Max and Laura get to bed. Max falls asleep immediately and dreams about how he and his new work colleagues can make a sustainable football field that will make the world a better place to live, work and play in.

Future

A day in the life of Max

Max walks back to his office and works on a project for a few hours. This project is about how to get younger people who sit in an office all day to exercise. When the clock hits five thirty, Max drives home on his bike. His lovely wife Laura has cooked for him and his children. It is a lovely homemade dinner with products freshly out of the vertical garden (Garden boy, 2014). After dinner Max plays with his children and takes them to bed. 33

Concept Sharing Guality

The first thing that has to be done by Maison van den Boer is talking to the client. In this initial appointment, Maison van den Boer can show the client what they can do. Small wishes from the client can be inserted into the event, but Maison van den Boer has the upper hand. What Maison van den Boer does is organise the whole party from the beginning until the end. They will provide for the invitations, the location, the food, the drinks, waiters, decoration, lighting and entertainment. Maison van den Boer will be in charge the whole day. What has to be done next is working together with their actors and business partners to make this event happen. Maison van den Boer has his own strengths and disciplines but to organise the whole event a cooperation has to be formed.

that Maison van de Boer works with. Maison van de Boer will use only highly checked quality food and drinks that have a special mark from the institutions that check food and drinks. Most of the food will be printed by a 3D-printer (z24, 2014). This 3D-printer prints highly checked healthy products with high quality.

Future

The key values in the scenario Sharing Quality are sharing, pursuing personal standards and caring. The labour force mostly consists of quarter lifers and the government is in control. This means that Maison van den Boer has the upper hand over the client. They control what is going to happen with the party catering. Quality is an important factor of Maison van den Boer, which is something that will be more forced from above by the government and other institutions. To create a clearer future vision for Maison van den Boer, a concept has been developed to show how parts of the scenario can be used in Maison van den Boerâ&#x20AC;&#x2122;s strategy and brand expanding. The concepts are based on the companies found in the mentality analysis and the scenarioâ&#x20AC;&#x2122;s. This concept is build around large companies in the Netherlands who have mostly quarter lifers as employees.

Maison van den Boer will train the waiters for the event so they can guaranty quality waiters. The waiters will be working the whole day at the event, to serve all the people who are attending. Entertainment will be by Dutch artists and performers that work with Maison van den Boer. They will have worked together on several occasions and can really make or break an event. Because of the safety that has to be guaranteed, Maison van den Boer arranged Google driverless cars (Google, 2014) to make sure that people get home safely. When the event is over Maison van den Boer will make sure that everything at the location will be cleaned up and ready for use the next day. Maison van den Boer also makes sure that they check in with the client a few days after the event to make sure that they create the best events. This will eventuality lead Maison van den Boer to the top of the party catering in the Netherlands.

The planning of the event starts with sending the invitation. The invitation will hold all the information about the event and what they can expect that day. The invitation will be delivered to the invitees at home. When the invitations are send, Maison van den Boer needs to book a location that fits 5000 people. One of the business partners of Maison van den Boer is the Dutch football team PSV who has his own stadium, The Phillips stadium in Eindhoven, the Netherlands. The whole place will be decorated in the style of the event that Maison van den Boer will arrange. A day before the events take place the location will be fully decorated. 34

The food and drinks come from well-known Dutch brands with high value

Healthy Wealthy

It’s a lovely Thursday morning in June 2025. Frank van Hasselt, 65, is enjoying his healthy breakfast outside, with the early morning sun warming his face. He is flipping through the headlines of the major Dutch newspapers on his glass projection screen (Dijkgraaf, 2014). His breakfast consists of nutritious yogurt, muesli and some fruits he grows in his garden. With this he drinks a hot coffee, without cream or sugar, since he is watching his health very carefully. After finishing his breakfast, Frank goes upstairs his 1930s residence to start his morning routine. Frank lives in the house all by himself, accompanied only by his two dogs. After his divorce from his husband, he was the one who got the house. His current boyfriend has his own house, since he and Frank both think it’s healthier for a relationship to have separate living spaces. They’ve seen other people’s relationships fail due to the fact that they didn’t have enough space. Frank’s two adopted children are 32 and 28, so they had left the house years ago. He presses the shortcut key ‘Leaving in 15 minutes’ on his Evohome (Evohome, n.d.), so the heating and air-conditioning are going to automatically stop at that time. He brushes his teeth and whilst doing that, his toothbrush makes a short scan of his teeth. This scan is immediately sent to his dentist, who appears on Frank’s mirror immediately. He tells Frank that he should eat more products with calcium, since his teeth lack strength (Bemelmans, 2014). After measuring his blood pressure with his G Watch, he sees that his blood pressure is a bit high (LG Mobile Global, 2014). Frank consults with his life coach immediately. His life coach helps him in every aspect of his life. After suffering from a burnout seven years prior, Frank became much more invested in his health. After discovering that his then husband had no intention in supporting him during that hard time, Frank decided to file for divorce. Since then, his life coach has been his biggest support in being healthy

and making the right decisions, so Frank always contacts him whenever a choice has to be made (Coachy, n.d.). He decides with his life coach that considering his high blood pressure, Frank should leave work early today. Frank is a firm believer when it comes to stress being the biggest factor in someone’s health, so he does everything he can to keep himself stress free (Diagnose 2025, n.d.).

Future

Future 36

A Day in the Life of Frank

Frank closes the front door behind him and gets in his brand new Tesla Model Y, the newest electric car. He bought his first electric car eight years ago and hasn’t looked at another car since. He loves the attention he gets when he is driving the car. The fact that an electric car is better for the environment is a huge positive for Frank. He drives past building after building, but isn’t bothered by the view. Since there had been built a lot, citizens of the Netherlands demanded that the buildings should at least be nice to look at and be sustainable. Frank had been one of those citizens. He wouldn’t call himself a pioneer when it comes to sustainability, but nevertheless thought it would be a mistake to build without being sustainable. He is highly aware of the fact that the world can’t keep on existing like this. Frank had been heard by several governmental institutions and together with a group of civilians succeeded in passing a law that obligated builders to build with the planet Earth in mind. All these buildings were now largely self-regulating and run on green energy, provided by windmills. Frank tries to be as much up-to-date when it comes to sustainability as possible. Frank makes his way through the building to get to his office. The building is nice and cool on this hot day, thanks to the smart windows. These windows darken as the sun gets brighter, which cuts costs on air-conditioning and is thus better for the environment (Ravenbrick, n.d.). He greets some of his colleagues, who are mostly working in an open space. The company he works for puts a lot of effort into creating a nice, professional and welcoming area inside the building. Triggered by Yahoo’s decision in 2014 to make people come into the office again, companies all over the world decided that people

After three hours of hard work, Frank gets to the cafeteria to enjoy his lunch. He placed an order yesterday and is happy to see it fully prepared with his name on it. Of course, the food is highly nutritious. At the beginning of each week, Frank undergoes an entire body scan in the comfort of his own bathroom, to see what vitamins and minerals he is going to need. With this information as a basis, he and his life coach decide what to eat the coming week. Today’s lunch consists of chicken breast with broccoli and pumpkin seeds. Frank sits down with some of his colleagues and chats with them for a bit. The main subject is the fact that the old age pension was recently changed to being linked to people’s life expectancy (Pensioenkijker, n.d.). Frank thought it was really noticeable in the company he works. There are far more 65+ employees than there are 20 to 64 year olds (Giesbers, Verweij & Beer, 2014). He has been given the task to start hiring thirtysomething’s, to create a team that knows the younger market. He wants to set up an event showcasing the absolute best artisans of the Netherlands. Frank finishes his lunch and puts his plate on the electric assembly line. It makes him happy to know that everything that isn’t used for today’s lunch goes to the local Food Bank. He knows that although he lives a very rich and healthy life, most people in the Netherlands don’t. He happily spends each Sunday afternoon in a special group were homeless people get together with entrepreneurs and business people. During this group session, the entrepreneurs and business people help set up ideas and businesses for the homeless. Frank feels the government doesn’t do enough to help these people move forward in their lives, so he has taken it into his own hands to 38

make something happen. Frank has a big heart for other people and takes a lot of pride out of the fact that he helps otherwise helpless people build a life. Frank decides to go home around three thirty. Since it has to do with his health, everyone quickly agrees. It is expected that people work hard, but take care of themselves first.

Future

should work at the office, but in a tempting environment (Wierckx, 2013). Frank’s company, for example, had really invested in a communal area and a great team of cooks to make lunch every day. Frank does have an office, but that is purely because of the fact that he has a management position and has to have a place to put his tablet and have meetings. It is seen a standard that managers get to have an office. Frank likes having a place where he can shut the door, since he doesn’t always want to be bothered by others. He quite enjoys being alone.

Concept Healthy Wealthy

While starting his car, he feels his watch vibrate. He has received an e-mail from his fridge, reminding him to buy food with a high level of calcium (Plazilla, 2012). He drives to the supermarket and plugs his car into the electric socket while he does his groceries (Rijksoverheid, n.d.). Through his watch he gets tailored advice to match his health (de Gelderlander, 2014). At home, Frank relaxes for about two hours. He does yoga for a bit and then takes a hot shower to relax his muscles. After that, he makes his projector project on his wall, to watch sports for a while. At a quarter to seven, he starts making diner for himself. He takes about an hour, during which his boyfriend gets in. Frank hates using a microwave or other non-healthy cooking devices, so everything is freshly cooked, solely with virgin olive oil. The food he uses is mostly from local farmers (Volkskrant, 2014). After diner, Frank and his boyfriend sit down and have a relaxing evening to themselves, accompanied by Frank’s two dogs and one well-deserved glass of red wine.

The first step that has to be done is making an appointment with the client. This is done to secure the clients needs and to find out whether the client has specific wishes Maison van den Boer has to keep in mind. The client might have a specific brand or product in mind that he or she wants to see used. The client will have the ability to create a list of this. After this appointment, Maison van den Boer has to start creating dishes of high quality. These require high quality products, favourably from local farmers (Puur Tafelen, n.d.). When meat or other products from local farmers are used, it is easier to secure a high quality. To make sure this is a possibility in the future, Maison van den Boer has to start making these connections to local companies now. When a relationship is established, Maison van den Boer can guarantee high quality and healthy food. It can even be a possibility for Maison van den Boer to take the client with them when buying the products. This way, the client can have the most influence. To send the invitations, a sustainable way has to be thought off. This eliminates paper invitations, unless recycled paper is used (Gaasbeek, n.d.). Another way to spare the environment is to send the invitations by e-mail. By 2025, e-mail will be received on all types 40

of devices, ranging from fridges to watches (LG Mobile Global, 2014). The location will either be chosen by the client or picked in close collaboration with the client. For a birthday party, 50 to a hundred people have to fit in. The location has to be sustainable and have a high quality look and feel. A lot of detailed work has to be put in to satisfy the client. However, when the clientsâ&#x20AC;&#x2122; expectations are met, they will become a loyal customer. During the event, employees of Maison van den Boer have to be at the location at all times. It is appreciated when the client is welcomed and it becomes clear that Maison van den Boer remembers whom the party is for and what is being celebrated (Otto, 2014). The food can either be serve at the tables or with a buffet. When a buffet is chosen, it is key that every dish is accompanied with a little card to describe what the dish is, what ingredients have been used and where the ingredients are from. This way, people can make deliberate choices in what to eat. The Healthy Wealthy will most likely choose dishes that enhance their health. When the food is served at the tables, it has to be made sure that waiters or waitresses understand every piece of food on the plate, as the Healthy Wealthy are very likely to ask a lot of questions. The food doesnâ&#x20AC;&#x2122;t need to be prepared at the table, unless this creates an lasting memory. A fish, for example, could be filleted at the table. Another demand is the almost designer-like approach to creating the dishes. They have to be beautiful to look at and taste wonderfully. To end the event, it is expected that Maison van den Boer arranges something spectacular. It is important for the Healthy Wealthy to have something to tell their friends and families when they get home, to impress them. This could be, for example, a performance of an artist by hologram (Wendy, 2012). This could also be a giant quiz where the partygoers can show off their knowledge, with questions projected on a big glass screen (Dijkgraaf, 2014). When people start to leave, it is appreciated when a small souvenir of the evening is handed out, to create a lasting memory. When people need help getting home, Maison van den Boer has employees available to help call a taxi-service.

Craftsmanship, high quality and attention to detail are key elements in creating this concept. The client has to be consulted every step of the way, to make sure high expectations are met. Maison van den Boer has to have employees at the location at all times. These employees should be well informed about the tasks they perform. To end the event, something spectacular has to be arranged by Maison van den Boer.

Future

2025 Concept the Healthy Wealthy: The key values in The Healthy Wealthy are quality, freedom of choice and health. The labour force mostly consists of people older than 65 and the client is in control. This means that Maison van den Boer has to consider this when organising an event. People are going to want healthy food, which they can benefit from. Since Maison van den Boer already states that quality is one of their most important pointers, this is something that has to be emphasized more in the future. Another very important factor in The Healthy Wealthy is having a freedom of choice. People are going to want to have a wide range of options to choose from, or rather have to ability to fill in their events themselves. This would mean that Maison van den Boer has to be very flexible and put the client first. To showcase how this world would translate to Maison van den Boer, a birthday party is described below.

Security Seekers

It is the 25th of May 2025 and another fresh spring day begins. The multifunctional alarm on the bedside table goes off and it is time for Herbert and his wife, Cecilia, to get up. The alarm has watched them sleep overnight and Herbert scrolls through his results (Cain Miller, 2014). It is seven in the morning and Herbert needs to get ready for work. He makes his way through his comfortable bedroom towards the bathroom. He walks across the hallway, past the rooms that used to be Roos and Dennis’s, his children. They are now living by themselves in other parts of town. While walking towards the bathroom, he remembers all the fun times he has had with his children and it puts a smile on his unshaved face. In the bathroom, Herbert starts his daily routine, which hasn’t changed in decades. Only the tools he uses are slightly different than back in the olden days. Brushing his teeth and washing his face are the first two things he does. He then gets his electric shaver, which has been lying on the windowsill to charge through the solar and moon charging points (envirogadget.com, 2010). After shaving, Herbert walks back towards the bedroom. While entering his room he notices that the closet doors are still open from the day before. Normally, Herbert closes them before he goes to bed but he forgot last night. This is an odd thing for him because he likes to live in routines and this is one part of his routine of going to bed. He really likes to stick to his routines because they comfort him and bring him security and rhythm in his life. He lays out a freshly cleaned dark blue suit, a crisp white shirt and his favourite dark blue tie. He puts on his clothes, combs his hair and sprays a little hairspray in it. When Herbert gets downstairs, Cecilia has already prepared breakfast for him. Cecilia was fired from her job two years ago because of

cut backs in the company. She still gets out of bed at the same time Herbert does, like she has always done. She now has all the time in the world to care for her husband and she loves doing just that. After forty years of marriage, Cecilia knows her husband very well and knows what he likes to eat. She likes to prepare food for him because this way, she knows what he eats and she can keep an eye on his health. Cecilia often has conversations with her GP online in an open consulting-hour (Lloyds Pharmacy, 2014). She is really enthusiastic about this new possibility to talk to the GP on Skype while she’s at home. Today’s breakfast consists of two slices of toasted bread with his favourite cheese from the local market and a cup of espresso. The espresso machine is making a soft noise while it is cleaning itself. Herbert is really happy with his espresso machine. Although the self-cleaning espresso machine has been around for a few years, Herbert only got it a few weeks ago. He likes it a lot and can now understand why his friends liked it so much. Meanwhile, Cecilia also prepared his lunch, which he always takes with him to work. Today’s lunch consists of 4 slices of bread with meat or cheese, an apple and some gingerbread. Before he steps out the door, Herbert takes his personal universal key, a key that opens any lock of his personal belongings and only he can operate, and gets his briefcase (Derene, 2014). He really had to get used to this key. Herbert doesn’t like technology taking over his life and tries to keep everything as minimalistic in his home as he possibly can. The key is a different story none the less. The government decided it was inconvenient to have a bunch of keys for different purposes, so they developed a multifunctional one and made it personal for every inhabitant of the country. He takes this key, puts his lunch under his arm, gives Cecilia a kiss and walks out the safety of his home.

Future

A day in the life of Herbert

He opens his electric car with his universal key and gets in. He waited a long time before he bought an electric car. Everyone he knows, owned one already but he didn’t care for it (info.nu, 2014). Recently, his car broke down and he gave in to buying an electric car. Mostly because of the fact that Cecilia persuaded him in telling him an electric car is much more convenient. 43

He drives off onto the road. The traffic lights appear out of nowhere and turn green. He hates these new traffic lights. They’re just too high-tech and unreliable for Herbert. He manages to pass all the traffic jams by taking alternative routes, which are announced on the pop-up screens along the road. He still isn’t used to them either. The sign pointing to the building of the Rijksoverheid section Safety and Justice is one thing that hasn’t changed among all the other things that did change in Herbert’s life. A Rijksoverheid drone welcomes him into the building. He gets his daily check up and the drone tells him what type of work he is able to do today based on his personal wellbeing. To be honest, he is slightly afraid of the thing. He remembered the first day the drone welcomed him to work. He was slightly scared of it and didn’t know what to expect. He still doesn’t like the humming sound it makes when it is approaching you and he most certainly does not like the insecurity it brings when he walks into the building. He just doesn’t know when it is going to appear and he is slightly distrustful of the thing. However, the drone tells Herbert he should be taking it easy today. His iron level is slightly too low and the drone provides Herbert with some extra food containing iron. With these supplies under his arm, he walks over to the see-through elevators and gets in one that brings him up to his floor. In the elevator, Herbert prepares himself for the daily update he will get on his work. By scanning his body through an invisible sensor, the elevator knows it is Herbert entering the lift. This still freaks him out a little (Levit, 2010). The voice-over has a cold and robotic voice with which he is ill at ease. Every day he is longing for the old times, where secretaries brought the update to him and not some sort of device. The voice-over tells him he has an appointment with another department today and that these people are coming in at eleven o’clock. He gets out of the elevator slightly annoyed by the voice-over, as always. He gets into his office and a fresh cup of coffee is welcoming him into his homely office. It is his home away from home. He chose to bring a few comforting pieces of furniture into it. Along 44

with photographs of his family to cheer him up and make him comfortable. As the day progresses and Herbert had his meeting, he is starting to feel a little tired. He reluctantly logs into his personal health record, which is being updated by the drones flying around and sees that his iron level is still down. A pop-up comes onto his screen and it tells him he should be careful. The advice is for him to go home and do his work at home. He did not expect this to happen and rings his wife at home. She is already aware of his health situation due to the updates she received at their home computer. She consulted the GP and with this information, she advises him to come home and rest. The GP also sent a drone over to give him some iron pills to get his iron level back up (BBC, 2013). Herbert ends the call and gathers his things. It is a quarter to four and he is happy to head back to the safety and cosiness of his home.

Concept Security Seekers

When he gets home, a special surprise is waiting for him and Herbert smiles. His son and daughter are in the living room to have supper together. He puts away his things as he walks inside. Cecilia is already preparing a healthy meal for them to enjoy. The pots and pans are releasing a divine smell and Herbert is hungry immediately. An hour later, they’re all sitting at the table just like the old times. Enjoying a traditional meal consisting of a beef stew, some potatoes and vegetables and a lovely, freshly baked and healthy apple pie for dessert. They have a cup of espresso with it and talk about all sorts of things and make jokes about the past. Herbert is feeling a lot better afterwards and when the children have returned home, he and Cecilia clean up the table. They then head upstairs and Herbert takes a lovely hot shower. He changes into his pyjamas and heads towards the bedroom. He sets his alarm at seven AM and crawls into bed. Cecilia follows shortly after and pushes the remote to dim the lights. They shortly discuss the lovely dinner they had and give a kiss goodnight to enjoy a good nights rest.

An example for a party in this scenario is a 25th year anniversary at a company, which is celebrated with a small, catered party. These parties have been relatively the same over the past years, but have gradually been getting smaller due to cut backs in state institutions (Haverkort, 2013). This asks for a special view on the party of Maison van den Boer. The employees still want an afternoon to remember their anniversary but the budget has been cut down, so a solution must be sought for this problem. Maison van den Boer has to be innovative. It seems that Maison van den Boer can provide the company with a solution for this problem (Maison van den Boer, n.d.). The invitations for the small get-together have been sent through the cloud (MKB, 2014). The invitations are of a simple design carrying a clear message. This is a sustainable way of sending invitations because it doesn’t have to be printed and saves paper, thus costs. The invite says that one of the employees has been working for the company for 25 years and that this must be celebrated. All the closest colleagues have been invited and so are their husbands and wives. It is supposed to be a traditional yet tasteful celebration in the common area in the office building. Since the company already has connections to Maison van den Boer due to previous celebrations they have organised together, they trust them again this year to pull off a great celebration. Since they have been working together, the supervisors at the company know what to expect and they like 46

that. Maison van den Boer knows the company well and they have sent them their plans for the celebration. They have made a plan for the party and the catering by themselves and they know what the guests like. On the day of the celebration, staff of Maison van den Boer arrives with an electric van filled with all the supplies and food (info.nu, 2014). They arrive in the morning to have enough time to install everything and create a neat buffet. All the employees that are invited are starting their day’s work and are not bothered with the preparations going on for the celebration. The staff sets up a long table and covers it with white linen. They brought a big cake with cream and blue anti-freeze strawberries (hoaxorfact.com, 2013). Because of the fact that food was getting scarce over the past years, a lot of genetically modified foods have been developed to cover the problem. The cake will be the centrepiece of the table. All the other food is set up around it, creating one side with sweet bites and the other side with savoury bites. They also brought 3D-printed shapes to eat, which are actually crisps and nuts in a new shape. The chefs at Maison van den Boer try to mix a little innovation into the company because they have been throwing these parties for years. All these years, the celebration for a 25 year anniversary have practically been the same, but since Maison van den Boer can come up with a plan for the party and have the authority in that sense, they chose to add in something new and see whether the guests might like it.

which are set up in the room, the supervisor comes in and starts a speech. He wants to thank the employee for all his years of hard work. He also wants to present him with a gift. Two tickets to a soccer match of Ajax in the Amsterdam ArenA. They are special tickets because he is allowed to watch from a seat nearby the field and he gets to meet the players afterwards. All the guests can help themselves to a glass of champagne and they bring out a toast.

Future

Maison van den Boer handles a lot of different types of catering. It can either be a big event or a small party. This is a strength for the company because they have a broad field of expertise. This concept focuses more on the small-scale events that Maison van den Boer can instigate. The approach of Maison van den Boer has been customer based for a long time and they are now trying to outline their own approach to the customers (Althuis, 2014). This fits in with this scenario, because in this case, people are looking for guidance and outlines. Maison van den Boer can provide these in their catering by producing an already prepared catered event to the customer.

As people start to leave, the supervisor of the company calls Maison van den Boer via his Ipad app to tell them the party is over (van Allen, 2013). They can come back and collect all their belongings. This particular company likes the fact that Maison van den Boer is responsible for the catering and the things that come with it. They also like that they come and collect everything after the party is over and leave the room as they have found it. The company doesn’t have to worry about a thing. Maison van den Boer takes care of every detail and this is what the company looks for. They look for authority and like when others set the rules. Maison van den Boer takes care of the party and fills it in as to how they think the client likes it. The client only has to be there to enjoy the party and doesn’t have a care in the world. The company likes to enjoy itself at the party with people they know, so Maison van den Boer only has to set up supplies and leave before the party begins. They can come back afterwards to collect their belongings and be sure everyone has had a good time.

At four o’clock in the afternoon, the staff of Maison van den Boer has left and the buffet is ready to be enjoyed by the employees. It looks really neat and well organized. The employees start to come in and look at the food. They have a strong opinion about the blue strawberries and the 3D-printed food. They do not yet know if they are willing to give it a try because they do not recognize what it is. They didn’t expect to be surprised in this way and they don’t really like it. The guests are going to the buffet and help themselves to a little snack and something to drink. When everyone has found a high table to stand by, 47

Advice and Conclusion

There are four scenarios presented to Maison van den Boer. Each scenario has it own conclusion that can be drawn out of the past-present-future. In this conclusion there will be recommendations, to show what the best strategy is to anticipate the trends and uncertainties in the past-present and especially the future.

These factors should be first in Maison van den Boer’s mind when signals arise that this scenario is becoming reality. Signals for this scenario are the rise of self-managing health, with the usage of apps or devices. Another example is the growing demand for high quality. With The Healthy Wealthy, Maison van den Boer really has to pay attention to its client’s needs and demands.

The scenario of the Creative Minds originates from the trends Sharing Economy, Globalisation, Humanisation and Technologization. In this scenario elderly people moved from the Netherlands to Scandinavia. This is because Scandinavia provides better health care. Another reason elderly moved, is that the government in the Netherlands strongly economized health care. There are a couple of signals that tell whether this scenario is around the corner. In this scenario, there are a lot of creative, international, young professionals. They are independent entrepreneurs and flex workers with important values like creativity, innovation and independence. There is a lot of use of technology that increases the quality of life. Only seasonal products are sold and people eat cultured meat. Another signal for this scenario is the rise of electrical and molecular cooking. There is a participation society; citizens take matters into their own hands. Maison van den Boer can respond to these developments by letting the client take control in the process of planning a party catering.

In the scenario of the Security Seekers, that originates from the trends Aging and Technologization, the most important values are weariness, security and solidarity. In the scenario of 2025 people don’t look for new things, they want to be secure. When they do use new things it is after years of recommendations by friends and family. But the world is changing and technology will be a big part of human life. One of the signals of this scenario is the usage of drones, which give a daily update on work, health and so forth. Maison van den Boer can respond to this scenario by taking the lead when it comes to planning a party. These people feel the need to be guided. When a party is thrown, Maison van den Boer can take matters into their own hands and plan a full-service party, including food, set up and decorations. This provides security and comfort for the Security Seekers and thus makes them trust Maison van den Boer.

The scenario of the Sharing Quality originates from the trends Technologization, Humanisation and Sustainability. In this scenario younger people, the quarter lifers, are dominating the Dutch workforce in 2025. The most important values that they have are sharing, pursuing personal standards and caring. Nature becomes more important than it was in the past. Greenery will be added to cities, to help the environment. The government puts a lot of effort into creating a healthy population, through carefully checked food for example. The breakthrough of smart technology that can be adapted into human life, is another signal of this scenario.

The Healthy Wealthy scenario originates from the trends Ageing, Humanisation and Sustainability. The workforce mostly consists of people older than 65, due to an increase in the old age pension, whilst the client is in control. In this scenario, quality, freedom of choice and health are the most important factors.

The four scenarios give a vision what the future of 2025 will look like. In these scenarios the following scenario question is answered: What will the party catering in 2025 look like? The most important trends that are used in these scenarios are: the Sharing Economy, Globalisation, Humanisation, Technologization, Sustainability and Aging. These are further described in the trend analysis. Next to the trends, there are also important values and needs found in the society in the year of 2025. These are shortly described in the conclusions above. The importance of nature and the upcoming smart technology play a large role in 2025. Increasing quality of life is a concept that is quite new in the world now. In 2025 people will be more aware of this concept. Technological developments and sustainability will increase the quality of life more than ever.

Advice for Maison van den Boer The scenarios that are written give a clear view of what the Netherlands in 2025 might look like. Those scenarios are based on two uncertainties. The first axe is about structure of the work force; does it mostly consist of people over 65 or of quarter lifers? The second axe is about the control in society; do institutions have the most influence or do the citizens? These scenarios can be used as inspiration and give a new view on the world. Accompanying each scenario is a concept that can be used as a strategy to anticipate the future. The main goal of the concepts is offering a strategy on how to be innovative. It shows a way of becoming the leading party catering business in the Netherlands and how to have a competitive advantage. Maison van den Boer can use these concepts as inspiration, to anticipate the future and developing an interesting strategy for it. Maison van den Boer could work together with a trend agency or a trend watcher, who stays up-to-date in several areas, including food, health and catering. A trend agency or trend watcher can help spot the early signals of one of these scenarios. When it becomes clear to what scenario the world is moving, Maison van den Boer can anticipate on this by creating contacts with companies that fit that particular world, to share knowledge and expertise. Maison van den Boer has to think about a way to implement the most important trends and weak signals into their business. A trend could be, for example, finding a way to combine technology with the craftsmanship Maison van den Boer is known for. The creative department of Maison van den Boer should start developing a strategy for each future. The creative department can use the input of the weak signals, trends and developments to take the concepts offered in this report and further develop them, so they fit Maison van den Boer’s future even better.

Epilogue

Ten weeks of hard work resulted in this wonderful report. We are very proud to present this report to Maison van den Boer and International Lifestyle studies. In this process we learned to work together as a team. Checking each otherâ&#x20AC;&#x2122;s pieces and communicating about what should be done are two examples of how we worked together. We learned several new things; what scenarios are and what they mean for the future, how to write scenarios, writing in English and forming a report with reliable sources. In the enclosure â&#x20AC;&#x2DC;G. Scenario processâ&#x20AC;&#x2122; more detailed information about the process of this report can be found. Writing these scenarios was new and it took several weeks to optimize them, as we wanted them to reach their true potential. With help from teachers and talking with each other the scenarios became better and better. The results can be found in this report and we are very satisfied. We want to thank Maison van den Boer and International Lifestyle studies for this opportunity. A special thanks goes out to our teachers Patrick van der Duin and Margot Sprenkels, who made it possible to add more depth to our report. Evi Hofstede, Sanne de Klerk, Ilse Masseling, Suzie van de Pas, Ilse Schoonenberg and Madeleine van Wettum

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Lun van, Erwin. (2013). Trends tot 2100, deel 5: 2020-2100. Consulted on: May 18, 2014, http://www.marketingonline.nl/bericht/trendrede-2014-de-14-belangrijkste-trends.

Spijkerman, C. (2014). UWV: ook in 2014 krimp werkgelegenheid. Consulted on: May 18, 2014, http://www.nrc.nl/carriere/2014/02/03/uwv-ook-in-2014-krimp-werkgelegenheid/.

Nike. (2014). Nike + fuelband SE. Consulted on: May 18, 2014, https://secure-nikeplus.nike.com/plus/.

Werk & Mantelzorg. (2014). PDF Feiten & Cijfers. Consulted on: May 25, 2014, http://www.werkenmantelzorg.nl/stichting/feiten-en-cijfers.

RealiTree. (2014). Official website. Consulted on: May 18, 2014, http://www.therealitree.org/.

Woestenbug, T. (2014). De nieuwe jeugdzorgwet wordt precies verkeerd ingevoerd. Consulted on: May 18, 2014, https://decorrespondent.nl/1078/de-nieuwe-jeugdzorgwet-wordt-preciesverkeerd-ingevoerd/44206624-e4d8d089.

Rohde, C. (2013). TrendRede 2014: de 14 belangrijkste trends. Consulted on: May 14, 2014, http://www.marketingonline.nl/bericht/trendrede-2014-de-14-belangrijkste-trends.

World Economics Forum (2014). The Global Competitiveness index 2013-2014 full report. Consulted on 18 May 2014, retrieved from: http://www.weforum.org/reports/global-competitivenessreport-2013-2014.

TNO. (2013). TNO rapport – Oog voor innovatie. Delft: TNO innovation for life.

Trend: Technology Airbus Group. (2014). E-aircraft. Consulted on: May 15, 2014, http://www.airbus-group.com/airbusgroup/int/en/news/mediapackage.953ada3e-546f-49e8-a57f-ce931d8ce5f5.Innovation.html.

World Carfree. (2014). Official website. Consulted on: May 15, 2014, http://www.worldcarfree.net/.

Apps, subtiel. (2014). Lets play App. Consulted on: May 22, 2014, http://letsplay-app.com/index.php.

Zichermann, G. (2011). Gamification is here to stay. Consulted on: May 18, 2014, http://kotaku.com/5833631/gamification-is-here-to-stay-and-its-not-bullshit.

Bromly, S. (2014). Is this the end of Gamification?. Consulted on: May 18, 2014, http://www.paulolyslager.com/is-this-the-end-of-gamification/.

Trend: Ecology Apple. (2014). We want to leave the world better than we found it. Consulted on: May 14, 2014, http://www.apple.com/environment/.

Brusaw, Scott. (2014). Solar Roadway. Consulted on: May 22, 2014, http://www.solarroadways.com/.

TrendRede. (2014). TrendRede 2014.

Virgin Galactic. (2014). Official website. Consulted on: May 15, 2014, http://www.virgingalactic.com/.

Butter, M., J. Genabeek van, H. Gelevert, A. Giessen, van. (2013). TNO rapport – Oog voor innovatie. Delft: TNO innovation for life.

Bibby, A. (2014). Co-operatives are an inherently more sustainable form of business. Consulted on: May 17, 2014, http://www.theguardian.com/social-enterprise-network/2014/mar/11/co-op-businesssustainability.

Campaigne Page. (2014). Pain Squad Mobile App. Consulted on: May 18, 2014, http://www.campaignpage.ca/sickkidsapp/.

Chan, A. (2012). Bike-powered phone charging stations are coming to NYC. Consulted on: May 14, 2014, http://www.psfk.com/2012/11/bike-powered-phone-charging-station.html#!OAmkL.

Chinadialogue. (2014). The future for transport is mobility, not cars. Consulted on: May 18, 2014, https://www.chinadialogue.net/article/show/single/en/6923-The-future-for-transport-ismobility-not-car.

Critical thinking. (n.d.). Anthropogenic global warming theory. [Online image]. Downloaded on: May 17, 2014, http://www.freecriticalthinking.org/climate-change/123-anthropogenic-global-warmingtheory.

Commuting in America. (2013). The National Report on Commuting Patterns and Trends Brief 7. Vehicle and Transit Availability. America: AASHTO.

Dictionary.com. (n.d.). Ecology. Consulted on: May 17, 2014, http://dictionary.reference.com/browse/ecology.

Ecodorp Brabant. (n.d.). Huizen van organisch materiaal. Consulted on: May 14, 2014, http://www.ecodorpbrabant.nl/html/wat-willen-wij/anderehuizen/organischmateriaal.php.

Wisegeek.com. (2014). What is resource depletion? Consulted on: May 13, 2014, http://www.wisegeek.com/what-is-resource-depletion.htm.

Eisenberg, S. (2011). The three R’s still rule. Consulted on: May 14, 2014, http://www.nrdc.org/thisgreenlife/0802.asp.

World Meteorological Organization. (n.d.). Causes of climate change. Consulted on: May 18, 2014, http://www.wmo.int/pages/themes/climate/causes_of_climate_change.php.

Global Greenhouse Warming. (2014). Anthropogenic climate change. Consulted on: May 17, 2014, http://www.global-greenhouse-warming.com/anthropogenic-climate-change.html.

Yankodesign. (2014). Clean air… Everywhere. Consulted on: May 18, 2014, http://www.yankodesign.com/2014/05/16/clean-air-everywhere.

GPwayne. (2013). Global warming vs. climate change. Consulted on: May 17, 2014, http://www.skepticalscience.com/climate-change-global-warming.htm.

Trend: Politic Algemeen Nederlands Persbureau. (2014). Ook coalitie kritisch op Plasterk over afluisteren. Consulted on: May 15, 2014, http://www.nu.nl/politiek/3693967/coalitie-kritisch-plasterk-afluisteren.html.

Grant, R. (2013). Pedal powered generator lets you charge your phone while you ride. Consulted on: May 25, 2014, http://venturebeat.com/2013/04/23/pedal-powered-generator-lets-youcharge-your-phone-while-you-ride/.

Algemeen Nederlands Persbureau. (2013). Wientjes: kiesdrempel zorgt voor stabiliteit in de politiek. Consulted on: May 18, 2014, http://www.volkskrant.nl/vk/nl/2686/Binnenland/article/ detail/3538866/2013/11/04/Wientjes-kiesdrempel-zorgt-voor-stabiliteit-in-politiek.dhtml.

Hengeveld, R. (2013). De snelle uitputting van onze grondstoffen. Consulted on: May 13, 2014, http://www.zwerkconnect.nl/articles/de-snelheid-van-uitputting-van-onze-grondstoffen/. Assange, J. (2010). Julian Assange: Why the world needs Wikileaks. Consulted on: May 18, 2014, http://www.ted.com/talks/julian_assange_why_the_world_needs_wikileaks#t-1141862. International Food Policy Research Institute. (2002). Innovation in natural resource management. Consulted on: May 14, 2014, http://www.ifpri.org/publication/innovation-natural-resourcemanagement-0.

Bannnenberg, G. (2014). Stop te rigoreuze afbraak verzorgingshuizen. Consulted on: May 25, 2014, http://www.zorgvisie.nl/Huisvesting/Verdieping/2014/5/Stop-te-rigoreuze-afbraakverzorgingshuizen-1529480W/.

LandLearn. (n.d.). What is sustainability? Consulted on: May 14, 2014, http://www.landlearnnsw.org.au/sustainability/what-is-sustainability. Magdoff, F. (2013). Global resource depletion: is population the problem? Consulted on May 13, 2014, http://monthlyreview.org/2013/01/01/global-resource-depletion.

Brenninkmeijer, A. (2013). Zonder transparantie is er geen vertrouwen. Consulted on: May 18, 2014, http://www.trouw.nl/tr/nl/4500/Politiek/article/detail/3503623/2013/09/04/Zonder-transparantieis-er-geen-vertrouwen.dhtml.

Nadler, the. (n.d.). About the Nadler Liverpool hotel. Consulted on: May 17, 2014, http://www.thenadler.com/about/liverpool/green-hotel.

Buitelaar, S. (2014). Kennis over wind-op-land versnipperd. Consulted on: May 25, 2014, http://www.binnenlandsbestuur.nl/ruimte-en-milieu/nieuws/kennis-over-wind-op-land-versnipperd.9348525.lynkx.

Natural Resources Canada. (2014). Forest innovation program. Consulted on: May 14, 2014, http://www.nrcan.gc.ca/forests/federal-programs/13137.

Bol, S. (2014). Movisie wil onderzoek ontspoorde mantelzorg. Consulted on: May 25, 2014, http://www.nd.nl/artikelen/2014/mei/10/movisie-wil-onderzoek-ontspoorde-mantelzorg.

Natural Resources Solutions. (2014). Natural Resource Solutions: Projects. Consulted on: May 14, 2014, http://www.naturalresourcessolutions.com/projects/.

Centraal Bureau voor de Statistiek. (2014). Heeft werk voor twaalf uur per week of meer (Werkzame beroepsbevolking). Consulted on: May 18, 2014, http://www.cbs.nl/nl-NL/menu/themas/arbeidsociale-zekerheid/publicaties/barometer-beroepsbevolking/barometer-werkzame-beroepsbevolking-art.htm.

Population Institute. (n.d.). 2030: The “perfect storm” scenario. Consulted on: May 13, 2014, http://www.populationinstitute.org/external/files/reports/The_Perfect_Storm_Scenario_for_2030. pdf.

Cludts, D. (2014). Google moet zoekresultaten die privacy schenden verwijderen. Consulted on: May 15, 2014, http://www.zdnet.be/article/155559/google-moet-zoekresultaten-die-privacy-schendenverwijderen/.

Randall, C. (2014). Renewable vs. non-renewable energy resources. Consulted on: May 13, 2014, http://everydaylife.globalpost.com/renewable-vs-nonrenewable-energy-resources-30981.html. EenVandaag. (2014). EenVandaag Gemist? Kiesdrempel nodig tegen versnippering in gemeenteraden. [Uitzending]. Hilversum: EenVandaag. Vanhemert, K. (2013). Nike’s new app shows designers which materials are most sustainable. Consulted on: May 17, 2014, http://www.wired.com/2013/07/what-are-the-most-sustainablematerials-nikes-new-app-shows-you/. Volkskrant, De. (2014). Grootste windmolenpark in Noordzee klaar voor bouw. Consulted on: May 17, 2014, http://www.volkskrant.nl/vk/nl/2664/Nieuws/article/ detail/3655291/2014/05/15/Grootste-windmolenpark-in-Noordzee-klaar-voor-bouw.dhtml. Walker, T. (2014). America’s wake-up call: ‘Climate change, once seen as issue for the future, has moved into present.’ Consulted on: May 18, 2014, http://www.independent.co.uk/news/world/ americas/americas-wakeup-call-climate-change-once-seen-as-issue-for-the-future-has-moved-into-present-9328282.html.

Essafi, M. (2014). Voorkom bestuurlijke versnippering social domein: maak maximaal twee wethouders verantwoordelijk. Consulted on: May 18, 2014, http://www.binnenlandsbestuur.nl/sociaal/partners/ bmc/voorkom-bestuurlijke-versnippering-sociaal-domein.9247685.lynkx. Financiële Telegraaf, de. (2014). Apps voldoen niet aan privacy eisen. Consulted on: May 15, 2014, http://www.telegraaf.nl/dft/22623084/___Apps_voldoen_niet_aan_privacy-vereisten___.html. Heringa, A.W. (2013). De Participatiemaatschappij. Consulted on: May 18, 2014, http://www.montesquieu-instituut.nl/id/vjdbgzqq7nvl/nieuws/de_participatiemaatschappij. Hulspas, M. (2013). Participatiemaatschappij: wie heeft deze ramp bedacht? Consulted on: May 18, 2014, http://politiek.thepostonline.nl/column/participatiemaatschappij-wie-heeft-deze-ramp-bedacht/.

Kraan, J. (2014). D66 wil aparte eurocommisaris voor privacy. Consulted on: May 25, 2014, http://www.nutech.nl/internet/3773359/d66-wil-aparte-eurocommissaris-privacy.html. Laan, S. van der. (2014). RTL’s Project P moet van de buis, privacy leerlingen geschaad. Consulted on: May 25, 2014, http://www.elsevier.nl/Cultuur--Televisie/nieuws/2014/5/RTLs-Project-Pmoet-van-de-buis-privacy-leerlingen-geschaad-1524383W/.

DuurzaamBedrijfsleven.nl. (2013). Mercedes start productie elektrische sportwagen. Consulted on: June 14, 2014, http://www.duurzaambedrijfsleven.nl/51777/mercedes-start-productie-elektrischesportwagen/. Kooi, van der B. (2014). Collaborative economy verandert businessmodellen permanent. Consulted on: June 14, 2014, http://www.frankwatching.com/archive/2014/01/17/collaborative-economyverandert-businessmodellen-permanent/.

Pijpers, R. (directeur). (2014). “Iedereen heeft wel wat te verbergen”. [videofragment]. Hilversum/NOS.Consulted on: May 15, 2014, http://nos.nl/audio/648231-iedereen-heeft-wel-wat-teverbergen.html.

Nieuwsuur. (2013). Jongeren nemen heft in eigen hand. Consulted on: June 14, 2014, http://nieuwsuur.nl/onderwerp/491538-jongeren-nemen-heft-in-eigen-hand.html.

Schendingvanrechten. (n.d.). Privacyschending. Consulted on: May 15, 2014, http://schendingvanrechten.wikispaces.com/Privacy.

Nieuwsuur. (2014). Ontslaggolf in de zorg. Consulted on: June 5, 2014, http://nieuwsuur.nl/onderwerp/616046-ontslaggolf-in-de-zorg.html.

Schneier, B. (2013). NSA Surveillance: a guide to staying secure. Consulted on: May 15, 2014, http://www.theguardian.com/world/2013/sep/05/nsa-how-to-remain-secure-surveillance.

Otten, N. (2014). Nederlanders kunnen best hun eigen straat schoonvegen. Consulted on: June 5, 2014, http://www.dagelijksestandaard.nl/2014/02/nederlanders-kunnen-best-hun-eigen-straatschoonvegen-0.

Valk, W. de. (2013). Participatiemaatschappij: waar liggen de kansen voor gemeentes. Consulted on: May 18, 2014, http://www.frankwatching.com/archive/2013/06/12/ participatiemaatschappij-waar-liggen-de-kansen-voor-gemeentes/. Verlaan, D. (2014). Geheime diensten vinden Facebook ‘rijke informatiebron’. Consulted on: May 15, 2014, http://www.nu.nl/tech/3774706/geheime-diensten-vinden-facebook-rijkeinformatiebron.html.

Ville, S. and Wicken, O. (2012). The Dynamics of Resource-Based Economic Development: Evidence from Australia and Norway. Department of Economics, University of Wollongong. Consulted on: June 14, 2014, http://ro.uow.edu.au/commwkpapers/241.

Vlemmix, P. (regisseur). (2012). Panopticon [Documentaire]. Consulted on: May 15, 2014, http://vimeo.com/52165457.

Concept Creative Minds Buffel, T., Verté, D., Vyncke, V. and Willems, S. (2009). Netwerken, vertrouwen en wederkerigheid: Over de complexiteit van het concept sociaal kapitaal. Welzijnsgids, vol. 75, p. 1-36. Consulted on: June 14, 2014, http://www.academia.edu/5531191/Netwerken_vertrouwen_en_wederkerigheid_Over_de_complexiteit_van_het_concept_sociaal_kapitaal.

Wikileaks (n.d.). About. Consulted on: 15 May 2014, http://wikileaks.org/About.html.

Coca Cola. (2014). #CokeDrones by Coca-Cola Singapore & Singapore Kindness Movement. [Video file]. Consulted on: June 5, 2014, http://www.youtube.com/watch?v=sj4A6g2GP30.

Willigenburg, H. van (2014). De controle maatschappij wint altijd. Consulted on: May 15, 2014, http://politiek.thepostonline.nl/column/de-controlemaatschappij-wint-altijd/.

Foodbrigade (2014). Kijkje in de keuken van chef Grant Achatz van Alinea. Consulted on: June 9, 2014, http://foodbrigade.nl/grant-achatz-alinea/#.

Zorg en Welzijn. (2014). Misverstanden over de participatiemaatschappij. Consulted on: May 18, 2014, http://www.gemeente.nu/Sociaal/Nieuws/2014/5/Misverstanden-over-departicipatiemaatschappij-1515327W/.

Goettsch, C and Roelofs, H. (2014). Stew cooked in minutes, the sustainable breakthrough in food preparation. Consulted on: June 9, 2014, http://www.innovation-xl.com/uploads/FiB-No1-2014-IXL.pdf. Laanen, J. (2013). Hoe wordt straks de allereerste burger van kweekvlees gepresenteerd? Consulted on: June 9, 2014, http://www.nrc.nl/nieuws/2013/08/05/allereerste-kweekburger-vantwintigduizend-reepjes-spierweefsel-wordt-vandaag-gepresenteerd/.

Creative Minds Buffel, T., Verté, D., Vyncke, V. and Willems, S. (2009). Netwerken, vertrouwen en wederkerigheid: Over de complexiteit van het concept sociaal kapitaal. Welzijnsgids, vol. 75, p. 1-36. Consulted on: June 14, 2014, http://www.academia.edu/5531191/Netwerken_vertrouwen_en_wederkerigheid_Over_de_complexiteit_van_het_concept_sociaal_kapitaal.

McKenzie, S. (n.d.). Volocopter: 18-propeller electric helicopter takes flight. Consulted on: June 5, 2014, http://edition.cnn.com/2013/11/27/tech/innovation/volocopter-18-propeller-electric/. Ronner, E. (2014). Dit voedsel komt al uit de 3D-printer. Consulted on: June 9, 2014, http://www.z24.nl/bijzaken/dit-voedsel-komt-al-uit-de-3d-printer-429428.

Bruins, A. Deijl, C. en Vries, de N. (2012). Gezocht: werklocatie 3.0. Consulted on: June 14, 2014, http://www.ondernemerschap.nl/sys/cftags/assetnow/design/widgets/site/ctm_getFile. cfm?file=A201304.pdf&perId=683. Consultancy.nl. (2014). Middenduin: Zo maak je crowdfunding tot een succes. Consulted on: June 14, 2014, http://www.consultancy.nl/nieuws/8466/middenduin-zo-maak-je-crowdfunding-toteen-succes. De onderzoeker: E.B. (2014). Zweden en Denemarken, het paradijs van Europa? Consulted on: June 5, 2014, http://stopdebankiers.nl/zweden-en-denemarken-het-paradijs-van-europa/.

Shared-Checked quality City Lab. (2013). What’s Better Than Turning an Urban Highway Into a Park?. Consulted on: June 17, 2014, http://www.citylab.com/work/2013/08/whats-better-turning-urban-highway-park/6420/. Garden Boy. (2014). Growing a Deck Balcony or Patio Vegetable Garden 5 Great Ideas. Consulted on: June 15, 2014, http://gardenboy.hubpages.com/hub/Growing-a-Deck-Balcony-or-PatioVegetable-Garden-5-Great-Ideas.

Intelligent buildings. (n.d.). Official website. Consulted on: June 17, 2014, http://www.intelligentbuildings.com.

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National programma ouderenzorg. (2010). Diagnose 2025 zorkosten verdubbeld. Consulted on: June 8, 2014, http://www.nationaalprogrammaouderenzorg.nl/actueel/nieuws/artikel/item/ diagnose-2025-zorgkosten-verdubbeld/.

Groot, A. (2008). Trendwatchers over ondernemen in 2025. Consulted on: 9 June 2014, http://www.sprout.nl/artikel/trendwatchers-over-ondernemen-2025. LG Mobile Global (2014, May 11). LG G Watch: Product Movie [Video file]. Retrieved from https://www.youtube.com/watch?v=ObhAvvJEi0k.

ND. (2014). ‘Mantelzorgboete’ frustreert families. Consulted on: June 8, 2014, http://www.nd.nl/artikelen/2014/april/22/-mantelzorgboete-frustreert-families. Loonwijzer (n.d.). De best betaalde beroepen. Consulted on: 9 June 2014, http://www.loonwijzer.nl/home/carriere/best-betaalde-beroepen. Plazilla. (n.d.). Emigreren als gevolg van de finacieele crisis. Consulted on: June 8, 2014, http://plazilla.com/page/4295071728/emigreren-als-gevolg-van-de-financieele-crisis. Pensioenkijker (n.d.). Hoe wordt de AOW leeftijd verhoogd? Consulted on: 3 June 2014, http://www.pensioenkijker.nl/home/aow-anw/verhoging-aow-leeftijd. Smart Planet. (2014). Sportswear developed to monitor your heart rate. Consulted on: June 17, 2014, http://www.smartplanet.com/blog/bulletin/sportswear-developed-to-monitor-your-heartrate/.

Plazilla (2012). Boodschappen doen in de toekomst. Consulted on: 15 June 2014. http://plazilla.com/page/4294997304/boodschappen-doen-in-de-toekomst.

Tegenlicht. (2014). Mensen van nu. Consulted on: June 8, 2014, http://tegenlicht.vpro.nl/afleveringen/2013-2014/mensen-van-nu.html.

Nederlandse Wind Energie Associatie (n.d.). Hoeveel elektriciteit levert een windmolen op? Consulted on: 15 June 2014, http://www.nwea.nl/hoeveel-elektriciteit-levert-een-windmolen-op.

Voedsel en Ware Autoriteit. (2014). Official website. Consulted on: June 15, 2014, http://www.vwa.nl/.

Ravenbrick (n.d.). What are Smart Windows? Consulted on: 15 June 2014, http://www.ravenbrick.com/what-are-smart-windows/.

Concept Shared-Checked quality Sanaccent. (2011). Douwe Egberts goed festival idee. Consulted on: June 15, 2014, http://www.sanaccent.nl/case/2011/douwe-egberts-goed-festivalidee.

Rietveld, M. (n.d.). De Life Coach. Consulted on: 16 June 2014, http://www.coachy.nl/life-coach/. Rijksoverheid (n.d.). Elektrisch Rijden. Consulted on: 15 June 2014, http://www.rijksoverheid.nl/onderwerpen/auto/elektrisch-rijden.

Z24. (2014). Dit voedsel komt al uit de 3D printer. Consulted on: June 14, 2014, http://www.z24.nl/bijzaken/dit-voedsel-komt-al-uit-de-3d-printer-429428. Volkskrant (2014). De tien geboden van Goed Eten: Gij zult van dichtbij eten. Consulted on: 9 June 2014, http://www.volkskrant.nl/vk/nl/30521/De-tien-geboden-van-goed-eten/article/ detail/3618602/2014/03/18/De-10-geboden-van-Goed-Eten-Gij-zult-van-dichtbij-eten.dhtml. The Healthy Wealthy Bemelmans, A. (2014). Slimme tandenborstel. Consulted on: 15 June 2014, http://www.archie.nl/nl/nieuws/nieuwsberichten/item/3350-oral-b-komt-met-slimme-tandenborstel.

WatchBP (n.d.). Eigenschappen. Consulted on: 15 June 2014, http://www.watchbp.nl/devices/home/features/.

Brouwer, B. (n.d.). Investeren in 2025. Consulted on 9 June 2014, http://cdn.vellance.com/speakersa/data/speakers/44/publications/publication_1788.pdf.

Wierckx, P. (2013). Yahoo en het misverstand over Het Nieuwe Werken. Consulted on: 15 June 2014, http://www.expand.nl/hr-weblog/yahoo-en-het-misverstand-over-het-nieuwe-werken.

Diagnose 2025 (n.d.). 17 trends. Consulted on: 15 June 2014, http://www.diagnose2025.nl/onze-missie/trends/.

Concept The Healthy Wealthy Dijkgraaf, A. (2014). [Glas wordt projectiescherm]. Consulted on: 15 June 2014, http://www.c2w.nl/glas-wordt-projectiescherm.353211.lynkx.

Dijkgraaf, A. (2014). [Glas wordt projectiescherm]. Consulted on: 15 June 2014, http://www.c2w.nl/glas-wordt-projectiescherm.353211.lynkx. Gaasbeek, D. (n.d.). Duurzaam papier? De keuze van FSC en PEFC. Consulted on: 21 June 2014, http://www.groeneofferte.nl/artikelen/duurzaam-papier-de-keuzes-van-fsc-en-pefc. Evohome (n.d.). Hoe werkt het? Consulted on 15 June 2014, http://www.evohome.info/nl/. LG Mobile Global (2014, May 11). LG G Watch: Product Movie [Video file]. Retrieved from https://www.youtube.com/watch?v=ObhAvvJEi0k. Federatie Nederlandse Vakbeweging. (2010). Visie op Nederland in 2025. Consulted on: 15 June 2014, http://www.fnv.nl/site/media/pdf/95433/Nederland_in_2025_Samenvatting_tcm727099.pdf. Gelderlander, de. (2014). ‘Supermarkt van de toekomst’ in World Food Centre Ede. Consulted on: 16 June 2014, http://www.gelderlander.nl/regio/de-vallei/supermarkt-van-de-toekomst-inworld-food-center-ede-1.4193847.

Otto, R. (2014). Dit restaurant googelt je naam en maakt je etentje persoonlijk. Consulted on: 21 June 2014, http://www.bright.nl/dit-restaurant-googelt-je-naam-en-maakt-je-etentje-persoonlijk. Puur Tafelen (n.d.). Waarom lokaal voedsel kopen? Consulted on: 21 June 2014, http://www.puurtafelen.nl/nieuws/901/waarom-lokaal-voedsel-kopen.html. Wendy (2012). Zijn hologrammen de popsterren van de toekomst? Consulted on: 21 June 2014, http://popcornculture.nl/2012/06/zijn-hologrammen-de-popsterren-van-de-toekomst/.

Giesbers, H., Verweij, A., Beer, J. de (2014). Bevolking: wat zijn de belangrijkste verwachtingen voor de toekomst? Consulted on: 9 June 2014, http://www.nationaalkompas.nl/bevolking/

Security Seekers British Broadcasting Corporation. (2013). Amazon testing drones for delivery. Consulted on: June 16 2014, http://www.bbc.com/news/technology-25180906.

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Cain Miller, C. (2014). Collecting data on a good night’s sleep. Consulted on: June 16 2014, http://well.blogs.nytimes.com/2014/03/10/collecting-data-on-a-good-nights-sleep/?_php=true&_ type=blogs&_r=0. Derene, G. (2014). Ditch the keys: it’s time to get a smart lock. Consulted on: June 16 2014, http://www.popularmechanics.com/home/improvement/security/ditch-the-keys-its-time-to-get-asmart-lock-16200140. Envirogadget.com. (2010). Solar powered electric shaver. Consulted on: June 16 2014, http://www.envirogadget.com/solar-powered/solar-powered-electric-shaver/. Info.nu. (2014). Elektrische auto standaard in 2025. Consulted on: June 16 2014, http://auto-en-vervoer.infonu.nl/auto/24212-elektrische-auto-standaard-vanaf-2025.html. Levit, A. (2010). Use technology to spend less time working. Consulted on: June 16 2014, http://www.forbes.com/2009/03/17/work-life-technology-leadership-careers-online.html. Lloyds Pharmacy online doctor. (2014). Private GP consultations. Consulted on: June 16 2014, https://onlinedoctor.lloydspharmacy.com/talk-to-a-private-gp/vc/video_conference_with_a_ private_gp. Concept Security Seekers Haverkort, H. (2013). Overheid kan niet verder gaan met lasten verzwaren. Consulted on: June 17 2014, http://www.nu.nl/economie/3496887/overheid-kan-niet-verder-gaan-met-lastenverzwaren.html. Hoaxorfact.com. (2013). Blue strawberries, genetically modified by fish genes – facts analysis. Consulted on: June 17 2014, http://www.hoaxorfact.com/Science/blue-strawberries-geneticallymodified-by-fish-genes-facts-analysis.html. Info.nu. (2014). Elektrische auto standaard vanaf 2025. Consulted on: June 17 2014, http://auto-en-vervoer.infonu.nl/auto/24212-elektrische-auto-standaard-vanaf-2025.html. Krill, P. (2014). Cloud computing’s future: bigger, with fewer options. Consulted on: June 17 2014, http://www.infoworld.com/t/cloud-computing/cloud-computings-future-bigger-feweroptions-238300. Maison van den Boer. (n.d.). kernwaarden. Consulted on: June 17 2014, http://www.maisonvandenboer.com/nl/about-us/kernwaarden.aspx. Midden Klein Bedrijf servicedesk. (2014). Wat is cloud computing? Consulted on: June 17 2014, http://www.mkbservicedesk.nl/3923/wat-cloud-computing.htm#. Rotman, D. (2013). Why we will need genetically modified foods. Consulted on: June 17 2014, http://www.technologyreview.com/featuredstory/522596/why-we-will-need-geneticallymodified-foods/. Van Allen, F. (2013). How to make and receive free phone calls on your iPhone, iPad or iPod touch. Consulted on: June 18 2014, http://www.techlicious.com/blog/how-to-make-and-receive-freephone-calls-on-your-iphone-ipad-or-ipod-touch/.

Enclosure A. Debriefing 16-04-2014 Briefing Maison van den Boer The Future vision of Maison van den Boer is for two to three years. Maison van den Boer is a holding company for two brands. Maison van den Boer originates from a confectionary and it expanded to a party- and catering industry. Their holding is stationed in Veghel but their events are on variable locations in Holland. The turnover is 40 per cent of de party catering. The catering is varying of the locations. They have venue catering for example in the Amsterdam Arena. Also they stage diverse events from head to toe. Maison van den Boer, one of their Brands, is a modern and classic high-end brand, with four themes or worlds. It’s their biggest label for turnover. Their product market combination is an extra distribution channel. Maison van den Boer purchased their biggest purchasers and it became O Seven. Jorg called it: ‘The cheeky brother of Maison van den Boer’. To expand their distribution channel they made a completely different formula. It’s the one that’s more sophisticated, trendy and of course daring. O Seven is the one that likes to seek its boundaries. The market for party- and catering industry is saturated. Because of the economic crisis they aimed for different disciplines, including a catering formula in Amsterdam. This didn’t work out so they reformed their business. Maison van den Boer has their focus on main business among which is forty per cent party catering and forty per cent party catering supplemented with extras. The biggest challenge for Maison van den Boer is to create an innovative design label. In this way they can anchor their name in the market. Especially the segmentation of products is very important. In between certain trends, such as experience economy, marketing with different brands is a thing 72

in which they can expand more. Jorg: ‘let the costumer experience the adventure’. One of the examples was the experience of the scents. Maison van den Boer developed seven themes to experience different worlds from low end to high end. In between these seven themes they are still developing things to connect more to the market. One of their challenges is to do what the costumer asks. Jorg hopes International Lifestyle studies can help him to gain more insights. For two years now, Maison van den Boer is trying to change its market approach. Instead of the approach via costumers, Maison van den Boer wants to outline their own approach to their costumers. An example is Sony where the market is driven by supply (how Maison van den Boer works now.) Apple drives by their demands (how Maison van den Boer wants to work in the future.) Maison van den Boer wants to change for efficiency and understand trends more. The costumer has something to choose but knows what to expect. One of their main goals is to raise quality in all the aspects of the company in a way customers can’t avoid it. The experiences of the worlds they developed need to be accessible trough creativity, innovation and custom fit. Maison van den Boer develops a menu for the summer and winter every year. Every menu is based on the themes of the two brands Maison van den Boer en O Seven. In total you get eleven menus per season. The menus are developed a year before kickoff. The challenge is to extend this for two to three years. Maison van den Boer does also visits interesting lectures outside of their own market. For example they go to Lidewij Edelkoort because she also thinks three years forward. Jorg: ‘The market will never be as it was, it’s more critical. Sustainability is an overarching concept. Everyone wants to be the best in-between fields and sustainability is crucial.’ Maison van den Boer wants to communicate this but does not proclaim this loudly. ‘It’s an added value but not a must.’ Maison van den Boer has a bodega, where they intent to only consume reused materials like growing mushrooms in coffee grounds.

Jorg: ‘We need to know what the influence is of demographic and social factors. For example what is the influence of social media?’ On longer terms this could be a part of the market in Maison van den Boer. Maison van den Boer expects that the market will be saturated. Maybe there will be more small competitors. Jorg: ‘We have a dusty image, but want to change this into a modern design label.’ They are largely scaled but their image is not creative. Maison van den Boer wants to communicate their creativity more to their costumers to prove they are creative. O Seven is one of their brands to prove this and has its sights on the future. Costumers have more critics and want things more last minute. ‘Not all big party- and catering industries like us can handle these large scale events.’ One of their competitors that do is Hutten Catering.

criteria become very complex. ‘Individualisation is one of the things that holds a large share in society. Social media contact is less personal, but people will always have a certain need to come together.’

‘We also work with particular costumers, such as marriages, but our costumers in this scene are limited. We do this for branding, but it doesn’t give us any profits.’ Government institutions, ministries and private labels are more the type of businesses they work with. These are their target groups. As said before their biggest challenge is to create innovation in different ways. Primarily, existing customers have a certain perception of Maison van den Boer and this is hard to change. ‘Our quality, large scale possibilities and hospitality make us who we are.’ ‘Our mission is to accomplish what our costumers ask. It’s time to enjoy. Not one of our costumers has to worry about how, what and when.’ Maison van den Boer chooses to be high end, for the best-qualified price and quality. They value profession. Maison van den Boer has the best pastries of the party- and catering industries with the most chefs. Their product development is based on profession. Technological development such as 3D printing is not really accessible for Maison van den Boer. It doesn’t really fit in because they don’t work with culinary masterpieces. ‘It’s more important to understand that the costumer wants to live more conscious.’ There are many opportunities in this area such as the quality of food and sincerity. Living more conscious is more important than biological food because this became an overarching concept where 73

B. Research plan Maison van den Boer From: Evi Hofstede, Sanne de Klerk, Ilse Masseling, Suzie van de Pas, Ilse Schoonenberg & Madeleine van Wettum Index: Cause

Fencing Off

The problem formulation Definition of a problem Objective Mission and vision Sub questions Research methods and responsibility Desk research Field research Quantitative research Timetable

Cause In the cause and background of this research proposal explains why research is being done and what the problem of the client is.

The problem formulation A clear problem definition ensures that the purpose of the mission is clear and that there are no misunderstandings

Maison van den Boer has a large, non-creative image. They want to shed this image, since, according to them; it’s not at all what they are all about. They are creative, which can be best seen in their kitchen where top products are used. At the moment, this doesn’t get communicated to the customers very well. Maison van den Boer has a dusty image, when they want to be a modern design label. Desired outcomes of this research: to provide insight into future scenarios and policies that Maison van den Boer can use to stay a leading brand and to become a designer label.

Definition of the problem How does Maison van den Boer stay leading in Brabant and become leading in the rest of the Netherlands?

Fencing Off During the research, the mentality group of Maison van den Boer is investigated. The choice was made to work with a mentality group instead of a target group in this report. This is because a mentality group is based on research on lifestyles, values and needs. The mentality groups of Maison van den Boer are the companies Maison van den Boer works with and for. These are known as actors. The mentality group in this report is based on the BSR model. This model gives the best overview of lifestyles, values and needs of different mentality groups. By subdividing this model into defined groups, the connection to the scenarios and concepts becomes more visual and easier to understand. The focus in this report and in the scenarios is on social trends. The trends are investigated and the outcomes of these trends are uncertainties. The uncertainties are a basis for the scenarios. The other trends form the inspiration for the scenarios and concepts, because they reflect different movements in a society.

Objective To provide insight into future scenarios and strategies which Maison van den Boer can put into use to stay leading in their industry. Scenario question What does the party catering in 2025 in the Netherlands look like? Scope Issues: Maison van den Boer / Food & Health Market: Party catering Products: Catering, event planning, home of perception and food design Region: Netherlands Technology: Food technology Target: To provide insight into future scenarios and strategies which Maison van den Boer can put into use to stay leading in their industry. Time frame: 11 years ahead, which is 2025. This is chosen because Maison van den Boer now has their future scope on three years max. By expanding this to 11 years, surprising insights will be offered.

Subquestions What influence do external factors have on party catering? What does Maison van den Boer have to do to become leading in the Netherlands? Which needs do customers have when it comes to Maison van den Boer? Who are now leading in the party catering business? What trends are important to keep in mind for Maison van den Boer? What target group does Maison van den Boer want to reach? Where is the party catering going? Who is the biggest competition? Research methods and responsibility Desk research Data comes from desk research; this is also called secondary data. The reason therefore is that when you start your desk research, the data is already available. The desk research that is used for this report is qualitative secondary analysis. This is also called examination, because there is previously collected data used (collected by third parties). By specifically searching, it answers a new question. Field research To understand opinions, values and attitudes of the mentality group, field research can be used. Chosen is to examine the mentality groups of Maison van den Boer through desk research. The companies are difficult to approach to participate in a survey. A lot of insight came trough the debriefing of Maison van den Boer. Quantitative research Quantitative research is to quickly collect data reflecting how a large group of people thinks about a topic. It provides a numerical understanding. In quantitative research a survey is always used. In the survey the research question or the problem of the client is changed into questions for the audience. The mentality groups of Maison van den Boer are difficult to get a hold of, so doing quantitative research on these companies is not relevant in this report. 75

C. Business Analysis

Timetable TO-DO Briefing Maisotn van den Boer Scope Debrief Analysis society Analysis target group Analysis health and food industry Analysis Maison van den Boer Trends Trend map System of coordinates Uncertainties Presentation Matthijs Leendertse Creative Paradise Time line Scenarios Concepts Advice Conclusions Advice report Presentation Maison van den Boer

Maison van den Boer BV De Amert 207 5462 GH Veghel, the Netherlands T +31 (0)413 318 318 F +31 (0)413 318 381 info@maisonvandenboer.com Identity Maison van den Boer is a big name in the world of party-service and event-organization. The company provides several hospitality services: party catering, gastronomy, venue catering, event catering and a full-service organization desk. The “product” that Maison van den Boer offers can be summed up into two words: gastronomic-entertainment and hospitality. The need for enjoyment is fulfilled through live-communication. This is achieved by providing food and drinks, perfect service and the right experience. They contribute to the joy of people by creating memorable moments for customers and their guests (Maison van den boer, n.d.).

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Maison van den Boer states: “Our mission is to accomplish what our costumers ask. It’s time to enjoy. Not one of our costumers has to worry about how, what and when.” Maison van den Boer chooses to be high end, for the best-qualified price and quality. They value profession. Maison van den Boer has the best patisserie of the party- and catering industries and employs the most chefs. Their product development is based on profession (Wiltink, 2014). One of the challenges that Maison van den Boer is facing is to create an innovative design label. In this way they can establish their name in the market. Especially the segmentation of products is very important. In between certain trends, such as the experience economy, experience marketing using

different brands is a thing, which can be developed more. Jorg: ‘let the costumer experience the adventure’. One of the examples was the experience of scents. Maison van den Boer developed seven themes to experience different worlds. They ranged from low end to high end. In between these seven themes they are still developing things to find a greater connection to the market. One of their challenges is to conform to the costumers needs (Wiltink, 2014). Core values Maison van den Boer offers the freedom of enjoyment wherever, whenever and however. They promise the certainty of a perfect and classy provision of services, which always reaches its goal. The main force of Maison van den Boer appears trough the highest quality of hospitality. The core values as they are stated on the website of Maison van den Boer are: Experience Gastronomy People Innovation Trust Customer intimacy Sustainability (Maison van den boer, n.d.). Culture Maison van den Boer originally started as a family business and it still is. They focus on creating and preserving the mutual relations. This makes the atmosphere open and easy-going. It also establishes a good balance between quality and comfort. Their employment principle can be described as ‘a great place to work’ in their branch of industry. Maison van den Boer wants to be a sustainable and optimally functioning company. They conduct this through always making conscious decisions when it comes to acquirement, production, logistics and sales based on their own sustainability criteria. 77

History Maison van den Boer was founded in 1906, when Gijsbertus van den Boer became the owner of a bakery in Veghel. Cooking the most delicious meals was his passion and he was able to make a living out of pastry baking. His family and friends loved the meals and flavors that he made for them. The amount of people who wanted to order his dishes extended rapidly in the first decennia of the 20th century. Not only because they liked the dishes a lot, but because he delivered the dishes at the place where people wanted to enjoy their meal as well. It was a creative and commercial innovation at that time, which marked the beginning of catered food in the Netherlands. The founder passed the feeling that he had for renewal on to his son Arnoldus. Arnoldus knew that his knowledge of pastry wasn’t enough. And so, to expand his knowledge he started working at several other pastry bakers in the Netherlands. This was where he discovered the art of cooking and catering. He took classes about these subjects and started combining and practicing at home. He also bought damask, crystal, porcelain and silverware to create an ambiance. In the year 1930 they opened a new lunchroom named Maison van den Boer. The first big operation of Maison van den Boer as a catering service was on the 3th of august in 1934. A diner for 300 people was served in a portable lodge to celebrate the 800 years existence of the abbey of Heeswijk. There were several dignitaries amongst the guests under which the minister of defense and the royal commissioner. With the coming of a new generation of van den Boer descendants, the company grew larger and larger. The lunchroom was updated to a lunchroom-café-restaurant in 1937 and their kitchens became known as the best of the south of the Netherlands. After Arnoldus passed away in 1972, his son Bert made sure that Maison van den Boer grew further in quality and quantity. Bert perished in 1989 and from that moment on his wife Joke and Hein Engelen took over. Now78

adays it’s Noud van den Boer who leads the company. He will continue the creative and commercial insights of his family to foresee Maison van den Boer of inspiring impulses (Maison van den boer, n.d.). Business orientation For two years now Maison van den Boer wants to change its market approach. Instead of the approach by costumers Maison van den Boer wants to outline their own approach to their costumers. An example is Sony. Their market is focussed on costumers (how Maison van den Boer works now). Apple focuses on demands (how Maison van den Boer wants to work in the future). Maison van den Boer wants to change for efficiency and understanding trends more. The costumer has something to choose but knows what to expect. One of their main goals is to raise quality in all the aspects of the company as highly as possible. The experiences of the worlds they developed need to be accessible trough creativity, innovation and custom fit (Wiltink, 2014). Concept Idea Offering high service and great quality by entertaining people trough food. Statement Freedom to enjoy. Design Offering a perfect and stylish service that fulfils or triumphs the clients wishes. Definition Delivering concepts for private, corporate and public events.

Media Planning private, corporate and public events. Catering for events. Huis van Beleving, which means the house of experience. It stands for a full service realisation of events. Food Design (Enzerink & van den Boer, z.d.) Website: http://www.maisonvandenboer.com/nl/ Twitter: https://twitter.com/Maisonvdboer Facebook: https://www.facebook.com/maisonvandenboer YouTube: http://www.youtube.com/user/MaisonvandenBoer Instagram: http://instagram.com/maisonvdboer Pinterest: https://www.pinterest.com/maisonvdboer/ Linkedin: http://www.linkedin.com/company/maison-van-den-boer/ Internal environment Maison van den Boer is a family company with a rich history. They aim for creating and maintaining mutual relationships. This provides an open and trusting atmosphere. It also creates a balance between quality and comfort. They describe their employment principals as ‘a great place to work’ in hospitality. Maison van den Boer employs a lot of permanent labourers, on management and executive levels. When Maison van den Boer executes larger assignments, they look for assistance of freelancers and students. Functions, which are executed by permanent employees, will be discussed below. CEO: Louis Frankenhuis DGA: Noud van den Boer Overall director: Jeroen Enzerink Director of services: Pierre Smits Manager New Business: Priscilla van Velzen Manager Maison van den Boer Events: Marjon Klok Manager operations: Maarten van Rossum Manager procurement: Eric Veraart

Projectmanager: Robert Beks Manager finance: Jack de Laat Manager office sales force: Linda de Groot - Kloosterman Senior accountmanagers: Bellina Ronen en Eva Bikkers Accountmanagers: José de Korte, Vienna de Rooy, Sheli Desensy, Angèle de Vroom en Huub Zegers Corporate communications: Joke van den Boer Coördinator HRM: Desirée Knook Officer of personel: Cynthia Schrover Partymanagers: Els Otten, Elder Meijning en Wil van de Ven Marketing coördinator: Jorg Wiltink Sales coördinator: Silke Bongers Hospitality consultant: Norbert van Ommen van Guijlik Executive secretary: Olga Quivooy Receptionist: Femke van Grinsven Head of drinks warehouse: Bas Aarts Servants: Djamilla Nillisen en Thida Sooksomwat Kitchen manager, SVH Master chef: Eugène Swalen Creative chef: Robert Danse Patissier: Martijn Blokx Sous-chef: Hans Veltman Sous-chef catering: Gerard Tiemissen Catering chef: Nathalie te Pas Transactional environment Actors • Customers Business 2 Business, mainly MKB+ companies with 50 or more employees. • Business partners: LVMH PSV Stage Entertainment Oogenlust 79

Tefaf Circuit Park Zandvoort FC Utrecht Ajax Mercedes Benz ID&T Port of Rotterdam De Doelen Ricoh Rijksoverheid House of Kent Amsterdam RAI Oger Wijn Verlinden WFP GL Events Coca-Cola Pon Gemeente Rotterdam Randstad Carl Siegert Libéma Golf Weekly KNVB • Competitors: One of the main competitors of Maison van den Boer is Hutten Catering, which is also established in Veghel. It’s a relatively large company as well. Another competitor, who works in a similar way, is Jaarbeurs Catering Utrecht • Suppliers: Sligro Hanos M&A Systems, keukentechniek voor professionals RHIMA, Green bandvaatwasmachines 80

American express QSR keukensysteem Factors • Entrance to distribution channels: The business area ‘De Amert’, where Maison van den Boer is located, is easy to reach because of the direct connection to the N279 (’s-Hertogenbosch – Helmond). It is also connected to the A50 (Eindhoven – Maastricht) and there is a direct connection to the A2 (Amsterdam – Maastircht) and the A67 (Eindhoven – Venlo) via the N279.

Ecologic • The ecosystem of the universe • The ecosystem of the world • The ecosystem of the Netherlands • The ecosystem of Veghel Political • European Union • Government (Rijksoverheid) • The provincial board of directors in the province of Noord-Brabant • The municipal board of directors in the congregation of Veghel

• Place of business: Veghel is a congregation in the province of Noord-Brabant. The congregation of Veghel has developed over time into a large centre of employment in the North-East of Brabant. Veghel is a regional centre for employment for the province of Noord-Brabant. Veghel is classified into the urban region of Uden-Veghel. Contextual environment Demographic • Demographic characteristics of the world population • Demographic characteristics of the European population • Demographic characteristics of the Dutch population • Demographic of the population of Veghel Economic • Macroeconomics • Mesoeconomics • Microeconomics Social-cultural • Sociocultural system of • Sociocultural system of • Sociocultural system of • Sociocultural system of

the world Europe the Netherlands Veghel 81

D. Sector analysis Food and Health Food and Health are two industries that are strongly connected. To differentiate those two disciplines, one should look at the definitions. The definition of food: “Humans do not feed, we eat. We do not only gather and hunt food, but we cultivate plants and raise livestock. We cook, create, and share meals. We have manners. We have food ways” (Sucher & Kittler, 2004). The definition of health: “Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity” (WHO, 1948). In 1998 spiritual wellbeing was added to the definition of health. Food and health need each other to exist. In the last 50 years health care and food, which helps to be healthy, has improved incredibly and increased the quality of life of people. Trends and developments In regards to the trends and developments in the food and health industries the DESTEP factors (demography, economy, sociology, technology, ecology and politics) are described, which influence the world, society and people. Demographic: Ageing The cause of the trend Ageing is the increasing number of elderly people in the Netherlands. Prosperity and the improvement of health care are the main reasons people are getting older (TNO Rapport – Het succes van de vergrijzing, 2013 P.9). This development depended on the social-cultural and economical developments, which are hard to predict on the long term. Ageing has three possible causes: decrease of births, increasing life expectancy and migration (Goudswaard, 2009). The first two reasons have been known for years; however, birth rates depend on individual choices regarding family formation (PLB, 2013). This implies it’s not a given that the trend Aging will continue on the long term.

Health and Food If one wants to live longer one has to work on its health. It is seen that people are changing their lifestyles drastically. This is clear from a few major changes in people’s lifestyles: they smoke and drink less, use less drugs, obesity has stabilised, practice of sports has increased and our environmental risks form points of discussions in the government (Health weblecture, 2014). The result of changing a lifestyle is changing eating habits. Food is often used as a medicine and to get healthier (Glow magazine, 2014). Economical: Rising prosperity The Netherlands is a developed and prosperous country. It is in the top 3 worldwide based on the Human Development Index of the United Nations, which ranks countries on health, education and income. Purely economic indicators show a favourable situation as well. From 2009 to 2012, the Netherlands had risen from tenth to fifth place in the Global Competitiveness Index, which measures the competitiveness of nations. These success factors provide the Dutch work and income: within the European Union (EU), the Dutch had the lowest unemployment after Austria and they also had the highest average income after the Luxembourger in this period of time. This income is relatively evenly distributed internationally, which means that prosperity is widespread (Rijksoverheid, 2013). In 2013, the Netherlands dropped slightly in the Global Competitiveness Index, namely to the eighth place. This means that they are still among the top ten in the world. (World Economics Forum, 2014). The study ‘Beleving in de Nederlandse binnensteden’ (‘Experiencing the Dutch inner cities’) in 2011 that was conducted by Cindy Cauter of Quotus research and Marc Marjolée of RetailVastgoedAdvies showed that shopping was the number one favorite leisure activity for the Dutch (Vermeij, 2013). Figures from CBS (Statistics Netherlands) and the European Commission show that consumer confidence is as high nowadays as it was in 2011. Consumers are more positive about the economy as well (Retail News, 2014).

Health and Food With rising prosperity come wealth diseases like obesity, which are becoming big issues in almost every country. Besides wealth diseases, also chronicle diseases are rising. This is because of our increased health care, which is why the price of health care is rising (Health weblecture, 2014). Some people will take their health issues to other countries, this is known as medical tourism (Health weblecture, 2014). It can also be seen society is changing from a beauty ideal into a healthy ideal, where eating healthy is one of the most important factors (Food lecture, 2014). Social: Humanisation Humanisation can be defined as the transformation from feminisation to the equality of the women and men in a society. Anne Marie Slaughter suggests: “real equality is not valuing women on men terms but creating a much wider range of equally respected choices for women and for men” (Slaughter, 2013). This wider range shows, for example, in workplaces. Work and family go hand-in-hand, because they reinforce each other. “If family comes first, work does not come second, life comes together” (Slaughter, 2013). Working and caregiving have to be equal to reinforce societies. The Netherlands is one of the exceptions as a society where working and caregiving are mostly equal. The government for example invests as much in health care as they do in infrastructure. Two things prove this. The first is that the Netherlands is on the 8th place in the Global Competitiveness Index 2013-2014 (World Economic Forum, 2013). The Global Competitiveness index 2013-2014 tells how the competitiveness in the economics is between every country in the world. Second is the fact that the Netherlands is ranking very high on the OECD Better Life Index, which shows the wellbeing of countries (OECD Better Life Index, 2014). Health and Food Trend watcher Lidewij Edelkoort predicted that there will be no more black and white but grey. This grey is a metaphor for combining things (Avro kunstuur, 2014). This happens in health as well. There are several sports that

combine several activities into one sport like Piloxing, which is a combination between Pilates, dancing and boxing (Woman’s health magazine, 2014). In food can be seen that people are sharing more with each other, everyone is equal. People don’t use one plate for themselves, but rather pick something that can be shared (Culy, 2014). Technology: Technologization, mobility and gamification In Technology, three trends can be defined. The first is technologization of the Internet society. People can hardly live without technology nowadays (TNO rapport – Oog voor innovatie, 2014 P.52). Mobility is another expression of technology. It is all about transportation. Google Driverless Car is a good example of what technology can do for transportation (Google, 2014). There are, however, people who think that we don’t need vehicles and organise other ways of transportation (Carfree Network, 2014). Thirdly, Gamification is an aspect in life that people use to work together and to learn new things (Carl Rohde, 2013). Gamification works as a tool to trigger the external motivation of people, but on long term this is not enough. People need to have an internal motivation trigger for our work and assignments to get things done (knowledge@wharton, 2014). Health and Food Food and Technology have a great connection nowadays through the 3D-printer. The 3D-printing movement has several benefits for the food market, for example that food will be personalized and will be healthy (TNO, 2014). On the other hand there is an upcoming aversion of technology. People feel like it’s not healthy to constantly have technology around. One of the counter movements is the Digital Detox: one day, one week or more without technology (New York Times, 2014). Ecology: Sustainability Sustainability can be defined into two different definitions. The ecological definition of sustainability is how natural systems endure and maintain diverse and productive (LandLearn, z.d). Examples of sustainable 83

natural systems are ancient forests, which have been around for hundreds of years. The most human way of being sustainable is combining the two. It is most convenient to create materials or products that are recycled but can also be used for a long period of time. Besides the environmental way of being sustainable, companies can also be sustainable in a different way. It has to do with the environment none the less, but when companies form a co-operative they can be more sustainable as well. A co-operative can plan their businesses ahead for a longer period of time and can avoid the stress short term profits bring with (Bibby, 2014). Health and Food You can find sustainability in food. For example, the Foodprint challenge shows what consuming food means to the world and to be more consciousness when people buy food (Foodprint challenge, 2014). Another example is Meat Free Monday’s, this movement tries to cut down the meat that people eat, what will help against global warming and is more sustainable (Meat Free Monday’s, 2014). As regards to health care, people are more conscious about the effect food has on human health (Food ingredients global, 2014). People use this consciousness when it comes to health and wellness to be healthier. Politics: Control society Companies and governments collect an increasingly amount of data of their costumers and citizens. They do this by using the Internet and phone records. This data is used to create a dossier. The uncertainty here is the battle for transparency. One of the most well known examples of this is Wikileaks (Wikileaks, z.d), a company who publishes secret documents. The uncertainty of this trend is whether control or transparency is going to take the lead. If citizens get together and demand transparency, they will probably have more power, since companies and governments are largely dependent on them. If, however, citizens don’t realise they do have this kind of power and as a result not organise themselves, than control will take the lead. 84

Health and Food An interesting example when it comes to transparency in the food business was the commotion around horsemeat. This can be seen as the starting point for people to demand more transparency from companies. People are more careful when buying food and demand companies to be more honest about ingredients and production processes. There are even people who are eating clean; only eating food without chemicals, industrial sugars and preservatives (Glow magazine, 2014). In this movement, mostly local food is consumed. In the health care industry clients have been demanding more sincerity than before. This is because of medical mistakes that have been made and brought to the attention of these costumers (IQ heath care, 2014). Competition analysis To discover who the competition of Maison van den Boer is, one has to know what types of competitions there are first. They will be explained below, together with an analysis of Maison van den Boer’s biggest competitions: Needs competition This type of competition focuses on the needs of the customer. The question is where the consumer wants to spend his money, since this can only be done once. It might be that the consumer has a need for catered food or wants to spend their money on an all-inclusive holiday. It is important that the consumer makes a choice out of their needs. In this case it will be between catered food or an all-inclusive holiday. Generic competition It’s important for generic competition that the chosen need of the costumer is satisfied. In this stage the consumer makes a choice between different providers that satisfy the same needs. The costumer knows what they need in this case, which is catered food. The consumer can satisfy this need in several ways and with multiple resources. For example, the consumer can have need for catered food satisfied with a home baked pie from their grandmother, or by party catering.

Product form competition In product form competition there are multiple services within a specific service type. In this case, the consumer has chosen to satisfy his need for catered food. There are several catering agencies that can provide for this need. The consumer can choose between a catering agency that does not only supply food, but the whole party, or a catering agency which only provides food without extra services. Brand competition Brand competition happens when there are several brands that offer a solution for the same need for catered food. In the region of Veghel, where Maison van den Boer is located, there are two significant companies that can satisfy the same need. The first is Hutten catering, which shares a location district with Maison van den Boer. The other is the Jaarbeurs Catering in Utrecht, who has the same size of company. These are the largest competitors when it comes to party catering. Competition: Hutten catering Hutten has become a distinctive company that is leading in national culinary services. Hutten makes a difference by always giving more attention to guests, clients, suppliers and the society. Every day more than 1,100 people work enthusiastically together. They are constantly looking for innovation (Hutten, 2014). What they do Hutten wants to ad value in culinary hospitality. They deliver and provide catering and food service, business catering, events, private parties and hospitality services. What are their strong points Hutten focuses on several core values: experience, creativity, creation, passion, quality and innovation. Hutten has a strong company philosophy.

They want to be the best: “We want to be the best in culinary, hospitality and concept. In culinary aspect we give you an optimal healthy, tasty and sustainable life. your life will be extra enjoyable and comfortable through our hospitality. We are creative and we engage in the concepting process”. They want to be the finest: “As an employer and supplier we want to be the finest. We offer a flexible work environment (the new way of working) and social policy. This positive attitude we get back from our co-operators.” They want to be the happiest: “We strive to be the happiest co-operators. A co-operator gets space to develop. He or she takes personal responsibility for balance between work and home.” What are their weak points One of the weak points is the rise of small catering companies who are even more innovative and creative. Hutten needs a large amount of buyers to be profitable. Competition: Jaarbeurs Catering Jaarbeurs Catering is part of the hospitality group Jaarbeurs Catering Services (JCS). The hospitality group operates rural and it includes restaurants, catering & decor/rental and a management consultancy in different regions (Jaarbeurs catering, 2014). What they do Jaarbeurs Catering provides: event, fairs, congress, meetings, media plaza parties or drinks. What are their strong points Jaarbeurt Catering has a couple of strong points. One of them is providing catering for a lot of fairs and exhibitions. Another point is that Jaarbeurs Catering has their own decor that can be used for catering on fairs. 85

What are their weak points A big weak point for Jaarbeurs Catering is the fact that they only work on fairs. The other is their target group, which is business to business. This means that they don’t do private catering. In comparison to Maison van den Boer, Jaarbeurs Catering serves less types of customers. Jaarbeurs Catering does not have a strong identity that you can see, feel, taste in their concept and food. On the website of Jaarbeurs Catering not a lot of information can be found, the website is purely for businessto-business consumers.

Outside the Industry: In this kind of cooperation stakeholders who initially have nothing to do with the Food branch, can work together to reinforce each other. Maison van den Boer works a lot with foreign branches like football clubs. They are business partners.

To understand a mentality group, it needs to be analysed. This analysis is based on a social psychological segmentation model called: BSR-model. This model shows four worlds that describe values, needs and motives of people. The model gets its form through four axes, each divided into two dimensions. First, there is the sociological part. This point is about whether it is ego or group oriented. The psychological axe, which stands opposite to the sociological axe, is about whether a person is introvert or extravert (SmartAgent, 2014). Next to looking to individuals, this can also be said for companies. The mentality group in this case contains partners of Maison van den Boer. The decision was made to research a few companies and fill the BSR-model with it. Companies also have values, needs and motives. Other similarities are the sociological and psychological dimensions. Group orientation in companies is based on whether they all work together and ego orientation is whether the individuals work alone to accomplish something separately from each other. Companies are based on the orientation to the company or to the customers, which is similar to introvert and extravert. The four worlds are emphasized and demonstrated through describing a company that is an example of a particular world. The purpose of these examples is to create a better understanding of it. Each world has a certain colour that defines the mentality. The approach of a company is like the approach of one person. Later on, in the scenario planning part, the companies are mentioned again and placed in the scenarios to see how Maison van den Boer needs to react on the segmented companies in a scenario.

Collaborate Maison van den Boer can do more with co-optation with their business partners to develop their company. Maison van den Boer can create more co-specialization with different disciplines to innovate their company as well. From this, Maison van den Boer can discover and learn what can be done more efficient and sustainable to further develop their company and their leading position in the south of the Netherlands.

Red world companies Key words for a red world company are: expertise, control, quality and service (Smartagent, 2014.) These companies want to provide service for their customers (Hagen, G.J., 2014). They keep up to formalities and want to communicate their skills. These individual companies are ambitious and have a state of mind with which they hope to obtain a high status. They will not choose a strategy just because they like it or it

Sequential cooperation This collaboration consists out of chain cooperation; these are parties involved in the process. There is a sequential cooperation because Maison van den Boer uses products of suppliers and they have many business partners. Location-cooperation This kind of cooperation takes place when the cooperation works together on the same location. This location-cooperation also takes place in the company Masion van den Boer. Maison van den Boer works with suppliers and business partners. They work in the process of development at the location of Maison van den Boer.

E. Mentality group analysis

is more interesting, they do this because they know its best. They work with ideals. The red world companies are behaving individual and introvert. An example of a red world company is the Coca-Cola Company. Their ideals they aim for are visible on their website and they feel confident when it comes to realizing them. They claim to get their vision done in 2020 (Coca-Cola Company, 2014). This emphasises they are communicating their skills and that they know how to do it. Also they have values that are like a guideline for their actions and how they behave (Coca-Cola Company, 2014). The way Coca-Cola uses these values show they have chosen a strategy that fits the company best. Blue world companies Blue world companies also have key words: Expertise, Control and Reasonableness (Smartagent, 2014.) These companies want to provide service for their customers (Hagen, G.J., 2014.) They keep up to formalities and have no doubt communicating their skills. These individual companies are ambitious and have a state of mind where they hope to obtain a high status. They will not choose a strategy just because they like it or it is more interesting, they do because they know its best. They work with ideals. The blue world companies are behaving individual and introvert. An example of a blue world company is the LVMH Group. The LVHM Group states their values and mission very clearly on their website. It is their mission to represent the most refined qualities of Western “Art de Vivre” around the world. This is seen in the 60 brands they represent, which include Moët & Chandon -most famous for their champagne-, Dior and Bulgari. The Group strives to be the best in all they do and therefore have executive teams in each brand, whom are responsible for improving and innovating their brands and skills (LVHM, z.d.). Clearly, LVHM is extremely successful. This is underpinned by the fact that analysts estimate that less than five of the represented brands lost money (The Economist, 2012). To pinpoint their success, LVMH is often chosen as one of the most attractive employers worldwide (Welinder, 2012). 87

Yellow world companies Key words for yellow world companies are as following: open, sociability, harmony and carefulness (Smartagent, 2014). The companies’ work is based on a win-win situation (Hagen G.J., 2014). Collaborations aren’t strange in the yellow world; they need each other to complete their goals. Personal attention for the customer is a must, as well as offering comfort for customers and a warm welcome. These companies are always busy with being social and have a big network. Creating a harmonious social network where they feel empathy for others is very important. These companies take away your worries. The yellow world companies are behaving social and extravert. The Koninklijke Nederlandse Voetbalbond (KNVB) is a company that wants to care for the quality of soccer. They also want to provide the growth to make soccer possible for everyone with his own level. (Koninklijke Nederlandse Voetbalbond, n.d.). This shows how KNVB is being social and careful. Not only this but organising and developing divers projects that have something to do with soccer and the society is a duty of KNVB. Their goal is to contribute to a better society through sports. (Koninklijke Nederlandse Voetbalbond, n.d.). They have a big network to lean on to realize their ambitions. Green world companies Keywords for green world companies are: certainty, tradition and caution (Smartagent, 2014.). Companies in the green world are the mentors for customers (Hagen, G.J., 2014.) They lead their customers to what they need. Companies are trying to support their customers wherever they can to give them guarantees. These types of companies maintain their network they already own. When they extend their network they need to be sure these companies/customers are also having the same values. Green world companies are behaving social and introvert. Rijksoverheid is a company that fits in the green world. Rijksoverheid is a governmental organisation that informs the citizens about rules, bills and 88

policy plans in the Netherlands (Rijksoverheid.nl, n.d.). This gives citizens the opportunity to understand what bills, rules and policy plans mean for them. There are possibilities to find answers to questions related to bills, rules and policy plans. This all shows that Rijksoverheid is a company that offers certainty for citizens. Rijksoverheid is only there to give the support and information citizens need.

E. Trend analysis Demography Demography is a statistical study of human populations. That can be applied to any kind of dynamic living population. The study encompasses of the size, structure, and distribution of the populations, and spatial and/or temporal changes in them in response to birth, migration, ageing, and death. Ageing Ageing is an accumulation of changes. Ageing refers to a process of physical, psychological, and social change. Ageing is an important part of the human society reflecting the biological changes that occur, but also reflecting cultural and societal conventions. Ageing is the increase in the count of older people in society. It has a significant impact on the society. The aging of the population has three possible causes: decreased birth rate, longer life expectancy (decreased death rate) and migration. According to the CBS Population (which describes the future development of the number of persons and their demographic core brands), the number of people over 65 increases from 2.7 million in 2012 to a peak of 4.7 million in 2041. Until 2060, the number continues to fluctuate around 4.7 million. In the coming years, both the population of 65-79 year olds as people over 80 increase (double aging). In 2040, the peak year of the number of people over 65, it is estimated that 26% of the population is over 65, a third of whom is older than 80 years. In comparison, in 2012 the percentage of people over 65 is 16%, of which 25% is 80-plus (Giesbers, 2013). The population pyramid shows the population structure of the Netherlands to see in 2060 (CBS, 2014). Ageing is surrounded with some uncertainty. The trends are depending upon the socio-cultural and economic developments. These are simply difficult to

predict, especially on a longer term. Birth rates depend on individual choices when it comes to family formation. If more children are born, birth rates increase, and rejuvenate the population. More children means that aging decreases and may even turn into greening. Another counter-movement is that immigration rates increase, this has the same effect. The population rejuvenates; moreover, the birth rate will rise because young immigrants will have children. The people will get older because of improved health care and that costs a lot of money. And mortality depend on developing lifestyle diseases, also because the aging there are getting more problems for the older people. Predicting these developments is not easy (Dam van, F. 2013). Meso trends Reduced prosperity. It is for the government to expensive to maintain the well-being of the elderly people. Participation society. A society in which everyone who can take responsibility for his or her own life and surroundings. Improved health. Improving the quality of services and products. Greening. Rejuvenates the population, more children means that aging decreases and can turn into greening. Micro trends Cuts to elderly care, costs money (Novum, 2014). Informal care: growing demand for care but less supplies. Innovations in health care. Technological developments. Own choices that are made. Birth rates depend on individual choices regarding family formation, and mortality of developing lifestyle diseases (Giesbers, 2013). Urbanisation ‘Urbanisation will be one of this century’s biggest drivers of global economic growth’ (Dobbs, 2011). More than half of the world population lives in cities. Urban development through the construction of new residential areas, parks, industrial estates and railways or highways is expanding rapidly. 89

This is important for the viability of the city and its surroundings. The city is becoming more urban by transformation, restructuring, compaction and other urban developments. In 2013 the population of the Netherlands grew by 50,000 people. In the thirty largest municipalities will live, by January 1 2014, six million inhabitants. Five years ago, it was 5.7 million. In Amsterdam, Utrecht, Rotterdam and The Hague the population will increase; these cities grew in 2013 with 23,000 inhabitants. Large municipalities continue to grow because many children are born. Annually, 10.000 people left smaller communities for cities (CBS, 2014). Due to this rapid growth of the population in these cities, the population gets a lifestyle that is city oriented. This causes people to look for a lifestyle that fits city life, but themselves as well. Nowadays, the urbanites like to make the city their own. Citizens’ initiatives play an important role within a city society (van den Berg, M., 2014). The following examples show how citizens try to make city life easier. The most well-known examples are Airbnb, thuisafgehaald.nl and driver-less cars. The countermovement shows that citizens want to move the countryside to the city, throughout various initiatives (Green City, 2014). Meso trends To make the city your own. Urbanites want to make the city their own. Smart and Flexible Virtual Life. In the city a great app culture prevails. People make their life easy. Self-organizing self-reliance. By retreating, cost-reducing public citizens can handle better and take life into their own hands. Countryside to the city. Urban green. Let the citizens’ work with the green environment in their surroundings.

Mirco trends ‘You create the city’, citizens’ initiatives to intervene in urban public space. ‘Driver-less car’, which drives more energy efficient, reduces emissions and pollution, anticipates smart on traffic jams and reduces the risk of accidents. New citizen initiatives arise where collaboration contributes to the Quality of Life of their neighbourhood and society. Think of Airbnb and thuisafgehaald. nl. ‘The Green City’ aims for a more attractive, healthy environment. Urban farming: grow food as close as possible to the citizen. Guerilla gardening: greenery in public space. Economy Economy can be explained as an entire network of producers, distributors and consumers of goods and services in a local, regional, or national community. The most common way to understand the economy of a country is to look at it’s Gross Domestic Product (GDP). This measures the countries’ total output. The GDP can be compared between different countries through dividing it by the number of inhabitants in a country. The GDP growth rate measures whether the economy is growing more quickly or more slowly than the quarter before. If it produces less, it contracts and the GDP growth rate is negative. This signals a recession. If it stays negative long enough, the recession turns into a depression. As bad as a recession is, a GDP growth rate that is too high also is a negative situation and inflation will be the consequence (Amadeo, 2013). The disadvantage of GDP is that it does not consider other important change variables such as consumer confidence, spending levels and unemployment rates. These factors are in fact very important parts of the economic system of a country. (Mulligan, n.d.) Globalisation The process of interaction and integration between people, governments and companies of different nations is called globalisation. Globalisation is driven by international trade and investment and aided by information technology. It has effects on the environment, cultures, political systems,

human health and economic development and prosperity in societies around the world (Globalization101, n.d.). Global trade increased at about 7% per annum on average from around 1980, and for almost three decades. This is twice the rate of growth of the global Gross Domestic Product (GDP). This extraordinary ascent was empowered by the interplay of three key factors: falling transportation costs coupled with increasingly efficient logistics; radically faster, better, and cheaper communications, including the rise of the Internet from the mid-1990s; and increasingly supportive policy regimes (Deloitte University Press, 2014). Exports provide 2.2 million fulltime jobs through exports in the Netherlands. This is one third of the Dutch employment. The Netherlands earns relatively the most by trading with Italy. Italy buys a relatively large number of goods produced in the Netherlands, but there are few Italian products imported into the Netherlands (CBS, 2014).

Variety: Nowadays one can choose between Japanese sushi, Italian pizza and Indian curry all in the same street. Multicultural society: More people from different countries, cultures and religions are living together in the same area.

Localisation Localisation is the focus on the local and / or national identity. This is based on the idea that this identity is affected by globalisation. The same developments in the field of ICT (information and communication technology) that facilitate globalisation make localisation possible as well (Cedris, 2011). Increase in transportation costs, recycling, robotics, customer intimacy and emerging regional cultures are causes of the popularity of local products and services (TNO, 2011). The old vision: ‘think global, act local’ is gaining momentum. These initiatives that are popping up everywhere have in common that they seek a solution for problems that pass large companies and governments. It is often cooperatives that solve social problems together by connecting people on a small scale (MVO, 2013).

Micro trends Globalisation More students are in international schools (CBS, 2013). The Netherlands is the second largest export country in Europe (CBS, 2014). The last decades we see many new infectious diseases and many old diseases that we thought they were almost gone, coming into Netherlands from abroad (Wijck, 2014).

Meso trends Globalisation Solidarity: It has never been this easy to make a connection between people and places that are miles apart, due to communication- and mobility technologies.

Localisation Loyalty: We feel more involved and connected to the brand if we are closer to it. Environmental savings: If we spend our money in our own region, we are helping to decrease the CO2 emissions from the transportation of imported goods. Economic support: This mainly concerns the regional economic significance through additional revenues for agricultural products and the multiplier effect of spending by consumers and local tourists.

Localisation Local food is (more) popular (RetailNews, 2012). Consumers prefer local shops and town centers (CBRE, 2013). Half of the Dutch population would be willing to participate in local renewable energy initiatives (Snoei en Burgt, 2014). Prosperity The Netherlands is a developed and prosperous country. It is in the top 3 worldwide based on the Human Development Index of the United Nations, which ranks countries on health, education and income. Purely economic 91

indicators show a favourable situation as well. From 2009 to 2012, the Netherlands had risen from tenth to fifth place in the known Global Competitiveness Index, which measures the competitiveness of nations. These success factors provide the Dutch work and income: within the European Union (EU), the Dutch had the lowest unemployment after Austria and they also had the highest average income after the Luxembourger in this period of time. This income is relatively evenly distributed internationally, which means that prosperity is widespread (Rijksoverheid, 2013). In 2013, the Netherlands dropped slightly in the Global Competitiveness Index, namely to the eighth place. This means that they are still among the top ten in the world. (World Economics Forum, 2014). The study ‘Beleving in de Nederlandse binnensteden’ (‘Experiencing the Dutch inner cities’) in 2011 that was conducted by Cindy Cauter of Quotus research and Marc Marjolée of RetailVastgoedAdvies showed that shopping was the number one favorite leisure activity for the Dutch (Vermeij, 2013). Figures from CBS (Statistics Netherlands) and the European Commission show that consumer confidence is as high nowadays as it was in 2011. Consumers are more positive about the economy as well (Retail News, 2014). Poverty Since the year 2000 banks took too many risks with providing mortgages in the United States. These risky mortgages were repackaged by banks into opaque financial products, and sold worldwide. These mortgages were hard to bring in by the owners, especially when the interest rates went up even more in 2007. Therefore the banks could no longer meet their obligations. The authorities were forced to intervene, to ensure that not all cash flows would stop. Because the Netherlands is an export country with an open economy, the credit crisis had major consequences for the Netherlands. (Rijksoverheid n.d.) It did not only affect the banks, the government and companies but it hit private individuals as well. The economy contracted repeatedly, unemployment rose, pensions were reduced or non-indexed, our purchasing power declined, taxes, utilities and rents went up, and fees, subsidies and mortgage interest decreased (Verdegaal, 2013). In 2008 the unemployment rate was 3,8%. According to 92

the statistics of CBS, this rate expanded in 2009 to 4,8%. It increased in 2010 to 5,4% and remained that way in 2011. In 2012 it expanded again to 6,5% and 8,7% of the labor force in the Netherlands was unemployed in 2013 (CBS, 2013). In the more than 7 million households in the Netherlands by 2012, there were 664,000 (9.4%) who had to live on an income below the low-income threshold. This number of households with a low income increased to 89,000 compared to 2011, which is an increase of 1.2 percentage points. Estimates suggest a further increase in the percentage of households with a low income to 9.9% in 2013 and a leveling off of growth in 2014 (10.1%). The expectation in 2014 over 717,000 households, depend on a low income, the highest number since 2000 (CBS, 2013). Meso trends Prosperity Prevention: Prosperity brings risks such as obesity, excessive drinking and drug use for which preventive measures must be taken. Self-development: The tip of the Maslow pyramid is reached with prosperity and the phase of the pursuit of wellbeing and self-realisation dawned. Overconsumption: People have a tendency to put personal happiness on consumption and to derive personal and social identity from the possession of consumer goods.

Poverty Support: The support of others provides support in times of poverty. Certainty: People living in poverty crave certainty, especially in financial matters. Recycling: The reuse of product or materials not only does good for the environment, but for peoples wallet as well.

Micro trends Prosperity The demand for luxury products continues to grow (RetailNews, 2014). Lifestyle diseases are increasing (Steenvoort, 2014). Increased willingness to spend holiday pay (ING, 2014).

Poverty The amount of households that need to use the emergency food banks has increased and new customer groups (such as Freelancers, SMEs and people in divorce) subscribe (Voedselbanken, 2014). The number of shoplifting increases (RetailNews, 2014). Discounters are gaining market share (Profnews, 2014). Sharing The sharing economy is part of an efficient form of horizontal selforganisation. Supply and demand come together directly in communities where people can trust each other. The power lies not only in the efficiency of this organisation, but rather in the fact that basic human needs are met: personal contact with real people, the feeling of togetherness, the need for mutual solidarity and authentic experiences. (Demper and Voorzanger, 2013). The habit of sharing and exchanging goods is centuries old, but the current technology makes new ways of working together and sharing possible. In this collaborative economy innovative, successful projects arise such as Whatsapp messaging, exchange of houses through Airbnb or sharing music through iTunes (Vogel, 2014). Sharing makes the economy more efficient, says The Washington Post. Supply and demand become more aligned and prices fall. The sub-economy is no underground subculture, but has direct influence on the economy as a whole (Abel, 2013). Ownership Greed is ingrained in our nature. A famous experiment by Frans de Waal with monkeys shows that greed must sit all within man himself on evolutionary base, and is not only triggered by the environment in which we find ourselves (Vloet, 2012). This manifests itself in consumerism. In the most common sense of the word, consumerism means: ‘Regularly purchasing goods that are not considered as necessary for the primary livelihood. There is a certain social value attached to the goods, where people derive their status and identity to (Wijnberg, 2009). Besides goods, people are not that keen on sharing their data either. “Consumers revolt when they realize that a company has

a lot of information from them which is used in an aggressive manner. They feel as if they are standing with their backs against the wall and they feel very uncomfortable,” said analyst Mark Little Ovum (Keijzer, 2014). Meso trends Sharing Access: It’s not the possession that matters, just the access to use things whenever and wherever you want or need it. Reduction: It saves costs when you do not have to buy stuff all by yourself, but you can use it from others. Environmental savings: By sharing transportation and other stuff, there are fewer emissions, production processes and waste materials needed. Ownership Independency: When you posses something yourself, you don’t have to depend on others regarding the use of the product. Uniqueness: By owning unique products people can distinguish themselves from others. Greediness: Greed is one of the bases of capitalism and therefore accepted to a certain extent in the Western world. Micro trends: Sharing Collaborative consumption (Lecaros Aquise, 2014). Collaborative workspaces (Wilson, 2014). Open Source (Niazi, 2014). micro trends Ownership Facebook gives users more options for apps and sites to determine what information they share, to take away concerns about privacy and spam (Novum 2014). Search engines may be required to remove search results if it is violating the privacy of European people. The European Court of Justice ruled this in a case that a Spanish man filed against Google (Kraan en van Hoek, 2014). 93

Since the cookie law came into effect in June 2012, the Consumers’ association received many complaints from consumers, especially about the lack of a one-time opportunity to unsubscribe cookies (Consumentenbond, 2014). Sociology ‘Sociology is the scientific study of human life, social groups, whole societies and the human world as such.’ (Giddens, A. 2009) Sociology can be seen in different scopes: in the world, countries, cities, and neighbourhoods or even in families. In this document the focus lies on the sociology in the Netherlands. It is possible that social changes in foreign countries influence the Netherlands. These will help to illustrate social changes in the Netherlands. Socialisation Socialisation defines the process of acquiring habits, standards, values and other cultural characteristics of a society in its highest form. The doubt is in the constantly moving societies, which makes it more difficult to understand how people act. In the Netherlands there are colliding signs in socialisation. On one hand there are people who are getting more involved with each other. The economic crisis taught the Dutch their own goals need to be accomplished by connections with others. Based on power people own and not on dependence (Boland et al., 2013, 10.) Collaborations in society are needed to care more for citizens. An example of these collaborations is the decentralisation of Childcare in the Netherlands from the government to municipalities. Not only Childcare, but also care for reintegration and income supplements for the physically or mentally disabled and care for elderly people and people who are sick for a long time, are going to be arranged by the municipalities. Childcare is part of the so-called ‘3d-decentralisations’(Woestenburg, 2014.) This means there is collaboration needed between municipalities and organisations, which give help to these people. The government decided to give budget to the municipalities defined as a social share fund. So it’s possible to make care more custom fit (Rijksoverheid, 2013.) 94

Mark Rutte calls the Dutch society a participation society. ‘With the increasing independence of people also the ability for solving problems and self organisation of the society increase.’ (Laan, van der. 2013) On the one hand this states people are caring for each other and are willing to help if you are in the same circles. On the other hand we still see there is another movement taking place called individualisation. Individualisation can be defined as an individual standing in a society driven by lifting of socio-political barriers, secularisation and helped by the rise of mass media and the Internet. Citizens no longer derive their identity to a society (Butter, Giessen van der, Gelevert & Genabeek van, 2013, p. 37.). People are no longer part of a society they just happened to be in this society. In this way they are looking for the core of issues. Instead of working for expectations the society wants they work for personal meanings (Boland, et al. 2013, p 9.). The core for a human most of the time is to create a holistic unity wherein the human lives happy and healthy not to be part of a holistic unity and be together. Things will turn towards the bright side is a saying that appears when one reads this, but still there are people who are not involved in the holistic unity, which humans create. For example elderly people and students have troubles, which result in loneliness. Fifty per cent of students say they are lonely and have trouble to fit in (Minderaa, H., 2011). There are 200.000 elderly people who are lonely (Pfauth, E. J., 2014). Solidarity and social cohesion are almost displaced when individualisation is rising. Socialisation could make a difference for all. Meso trends Socialisation Awareness: Citizens create awareness to accomplish goals that need to be done together. Help/sharing: Goals need to be accomplished by connections with others. Collaboration: Citizens working together based on power people own and not on dependence.

Individualisation Personal meanings: Looking for the core to create a unity for oneself Self organisation: Create a circle wherein one can live happy and healthy Authenticity: Looking for what is meaningful and real for oneself. Micro Trends Socialisation Decentralisation of Childcare, which demands more collaboration. (Jeugdzorg compleet, 2014) The demands to informal care for relatives will increase with eight per cent. (Werk & Mantelzorg, 2014) Individalisation Challenging loneliness by elderly people. (Coalitie erbij, 2014) Increase of freelancers. (Spijkerman, C., 2014) Humanisation Humanisation can defined as de transformation from feminisation to the equality of the women and men in a society. Anne Marie Slaughter suggests: “real equality is not valuing women on men’s terms but creating a much wider range of equally respected choices for women and for men”(Slaughter, 2013). For example, this wider range starts in workplaces. Work means just as much as family because they can reinforce each other. “If family comes first, work does not come second, life comes together”(Slaughter, 2013.) Breadwinning and caregiving have to be equal to reinforce societies. The Netherlands is one of the exceptions as a society where breadwinning and caregiving are mostly equal. For example, the government invests as much in health care as they do in infrastructure. Two things prove this. One is that the Netherlands is on the 8th place in the Global Competitiveness Index 2013-2014 (World Economic Forum, 2013). The Global Competitiveness index 2013-2014 tells us how the competitiveness in the economics is between all countries in the world. Second is that, at the same time, the Netherlands is ranking very high in OECD Better Life Index (OECD Better Life Index, 2014), which tells us something about the well being of countries.

Equally respected choices for women and men are changing but there are roaring signs about social inequality. The society of the Netherlands finds oneself in transforming ritualism. Dutch have the feeling they’re not heard. They feel powerless in society by the saturated government who doesn’t know what to do anymore. (Kieft, 2014). Transforming ritualism can be defined as a silent protest between the (Dutch) government and multinationals in relation to feeling powerless and inequality. Dutch citizens don’t care about the elections simply because they know it doesn’t make a change. “If people really want to change politics they need to reinforce each other by doing it the old-fashioned way demonstrating with banners and loud noise on a square” (Kieft, M., 2014.) The most obvious about the Dutch is protesting isn’t in their blood if it comes to politics and their society. “Politics doesn’t change if there is no disturbance” (Kieft, M., 2014.) There are protests abroad like the Arabic Spring and recently the six Iranians that danced in the music video Happy of Pharrell Williams. The Arabic Spring started on the 17th of December 2010 when Mohammed Bouazizi put gasoline over himself and set himself on fire (NOS, 2011). The Arabic Spring is a chain of protests in Arabic countries for freedom and democracy (NOS, 2011). The six Iranians danced in the music video Happy of Pharrell Williams to be happy. After this music video was released they were arrested and many Iranians were mad about this arrests. They say being happy is a crime in Iran (Volkskrant, 2014). It is remarkable that there are demonstrations abroad, which are big, loud and all in the news, but in the Netherlands they aren’t. The core is the question why the Dutch do not or rarely demonstrate in big groups. Research, to why the Dutch do not demonstrate in these times, has never been done. If you look to a timeline in the Netherlands from 1955 to 1969 there were youth cultures and idealists who wanted change and demonstrated. In 1955 Jan Vrijman published three articles about the rising youth culture that he named Nozem. Nozems were people who weren’t satisfied and demonstrated against the pettiness and prevailing moral (Nieuwenhuizen, n.d.). A youth culture in 1965 that demonstrated against the capitalism and the consumer society 95

were provo’s. This name is deduced from the word provoke. Roel van Duijn and Rober Jan Grootveld are seen as the starters of the provo’s (Mens en Samenleving, 2011). Other idealists were a group of women in the Netherlands that founded Dolle mina in 1969. These women wanted equal chances in the society for everyone and competed for the legalisation of abortion in the Netherlands (Smakman, 2012). But why the Dutch don’t demonstrate in the Netherlands now is still a question. Speculations why there aren’t demonstrations are about the mentality of the society. The society approaches things differently, they try to find positive initiatives. And we are aloud to do so many things there are plenty of possibilities. The government doesn’t take care for the society as much as they did before, so we feel more responsible for our own well being in a society. Still there are some people who do demonstrate. A speculation about why they do is they are less educated and have fewer possibilities to unfold. Three recent demonstrations show some Dutch want change. Jerry Agema a truck driver organised a demonstration on the 7th of March 2013 with cars on the roads in the Netherlands and driving only 30 km/h. He established Landelijke Demonstratie 2013 because Jerry and his followers disagree with the policy of the government (Landelijke Demonstratie 2013, 2013). Occupy Amsterdam is the other demonstration which disagrees with the policy of the government. They don’t have a political preference. They are independent. “Politicians not fulfilling agreements are not part of a democracy” (Occupy Amsterdam, 2012.) Subjects like these need attention and that’s why Occupy Amsterdam occupied ‘Beursplein’ in Amsterdam. On the 20th of March 2014 cleaners from the airport Schiphol in Amsterdam go on strike because they want to professionalize the cleaning sector (FNV Schoonmaak, 2014). After the start of this strike many followed. Newspapers were writing about the ones that had impact on a big part of the society. Cleaners from Shell, the Dutch Railways and even the one from Federatie Nederlandse Vakbeweging Bondgenoten (FNV Bondgenoten) started to strike (Maat, B., 2014). FNV Bondegenoten is the federation who helps members to take care of their issues in work and income (Federatie Nederlandse Vakbeweging Bondgenoten, 96

2014). FNV Bondgenoten started these strikes and it is remarkable that also the cleaners from FNV Bondgenoten started to strike. These demonstrations are signs for a society that no longer accepts not to be heard and feel powerless. Still there are people voting. This ritual of voting is supporting the society as it is right now. The question is: where lies the real power? With Multinationals, politics or society? Meso Trends Humanisation Equality: Creating a range of equally respected choices for women and men. Power: Find an inner strength to accomplish what one really wants. Change: the change in rights for women and men. Transforming Ritualism Inequality: the struggles in social inequality between citizens and the government Saturation: Every single human being has other values and can’t find others who feel the same. Powerlessness: The feeling not to be heard and doing nothing. Micro Trends Humanisation Documentary about how people live in society in the Netherlands. (Kaan, T., 2013) Micro trends Transforming Ritualism Occupy Movement in the Netherlands. (Occupy Amsterdam, 2012) Jerry Agema wants to change the actions of the governement. (Landelijke demonstratie 2013, 2013)

Technology The definition of technology is the adaptation of scientific knowledge for practical purposes. Technology can be found in all industries. Technologization Information and communication technology originated in the eighties. It started with the introduction of the personal computer as a mass product. This was followed by all the possibilities for the computer. The Internet, e-mail and other communication platforms changed people’s lives completely. The internet is evolved into something that one cannot live without (TNO rapport – Oog voor innovatie, 2013, p. 52). This new kind of technology, the Internet, will give the recourses to build the world and thus will make the old unnecessary. The general attitude of people towards technology, is characterized by the belief that technology will solve every problem (TrendRede, 2014, p. 7). The rise of the cloud is one of the examples of future use of technology. In the future almost our whole life will be connected through The Cloud (Carl Rohde, 2013). Because of our fast moving society, globalisation, the economic crisis and technological advances nothing is certain (TNO rapport – Oog voor innovatie, 2013, p.103). There are several movements who think that technology doesn’t have a good effect on society. One of those people is Kevin Kelly: “Technology should be reduced as much as possible because it is a contradict to nature, and/or to humanity, and/or to technology itself and finally, because it is a type of evil and thus is contrary to God” (Kevin Kelly, 2013). Besides Kevin Kelly, there are people like the community of the Low-Tec -Magazine who think that society has to take a look back at old technology that is forgotten due to the rise of new technologies (Low-Tec -Magazine, 2014).

Meso trends Big Data: Data is everywhere, the Cloud collects data of all people who are connected to technology and internet. Innovation with added values: there needs to be added more to innovation than solely the product itself. Privacy vs. Public: In this world it is hard to have a distinct division between privacy and public, leading to the question: what is private and what is public? Micro trends Bossy - a device who controls you and your pc (Lucasn, 2014). Lets play App. An application that stimulates people to exercise together (Apps, Subtiel, 2014). Solar Roadway. A roadway made out of solar panels that will generate energy (Brusaw, Scott, 2014). Mobility Mobility is one of the most important pillars of sustainable, social and economical development. Adding ICT and new technologies to the infrastructure and vehicles to make them more save, efficient, reliable and environmental will lead to new products and services (TNO rapport – Oog voor innovatie, 2013, p. 54). Vehicles will be more safe and will not have drivers, like the driverless Google car that recently launched (Google, 2014). But recent innovation goed beyond that; travelling to space is being made possible, by companies like Virgin Galactic (Virging Galactic, 2014). Nevertheless, there are people who think it is better to live without transportation. Like the World Carfree Network, which is the hub of the global Carfree movement, that promotes alternatives to car dependence and automobile-based planning. Through this they work on improving quality of life for everyone (Carfree Network, 2014). In a research conducted by the Commuting in America of 2013 it was discovered that less people own a car since the 1960’s. The reason for this is the following: “Changes in alternatives to travel, such as communication substituting for travel and renewed interest in and availability of options such as transit, bike and walk, helped dampen interest in expanding auto ownership” (Commuting in 97

America, 2013). This implies that when people discover new ways of transport, traditional transportation becomes less popular. Another devolvement in the world is that cities are getting filled with people, which, as a result, means that there will be not enough space for vehicles in the future (Chinadialogue, 2014). Meso trends Green energy: there needs to be another way of energy namely: green energy. Other ways of transportation: because of the busy infrastructure the search of other ways of transportation has started. Safety: there is a need for safety, people want to transport themselves save. Mirco trends Space travel. One of the companies that makes it possible to travel to space (Virgin Galactic, 2014). Google driverless car. A car from Google that drives without a driver (Google, 2014). Electric airplane. An airplane that flies on electricity (Airbus-group, 2014). Gamification Gaming now is not like the olden days when games were played for fun only. Serious gaming now refers to the use of certain types of game features to complete goals (TNO rapport – Oog voor innovatie, 2013, P.55). The Rise of the Gamification Culture consists of more than just playing a game (Carl Rohde, 2013). The most important characteristic of the Gamification Culture is the interaction between frustration and reward. Gamers work hard and disciplined to reach their goals and work together along the way. Gamification is also used in schools and companies to increase and improve health, reduced absenteeism and cut healthcare costs. (Gabe Zichermann, 2011) Some people are against Gamification, because it is believed that people are being manipulated into spending more money through Gamification. As a result, people shy away from companies’ approaches, since they feel the personal approach gets lost due to Gamification (Steve Bromley, 2014). Games are, and 98

are going to be more, lifelike and aggressive. Some people don’t even know the difference anymore, which is a reason why some people want to forbid them (Erwin van Lun, 2013). Another issue of Gamification in businesses is, that Gamification only works on the external motivation of employees. But to love the work one is doing and be good at it, there has to be an internal motivation, which is something that will not be accomplish with Gamification (knowledge@wharton 2014). Meso trends: Rise of Gamification Culture: connecting games with the real world. Rise of the App Culture: Connecting our physical offline existence to online existence through apps. Willpower: Through games one can train ones willpower muscle. Micro trends Pain squad. An application that helps sick children to monitor their pain (Campaigne page, 2014).

Nike +. Nike has products that help to monitor health and physical condition (Nike, 2014). RealiTree. A virtual tree that will be greener when more people help the environment (RealTree, 2014).

Ecology The definition of ecology is “the relations and interactions between organisms and their environment, including other organisms (Dictionary.com, N.D.)” and has its origins in the late 1800’s. The biological form of ecology is mainly focussed on the interaction between different organisms. However, the term ecology which is used in the DESTEP is focussed on the environmental issues of life on earth and its effects on global warming, for example, as well. Sustainability Sustainability can be defined in two different ways. The first being sustainability in the usage of materials and in the amount of time a product can be used. The second is the ecological definition of sustainability; how natural systems maintain diverse and productive (LandLearn, N.D.). Examples of sustainable

natural systems are ancient forests, which have been around for hundreds of years. The more human way of being sustainable is combining the two. It is most convenient to create materials or products that are recycled but can also be used for a long period of time. Next to the environmental way of being sustainable, companies can also be sustainable in a different way. It has to do with the environment none the less, but when companies form a co-operative they could be more sustainable as well. A co-operative can plan their businesses ahead for a longer period of time and can avoid the stress short term profits bring with them (Bibby, 2014). Meso trends Co-operation. After a period of being more individualistic, the article about companies forming co-operations mentioned above shows that people are willing to work together to create a sustainable environment. Health. People want to live a healthy life and are looking for ways how they can improve and help their environment. Responsibility. This connects to health because people are getting more responsible for their environment and begin to see that it is necessary to take care of the environment. Micro trends: Apple: The company tries to leave the world in a better state than they have found it. They are using solar energy for their production and have an eye for sustainable production (Apple, 2014). EVE Ionizer. To purify the air surrounding you and to clear the air of smog, smoke and pollen (Yankodesign, 2014). Ecodorp Brabant. Not only in Brabant it’s becoming popular but all over the world eco-friendly houses are appearing, made of materials the earth provides (Ecodorp Brabant, N.D.). Resource depletion This occurrence is something that has been a point of attention for a few years now. Resource depletion simply means using up all the natural sources,

also known as raw materials, in a specific geographic region (Wisegeek. com, 2014). These natural sources can be oil and coal for example. The depletion of resources is often referred to in two different ways. These are renewable and non-renewable energy. Renewable energy is the kind of energy that can be replaced in a relatively short amount of time such as solar energy. Non-renewable energy is the kind of energy that isn’t renewed by nature or takes a long time to renew (Randall, 2014). Non-renewable energy can also be divided into two. These two points are called sources and sinks. The first one, the sources, is the most well known threat to the earth. It means that the natural sources the earth provides are limited and used up. The second one, the sinks, refers to the places waste is processed and got rid of. Due to a lack of appropriate sinks to process industrial waste the earth gets polluted. The waste that has to be properly processed, using these sinkholes, is now stored incorrectly above ground causing gasses to appear and pollute the air (Magdoff, 2013). One of the most important reasons of resource depletion is said to be overpopulation (Hengeveld, 2013). The rapid growth of the human population puts a strain on the earth. It can hardly cope with the amount of people living on earth and the resources needed to keep every single one of them alive. The world population is said to grow to about 8.5 billion people in 2030 (Population Institute, N.D.). “It is predicted that by 2030 the world will need to produce around 50 per cent more food and energy, together with 30 per cent more fresh water, whilst mitigating and adapting to climate change.”(Population Institute, N.D.) Reduce reuse and recycle Although the emptying of natural resources is a large part of the environmental concern, a lot of initiatives are set up to try and change this. A lot of people see a challenge in the environmental concern and they try and change their lives. Using the three R’s one could do this. The three R’s stand for Reduce, Reuse and Recycle. By reducing the actual sources one uses, the strain on the earth diminishes. By using fewer products, less energy and natural sources are needed to produce a product in the first place. Reusing products is the step that comes after reducing. This simply means 99

reusing products one already has. For example, reuse a jam jar or bottles and trade the DVD’s you have with someone else. Lastly, there is recycling. This is the one that is most well known and there are a lot of initiatives that make use of this principle. “Recycling is the “R” that has caught on the best. Partly, this is because there are so many curbside recycling programs today (8,660 as of 2006, according to the EPA), which makes recycling so darned easy (Eisenberg, 2011).” Even though the environmental issues often don’t get the attention they need, there are organisations which get inspired and motivated to think of new environmentally friendly projects and innovation. For example, there is the Canadian federal government, which invested 105 million dollars to maintain Canada’s forests and provide budget for research and development in Canada’s forest sector (Natural Resources Canada, 2014). The USA also has an organization, which takes care of nature and tries to reserve it with different projects. The NRS has seven projects in which they try to reserve America’s nature and animals (NRS, 2014). Meso trends Welfare. People get greedy because of the fact they’re getting richer. They want to buy more so more products have to be produced creating a faster drain of natural resources. Liveability. This has to do with how desirable a particular place is to live in. Since people are getting richer in the western world, they want a decent place to live, and thus asking more of the natural sources. Certainty. Being certain of the sort of life one has been living. Being able to maintain this, even though the earth is struggling. Micro trends The Nadler Hotel, Liverpool: this hotel has made a long term commitment to reducing the stress their company puts on the environment. A brilliant example of the R for ‘reduce’ (the Nadler, n.d.). An app about the most sustainable materials used by Nike. Nike made this app to see which of the products used in their production process are most 100

sustainable (Vanhemert, 2013). More research is carried out in different industries. Examples are forest industries and the agricultural sector. There are a lot of initiatives, which are starting up now, to try and reduce resource depletion. An example is the IFPRI, which has been dealing with this situation since 2002 (IFPRI, 2002). Climate change and global warming The name climate change is one that has been used in literature for a long time . It is part of the long term trend which indicates the increasing global temperature, which started to rise roughly around 1956(GPWayne, 2013). Climate change can be divided into two different categories. It can either be natural or anthropogenic. The natural influences speak for themselves. The earth is getting warmer through causes of nature. Anthropogenic influences, however, are the ones caused by human beings (Global Greenhouse Warming, 2014). These influences are much more severe than the ones caused by nature. The principle of global warming is as follows. The sun heats the earth and the earth reflects most of the heat, passing it through the atmosphere. In the past decades, industries have grown and produced greenhouse gasses. These greenhouse gasses clutter the atmosphere. This causes an extra thick layer in the atmosphere, making it almost impossible for the heat of the sun to pass through it again. This warmth then is captured beneath the atmosphere, causing the planet to heat up.

(Critical thinking, z.d.)

Scientists have noticed the change in the atmosphere since the beginning of the 20th century (WMO, z.d.). It can be said that climate change is something that has been going on for quite a while. However, it seems that it has come more to the attention recently. In America, for example, heat waves are getting more intense, while there are also longer periods of drought. The summers are getting longer and hotter, the winters shorter and warmer and farmers are struggling to produce their crops as well. The problem of the heating earth that was once a concern for the future is now a concern in the present time. Temperatures are supposed to go up with 10 degrees Fahrenheit before 2100. The rising temperatures never had such a severe increase as they do now (Walker, 2014). Climate change is becoming an issue in the present time, not just a future problem. Meso trends Productivity. Industries are expanding because of the need for more production capacity. This creates more greenhouse gasses. Performance oriented. This fits in with being productive. The demand for products has grown a lot over the past years. This puts a strain on the earth. Abundance. People could easily live with less material matters in their lives, but they keep wanting more, causing environmental distress. Micro trends One can charge their phone through cycling. This device is attached to your bicycle and it charges your phone while you are paddling to your next destination (Grant, 2013). Producing energy through the use of wind is also gaining in popularity. Just outside the Dutch coast, a new windmill field will be realised (Volkskrant, 2014). Producing energy by using ones own body is something that is gaining popularity. Charging points in the form of cycles are gaining in popularity (Chan, 2012).

Politics Control Society vs Transparency For the past years, society has entered a controlled era. Governments eavesdropped on their citizens, private videos went viral and caused society to stir. Through the Internet, it has been made easier to collect sensitive information on all types of groups of people. Sometimes done by the government (like the NSA), but citizens aren’t completely free of blame. When a group of boys beat up an innocent man in Eindhoven, the Netherlands, the public was quick to post the video online. What followed can only be described as a modern day posse, trying to catch the perpetrators. The same happened when Volkert van der G., the murderer of Pim Fortuyn, was released from prison. A big difference between the public and governments is the fact that governments usually try to hide the fact that they invade privacy. The NSA, for example, was secret until Edward Snowden released the documents. And Edward Snowden is just one example of a whistleblower, someone who brings secret documents to the public eye. The most well known example of this whistleblower culture is Wikileaks, lead by Julian Assange. Wikileaks pleads for more transparency when it comes to governments and the media, ever since 2007 (Wikileaks, z.d.). This interesting countermovement states that transparency from the government leads to less corruption, and more trust (Brenninkmeijer, 2013). Wikileaks and its peers have made people realise that a secretive government isn’t one to be supported. This has lead to a large debate: should there be more transparency when it comes to governments or are they inclined to secrecy? In some countries, this debate has been held 70 years ago: Germany, for example, is much more strict when it comes to its privacy laws ever since World War II ended (Vlemmix, 2012). In the Netherlands however, this discussion sparked when it was made public that minister Plasterk passed 1.8 million phone records on to the U.S. Intelligence (ANP, 2014). For now, it seems that the public demands more transparency from their government (Brenninkmeijer, 2013). However, there is an interesting movement to be seen. Where governments and media are being summoned to be more open, citizens become more closed off. Warning about social media and the sensitive information most 101

people post on the Internet is growing with rapid numbers. Still, there are a lot of people out there who post everything about themselves on the Internet, ready to be found by peers, employers or the government. The Dutch documentary Panopticon raised the question of the why: why do people do this? Most often this is because people don’t feel like they’ve got anything to hide; the documentary shows several people saying they don’t care what information about them is stored or put on the Internet. Peter Vlemmix, the director of this documentary then asks the question: do you have curtains in your home? Most people realise, at that moment, that, even when they’re normal citizens, they do have some things to hide (Vlemmix, 2012). And even Julian Assange, figurehead of the transparency movement, thinks that there are things that are legitimate secrets (Assange, 2010). Meso trends Control: Both the government and its citizens long for a form of control over each other. Transparency: citizens value businesses, which are open about their regulations, way of working and documents. Micro trends A Dutch judge has decided that a tv-show called Project P: Stop het Pesten! can’t be broadcasted, since the privacy of the children involved can’t be guaranteed (Laan, 2014). Panopticon is a documentary about privacy and the way citizens are being controlled by their governments (Vlemmix, 2012). The politic party D66 wants to create a separate euro commissioner, whom should solely focus on protecting personal records of Europeans. This is now handled by justice or the Digital Agenda (Kraan, 2014). Social Media, and especially Facebook, are seen as a great source of information for secret services. This is stated in a newly released document of whistleblower Edward Snowden (Verlaan, 2014).

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Fragmentation Since the start of this century, a lot of new parties have been formed. This has caused an overflow of parties to choose from. More parties than ever participated in this year’s town council elections. This is the result of party members getting into arguments and forming their own parties. The number of parties in the town council has grown from 884 to 1000 in just eight years (EenVandaag, 2014). This leads to parties being made-up of only one person. Too many of these parties cause a difficulty when creating a town council; how can you represent everyone’s interests, when you have 14 parties to please? Most of these smaller parties are established locally. These parties usually have the largest number of seats. Since we live in a time where especially town councils get more responsibility, it is of the utmost importance that these interests are well represented. This can be done by putting a maximum on the number of parties that take place in a town council (Essafi, 2014). When it comes to the government, fragmentation is thought to be the cause of the short-term life that a lot of cabinets face. The best solution for this is to install a threshold for the number of parties included in the House of Commons and House of Lords (ANP, 2013). Meso trends Freedom of choice: the public wants to have something to choose. This way, they can put their stamp on the society. When there are only three parties to choose from, this becomes a lot less. Thriving of locals: since local parties are the most successful in town councils, this could be a sign that people have the tendency to choose for the people around them. People want others from the same town to achieve something, in this case, be a member of the town council. Micro trends During the elections for town council, never before were there so many parties to choose from (Essafi, 2014). Because of fragmentation, a lot gets lost in translation. This is also the case when it comes to knowledge, in this case about wind energy (Buitelaar, 2014).

Participation society The government expects more and more that its citizens take initiative and make things happen, without waiting around for the government to do something. It is expected that people take care of others in their surroundings and to solve their own problems (Zorg en Welzijn, 2014). To some extent this is a wonderful thought, but for a society that is just climbing out of the welfare state, this could come as a transition that’s too fast. The main thing that could put the participation society at risk is the fact that most people are very individualistic. It’s a trend that has developed over the years and has just settled down. Countermovement like the sharing economy is only now starting to grow. Expecting that a society like this will turn around and become a participation society is wishful thinking (de Valk, 2013). The biggest criticism when it comes to the participation society, is the idea that the government thinks it’s an easy fix for the economic crisis. By making informal care mandatory, a lot less money has to be spent on, for example, healthcare. The biggest flaw in this way of thinking is believing that people actually have time to be active in their neighbourhoods. More than seven million people, between 16 and 65, work in the Netherlands (CBS, 2014). This is however the same group of people that has the physical strength and economic welfare to actually be of any help in their surroundings. For people to be able to work enough to keep the economy going and spend the remainder of their time on others is highly unlikely (Hulspas, 2013). Thankfully, for now, the government only expects this from citizens who can participate (Heringa, 2013).

assumed that people will take good care of the ones close to them, but this has never been scientifically proven (Bol, 2014). The government has ordered several retirement homes to be taken down. The big question that remains is: will there be enough places for older people to enjoy the last years of their lives? According to some, the amount of places that are provide by care from home and the participation society are overestimated (Bannenburg, 2014).

Meso trends Caring: the value that stands out when it comes to the participation society is caring. Caring for others and making sure that people close to you live a good life. Micro trends Knowledge institute Movisie wants the government to install an investigation about informal care gone wrong. This has to happen since it’s always 103

G. Scenario Process First week Preparation Desk-research on the client Maison van den Boer. Exploration of the scenario planning process. Prepared for the briefing with Maison van den Boer by making questions. The SPIN model was used to formulate the questions. SPIN stands for Situation, Problem, Implication and Need / benefit. The following questions were prepared: • Situation questions (facts and backgrounds) o Why the client is inclined to think in scenarios? o Can the client tell with who and what he has to deal with (scope and actors)? • Problem questions (bottlenecks, care, pain, needs) o What keeps the client awake at night (cares, fears, insecurities)? o Which care/fear/insecurity is the most crucial regarding the strategy and mission of the client? o What need lies within the company to develop? o In what sort of events does Maison van den Boer want to develop itself (food, catering, events, private parties etc.)? Is one area more important than the others or do they have the ambition to add an activity or product? o How does external factors influent Maison van den Boer en how does the client deal with that? • Implication questions (Severity, impact of the situation and urgency) o If everything goes right in the future, what is that one thing t hat still can go wrong? o What problems does the client have to deal with in that situation? 104

o How many years does the client view/plan forward in time? (What is the client’s timeframe for long, medium and short term?) o Where does the client think Maison van den Boer stands in …years? o How does the client think the market is going to develop? o What time frame does the client like to see for the scenarios? • Usefulness and necessity questions (benefits, effects and excitement) o What subjects is the client certain of? o On what subject does he want us to focus on? o What is his main goal for the use of the scenarios? Second week Orientation Briefing of the client, Jorg Althuis of Maison van den Boer. Wrote the debriefing, which can be found in the enclosure A. Debriefing. Exploration on the process of scenario planning. The intent of the research plan was drawn up, which can be found in the enclosure B. Research Plan Third week Exploration An online survey was conducted among the target group (employees of small and medium-sized enterprises) about catering. The following questions (and answer possibilities in case of closed questions) were used: 1.

How many employees do the company you work for have? a. 0-50 b. 51-100 c. 101-200

d. 201-300 e. 301 or more 2. What function do you fulfil in the company that you work for? 3. Do you have influence on the type of catering that the company you work for uses? a. Yes b. No 4. Do you take decisions about the catering? a. Yes, alone b. Yes in a team c. No, other namely… 5. How often does the company you work for use catering? a. Once a week b. Once a month c. Once a year d. On special occasions e. Other, namely… 6. What do you think of the catering that the company you work for uses? Scale: from not satisfied at all to very satisfied 7. What is the deciding factor when looking for a catering company? 8. Do you expect additional services of a catering company (such as decoration, crockery etc.)? a. Yes, it saves costs. b. Yes, it makes it a unity when one company is responsible. c. No, I rent separate companies for these things because.... d. Otherwise... If yes, go to question 9. If no, proceed to question 10. 9. How much could you maximum spend on full service catering per person? €....

Maison van den Boer is a family business since 1906, which focuses on service party and event organization. For this survey, we focus on the party catering. This is contemporary, colourful and tasteful with dishes like goat cheese with cucumber jelly, purslane soup and risotto with asparagus, Parmesan and arugula (Maison van den Boer, z.d.). 10. Are you familiar with Maison van den Boer? a. No b. Yes, I’ve heard of it c. Yes, we’ve done business together 11. After reading this, would you do business with Maison van den Boer? a. Yes, because... b. No, because... c. Maybe, because... 12. Do you prefer classic catering or something more contemporary? Scale: from very classic to very contemporary 13. Do you think it is important that a catering business finds sustainability important? Scale: from not important at all to very important Engrossed in the process of scenario planning The scope broadly defined with the key words: international (Netherlands, Germany), catering / hospitality, food & health, technology that is relevant for the client, sustainability, cultural aspects, experience, tailor, craft, creativity, Innovation. Fourth week Exploration Made a business analysis of the clients company, which can be found in the enclosure C. Business analysis The actors were determined and elaborated, which can be found in the enclosure C. Business analysis. 105

Fifth week Exploration Came to the conclusion that the online survey that was set up in the third week had to little response to call the outcome valid, so the decision was make to not use it in the further process. Examined and analysed two to three trends and if applicable, associated with movements against. The trends that have been studied: • Demographic: Ageing and Urbanization. • Economic: Globalization, Prosperity and Sharing. • Social: Socialization and Humanization. • Technological: Technologization, Mobility and Gamification. • Ecological: Sustainability, Resource depletion and Climate change. • Political: Control society and fragmentation. Sixth week Insecurities Uncertainties of the trends determined from the investigation on the basis of six clusters: • Power to the people (citizens can demand things) / Power to the authorities (government determined)? (Sociology) Link scenario question: Few rules and laws / Many rules and laws? • Green is more important / Green is unimportant? (Ecology) Link scenario question: Green is important / Green is unimportant? • Aversion technology / Affection technology? (Technology) Link scenario question: Less use of technology / More use of technology? • Prosperity dominating / Poverty dominating? (Economics) Link scenario question: People have a lot of budget / People have fewer budgets? 106

• Transparency (like Wikileaks etc.) / control (such as via social media, eavesdropping, etc.)? (Politics) Link scenario question: Customers retrieve information about catering business / Catering business retrieves information about customers? • Baby Boom / hazing? (Demography) Link scenario question: Target audience will be older / Target audience will be younger? Eventually, two insecurities were chosen. These securities originate of the trends Ageing and Humanisation. The contra trends that underpin these insecurities have been mentioned earlier on. The insecurity that Ageing brings with it is whether a new babyboom will take place or rather that there will be a downfall in the number of young people in society. This will influence the average age of the user. For the second trend, Humanisation, the question is who has more power, citizens or the authorities. By putting these two insecurities opposite each other, an interesting combination arises. Maison van den Boer can adapt to the change in age and the way they handle the balance of power. The company pointed out earlier that they are still looking for their own strategy. Maison van den Boer is now a company, which is driven by demand. The insecurities indicate whether they have to adapt to a demand driven by offer. Eventually, the goal is to make the environmental securities clear, especially the ones Maison van den Boer cannot directly influence. It is these insecurities that aim for the development of the environment.

Creative Paradise. This is where the right formulation was made for the insecurities that will be used as the axes for the scenarios. The scenarios will be based on the insecurities: • The majority of the working population will be quarter lifers / the majority of the working population will be 65+. • Consumers have the most influence / institutions have the most influence. Brainstorm about the fulfilment of the scenarios. These schedules were drawn. This schedules can be find on the next page.

Presented the previous research to Matthijs Leendertse. The main feedback: “Set / rephrase the balance of power between the parties. The public has a lot of power over the caterer? It has more influence than power. If you build scenario stories, give actors a role in the scenarios. To build more background and depth. Those are Fun things to take into consideration. How can they position themselves in it?” 107

People over 65 prevail

Y-axis

Sharing together Later on the day Flexible workspaces, close to home, many freelancers, variable and uncertain salary Corporate Social Responsibility

X-axis

- Traditional - Authority - Discipline - Egocentric - Consistent - Analytical - Experience - Welfare - Conforming - Certainty - Fear - Tenacious - Hierarchy - Responsible - Dependent

Fast, easy, experimental and sound nutrition (sustainable and healthy).

Consumers have the most influence

X-axis

- Independent - Exacting - Quality - Critical - Unique - Simplicity - Welfare - Prestige (money) - Control - Privacy - Transparency - Freedom - Respect (demand) - Faithful - Award - Personal

Based on how people live/work/play/shop:

Tourism care, alternative medicine, causes tackled from different (cultural) viewpoints

Quarterlifers prevail Unbound freedom Matching to lifestyle and kindred, Luminous roads, touchscreens, clean, varied within known base advertising, playgrounds for adults Uncomplicated, dream chasers, new contacts, Urban Gardening Large companies, trans cross sectoral, life satisfaction, ownership within Technology to make their own lives frameworks and the world better (Sport) injuries, technological effects Funny, clean, recycle facilities every- on health, overload, carers and supwhere, many cultural influences, cosy, port from employers attractive Sharing within communities, technology to support lifestyle, gadgets, innovations Apple, Google, Red Bull

Greener, less dense housing, more Traditionally, does not like the unspace around you, cultural diversity, known, family is important (re)training, risk avoidance and free- sustainability lancers Office, bureaucratic, public transportation, high and stable salary Competitive, personalized care, deMany lifestyle diseases (obesity, heart pression (burnout), more attention for mental health care, hypochondriacs disease, allergies), expensive care and lots of medication, supressing symptoms, addictions Status, money, knowledge, lectures, intellectual platforms, literature, classical music, quality materials, good Security (financially and emotionally), hometown, small materialistic, remidiscussions, family nisce Technology to gain knowledge, traditional entertainment in a new way Neat home, sharing uncertainties, spring cleaning, personal approach High quality, fresh, slow food

People over 65 prevail

Y-axis

Technology that contributes to quality of life, comfortable but not too much Garbage collectors and cleaners keep the streets clean, newly built homes with landscaped parks with benches to come together

Institutions have the most influence

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Quarterlifers prevail - Organization Ability - Sophisticated - Selectively docile - Active - Self development - Loyal - Authentic - Collective - Selective faithful - Objective - Image (what you do) - Choose what suits - Sprightly - Freedom - Privacy - Self-critical - (To earn) respect - Transparency - Expectations - Guidance - Contradictions - Division - Idealistic - Innovation from companies - Suspicious - Gaining followers - Innovation from citizensâ&#x20AC;&#x2122; - Brands are a religion initiatives - Mass customisation - Specific - Lifestyle focussed - Creative - Insecure - Changeable - Adhocracy - Self-esteem - Own truth

Institutions have the most influence

Consumers have the most influence

Values and characteristics:

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With regard to the catering:

Quarterlifers prevail - Supply-driven and mass customization. - Range of choice of ‘lifestyle’. - Creative: organize a great party with as little money as possible - Experience (intangible) is paramount.

- - -

Demand-driven and personalized. Unique products and experiences. Variation, innovation and experimental.

- - - - -

Quality, fresh, local food and slow. Authentic, honest, knowledge and a story behind the company. Personal and informative (especially orientation). Variety. Consistently to maintain consumer confidence.

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X-axis

- No choice, fill in norm (in this industry, one has to celebrate this feast that includes catering like this). - Passive and traditional. - Little fuss. - Traditional professions - High-end segment separated from low-end segment (cleaners versus board).

People over 65 prevail

Y-axis

Institutions have the most influence

Quarterlivers prevail - The economic situation is not good and one can’t make career. Retirements can’t be given. - Flex workers increase, which means there is insecurity. - People go from job to job. People over 65 prevail - Ones career is long and the economic situation increases. Retirements can be given. - More certainty because there are more contract workers. - Loyalty to jobs Consumers have the most influence - Transparency - Personalisation - Distributed capitalism Institutions have the most influence - Privacy vs. monitoring - Mass customization - Managerial capitalism

Consumers have the most influence

Seventh week Building scenarios The differences in the insecurities are set up:

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Eighth week Using scenarios Timeline: Timeline is made to clarify what happened in the past. The past influences the present and the future. First a search for happenings that have a connection with each factor of the DESTEP started. The DESTEP factors are Demography, Economy, Sociology, Technology, Ecology and Politics. The history was researched from 1945 to 2014. This timeline is made visual and the link to this website can be found in the chapter Timeline. Chosen is to make a small timeline from the happenings that are relevant for the insecurities. This Timeline is also made visual and can be found in the chapter Timeline. Scenarios: The scenarios can be written. The teacher gave feedback while the â&#x20AC;&#x2DC;worldsâ&#x20AC;&#x2122; were discussed. This feedback was very positive so the scenarios are more extended.

Concepts: For the concepts was chosen to use the former scenarios. These concepts are supported by weak signals. Weak signals are signs that say things might happen in the future. There are images that form a mood board to visualize the concepts. Tenth week Completion Advice: The advice is written in combination with models, which came from the lessons. The lessons gave information about how to write an advice but also how to give an advice in the presentation to the client Maison van den Boer. Design: The design was discussed before and is made in the form of this report. Chosen is to give the report digitally. Itâ&#x20AC;&#x2122;s placed on a cd.

Ninth week Results cashing Timeline: The timeline was too extensive. Chosen is to make a small timeline of the happenings that are relevant for the insecurities. This Timeline is also made visual and can be found in the chapter Timeline. Scenarios: Scenarios were finished. The scenarios were discussed with the teacher for the second time to be sure if these were good. The teacher thought the scenarios looked more like concepts. A new format for the scenarios was made to make it look like a scenario. Chosen is to describe a day in a life of the mentality group that are more present in one of the scenarios. A picture of the person of the mentality group is added in the scenarios.

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