VISIONS FOR THE FUTURE

VISIONS FOR THE FUTURE Tomorrow’s People and Meaningful Retail Experiences

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04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

EVOLUTION OF CONSUMPTION

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TIME LINE

Meaning (WE) & Wellbeing

Mobility & Diversity

2020+ The Good Life 2000+ The Networked Society

GLOBAL

Open Dialogue & Engagement

Services

90s-00s Knowledge Era

Flexibility & Expertise

Status

70s-80s Post-Fordism

Automation

Materialism

50s-60s Mass Consumerism

Product is King

Social Attachment

20s-40s Taylorism & Fordism

Specialisation

Security

1910s Militarism

More Choice

Sustenance

Pre - 1900 Industrialisation

Basic Products

INDIVIDUAL

SOCIETY

The Evolution of Consumption– Kjaer Global © 2011

Individualisation (ME)

CORPORATE

Keynes predicted that by 2030 we would only work 15-hours a week as we would have ‘enough to lead the Good Life’ 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

NAVIGATING COMPLEXITY

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Icelandic Family Holiday Naturalin Hotspring Norway - Photo: - Photo:Harald Kjaer Global Brekke

Snøhetta

Connectivity and Efficiency

Happiness and Meaning 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

MULTIDIMENSIONAL THINKING

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4. SPIRITUAL 3. EMOTIONAL

2. SOCIAL

3. EMOTIONAL RIGHT

• Facts • Logic • Pragmatist

• Intuition • Vision • Possibilist

1. SCIENTIFIC

4. SPIRITUAL

1. SCIENTIFIC

‘Meaningful Brand Performance’means delivering value in all dimensions in order to engage with people 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

Whole Brain Thinking – Kjaer Global © 2011

2. SOCIAL

LEFT

FOOD RETAIL TREND ATLAS 2020+

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UNIVERSAL VALUES

4. SPIRITUAL

QUALITY OF LIFE

The Good Life

Mindfulness

3. EMOTIONAL

INTELLIGENT HEALTH

Convenient Society

Foodie Culture

Alternative Treatments

2. SOCIAL

Informed Dialogue

Cloud Culture

Active Leisure

Inclusive Design

Collaborative Consumption

Internet of Things

Smart & Clean Tech

The Real Thing

Multi - Channel Platforms

No Age Society

Redefined Families

Creative Class

A BETTER WORLD

Cultural Consumption

Global Citizen

Lifestyle Curation

Intelligent Reduction

Social Entrepreneurship

Conscious Consumption

Rising Economies

Glocalisation

One Planet Living

Free-Range Parents

Digital Natives

Work/Life Balance

Cultural Capital

GLOBAL POLITICS

Share Economy

Soft Power & New Equality

Good Cause

Sustainable Architecture

CARING ORGANISATIONS

Female Empowerment

ECONOMIC DRIVERS

Turbulent Markets

Empathic Leadership

Health Challenges

Resource Shortage

Empowerment Brands

Learning Communities

Social Responsibility

ENVIRONMENT

Total Transparency

Crowded Planet

Urbanisation

Climate Change

Alternative Energies

Transport

Bio Diversity

04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

Trend Atlas – Kjaer Global © 2012

1. SCIENTIFIC

Bio

The Big Society

PATCHWORK TRIBES

EMERGENT TECHNOLOGIES

Evolution

Greater Awareness

EMOTIONAL CONSUMPTION

COMMUNICATION NATION

Data Economy

Happiness Hunting

MEANINGFUL STORYTELLING

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Icelandic Natural Hotspring - Photo: Kjaer Museum Boijmans Van Beuningen, Rotterdam - Photo: FredGlobal Ernst

Today, only 20% of brands are perceived to have a notable positive impact on our sense of wellbeing and quality of life 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

KEY SOCIETY TRENDS

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* TOTAL TRANSPARENCY * CLOUD SERVICES * MULTI-CHANNEL PLATFORMS * GLOBAL CITIZENS * THE REAL THING * A BETTER WORLD * INTELLIGENT HEALTH * THE GOOD LIFE 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

TOTAL TRANSPARENCY - Trust

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An authentic organisation ensures that brand promise and consumer experience are totally aligned with performance 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

CLOUD SERVICES - Dialogue

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Cloud-enabled services inspire innovative dialogue driven business models – where agility and scalability rule 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

MULTI-CHANNEL PLATFORMS - Convenience

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Tesco Home Plus Windows 7 Phone

As physical and virtual borders dissolve, seamless transitions in all areas of life will be the norm 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

GLOBAL CITIZENS - Mobility

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Source: Global Talent Rally, CIFS, 2010

Culturally open and mobile, Global Citizens are setting new standards in virtually all areas of society and business 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

THE REAL THING - Storytelling

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The School of Life London

Cultural capital is the value of ‘real’ brand experiences – fostering trust and enabling communities to flourish 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

A BETTER WORLD - Community

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Dalston Roof Park London - Photo: Julian Walker Flickr

It is recognised that business, not government, should be the primary driver behind a sustainable future 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

INTELLIGENT HEALTH - Wellness

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People want ‘intelligent health’ options built into the fabric of life, as self-improvement boosts life quality 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

THE GOOD LIFE - Engagement

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Dtac Headquarters Bangkok

The definition of ‘The Good Life’ goes public – as we start to question the conventional way of measuring success 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

MEANINGFUL RETAIL EXPERIENCES

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HAPPY BOHEMES

CULTURAL EXPLORERS TRUST

STORYTELLING

Total transparency

The Real Thing

DIALOGUE

COMMUNITY

Cloud Services

A Better World

PEOPLE PLANET PURPOSE

RATIONAL

EMOTIONAL

PROFIT

CONVENIENCE Multi-Channel

PREMIUM PROFESSIONALS

The Good Life

Mindset Map Illustration 2012 © Kjaer Global

MOBILITY Global Citizens

ENGAGEMENT

WELLNESS Intelligent Health

WELLBEING HUNTERS 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

PREMIUM PROFESSIONALS – PROFILE SNAPSHOT

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Philips Microbial Home NeoNest by dbox for The Future Laboratory

High Achiever & Aspirational

Multi-Channel & Life Management

Mobility & Convenience 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

HAPPY BOHEMES – PROFILE SNAPSHOT

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Adventurous & Creative

Sharing Networks & Affinity Groups

‘We’ time over ‘Me’ time 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

CULTURAL EXPLORERS – PROFILE SNAPSHOT

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Eagle Ridge Photo: Gary Gladwish Architecture

Authenticity & Culture

Pro-active & Informed

Better World & Ethics 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

WELLBEING HUNTERS – PROFILE SNAPSHOT

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Nakahouse Photo: architecturelab.net 4 Corners House by Avanto Architects

Meaning & Mindfulness

Transparency & Intelligent Reduction

‘Me’ time over ‘We’ time 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

CONCLUSION

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Photo: Snøhetta's Norwegian Wild Reindeer Centre Pavilion

Icaland - Photo: Kjaer Global

Winners of the future will be businesses that deliver sustainable, social, emotional and economic value to their community 04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL