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