THE GOOD LIFE 2020+
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‘Tomorrow’s Consumer Behaviour and Purpose Driven Leadership’
06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
THE EVOLUTION OF CONSUMPTION
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TIME LINE
Meaning (WE) & Wellbeing
Mobility & Diversity
2020+ The Good Life & New Models 2000+ The Networked Society
Open Dialogue & Engagement
Access & Services
90s-00s Knowledge Era & Sustainability
Agility & Expertise
Status
70s-80s Post-Fordism & Oil Crisis
Automation
Materialism
50s-60s Mass Consumption
Product is King
Social Attachment
20s-40s Keynesianism & Fordism
Specialisation
Security
1910s Militarism
More Choice
Sustenance
Pre - 1900 Industrialisation
Basic Products
INDIVIDUAL
SOCIETY
The Evolution of Consumption– Kjaer Global © 2013
Individualisation (ME)
CORPORATE
Keynes predicted that by 2030 we would only work a 15-hour week as we would have ‘enough to lead the Good Life’ 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
NAVIGATING COMPLEXITY
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Hotspring - Photo: Kjaer Global FamilyIcelandic HolidayNatural in Norway – Photo: Harald Brekke
San Francisco Museum of Modern Art - Rendering: Snøhetta
FAST: Hyper Connectivity and Materialism
SLOW: Happiness and Meaning 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
MEANINGFUL BRAND EXPERIENCES
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The National Gallery London and GE - Photo: Harald Brekke
Only 20% of brands globally are perceived to have a notable impact on our sense of wellbeing and quality of life 06_2013 | IGI | THE GOOD LIFE 2020+ | © 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
Trends Filter
1. SCIENTIFIC
Whole Brain Thinking – Kjaer Global © 2013
2. SOCIAL
LEFT
‘Meaningful Brand Performance’ means delivering value in all dimensions in order to engage with people 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
TREND ATLAS 2020+
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The Good Life
3. EMOTIONAL
POSITIVE WELLBEING
Active Leisure
Foodie Culture
Happiness Hunting
Mindfulness
2. SOCIAL
Education 4.0
Alternative Treatments
Transmedia Platforms
Cultural Consumption
1. SCIENTIFIC
Internet of Things
Clean Tech
Empathic Leadership
The Big Society
‘Deep’ Storytelling
Collaborative Consumption
Inclusive Design
A BETTER WORLD
The Real Thing
Intelligent Reduction
Considered Consumption
Biomimicry
Social Entrepreneurship
PATCHWORK TRIBES
Cloud Intelligence
EMERGENT TECHNOLOGIES
Bio Revolution
Enoughism
MEANINGFUL EXPERIENCES
COMMUNICATION NATION
Dialogue Driven
UNIVERSAL VALUES
No Age Society
Redefined Families
Digital Natives
ECONOMIC DRIVERS
New Models
Turbulent Markets
Rising Economies
Innovation Hubs
Global Citizens
Creative Class
Soft Power
Good Cause
One Planet Living
CARING ORGANISATIONS
Female Empowerment
Learning Communities
Free-Range Parents
Work/Life Balance
GLOBAL POLITICS & LEGISLATIONS
Resource Shortage
Trend Atlas – Kjaer Global © 2012
4. SPIRITUAL
QUALITY OF LIFE
Health Challenges
Geopolitical Issues
Public Policies
Total Transparency
Social Capital
Brand Convenience Engagement Society
ENVIRONMENT ISSUES
Climate Change
Bio Diversity
Urbanisation
Alternative Energies
Crowded Planet
06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
KEY SOCIETY TRENDS
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* REPUTATION ECONOMY * WECONOMICS * GLOBAL CITIZENS * GLOCALISATION * CONSCIOUS CONSUMPTION * SOCIAL CAPITAL * SMART WELLBEING * THE GOOD LIFE 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
REPUTATION ECONOMY – Renegotiating Consumer Trust
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Globally, 65% of people said transparent and honest business practices are key to corporate reputation 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
WECONOMICS – Multi-channel Brand Experiences
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‘Collaborative-Consumption’ is already redefining how we consume - a new economic model based on sharing 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
GLOBAL CITIZENS – The Rising Middle Class
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1985-2010 GLOBAL WORKFORCE 2.0
Source: Global Talent Rally, CIFS, 2010
2010-2020 GLOBAL WORKFORCE 3.0
The culturally open, mobile global citizens are setting new standards in virtually all areas of society and business 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
GLOCALISATION – ‘Deep’ Meaningful Storytelling
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Be it food, travel or culture – embracing provenance and regional identity is essential to delivering meaning 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
CONSCIOUS CONSUMPTION – Invite Consumer Participation
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Jensen and Skodvin Landscape Hotel Norway - Photo: kjaer global
It is recognised that business, not government, should be the primary driver behind a sustainable future 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
SOCIAL CAPITAL – Human Centric Experiences
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A strong culture is key to ‘real’ brand experiences – fostering innovation and enabling communities to flourish 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
SMART WELLBEING – Inclusive Solutions
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The Nest Learning Thermostat
Nike’s High-Tech Fuel Wristband
Sense of Purpose Photograph by David McLain, National Geographic
Google Glasses
Health concerns continue to impact society and wellbeing is big business as more people look for quality of life 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
THE GOOD LIFE – Building Meaningful Connections
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Photo: The School of Life London
As the definition of the ‘Good Life’ goes public, we start to question the conventional way of measuring success 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
THE ‘GOOD LIFE’ VALUE SYSTEM
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WE
HAPPY BOHEMES NARRATIVE Glocalisation
PARTICIPATION Conscious Consumption
BETTERNESS Social Capital
MULTI-CHANNEL Weconomics
People
RATIONAL
THE
4Ps
Profit
Planet
EMOTIONAL
Purpose MEANING
CONNECTIVITY Global Citizens
The Good Life
INCLUSIVE Smart Wellbeing
ME
WELLBEING HUNTERS 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
Mindset Map Illustration 2013 © Kjaer Global
TRUST Reputation Economy
PREMIUM PROFESSIONALS
GLOBAL SUSTAINERS
PREMIUM PROFESSIONALS
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AMBITIOUS
PROGRESSIVE
NeoNest by dbox for The Future Laboratory
Photo: Level Orange Architects
INFORMED
High Achiever & Aspirational
Smart Connectivity
Mobility & Global Citizenship 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
HAPPY BOHEMES
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COLLABORATIVE
ENTREPRENEURIA L
NARRATIVE
Adventurous & Creative
Sharing Networks
‘We’ time over ‘Me’ time 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
GLOBAL SUSTAINERS
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Photo: The Selby
COMMUNITY
Eagle Ridge Photo: Gary Gladwish Architecture
Perfect work/Life balance Photo: Medicon Valley marketing material
RELAXED
WHOLESOME
Pro-active & Informed
Authentic Narratives
Better World & Ethics 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
WELLBEING HUNTERS
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MEANING
INTELLIGENT
4 Corners House by Avanto Architects
TOTAL TRANSPARENCY
Meaning & Mindfulness
Intelligent Reduction
‘Me’ time over ‘We’ time 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
CONCLUSION
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Photo: The Treehotel in Harads North Sweden
Winners of the future will be the organisations that are agile enough to adopt the 4Ps 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
JOIN OUR COMMUNITY: kjaer-global.com
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CONTACT ME: alk@kjaer-global.com
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My ‘TRENDS MANAGEMENT TOOLKITS’ book is published by Palgrave Macmillan Business in 2014 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL
REPUTATION ECONOMY – Renegotiating Consumer Trust
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Globally, 65% of people said transparent and honest business practices are key to corporate reputation 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL