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IMAGINING THE FUTURE Ethical Consumption and The Business Case for The Good Life 03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
OVERCONSUMPTION VS ‘THE GOOD LIFE’
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Family Holiday in Norway - Photo: Harald Brekke
SF’s Museum of Modern Art Snøhetta
Efficiency and Connectivity
Happiness and Meaning 03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
NEW MODELS
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Only 20% of brands globally are perceived to have a notable positive impact on our sense of quality of life 03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
TREND ATLAS 2020+
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QUALITY OF LIFE 4. SPIRITUAL
Trend Atlas – Kjaer Global © 2012
UNIVERSAL VALUES
The Good Life
POSITIVE WELLBEING 3. EMOTIONAL
Active Leisure
Foodie Culture
Happiness Hunting
Mindfulness
Enoughism
Empathic Leadership
The Big Society
MEANINGFUL EXPERIENCES
Alternative Treatments
Cultural Consumption
‘Deep’ Storytelling
Collaborative Consumption
Inclusive Design
COMMUNICATION NATION
A BETTER WORLD
The Real Thing
Intelligent Reduction
Considered Consumption
Biomimicry
Social Entrepreneurship
PATCHWORK TRIBES
Good Cause
One Planet Living
CARING ORGANISATIONS
2. SOCIAL Dialogue Driven
Education 4.0
Transmedia Platforms
Cloud Intelligence
EMERGENT TECHNOLOGIES 1. SCIENTIFIC
Bio Revolution
Internet of Things
Clean Tech
No Age Society
Redefined Families
Digital Natives
ECONOMIC DRIVERS
New Models
Turbulent Markets
Rising Economies
Innovation Hubs
Global Citizens
Creative Class
Female Empowerment
Learning Communities
Free-Range Parents
Work/Life Balance
GLOBAL POLITICS & LEGISLATIONS
Resource Shortage
Soft Power
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
03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
KEY DRIVERS OF ETHICAL CONSUMPTION
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* RESOURCE SHORTAGE * TOTAL TRANSPARENCY * ENABLING TECHNOLOGY * GEOPOLITICS ISSUES * DISRUPTIVE INNOVATION * THE SHARING ECONOMY * SOCIAL CAPITAL * THE GOOD LIFE 03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
VALUE DRIVEN CONSUMPTION
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WE
CREATIVE CLASS COLLABORATION Disruptive Innovation
DIALOGUE The Sharing Economy
RATIONAL – Fast Life DIVERSITY Geopolitical Issues
GLOBAL SUSTAINERS AWARENESS Resource Shortage
4P
COMMUNITY Social Capital
People Planet Purpose Profit
EMOTIONAL – Slow Life ENGAGEMENT The Good Life
HONESTY Total Transparency
WELLBEING EXPLORERS
SPEED HUNTERS ME
03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
Mindset Map Illustration 2012 © Kjaer Global
EMPOWERMENT Enabling Technology
CONCLUSION
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Photo: Snøhetta's Norwegian Wild Reindeer Centre Pavilion
A true measure of a 21st century ethical brand's success is how it engages with people and the world 03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL