Mega Trend
Society
Politics
Economy
Technology Environment
silver tsunami mega cities urbanization immigration empancipation
decentralization globalization
elderly economy female economy social economy local economy online economy crowd funding
digitalization big data connectivity security seamless technology proactive health new materials
Home and Family Living Rick Dutour Geerling Marjolein Kors Brenda Pompe
climate change scarcity sustainability energy sources & storage waste management inspiration from nature responsibility to nature
Insights
food
appreciation of growing/preparing process of food TrendONE
food/groceries/cooking as service Institute for the Future, Ikea, National Intelligence Council
growing food in the city Institute for the Future, Ikea, National Intelligence Council
food groups Institute for the Future, Ikea, National Intelligence Council
home
changes/diversity of family composition OECD, JWT, Dragon Rouge, the Guardian
“living� buildings regulating their own ecosystem BBC
building material and appliances for sustainability and optimalisation of resource use Veolia Environmental Services, TrendONE, the Guardian
home hacking and fabrication; sophisticated home improvement tools TrendOne, the Guardian
smart homes with seamlessly integrated technology
packaging
optimalisation of packaging for preservation of food and degradation of packaging Veolia Environmental Services
nanotechnology for waste management
consumer electronics domotica
OECD, ABN-AMRO, the Guardian, TrendONE
wearable technology
Veolia Environmental Services
JWT, TrendONE, Dragon Rouge, Tegenlicht
package designed for online delivery vs on-shelf
embracing analog
Dragon Rouge
serious games
urban & public spaces
TrendONE
optimized use of limited space
JWT, Dragon Rouge, Tegenlicht, Trendslator
public services & infrastructure struggling with growth & density of population Dragon Rouge
digital downtime TrendONE, Frog Design
JWT, TrendONE
wish for clear division in open and personal data Dragon Rouge
natural user interaction JWT, TrendONE
tech savvy elderly Future Trends Book
rethinking happiness, distancing from materialism
teleworking OECD, the Guardian
sharing is the new owning the Guardian, Trend Rede
industrial
brands adapt to secure a place in our lives Digital Economics, Dragon Rouge
focus on corporate values Trendslator, TrendONE, Dragon Rouge, Ernst & Young
multi-stakeholder involvement
TrendONE
taking personal responsibility in our communities
Trend Rede
hobby turned job
JWT, Dragon Rouge, Trendslator, the Guardian
healthcare
perceived distances decrease
less reliance on government, more reliance on private sector to fulfil needs
assisting technology to prevent ailment
Ipsos, the Guardian
JWT, the Guardian
sharing is the new owning
OECD, JWT
flexible homes for different needs and preferences
freedom of movement globally, digital and physical
JWT, TrendONE
ruralfication of cities
JWT, TrendONE, the Guardian
OECD, ABN-AMRO
JWT
WGSN, TrendONE, Trendslator
collaborative production and consumption
modifying homes to accommodate for living with disabilities
through digitalization and connectivity rurals can enjoy urban life & vice versa
trendwatching.com, Dragon Rouge, TrendONE, the Guardian, JWT
TrendOne, JWT, Veolia Environmental Services, the Guardian
JWT
transport & mobility
assisting technology to aid the sick
JWT, Dragon Rouge
the Guardian, Dragon Rouge, Tegenlicht, TrendONE, Institute for the Future
semi-public spaces, public private partnership
maintaining doctor-patient contact from home
the Guardian, Rijksgebouwendienst
Tegenlicht, Big Think, the Guardian
personalized healthcare TrendONE, Institute for the Future, JWT
peer to peer economy
trendONE
skill-based micro-jobs Ernst & Young, TrendONE, OECD
new construction techniques IJITEE, the Guardian
General Trends
Perfect Fit SelfActualization
Technology: Service Seamless & Economy Omnipresent
Power in Communities
• support personal empowerment • monitoring health to prevent and cure • redefine happiness • embracing out identity(s) • value-based consumer choice
• wearable • smart home • ambient intelligence • everything connects • natural user interactions
• taking control and responsibility in our lives and communities • multi-stakeholder innovation • government pulls back • public private partnership
• companies adapt to (local) consumer wishes • customization through technology in all areas of life • flexible home
• sharing is the new owning • companies adopt a social function • value of skills
Validation
The Good
diaspora
community-run, distributed socialnetwork software control of who gets what information who to include in your life
etsy
buy and sell handmade or vintage items, art, and art supplies from around the world
space040
developing a neighborhood using input of potential inhabitants
tandem tribes (imaginary example)
a platform that connects families for a range of activities cooking, babysitting, a day out, possibly even living arrangements
The Bad
dutch school system one size fits all system opportunities? allow for more in depth development of skills
dutch opening hours
inflexible government dictated opportunities? allow businesses to decide their own closed-days and opening hours
conventional construction companies
do not take the changing/diversity of family composition into account do not take available infrastructure into account opportunities? develop modular homes that are easy to reconfigure cooperate with suppliers of public transportation
dutch government
do not participate in the creation of the participation society opportunities? multi-stakeholder cooperation develop tools to empower communities