PROJECT FUEL: BUILDING BRANDS THAT FUEL CULTURAL …4 people on 1/3 the planet 2.52 billion 25% of...

CENTENNIALS HOW THE NEXT GENERATION

WILL DISRUPT YOUR FUTURE

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Henry Tucker

Managing Director

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people on

the planet1/3

2.52 billion

25% of US population - 82m

Source: UN Population Database. *Numbers based on Cent. Ages 0-19; 2016 data

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$44

billionbuying power in the US

today1

93%of US parents say their

children influence family

spending and

household purchases2

Source: 1. IBM 2016, 2. Cassandra report, Deep Focus2015

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90s boom Globalisation Digital savvy

Slow growth V.U.C.A. World Digital dependent

M

C

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“I suffer from

stress nowadays”

52%CENTENNIALS

47%GLOBAL ADULTS

Essential/Important when making a

decision about buying a brand:

“It allows me to personalize

products to better fit my

needs”

62% CENTENNIALS

56% GLOBAL ADULTS

“I am happy to take

some risks for the

chance to enjoy

greater rewards”

54%CENTENNIALS

33%GLOBAL ADULTS

Source: Kantar Futures Global Monitor 2016

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Centennials are defined by three core values

#realism

#resilience

#openness

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#realism #resilience #openness

CHAMPION

THE

STRUGGLE

FUEL THE

HACKER

MINDSET

YOU DO YOU

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"We will end up looking more like iGen (Centennials) than

they look like us. They are going to predict our future”

Jason Dorsey, Centre for Generational Kinetics

Starting

Points

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What if…

…you don't trust business or

government but you do trust your

peers with the most followers

…you're more used to being

influenced by an algorithm than

an expert

…you're more comfortable online

than offline

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TODAY’SASSUMPTION:

Social media as marketing channel

CENTENNIAL DISRUPTION:

Social communities as business model

“Traditional banks think that

social media is an additional

channel for shouting out their

mediocre messages”

Matthias Kröner, Fidor Bank founder

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What if…

…your communication has always

been more visual than verbal

…your attention filter is highly

honed and you don’t tolerate any

friction in the experience

…you expect seamless integration

between platforms and apps as a

minimum

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TODAY’SASSUMPTION:

Brand with best product provision leads category

CENTENNIAL DISRUPTION:

Aggregator and facilitator across category boundaries is king

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What if…

…you know your data is valuable

and if you give access to it you

expect personalisation benefits in

return

…if the system doesn’t work you

build a workaround

…you like being one of the first to

try something in beta rather than

waiting for it to be perfect

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TODAY’SASSUMPTION:

Products built by brands and sold to consumers

CENTENNIAL DISRUPTION:

Products built by consumer/brand partnerships

“The combination of open banking

data and the power of technology

has the potential to transform

people’s financial lives.”Tom Blomfield, Monzo CEO

Social communities as business model

Aggregator and facilitator across category boundaries is king

Products built by consumer/brand partnerships

The solutions need to be

simpler than the problems

Nicholas Nassim Taleb

Reframe…

…Future Proof

Future playbookNew pathways…

…Future playbook

Mapping trajectories…

…Future audiences

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Henry Tucker

Managing Director

07768 034 984

henry.tucker@kantarfutures.com