PROsumer.Net public seminar june 2011 key slides

Lutz Walter, Euratex, 1st PROsumer.NET public seminar, 22 June 2011, Brussels

PROsumer.NETNetworking European Technology Platforms addressing Design-based Consumer Goods Industries and Related Research and Technology Fields

1st Public Seminar22 June 2011 - Brussels

Welcome & IntroductionLutz Walter, Euratex


Design-based Consumer Goods IndustryIncluded:- Textiles and clothing- Leather and footwear products- Sporting & playing goods, toys- Interior products made of different materials such as furniture, sanitary

products, floor, wall and window coverings- Table, kitchen and glassware- Spectacles, watches, jewellery- Bags and accessories- Various wellness, cosmetic and beauty products - Design-oriented packaging of these and other products

No included:- Motor vehicles- Consumer electronics- White goods


CG - Economic FiguresEU-27, based on EUROSTAT data 2006

Industry Turnover ~500 bn € 7.5%

Economic Value Added 150+ bn € 8.5%

Employment ~5 million 15.5%

Number of Companies > 500,000 22.0%

Capital Investment ~18 bn € 7.5%

% of total manu-

facturing industry


Common socio-economic drivers & challenges

Safety & sustainability in production

and consumption

Health, well-being & activity of an

aging & individualising population

Satisfying needs & desires of a

growing global consumer class


Common Strategic Research ThemesSRT1 (Multi)functional products for

specific applications and uses

SRT2 Intelligent manufacturing &

the smart value chain

SRT3 New design and product life-

cycle concepts

SRT4 Customisation, Personalisation

& Consumer Empowerment


EDUCATIONPreserving & enhancing knowledge & skills

OPERATIONAL FRAMEWORKRegulation, standardisation & best practises

FINANCEAccess to research and innovation funding

Common innovation-related issues


Rationale for the PROsumer.NET InitiativeDesign-based consumer goods industry:

• is a vital and vibrant part of the EU economy

• is highly creative & innovative

• is a strong user of advanced technologies

• has common research and technological development needs

• innovation challenges need appropriate political action

• Fragmentation has prevented effective communication of these needs in the past

Results of PROsumer.NET should ensure a joint strong contribution of Consumer Goods industries to EU research, innovation and industrial policies

PROsumer.NETEuropean Consumer Goods Research Initiative Networking European Technology Platforms addressing Design-based Consumer Goods Industries and Related Research and Technology Fields

Global Challenges for

European Consumer Goods IndustryEmanuele Carpanzano – ITIA-CNR

European Seminar on Consumer Goods Research22th of June - Bruxelles

Global Challenges for European Consumer Goods Industry

• Global population trends

• Global life style trends

Global population trends – Ageing

• 379 Millions people aged 80 or over are expected for 2050• The rate of world population aged 65 and over in 2050 is

expected to be 29%.• The life expectancy for women and men is expected

respectively to be 89 and 84,5 years in the 2060 in Europe.

Department of Economic and Social Affairs Population Division

World population aged 80 or over:World, 1950-2050

Proportion of population aged 60 or over: world and development regions,

1950-2050

Dedicated products should be • Highly comfortable• Supporting healing processes• Integrating new services for Health• Not constrictive nor harmful for existing

health problems• Access to new functionality• Support in maintaining previous lifestyle

Global population trends – disabled

• Disability affects hundreds of millions of families in developing countries.• Currently around 10 per cent of the total world's population, or roughly

650 million people, live with a disability. • In most of the OECD countries, females have higher rates of disability

than males.

Key Findings and Recommendations from the

first World Report on People with Disabilities.

Dedicated products should be “smart” in order to •support functional recovery (i.e high perf. materials, ICT solutions, medical systems)•support individual independency•support healing processes•enable contact with an help system (i.e. ICT)

Global population trends – obesity and overweight

• Worldwide obesity has more than doubled since 1980. In 2008 1,5 billion adults, 20 and older, were overweight. Of these over 200 million men and nearly 300 million women were obese.

• 65% of the world’s population live in countries where overweight an obesity kills more people than underweight

• Nearly 43 million children under age of five were overweight in 2010

• Overweight and obesity are major risk factors for a number of chronic diseases, including diabetes, cardiovascular diseases and cancer.

• Overweight and obesity are now dramatically on the rise also in low- and middle-income countries, particularly in urban settings.

• Obesity is preventable

Dedicated products should- be highly comfortable and not constrictive- support adequately size and weight- support healing processes (diabetes, cardiovascular)- remotely support obese people- contribute to health monitoring- prevent obesity

Global population trends – new workers

• The labor force over 50 accounts for 1/5 of the total European labor force and it is expected to change and become 1 to 4. The overall activity of elderly will increase by 2.6% points by the year 2020.

• 23 million persons in the EU27 have a work-related health problem - about 60% of them suffer with musculoskeletal problems

• Policy options include an increase in the participation of women in the work force , adoption of technological solutions to improve labour productivity and a better utilization of the domestic work force.

Dedicated products should- create a protective environment in daily conditions- be highly performing (new materials, design solutions)

- be highly comfortable (light & high perf. materials)

- adequate to different use conditions (customizable)- make use of smart devices and services

Global population trends – Children

• Current OECD policies emphasize the importance of measuring the well-being of children in industrialized countries.

• Obesity is a growing concern in industrialized countries and the developing world. Data from a subset of 10 developing countries show that the percentage of girls aged 15–19 who are overweight ranges between 21 and 36 %.

• Increased prevalence of allergy in “westernised” countries in children and adolescent.

• The benefits of far-reaching digital technologies extend beyond learning to promoting creativity, entrepreneurship and activism. Adolescents and young people are using these technologies to express themselves through videos, audio recordings and games.

New dedicated products should- designed to be safe and not invasive- highly customizable- free from toxic substances- easy to be applied- make use of smart systems to support safety and growth


• Global population trends

• Global life style trends

Global lifestyle trends – urbanization

• For the first time in history, the majority of people live in urban areas. The proportion of the world’s population which is urban has been growing rapidly.

• In 2004 almost 65% of China’s GDP was produced in its 53 metropolitan regions.

New needs for products: - New social areas (ICT, networking technologies)- Continuous urban mobility- Reduced interpersonal spaces (lean products)- New sociability- Environmental stress factors (smog, pollutants, over-information) and dietary problems- Time and space management

Global lifestyle trends – individualization

•Individualized and customized products for different styles and needs• Personalized services• Custom health needs• Product choice compliant with cultural attitudes • Smart and intelligent services• Support to independent and self-reliant sphere

1. Product are custom-designed and marketed to ever-smaller segments of consumers, even to the individual level. This customization has transformed manufacturing, marketing, and retailing.

2. Immediacy - Successful businesses deliver products and services at the convenience of the consumer rather than the producer.

3. Businesses must be price competitively or create innovative products that can command premium prices.

Global lifestyle trends – sustainability

“Sustainability can be a prerequisite for profitable growth”WEF

New consumer market for “green “ product is worldwide increasing.

- No direct danger for consumer- Use of green processes and green materials - Requirements for firm reliability (i.e. labels, sustainability report)

- Quantitative assessments of beneficial measures- New smart and efficient solutions- Compliance with international regulation

Global lifestyle trends – high performancesHigh performing products are new products that

- maximize a product or service performance- introduce new functions- integrate advanced component and materials- integrate new design solution- maximize their use efficiency- be part of a total service system

In order to be “High performing” they

- make use of advanced materials- make use of advanced life cycle solutions and tools-make use of innovative design solutions-make use of advanced ICT solutions- integrate key enabling technologies (e.g. nano & bio)

PROsumer.NETEuropean Consumer Goods Research Initiative Networking European Technology Platforms addressing Design-based Consumer Goods Industries and Related Research and Technology Fields

Forward strategy of PROsumer.NETEmanuele Carpanzano – ITIA-CNR

European Seminar on Consumer Goods Research22th of June - Bruxelles


Global population trends

Global life style trends

Strategic Research Themes for Consumer Goods

SRT1 (Multi)functional products for

specific applications and uses

SRT2 Intelligent manufacturing & the

smart value chain

SRT3 New design and product life-

cycle concepts

SRT4 Customisation, Personalisation

& Consumer Empowerment

Major Outcomes

From research to innovation roadmap:

- All levels from European, to National, to Regional, to Local: what? where? when?

- All actors: Research, Business (Large and small-medium enterprises) and Authorities.

- All drivers: education and training, frameworks & rules, regulations and standards, finance & funding

- All phases along the innovation chain from knowledge to market: pilots!

Experts

ExpertsExperts

Complex Prosumer Roadmapping Process

Industry, technology and business experts will be

invited at different workshop and meetings to validate and

evaluate the general outcomes on technology and market

trends.

Such a pilot group of experts will have also a fundamental role

during the roadmapping activities.

www.prosumernet.eu (upcoming)

Project coordinator contact: Lutz Walter, Euratex

[email protected]