Thinking Differently for the Future

Futurist Anne Lise KjaerMOTION September 9, 2009

DYNAMICS OF TRENDS 2015+Tomorrow’s People & Emotional Consumption

THE JOURNEY

• TODAY’S SOCIETY

• TREND MAPPING

• KEY SOCIETY DRIVERS

• TOMORROW’S PEOPLE

• CONCLUSION

Society Trends 2015+

www.kjaer-global.com

Society Trends 2015+ THE SUSTAINABILITY AGE

Sustainability is our new religion - transforming our world, society and how we do business



Companies and organisations must facilitate, educate, inspire andconvey an ethical message to meet the needs of tomorrow’s people

EMPATHIC LEADERSHIP


CONTRASTS CO-EXIST



Budget ConsumptionGiving away to good causes

THE WHOLE BRAIN

RIGHT BRAIN

LEFT BRAIN

SynthesisesThe Bigger Picture

1. SCIENTIFIC 2. SOCIAL

1

2

3. EMOTIONAL 4. SPIRITUAL3

4

AnalysesDetails



Glocalisation

GLOBAL POLITICS

SurveillanceSociety

HealthBurden

ResourceShortage

ClimateChange

SUSTAINABILITY AGE

UrbanLiving

BioDiversity

FoodieCulture

PersonalPampering

PERSONAL FULFILMENT

2. SOC

IAL

3. EMO

TION

AL

4. SPIRITU

AL

1. SCIEN

TIFIC

UNIVERSAL AWARENESS

EmpowermentBrands

RethinkingWork/Leisure

Co-Creation

COMMUNICATION NATIONCARING COMPANIES

AuthenticityHunting

EMOTIONAL CONSUMPTION GLOBAL SUSTAINERSHEALTH & WELLNESS

PATCHWORK SOCIETY

GreySeniors

RedefinedFamilies

CreativeClass

FemaleEmpowerment

Five StarYouth

ConvenienceCulture

InnerSilence

RediscoveredWisdom

AlternativeTherapies

SpiritualIntelligence

AnxietySociety

Spirituality/ScienceConvergence

ConvergenceTechnologies

PermaYouth

Transparency

ConsciousConsuming

PersonalisedEverything

One PlanetLiving

WORK/LIFE BALANCE

Quiet Luxury

A BetterWorld

ECONOMIC DRIVERS

CreativeCapital

Living theBrand

CreditCrunch

EmergingEconomies

CulturalConsumption

IntelligentReduction

EMERGENT TECHNOLOGIES

SmartEverything

CleanTech

SpaceExploration

TREND ATLASSociety Trends 2020+


NAVIGATING COMPLEXITY

Trends can present new opportunities. However without a Trend Atlas navigatingthe future is like travelling to an unknown location without your GPS switched on



KEY DRIVERS

* Convergence Tech

* Co-creation

* Convenience Culture

* Glocalisation

* Creative Class

* ‘No Age’ Society

* Global Sustainers

* Personal Wellbeing



CONVERGENCE TECHNOLOGY

The biggest benefit of convergence technology is the empowerment of the individual. Today we manage our lives and environment in ways previously undreamt of

Macro Trends 2015+


Technology and Architecture convergence will continue to affect our environment on every level

Applications software to run our life

BIG Kazakhstan’s new

National Library


National Library


National Library

BIGBIGBIGBIG

Kazakhstan Kazakhstan Kazakhstan Kazakhstan ’’ ’’ s new

National Library

s new N

ational Librarys new

National Library

s new N

ational LibraryBIG

Kazakhstan’s new N

ational Library

CO-CREATIONSociety Trends 2015+

In a network society we connect across conventional borders. It empowers people toco-create product and services. We want influence and clear value definition


The Facebook or Youtube Generation favour content sharing

Comparison sites enables people to get the best dealComparison sites enables people to get the best dealComparison sites enables people to get the best dealVirtual societies presents new brand presence opportunities

CONVENIENCE CULTURESociety Trends 2015+

In a fast society ‘Time-saving’ is a magic word. Why wait if I can have it now?Offer fast, easy and empowering solutions or your customer will turn to your competitor.


On the go consumption

Fast everything: Work, Infotainment and instant recovery

McDonalds is the new health conscious fast-food choice

‘Easy & Cheap’ shows the way ahead

GLOCALISATION

Connectivity and integration drives globalisation. Local cultural capital reflected in thebrand is attractive to tomorrow’s people and gives an edge over global competition

Macro Trends 2015+


Story telling, especially about origin and people is vital‘Still Made Here’ – home-grown creative capital gains currency

Global trade / local values

iittala Group’s head office in H

elsinki

Saville Row

tailors

Macro Trends 2015+ THE CREATIVE CLASS

High-achieving skilled individuals forms a responsible, cohesive Creative Class.This group profoundly influences work, product offerings and lifestyle issues


Cultural consumption is now available for the masses

Creative entrepreneurship influences society

Google in Zurich

Tate Modern

‘NO AGE’ SOCIETYMacro Trends 2015+


The ageing society may soon see the workforce span four generations.We already see a shift towards a more positive cultural and corporate mindset of aging

The SYLO generation (Staying Younger Longer) has emerged – it’s cool to be an active senior Living longer with a holistic approach

Wealth is measured by how much you give away

Conscious and ethical ‘One Planet Living’ for global change

The influential and informed individual practises sustainability by ‘doing’ and this is filteringthrough every level of society. Businesses must have a ‘genuine ethical and caring attitude’

GLOBAL SUSTAINERSSociety Trends 2015+


PERSONAL WELLBEING

Health concerns have changed the west, with some health issues at epidemic levels.Personal wellbeing and ‘good karma’ hunting has become big business



Luxury spas for personal pampering to improve healthFrom yoga to Botox

Foodie Junkies

The key trends clearly indicate apolarised society – sharinglifestyles and value setsacross conventional borders

TOMORROW’S PEOPLE



The WE people The ME People

CONTRASTING MINDSETSSociety Trends 2015+


Hunters(ME)

Gatherers(WE)

EMOTIONAL CONSUMPTION

Rational

EmotionalSociety Trends 2015+

INTERACTIVECo-Creation

PROGRESSIVEConvenience Culture

SCENARIO 2

GLOCALGlocalisation

ETHICALGlobal Sustainers

SCENARIO 3

MEANINGFULPersonal Wellbeing

ENERGETIC‘No age’ Society

SCENARIO 4


Key BrandExperiences

CONNECTIVITYCreative Class

EMPOWERINGConvergence Tech

SCENARIO 1

SCENARIO 1: EMPOWERING



People bond with empowerment brands that provides knowledge, inspiration andpersonal ownership. Unconventional thinking engages and cements lasting relationships

Intrepid Travel, Australia and UK

Society Trends 2015+ SCENARIO 2: INTERACTIVE


Encourage exchange of ideas such as co-reviewing and co-creation.Inspire people by offering customisation and intelligent choice


Take a lead as an ethical organisation and the worthwhile choice,but never overplay sustainable or ethical credentials

SCENARIO 3: ETHICAL



We want to learn about ourselves and find greater meaning in life.Create inspiring and meaningful propositions to empower and change lives

SCENARIO 4: MEANINGFUL


SOCIAL EMOTIONAL

CONCLUSIONSociety Trends 2015+

To lead have perspective and be people-centric - truly empower people on all levels. Onlythen can you create successful products to engage tomorrow’s emotional experience hunters
