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CENTENNIALS HOW THE NEXT GENERATION
WILL DISRUPT YOUR FUTURE
1
3
Henry Tucker
Managing Director
4
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
5
$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
10
"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
13
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
14
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
15
TODAY’SASSUMPTION:
Brand with best product provision leads category
CENTENNIAL DISRUPTION:
Aggregator and facilitator across category boundaries is king
16
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
17
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