Greece microtrends presentation final

Mark J. Penn with E. Kinney Zalesne

microtrends


microtrends

A Changing Landscape

• For consumers• For media• For business

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microtrends

Three Drivers to this change

1. Cost of personalized production

2. Cost of marketing to individuals

3. Individuality

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microtrends

The “Starbucks” Economy

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microtrends

From Megatrends to Microtrends

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Microtrends Contradict

More affluence,More work.

More technology,More retreat.

More science,More religion.

More water,More caffeine.

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microtrends

Greece In Crisis

• Aging Population• Low Exports, High Imports• High government employment,

low private-sector employment• No clear economic role apart

from tourism

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microtrends

An Aging Greece

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1. Niger 49

2. Uganda 49

3. Dem. Rep. of Congo 47

4. Angola 46

5. Chad 46

6. Zambia 46

7. Malawi 46

8. Burkina Faso 46

9. Mali 45

10. Nigeria 45

World’s Oldest Countries % of Population Age <15

1. Monaco 24

2. Japan 23

3. Germany 20

4. Italy 20

5. Greece 19

6. Sweden 18

7. Latvia 17

8. Estonia 17

9. Finland 17

10. Austria 17

% of Population Age 65+


microtrends

Eurostars

As European fertility rates fall, the number of single-child families across the continent is rising.

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Mammonis

On average, in Europe, a whopping 70% of men aged 18-30 still live with their parents.

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Immigration an additional burden

• Greece’s population now 8.6% immigrant

• Immigrants make up nearly 1/5 of the workforce (mainly agricultural and unskilled jobs)

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Militant Illegals

As immigrant populations increase, they will have a corresponding larger impact on politics and campaigns

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microtrends

Low Imports, High Exports Threaten Greek Economy

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$61.47Billion


microtrends

Huge public sector unsustainable

• Public sector accounts for approx. 40% of GDP

• Public sector also highly inefficient, rife with corruption

• National debt greatest in Europe for a country of its size

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Time for a New Niche?

China is known for manufacturing, Italy for fashion, Japan for cars, Saudi Arabia for oil. What will Greece’s new niche be?

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microtrends

Volatility leads to Opportunity

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microtrends

Doomsayers

Doom and gloom are in, optimism is out. While a few "doomsayers" were once

the outliers among a widely optimistic populace, today there are millions of new

pessimists talking up calamity and catastrophe as never before.

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microtrends

Mattress Stuffers

In today’s financial crisis, “New Mattress Stuffers” have lost their trust in the financial world, and are instead relying on

themselves for protection – with gold coins, home safes, and even guns.

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microtrends

Fearless Freddies

“Fearless Freddies” are going bungee-jumping into the middle of the financial crisis -- bravely increasing their investments even as the markets and the financial system collapse and

gloomy predictions abound.19


microtrends

Quasi- Government Workers

Thanks to 2008’s government bailouts, there are at least 1.6 million workers whose employers have changed suddenly from private sector to partly-owned by (or at least very beholden to)

the federal government.


microtrends

Value Is the New Green

Healthy food, hybrid cars, energy efficiency -- these were the attributes that burnished brands. But now green is taking a

back seat to a new core value -- value.21


microtrends

Green Workers

Demand for eco-friendly building and retrofitting, alternative energy initiatives will make Green the next big employer.

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microtrends

Guys Left Behind

Although much attention is paid to women’s struggles to gain equality with men, women are actually “winning” when it comes to education, voting participation, and home ownership.

Those disparities, combined with men’s greater rates of incarceration, alcoholism, obesity, heart disease, and fatal car accidents, are resulting in a serious group of Guys

Left Behind.

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microtrends

Social Geeks

No longer a refuge for the anti-social, technology is embraced by the most social people in America.

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microtrends

Tech Fatales

Women and girls drive the majority of consumer electronics purchases in America, outspending men on technology 3 to 2.

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microtrends

Smartphoniacs

Smartphoniacs are an eclectic mix of the successful and powerful, busy professionals, teenagers and college students who

communicate incessantly. 26


microtrends

Video Game Grownups

As of 2006, the average video/computer game player was 33 years old – with adult women making up a substantially larger

portion of the market than teenage boys.

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microtrends

Pet Parents

The percentage of households in America with pets (63%) is more than twice the percentage of households with kids (30%).

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microtrends

DIY Doctors

In 2005, 117 million people used the Internet for health-related information. By 2006, that number jumped to 136 million.

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microtrends

New Info Shoppers

People are becoming research addicts. These days, huge numbers of people check the internet for reviews and

ratings on virtually every product they buy. 30

% WHO WOULD RESEARCH BEFORE … All

Car 85New computer 83New doctor 83Home 81A vacation 75Voluntary medical treatment 74Television 74Camera 74New job 73Hospital 72Cell phone plan 72New cellular phone / PDA 72Internet service plan 71Maintenance person 70Vacuum cleaner 58Apartment 57Tutor for kids 53Kid’s programs 51A significant other 46Restaurant to eat at 42Household cleaning product 32Pair of boots 23Shampoo 22


microtrends

Long Attention Spanners

There is a growing group of people who want more information, not less. The average bestseller has grown 100 pages; the biggest grossing movie in America ran over 3 hours; and golf, marathons, and puzzles are on the

rise.

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microtrends

30-Winkers

The number of American adults who get fewer than 6 hours of sleep a night has grown from 12% in 1998 to 16% in 2005

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microtrends

Caffeine Crazies

While Americans drink more water than ever, there is also an intense group drinking more high-caffeine, super-energy drinks than ever before.

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microtrends

Committed Cohabiters

Today, living together unmarried represents the fastest growing type of household in America – especially in the

younger and older age bands of dating. 34


microtrends

Internet Marrieds

Internet Dating used to smell of geeky anti-socialness – but now there some 3 million Americans have turned on-line dates

into a long-term relationship or marriage.


microtrends

Interspatial Couples

5% of Americans are in interspatial relationships -- and more than five times as many say they are proud of or amused by their

height differences as those who say they are embarrassed by them.


microtrends

Pampering Parents

American parents today are more permissive than ever, and “spare the rod spoil the child” has been

replaced with “sit down and have a good long talk.”37


microtrends

Neglected Dads

Dads spend more time than ever with their children. But who is marketing children’s clothes, food, toys, or books to Dads?

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microtrends

Southpaws Unbound

It’s been thought that left-handed people are 1 in 10,

but it’s actually closer to 1 in 6.


microtrends

Vegan Children

1.5 million children in the U.S. between the ages of 8 and 18 are vegetarians -- up from virtually zero 50 years ago.


microtrends

Young Knitters

Teen and 20-something knitters grew from under 3 million to over 6 million -- just between 2002 and 2004.

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microtrends

Uptown Tattooed

As of 2006, more than 30 million Americans have tattoos, up from fewer than 20 million just three years ago.


microtrends

Flip Floppers

Flip-flops are the top wardrobe item that college and high school students wear to work.


microtrends

Working Retired

5 million people aged 65+ are in the U.S. labor force, almost twice what it was in the early 1980s.

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microtrends

Impressionable Elites

Elites are swayed by personality, while regular voters are highly focused on health care, college affordability, and jobs.


microtrends

Educated Terrorists

Terrorists are rarely the downtrodden, desperate people they are assumed to be. Their world view may

be callous, but it is highly cogent.


microtrends

Failure to Change is FailureCompanies that recognize the changing landscape will have the competitive edge going forward.

Companies that don’t understand will be operating in the wrong economy.

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microtrends

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Business

Greece microtrends presentation final