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TALK @ GUDRUN&GUDRUN - LONDON FASHION WEEK
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kjærGLOBAL
03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
kjærGLOBAL
IMAGINING THE FUTUREEthical Consumption and The Business Case for The Good Life
03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
kjærGLOBAL
03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
OVERCONSUMPTION VS ‘THE GOOD LIFE’
Efficiency and Connectivity Happiness and Meaning
Family H
oliday in Norw
ay - Photo: Harald Brekke
SF’s Museum
of Modern Art -
Snøhetta
kjærGLOBAL
03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
Only 20% of brands globally are perceived to have a notable positive impact on our sense of quality of life
NEW MODELSkjærGLOBAL
kjærGLOBAL
03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
TREND ATLAS 2020+
DigitalNatives
Good Cause
Trend Atlas – Kjaer Global ©
2012
UNIVERSAL VALUES
CARING ORGANISATIONS
MEANINGFUL EXPERIENCES
GLOBAL POLITICS & LEGISLATIONS ENVIRONMENT ISSUES
A BETTER WORLD
QUALITY OF LIFE
Mindfulness HappinessHunting
BrandEngagement
Work/LifeBalance
SocialCapital
CulturalConsumption
Enoughism
TheReal Thing
2. SOC
IAL
3. EMO
TION
AL
4. SPIRITU
AL
1. SCIEN
TIFIC
EMERGENT TECHNOLOGIES
Internet ofThings
Clean TechBioRevolution
EmpathicLeadership
The Good Life
ConvenienceSociety
LearningCommunities
CrowdedPlanet
ClimateChange
AlternativeEnergies
ECONOMIC DRIVERS
PATCHWORK TRIBES
No AgeSociety
Global Citizens FemaleEmpowerment
CreativeClass
Free-RangeParents
COMMUNICATION NATION
DialogueDriven
Education 4.0
‘Deep’Storytelling
SocialEntrepreneurship
CollaborativeConsumption
POSITIVE WELLBEING
FoodieCulture
AlternativeTreatments
ActiveLeisure
UrbanisationBioDiversity
ConsideredConsumption
IntelligentReduction
TheBig Society
InclusiveDesign
TransmediaPlatforms
Biomimicry
CloudIntelligence
One PlanetLiving
RedefinedFamilies
HealthChallenges
ResourceShortage
Soft Power Public
PoliciesTurbulentMarkets
RisingEconomies
InnovationHubs
NewModels
GeopoliticalIssues
TotalTransparency
kjærGLOBAL
03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
KEY DRIVERS OF ETHICAL CONSUMPTION
* RESOURCE SHORTAGE
* TOTAL TRANSPARENCY
* ENABLING TECHNOLOGY
* GEOPOLITICS ISSUES
* DISRUPTIVE INNOVATION
* THE SHARING ECONOMY
* SOCIAL CAPITAL
* THE GOOD LIFE
kjærGLOBAL
03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBALME
WE
VALUE DRIVEN CONSUMPTION
EMOTIONAL – Slow LifeRATIONAL – Fast Life
GLOBAL SUSTAINERS
WELLBEING EXPLORERS
CREATIVE CLASS
SPEED HUNTERS
4 PPeoplePlanetPurposeProfit
Mindset M
ap Illustration 2012 © K
jaer Global
EMPOWERMENTEnabling Technology
COLLABORATIONDisruptive Innovation
DIVERSITYGeopolitical Issues
DIALOGUEThe Sharing Economy
AWARENESSResource Shortage
COMMUNITYSocial Capital
ENGAGEMENTThe Good Life
HONESTYTotal Transparency
kjærGLOBAL
03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL
kjærGLOBALkjærGLOBAL
Photo: Snøhetta's Norw
egian Wild R
eindeer Centre Pavilion
A true measure of a 21st century ethical brand's success is how it engages with people and the world
CONCLUSION