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+
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Society Trends 2015+ THE SUSTAINABILITY AGE
Sustainability is our new religion - transforming our world, society and how we do business
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Society Trends 2015+
Companies and organisations must facilitate, educate, inspire andconvey an ethical message to meet the needs of tomorrow’s people
EMPATHIC LEADERSHIP
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CONTRASTS CO-EXIST
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Society Trends 2015+
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
Society Trends 2015+
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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+
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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
Society Trends 2015+
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KEY DRIVERS
* Convergence Tech
* Co-creation
* Convenience Culture
* Glocalisation
* Creative Class
* ‘No Age’ Society
* Global Sustainers
* Personal Wellbeing
Society Trends 2015+
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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+
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Technology and Architecture convergence will continue to affect our environment on every level
Applications software to run our life
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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
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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.
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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+
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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
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Cultural consumption is now available for the masses
Creative entrepreneurship influences society
Google in Zurich
Tate Modern
‘NO AGE’ SOCIETYMacro Trends 2015+
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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+
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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
Society Trends 2015+
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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
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Society Trends 2015+
The WE people The ME People
CONTRASTING MINDSETSSociety Trends 2015+
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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
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Key BrandExperiences
CONNECTIVITYCreative Class
EMPOWERINGConvergence Tech
SCENARIO 1
SCENARIO 1: EMPOWERING
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Society Trends 2015+
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
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Encourage exchange of ideas such as co-reviewing and co-creation.Inspire people by offering customisation and intelligent choice
Society Trends 2015+
Take a lead as an ethical organisation and the worthwhile choice,but never overplay sustainable or ethical credentials
SCENARIO 3: ETHICAL
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Society Trends 2015+
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
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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
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