THE FUTURE OF MONEY

www.kjaer-global.com

THE FUTURE OF MONEY 2020+THE FUTURE OF MONEY 2020+

Presentation by Anne Presentation by Anne LiseLise KjaerKjaer March 2010 March 2010

What Matters to People in the Age of TransparencyWhat Matters to People in the Age of Transparency

THE JOURNEY

• TODAY’S SOCIETY

• TREND MAPPING

• KEY SOCIETY DRIVERS

• WHAT MATTERS TO PEOPLE?

• FOUR MINDSETS & CASES

• CONCLUSION

The Future of Money 2020+


INDIVIDUAL CORPORATE

TIME LINE

1910sMilitarism

1940s – 1960s Fordism & Credit Cards

PeopleEmpowerment

EmpowermentBrandingEmpowerment Branding

We are entering a new era where value sets are shifting and with that new business models are will emerge

EVOLUTION OF SOCIETY & CONSUMPTION

Self-Realisation Brand Equity

Product is kingMass Consumption

Sustenance Basic Products

Security More Choice

1990s – 2000sPost-Modernity & Digital

Money

The Next Decade - 2020+

1970s – 1980sNeo-Fordism Specialisation

CSR & EthicsToday

Sustainability

Individualisation

Conscious Consumption

1920s – 1930sAutomatism / Bernays Public RelationsSocial Attachment

pre 1900 – 1900Industrialisation / Urbanisation

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EMPATHIC LEADERSHIP

Businesses and enterprises must facilitate, educate and inspire as well as engagea sound ethical philosophy to attract tomorrow’s emotional consumer and employee



THE SUSTAINABILITY AGE


Sustainability has become a new religion – already influencing how we do business now and in the future

The Energy Academ

y on Samsoe


Slow eco-conscious ‘glocal’ consumption

CONTRASTS CO-EXIST


Fast forward globalised mass-consumption


RIGHT BRAINRIGHT BRAINSynthesis & Big PictureSynthesis & Big Picture

LEFT BRAINAnalysis & Details

4. SPIRITUAL 1. SCIENTIFIC

2. SOCIAL 3. EMOTIONAL

The Future of Money 2020+ WHOLE BRAIN CULTURE


2. SOC

IAL3. EM

OTIO

NAL

4. SPIRITU

AL1. SC

IENTIFIC

Glocalisation

GLOBAL POLITICS

SurveillanceCulture

HealthChallenge

ResourceShortage

ClimateChange

SUSTAINABILITY AGE

UrbanLiving

BioDiversity

FoodieCulture

PersonalPampering

PERSONAL FULFILMENT

2. SOC

IAL3. EM

OTIO

NAL

4. SPIRITU

AL1. SC

IENTIFIC

UNIVERSAL AWARENESS

EmpowermentBrands

RethinkingWork/Leisure

Cloud Culture& Dialogue

COMMUNICATION NATIONCARING COMPANIES

TheReal Thing

EMOTIONAL CONSUMPTION GLOBAL SUSTAINERSHEALTH & WELLNESS

PATCHWORK SOCIETY

GreySeniors

RedefinedFamilies

CreativeClass

FemaleEmpowerment

Five StarYouth

ConvenienceCulture

Quality of Life HappinessHunting

AlternativeTherapies

KarmaCapitalism

AnxietySociety

Spirituality/ScienceConvergence

EmpowermentTechnology

PermaYouth

TotalTransparency

ConsciousConsumption

PersonalisedEverything

One PlanetLiving

WORK/LIFE BALANCE

Deep Luxury

A BetterWorld

ECONOMIC DRIVERS

CreativeCapital

Living theBrand

EconomicChallenges

NewEconomies

CulturalConsumption

IntelligentReduction

EMERGENT TECHNOLOGIES

SmartEverything

CleanTech

SpaceIntelligence

TREND ATLAS



www.kjaer-gloal.com

The Future of Money 2020+ NAVIGATING THE FUTURE

Our Trend Mapping Tool provides the whole picture – a GPS for navigating complexity and creating future scenarios


The Future of Money 2020+ KEY DRIVERS & ENABLERS

* Total Transparency

* Empowerment Technology & Convenience

* Cloud Culture & Dialogue

* New Economies & Glocalisation

* Clean Tech & Conscious Consumption

* Global Sustainers

* Personal Fulfilment

* Karma Capitalism

Google have launched a ‘freedom of expression’ prizeWikileaks exposes wrong-doings in society

Transparent interaction between government & citizensConsumer reviews can make or break businesses

TOTAL TRANSPARENCY


Openness is the new norm, as boundaries between public and private are redrawn. With nowhere to hide from onlineexposure, trust goes hand in hand with transparency, and caring values are essential for a company’s success


EMPOWERMENT TECHNOLOGY & CONVENIENCE

Convergence technology empowers the individual and businesses alike – online media, shopping, banking,blogging, reviewing is the new norm. We can now manage our life, work and socialising wherever we are



Effortless money management on the go (squareup.com)

‘Freeconomics’ = free access, collaboration & sharing

Geotagging + Twitter AR = next generation apps (twitter-360.com)

Mobile phone apps to organise your life Google is a whole new culture of thinking and understanding people

CLOUD CULTURE & DIALOGUE


Positive word of mouth will grow your business - online presence is essential


Social Media offers businesses a direct line to the consumer globally

Products and services are under constant scrutiny - comparison sites empower people

Be where people are even if it means less control of brand and content

Digital reality broadens horizons as data moves to the ‘cloud’. This enables ‘real-time’ dialogue, new collaborationsand communities, shopping, services and multimedia all on demand – feeding our desire for instant gratification

New economies are already having a profound impact on businesses and markets. Local flavour and culturalcapital reflected in the brand is very attractive to tomorrow’s people and gives an edge over global competition


NEW ECONOMIES & GLOCALISATION

Home grown creative capital gains currency when we are flooded with cheap goods

Savile Row trades on cultural capital, heritage, craftsmanship and a sustainable philosophy Never underestimate the importance of local knowledgeNever underestimate the importance of local knowledge

Home grown creative capital gains currency when we are flooded with cheap goods


New economies like those of China are already impacting markets

Digital services and apps: Fiat Eco Drive for sustainable driving

Investment in clean tech is a must both for governments and corporations as new targets to cut emissions are set.The informed citizen practises sustainability by doing and this is putting increased pressure on ‘dirty’ businesses


CLEAN TECH & CONSCIOUS CONSUMPTION

Renewable energy can be profitable and have a very positive impact for businesses

Monitoring Apps for 0 carbon efficiency



GLOBAL SUSTAINERS

Record sums were donated to Haiti via Social Media


Growth in global philanthropy and ‘making the world a better place’ indicates people’s need for social participationand value-related self-expression. Wealth is now measured by how much you can afford to give away

Twitter makes wine and donates proceeds to ‘Room to Read ‘

Giving is the new having - small and large scale philanthropy

Karma Capitalism - The Co-operative Bank and Amnesty International have joined forces

Health concerns continue to impact society as modern day lifestyle diseases reach epidemic levels.Life coaching and personal pampering is big business as more of us prioritise quality of life over fast forward

PERSONAL FULFILMENT


Therme Vals Spa recognise the role of good health and optimism through empathic architectureSelf-improvement is the path to quality life


VERY HAPPY LESS HAPPY

KARMA CAPITALISM


Happiness has become a serious business proposition and strong society driver. Governments,companies and the individual look beyond the balance sheet and explore how to make the world a happier place

The Estonian happiness bank network lets the civic-minded trade in good deeds Private and public investigations into ‘what is quality of life’

World map of happiness - Business Buddhism is big in Denmark – the happiest nation in the world


TOMORROW’S PEOPLE



Key drivers clearly indicate a polarised society - a global market place wherepeople are sharing lifestyles and value sets across conventional geographical borders

The WE people The ME People

CONTRASTING MINDSETS


The Future of Money 2020+The Future of Money 2020+

PEOPLE CENTRICBrand ExperiencesPEOPLE CENTRIC

Our Trend Atlas indicates two key types: ME and WE people. These trends are closely linkedto the value sets driving tomorrow’s customer choice in the finance and service sector

EASYConvenience

OPENESSTotal Transparency

CONNECTIVITYNew Economies

CULTURAL EXPLORES

MEANINGKarma Capitalism

STIMULATINGPersonal Fulfilment

ENGAGEMENTDialogue

KARMA HUNTERS

MOBILITYEmpowerment Technology

INTEGRALConscious Consumption

EMPOWERINGCloud Culture

URBAN PRAGMATICS

PEOPLE CENTRICBrand ExperiencesPEOPLE CENTRICPEOPLE CENTRICPEOPLE CENTRICBrand ExperiencesPEOPLE CENTRICBrand Experiences Emotional

HAPPINESSRationalTRUST

ME

WE


WHAT MATTER TO CUSTOMERS?The Future of Money 2020+

ETHICAL Global Sustainers

CARINGClean Tech

COMMUNITYGlocalisation

GLOBAL SUSTAINERS

URBAN PRAGMATICS




The Future of Money 2020+ URBAN PRAGMATICS INSIGHTS

MOTIVATORS & DRIVERS• Urban & Scene setting• Performance & latest Gadgets (iPad)• Connectivity & Frictionless

COMMUNICATION & MEDIA• Specialist, individual & forward-thinking• Clubs/magazines for connoisseurs• Networking - an 'insider

CASE STUDIES• PNC’s ‘virtual wallet’• Square iPhone Payment• BofA Twitter helpdesk

CULTURAL EXPLORERS



MOTIVATORS & DRIVERS• Social space & community• Cloud Culture & Augmented Reality (AR)• Ease of access, mobility & interaction

MEDIA & COMMUNICATION• Insider knowledge & viral marketing• Social Media, Gaming & Web focus• Influential Blogs

CASE STUDIES• MaxBank café• Paypal iPhone app (Bump)• The Morris Code (BofA)

CULTURAL EXPLORES INSIGHTS



GLOBAL SUSTAINERS



CASE STUDIES• Triodos - ‘sustainable bank of the year’,• Co-op Bank & Amnesty International• Zopa - social lending

MOTIVATORS & DRIVERS• The Real Thing: caring & responsible• Connected platforms – not sites• Transparent sourcing & ethics

MEDIA & COMMUNICATION• Peer 2 Peer reviews & comparison sites• Authentic & human touch point• Printed Media on weekends (newspapers)

GLOBAL SUSTAINERS INSIGHTS



KARMA HUNTERS



MEDIA & COMMUNICATION• Intuitive & logical information• Always ideas over logos• Enlightening & encouraging

MOTIVATORS & DRIVERS• Curated, intriguing & spiritual• Self-improvement & How to Guides• Insider tips & experiences

CASE STUDIES• Co-op Bank & Amnesty International• HSBC for their local knowledge• Nokia Money (seamless integration)


The Future of Money 2020+ KARMA HUNTERS INSIGHTS

CONCLUSION


To lead, have perspective and engage in honest dialogue - truly empower people on all levels. Only then can youcreate relevant and successful products and services to engage tomorrow’s emotional hunters and gatherers


Economy & Finance

THE FUTURE OF MONEY