CIM PPT Mensagens Society Trends
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Transcript of CIM PPT Mensagens Society Trends
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Futurist Anne Lise Kjaer at15th BledCom Lake Bled, Slovenia, July 2008
SOCIETY TRENDS 2015+E motional Consumption and Tomorrows People
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THE JOURNEY
THE EVOLUTION OF SOCIETY
TREND MAPPING
KEY SOCIETY DRIVERS
TOMORROWS PEOPLE
SCENARIOS & CASES
CONCLUSION
Society Trends 2015+
www.kjaer-global.com
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INDIVIDUAL CORPORATE
TIME LINE
pre 1900 and 1900
1910s Pre-Ford
1930s 1940sHenry Ford and Bernays
Emotional
Consumption
Empowerment
Branding
k j a e r g
l o b a
l 1 9 9 9 e v o
l u t i o n o
f n e e
d s
We are entering a new era where value sets are shifting
THE EVOLUTION OF SOCIETYSociety Trends 2015+
Self-Realisation Brand Equity
Mass Market &Public RelationSocialism
Sustenance Basic Products
Security More Choice
1980s 2000s
The 21st century
1950s 1970s Product is king
SocialResponsibleToday
Mass Consumption
Sustainability
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Companies and organisations must facilitate, educate, inspire and anethical message to meet the needs of tomorrows emotional consumers
THE EMPOWERMENT ERASociety Trends 2015+
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CONTRASTS CO-EXIST
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Society Trends 2015+
Saving the World Budget Consumption
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THE WHOLE BRAIN
RIGHT BRAIN
LEFT BRAIN
SynthesisesThe Bigger Picture
1. SCIENTIFIC2. SOCIAL
1
2
3. EMOTIONAL 4. SPIRITUAL3
4
AnalysesDetails
Society Trends 2015+
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TREND ATLAS
4321SOCIAL EMOTIONAL SPIRITUALSCIENTIFIC
GLOBAL SUSTAINERS
Society Trends 2015+
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NAVIGATING COMPLEXITY
Without a trend atlas navigating the future is like embarkingon a trip to an unknown location without your GPS
Society Trends 2015+
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KEY DRIVERS
* Convergence Technology
* Co-creation
* Glocalisation
* Power Economies
* Convenience Culture
* New Authenticity
* Global Sustainers
* Health & Wellness
Society Trends 2015+
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CONVERGENCE TECHNOLOGYSociety Trends 2015+
The biggest benefit of convergence technology is the empowerment of the individual.We can now control our lives and environments in ways previously undreamed of
Word of mouth empowerment 24/7 connectivity
Freedom or just another form of bondage?
Information and shopping on the go
See something interesting? Get the mobile-info!
www.kjaer-global.com
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CO-CREATIONSociety Trends 2015+
Social networks and user created content connect people across age, gender andconventional border. People want co-creation and personal interaction - they want a stake
www.kjaer-global.com
Second Life have 7.1 million registered The YouTube Generation and Content sharing
Can you survive off-line?
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GLOCALISATION
Connectivity and integration drive globalisation. But local cultural capitalis attractive to consumers and may have the edge over global giants
Society Trends 2015+
www.kjaer-global.com
Connectivity and integration drives globalisationGlobal trade restriction / local values
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POWER ECONOMIES
Emerging economies and a rapidly growing middleclass with moneyand aspirations offer the greatest growth opportunities - and challenges
Society Trends 2015+
www.kjaer-global.com
China is an economic superpower, just behind USA, Japan & Germany New power economies will set tomorrow's agenda
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CONVENIENCE CULTURESociety Trends 2015+
We hate inconvenience. In jumbo-sized SUVs, with a micro mobile and a skinny latte,weorder super-sized drive-thru meals, using our Palm Pilot to clothes shop while we wait
Compact solutions
24/7 speed society
Instant recoveryOn the go consumption
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NEW AUTHENTICITY
Yet in a society of mass consumption we crave authenticity. We want thereal thing:e xperiences that enhance our lives and tell a story about the past
Society Trends 2015+
www.kjaer-global.com
More and more people are leaving the big cities to live life in the slow laneWholesome and authentic
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HEALTH & WELLNESS
Health concerns have changed the face of the Western culture with some health issuesat epidemic levels. Health and wellbeing is top of the agenda in the century ahead
Society Trends 2015+
www.kjaer-global.com
Living longer - a holistic approach Luxury spas for personal pampering to improve health
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Key trends clearly show apolarised society - sharinglifestyles and value sets acrossconventional borders
TOMORROWS PEOPLE
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Society Trends 2015+
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The WE people The ME People
CONTRASTING MINDSETSSociety Trends 2015+
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EMPOWERINGConvergence Technology
PREMIUMPower Economies
TRANSFORMABLEConvenience Culture
INTERACTIVECo-Creation
GLOCALGlocalisation
ETHICALGlobal Sustainers
HOLISTICHealth & Wellbeing
MEANINGFULNew Authenticity
Hunters(ME)
Gatherers(WE)
CONSUMER BEHAVIOUR
Rational
Emotional
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Society Trends 2015+
INTERACTIVE
ETHICAL MEANINGFUL
EMPOWERING
Key Consumer Messages
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SCENARIO: EMPOWERING
www.kjaer-global.com
Society Trends 2015+
People demand smart and empowering solutions to fit their complexlifestyles. Allow people knowledge and through that ownership
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Society Trends 2015+ SCENARIO: INTERACTIVE
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I n t r e p
i d T r a v e
l , A u s
t r a
l i a a n
d U K ( P h o
t o s
G D R G D R
- L o n
d o n
)
Social networks connect people, allowing them to share. Providean enhanced experience for exchange of ideas and bespoke solutions
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Society Trends 2015+
Meaning wins out in an emotionally starved and speed obsessed society.People crave inspiration and sublime moments
SCENARIO: MEANINGFUL
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SOCIAL EMOTIONAL
CONCLUSIONSociety Trends 2015+
To reach tomorrows people, deliver empowering and interactive messages with anethical foundation. Above all, convert your knowledge into a meaningful strategy
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