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kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
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VISIONS FOR THE FUTURETomorrow’s People and Meaningful Retail Experiences
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
INDIVIDUAL CORPORATE
TIME LINE
1910s Militarism
50s-60s Mass Consumerism
INDIVIDUAL CORPORATE
Individualisation (ME) Flexibility & Expertise
Product is KingMaterialism
Sustenance Basic Products
Security More Choice
90s-00s Knowledge Era
2020+ The Good Life
70s-80s Post-Fordism Automation
Services2000+ The Networked Society
20s-40s Taylorism & Fordism SpecialisationSocial Attachment
Pre - 1900 Industrialisation
Mobility & Diversity
Meaning (WE)& Wellbeing
Open Dialogue& Engagement
The Evolution of Consum
ption– Kjaer Global ©
2011
Status
SOCIETY
EVOLUTION OF CONSUMPTION
Keynes predicted that by 2030 we would only work 15-hours a week as we would have ‘enough to lead the Good Life’
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
Icelandic Natural H
otspring - Photo: Kjaer Global
NAVIGATING COMPLEXITY
Icelandic Natural H
otspring - Photo: Kjaer Global
Family H
oliday in Norw
ay - Photo: Harald B
rekke
Snøhetta
Connectivity and Efficiency Happiness and Meaning
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
4. SPIRITUAL 1. SCIENTIFIC
2. SOCIAL 3. EMOTIONAL
RIGHT• Intuition• Vision• Possibilist
LEFT• Facts• Logic• Pragmatist W
hole Brain Thinking – Kjaer Global ©
2011
‘Meaningful Brand Performance’means delivering value in all dimensions in order to engage with people
2. SOC
IAL
3. EMO
TION
AL
4. SPIRITU
AL
1. SCIEN
TIFIC
MULTIDIMENSIONAL THINKING
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
Trend Atlas – Kjaer Global ©
2012
ECONOMIC DRIVERS
UNIVERSAL VALUES
CARING ORGANISATIONS
EMOTIONAL CONSUMPTIONINTELLIGENT HEALTH
PATCHWORK TRIBES
GLOBAL POLITICS ENVIRONMENT
A BETTER WORLD
EMERGENT TECHNOLOGIES
COMMUNICATION NATION
QUALITY OF LIFE
No AgeSociety
RedefinedFamilies
UrbanisationHealthChallenges
Glocalisation
One PlanetLiving
Good Cause SustainableArchitecture
TurbulentMarkets
IntelligentReduction
Internet ofThings
Smart & CleanTech
ResourceShortage
Global Citizen EmpowermentBrands
Work/LifeBalance
CulturalCapital
CulturalConsumption
FemaleEmpowerment
DigitalNatives
ActiveLeisure
Bio
Evolution
Soft Power &New Equality
ShareEconomy
TotalTransparency
TheReal Thing
CreativeClass
ConsciousConsumption
2. SOC
IAL
3. EMO
TION
AL
4. SPIRITU
AL
1. SCIEN
TIFIC
Multi - ChannelPlatforms
InformedDialogue
CloudCulture
Free-RangeParents
LifestyleCuration
CollaborativeConsumption
FoodieCulture
AlternativeTreatments
BioDiversity
SocialEntrepreneurship
ConvenientSociety
SocialResponsibility
LearningCommunities
CrowdedPlanet
TransportClimateChange
AlternativeEnergies
RisingEconomies
FOOD RETAIL TREND ATLAS 2020+
DataEconomy
Mindfulness HappinessHunting
GreaterAwareness
EmpathicLeadership
The Good Life The Big Society
InclusiveDesign
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
Icelandic Natural H
otspring - Photo: Kjaer Global
MEANINGFUL STORYTELLING
Museum
Boijmans Van Beuningen, R
otterdam - Photo: Fred Ernst
Today, only 20% of brands are perceived to have a notable positive impact on our sense of wellbeing and quality of life
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
* TOTAL TRANSPARENCY
* CLOUD SERVICES
* MULTI-CHANNEL PLATFORMS
* GLOBAL CITIZENS
* THE REAL THING
* A BETTER WORLD
* INTELLIGENT HEALTH
* THE GOOD LIFE
KEY SOCIETY TRENDS
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
An authentic organisation ensures that brand promise and consumer experience are totally aligned with performance
TOTAL TRANSPARENCY - Trust
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
Cloud-enabled services inspire innovative dialogue driven business models – where agility and scalability rule
CLOUD SERVICES - Dialogue
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
As physical and virtual borders dissolve, seamless transitions in all areas of life will be the norm
MULTI-CHANNEL PLATFORMS - Convenience
Window
s 7 Phone
Tesco Hom
e Plus
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
Culturally open and mobile, Global Citizens are setting new standards in virtually all areas of society and business
GLOBAL CITIZENS - Mobility
Source: Global Talent R
ally, CIFS, 2010
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
The School of Life London
Cultural capital is the value of ‘real’ brand experiences – fostering trust and enabling communities to flourish
THE REAL THING - Storytelling
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
It is recognised that business, not government, should be the primary driver behind a sustainable future
A BETTER WORLD - Community
Dalston R
oof Park London - Photo: Julian Walker Flickr
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
People want ‘intelligent health’ options built into the fabric of life, as self-improvement boosts life quality
INTELLIGENT HEALTH - Wellness
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
THE GOOD LIFE - Engagement
The definition of ‘The Good Life’ goes public – as we start to question the conventional way of measuring success
Dtac H
eadquarters Bangkok
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
MEANINGFUL RETAIL EXPERIENCES
EMOTIONALRATIONAL
CULTURAL EXPLORERS
WELLBEING HUNTERS
HAPPY BOHEMES
PREMIUM PROFESSIONALS
Mindset M
ap Illustration 2012 © Kjaer G
lobal
ENGAGEMENTThe Good Life
MOBILITYGlobal Citizens
DIALOGUECloud Services
COMMUNITYA Better World
WELLNESSIntelligent Health
PEOPLEPLANET
PURPOSEPROFIT
CONVENIENCEMulti-Channel
STORYTELLINGThe Real Thing
TRUSTTotal transparency
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
Philips Microbial H
ome
PREMIUM PROFESSIONALS – PROFILE SNAPSHOT
NeoN
est by dbox for The Future Laboratory
High Achiever & Aspirational Mobility & ConvenienceMulti-Channel & Life Management
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
Sharing Networks & Affinity Groups
HAPPY BOHEMES – PROFILE SNAPSHOT
Adventurous & Creative ‘We’ time over ‘Me’ time
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
Authenticity & Culture Better World & EthicsPro-active & Informed
CULTURAL EXPLORERS – PROFILE SNAPSHOT
Eagle Ridge Photo: G
ary Gladw
ish Architecture
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
Meaning & Mindfulness ‘Me’ time over ‘We’ timeTransparency & Intelligent Reduction
WELLBEING HUNTERS – PROFILE SNAPSHOT
4 Corners H
ouse by Avanto ArchitectsN
akahouse Photo: architecturelab.net
kjærGLOBAL
04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL
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Icaland - Photo: Kjaer G
lobal
Winners of the future will be businesses that deliver sustainable, social, emotional and economic value to their community
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Icaland - Photo: Kjaer G
lobal
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Photo: Snøhetta's Norw
egian Wild R
eindeer Centre Pavilion
CONCLUSION