The Next Big Thing: Profiting From Change
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INTRO CHALLENGES BRANDS SECTORS CLOSE CONTACT US Telephone: 020 3539 1398 Email: [email protected] Twitter: @ Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ PERMANENT REVOLUTION PROFITING FROM CHANGE William Higham CEO, Next Big Thing Change is good INTRO CHALLENGES BRANDS SECTORS CLOSE ABTA Travel Convention 10/10/12 1 of 13
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How can brands anticipate and prepare for consumer change?
Transcript of The Next Big Thing: Profiting From Change
INTRO CHALLENGES BRANDS SECTORS CLOSE
CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
PERMANENT REVOLUTIONPROFITING FROM CHANGE
William Higham
CEO, Next Big Thing
Change is good
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ABTA Travel Convention 10/10/12 1 of 13
INTRO CHALLENGES BRANDS SECTORS CLOSE
CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
OUR CLIENTS COME FROM ALL SECTORS: MEDIA TO MUSIC, FINANCE TO FMCG, PUBLISHING TO PERSONAL TECHNOLOGY
Change is good
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INTRO CHALLENGES BRANDS SECTORS CLOSE
CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
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CHALLENGES FOR THIS CONFERENCE:HOW TO PREDICT AND ENGAGE TOMORROW’S CONSUMER.
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• How might the future look, and shape the travel industry of tomorrow?
• Where will industry’s future growth come from?
• What will the customer of tomorrow look like, and what matter to them?
• How to connect with customers to suit ever-evolving needs and demands?
• How to generate emotional response to drive engagement and retention?
INTRO CHALLENGES BRANDS SECTORS CLOSE
CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
Change is good
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Nothing enduresbut change Heraclitus, c.500 BC
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INTRO CHALLENGES BRANDS SECTORS CLOSE
CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
A SELECTION OF SUCCESSFUL INTERNATIONAL BRANDS.BUT WHAT DO THEY ALL HAVE IN COMMON?
Change is good
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INTRO CHALLENGES BRANDS SECTORS CLOSE
CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
SOME MORE SUCCESSFUL BRANDS.BUT WHAT DO THESE ALL HAVE IN COMMON?
Change is good
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CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
Attitudes
Economy
Behaviours
TechnologySociety
Change is good
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Other industries
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CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
Change is good
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TECHNOLOGY
• 45% of Internet users used mobile to connect to Internet in 2011 – ONS
• By 2014, more will connect to internet via mobiles than PCs - Morgan Stanley
• 51% [23m] mobile phone users have used m-commerce - IAB/IMRG/AIME
• Predicted 17% rise in location-based service use by end of 2012 - TNS
• 300bn emails pd - Mashable; 50% knowledge worker’s day is managing info – Basex
• E-Guides, Play & Display, Non Friction, M-Commerce, Brand Aid …
ABTA Travel Convention 10/10/12 8 of 13
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CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
Change is good
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ECONOMICS
• 98% UK mums still search for discounts post-recession: 23% do so more – OnePoll
• 1 in 5 Britons follow brands or retailers for sale news – Price Waterhouse Cooper
• Number of Britons wanting to go back to learning is at 20-year high – NIACE
• There was a 20% increase in business start-ups in 2011 – Creditsafe
• 1 in 5 Britons will spend more on something they believe will last longer – Mintel
• Variable Value, Purposive Travel, Voluntourism, Extreme Escape, Prodsumers …
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CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
Change is good
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• UK now has twice as many single parents as co-habiting parents - ONS
• 46% of families with dependent children in 2011 have just one child - ONS
• UK will have the most multi-generation households ever by 2020 - Future Lab
• Only increase in sport participation between 2008-11 was among 35-54s - ONS
• Men now spend longer per day on grooming than women do - Travelodge
• Three times as many 20-34s live with their parents as live on their own – ONS
• Jigsaw Families, Beanpole Families, Young Old, Old Young, Gender Blending …
SOCIETY
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CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
Change is good
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ATTITUDES
• 60% of Britons suffer from General Anxiety Disorder – Anxiety UK
• 42% Brits think 2 years+ before ‘feelgood factor’ back - Mintel
• 92% consumers globally trust earned media: up by 18% since 2007 - Mintel
• Just 53% of 10k biggest sites have ‘share’ buttons – BrightEdge
• 50% Brits self-diagnose – Reuters; Nutraceuticals $200bn 2016 – BCC
• 47% Britons want to spend time away from the Internet – FutureLab
• Meaning Of Life, Communal Leisure, One Night Only, Self Health, Digital Detox …
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CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
HUNT DOWN CHANGE WHEREVER YOU CAN.CHANGE OFFERS OPPORTUNITIES. CHANGE IS GOOD.
Change is good
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Play & Display Brand Aid
Variable Value Purposive Travel
Jigsaw Families Young Old
Meaning Of Life Communal Leisure
One Night Only Digital Detox
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CONTACT US
Telephone: 020 3539 1398Email: [email protected]: @NextbigthingcoLinkedIn: William HighamOffice: The Hub, 5 Torrens St, Islington, London EC1V 1NQ
Next Big Thing is one of Britain’s most respected trend & consumer strategy consultancies.
It was founded by consumer trends expert and author William Higham in 2002. Since then, we’ve worked with diverse blue chip clients across a wide range of sectors: BBC to HSBC to Universal.
Higham is one of Europe’s foremost trends experts and a popular conference speaker and media interview subject. He is also the author of The Next Big Thing: Spotting & Forecasting Consumer Trends for Profit (Kogan Page, 2009).
Thank you
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