VISIONS FOR THE FUTURE

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04_2013 | TFP | VISIONS FOR THE FUTURE | © KJAER GLOBAL

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VISIONS FOR THE FUTURETomorrow’s People and Meaningful Retail Experiences


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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’

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Icelandic Natural H

otspring - Photo: Kjaer Global

NAVIGATING COMPLEXITY

Icelandic Natural H


Family H

oliday in Norw

ay - Photo: Harald B

rekke

Snøhetta

Connectivity and Efficiency Happiness and Meaning

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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

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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

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Icelandic Natural H


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

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* TOTAL TRANSPARENCY

* CLOUD SERVICES

* MULTI-CHANNEL PLATFORMS

* GLOBAL CITIZENS

* THE REAL THING

* A BETTER WORLD

* INTELLIGENT HEALTH

* THE GOOD LIFE

KEY SOCIETY TRENDS

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An authentic organisation ensures that brand promise and consumer experience are totally aligned with performance

TOTAL TRANSPARENCY - Trust

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Cloud-enabled services inspire innovative dialogue driven business models – where agility and scalability rule

CLOUD SERVICES - Dialogue

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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

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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

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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

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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

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People want ‘intelligent health’ options built into the fabric of life, as self-improvement boosts life quality

INTELLIGENT HEALTH - Wellness

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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

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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

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Philips Microbial H

ome

PREMIUM PROFESSIONALS – PROFILE SNAPSHOT

NeoN

est by dbox for The Future Laboratory

High Achiever & Aspirational Mobility & ConvenienceMulti-Channel & Life Management

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Sharing Networks & Affinity Groups

HAPPY BOHEMES – PROFILE SNAPSHOT

Adventurous & Creative ‘We’ time over ‘Me’ time

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Authenticity & Culture Better World & EthicsPro-active & Informed

CULTURAL EXPLORERS – PROFILE SNAPSHOT

Eagle Ridge Photo: G

ary Gladw

ish Architecture

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Meaning & Mindfulness ‘Me’ time over ‘We’ timeTransparency & Intelligent Reduction

WELLBEING HUNTERS – PROFILE SNAPSHOT

4 Corners H

ouse by Avanto ArchitectsN

akahouse Photo: architecturelab.net

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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

VISIONS FOR THE FUTURE

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