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8 KEY TRENDS 2015-2020

SHAPING PEOPLE, CITIES & BUSINESSES


www.kjaer-global.com

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12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL


8 KEY TRENDS 2015-2020
SHAPING PEOPLE, CITIES & BUSINESSES
www.kjaer-global.com

Decoding Society and Human Behaviour


Future forecasting is a relatively new and developing field. However, in recent decades, it has become a widely
accepted decision making tool for assessing societal influences, economic drivers, and ultimately boosting
sales to increase revenues and reputation. Over the past 20 years, Kjaer Global have built tools and processes
to help organisations navigate the future, often refining them in response to the specific challenges faced by our
clients. Using trend management as a strategic tool to understand tomorrows people and their lifestyle choices is
a highly effective way to tap into real market needs and wants.

Tools for Mindful Reflection


The system described in my new book: The Trend Management Toolkit - A Practical Guide to the Future just published
by Palgrave Macmillan is a powerful strategic method for making sense of the many multifaceted, sometimes conflicting,
drivers influencing todays society and shaping tomorrows people. Trend mapping and scenario building are typically TOTAL TRANSPARENCY LIGHTWEIGHT NOMADS
part of the trend management process, in which we build narratives around nascent trends considering both context Reputation is your most valuable asset, but building Lightweight Nomads are Millennials who see a
and impact in order to project likely outcomes for organisations. The trend management framework can be applied to trust only works if people understand your vision world without borders. These mobile and tech savvy
everything from new business models, innovation and design concepts to brand building and marketing. and care enough to be brand ambassadors. Thats global citizens are vital influencers so you need to
clearly not the case for many organisations today, make them part of your community, as customers
since a 2012 survey of 97,000 people in 30 countries and employees. Its estimated they will make up half
Making Purpose Your Core Strategy found that 48% of people would not recommend the the workforce and most international assignments
Making purpose-driven leadership the fundamental principle of your business strategy is one of the core discourses organisation they work for. GE which has 300,000 by 2020. The key to engagement with them lies in
explored in The Trend Management Toolkit. Today, only 1 in 5 brands globally are perceived as making a difference employees in multiple locations provides a great the 4Ps, since over a third of Millennials believe
to peoples well-being, illustrating the huge disparity between how traditional profit-driven organisations think they example of how social media can be a powerful tool that the goal of improving society should be at the
are performing and how their stakeholders experience their products and services. In the 21st-centurys highly for collaboration and building trust. Using a variety of core of every business. This group wants to know
competitive business environment, a consistent 4P approach considering People, Planet and Purpose alongside social media platforms, GE invite both their workforce why they should buy from you or work for you and
and external stakeholders to join in and influence the thats a clear motivator for ensuring purpose sits at
Profit will be key to engagement and success.
conversation, demonstrating that this is a transparent the core of your organisations ethos.
organisation with a strong culture and clear goals.
How to Make it Happen
Four broad guidelines of purpose driven leadership should inform all communication with internal and external stakeholders.
* CREATE THE FUTURE: Dont just live in the present actively map the future you want, and share your vision
in all your communication to invite everyone to participate and make it happen.
* MAKE A POSITVE DIFFERENCE: Participation in the global conversation about how we move towards a
betterness society is key be open to all suggestions for how your organisation can make a positive difference.
* ENGAGE WITH PEOPLE: Smart organisations recognise that the word consumer is outmoded and therefore
create opportunities for genuine engagement with people, helping them make better choices.
* BE HONEST: 4 in 5 people globally say that CEOs should communicate transparently to build trust, so engaging
in genuine two-way dialogue with all stakeholders is a strategy that will pay off.

What Drives Businesses Today and Tomorrow


To be beneficial, messages must inform and inspire your organisation across departments from board level to R&D, DIGITAL TRANSFORMATION BETAPRENEURSHIP
design, marketing, and communication underpinning innovative strategies to build the foundation for a common Its not enough to embrace digital tools, you have A spirit of Betapreneurship is empowering people
future vision where everyone takes ownership. But even more crucially, you need to understand how emerging to use them creatively to make a positive difference and businesses to make change happen by fostering
to peoples lives. That means fast, accessible and collaboration around a new redesign and rethink culture.
influences are reshaping the society we live and do business in, and then adapt them to match your specific
multi-channel platforms that bring tangible benefits iFixit is a global online repair manual and community that
business context. Our Key Trends 2015- 2020 document explore eight core drivers drawn from Kjaer Globals Trend for your customers. IKEAs AR app helps people aims to fix the world, one device at a time. This positive
Atlas that will drive future-focused strategies. In the scientific dimension we explore TOTAL TRANSPARENCY and overcome the problem of visualising a product in their thinking is implicit in purpose-driven organisations. 3M
DIGITAL TRANSFORMATION as core drivers of a business landscape where the digital agenda rules globally, home space. Instead of sketches and tape measure, introduced its 15% time to think programme in 1948,
while in the social dimension we consider how LIGHTWEIGHT NOMADS and BETAPRENEURSHIP are building they use augmented reality (AR) to position virtual and many great innovations like the Post-It are the
communities beyond geographical borders. The emotional dimension drives interconnectivity of SMART CITIES products in their home, helping them plan makeovers result. Similarly, Googles 20% time invites in-house
and get creative about their space. The added benefit entrepreneurial thinking and encourages collaboration.
and CONNECTED LIFESTYLES and is balanced by the Spiritual dimension, where the CIRCULAR ECONOMY
for IKEA is reducing the number of customer returns Organisations must foster disruptive thinking to thrive,
and MEANINGFUL EXPERIENCES inform a whole new value system for human exchange. (almost 15%) because people miscalculate how as new people-led alliances will be the fuel that drives
furniture will fit in their home. tomorrows successful organisations.
12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL
8 KEY TRENDS 2015-2020
SHAPING PEOPLE, CITIES & BUSINESSES
www.kjaer-global.com

Connecting the Dots


Drawing a Mindset Diagram of tomorrows people is a great way to connect the eight trends and sum up the core
drivers that will underpin tomorrows successful digital strategies. Technology Optimisers and Creative Collaborators
are people who prioritise access and multi-channel, while Global Sustainers and Inclusive Visionaries look for
community and engagement. The 4P business model Ive described promotes a Betterness agenda by inviting
participation and collaboration, also driving disruptive ideas that offer meaning and value at every level to ensure
sustainable growth. It is liberating to remind ourselves that we all have the capacity to be active change-makers
and, ultimately, visionary leaders shaping purpose-driven businesses.

SMART CITIES THE CIRCULAR ECONOMY


Tomorrows cities have the potential to be living Business needs to be at the centre of the communities
organisms that act as intelligent automated distribution it serves and that means developing new systems
networks between buildings, transportation, goods, and innovation models that take account of how
products and services, connecting people and our lives are changing. With concerns about finite
businesses instantaneously. Big Data bring a whole resources and a growing interest in the circular
host of opportunities to boost your business image economy, people are increasingly favouring access
and performance by working for the common good. over ownership and 3 in 5 think that sharing is better
For instance, New York geeks are using city data for the environment. This invites new approaches
analytics to solve longstanding urban challenges and in developing and marketing products and services.
make the city more liveable, while the Citymapper Success stories such as Airbnb and Zipcar are just
app helps people plan faster, cheaper and smoother the start of this transition, so you need to look at how
journeys in a bid to reinvent the city. Access to you can help people live better lives, use less and
and sharing of aggregated data sits at the heart of build communities based around sharing resources.
intelligent urban planning and positive change.

Map the Future with this Book


Our new book: The Trend Management Toolkit A Practical Guide to the Future, explains trend management, why
it matters and how to use it to fuel new thinking and innovation within your organisation. The author Anne Lise Kjaer
is founder of the London-based trend management agency Kjaer Global, which helps major organisations to map
the future. With step-by-step advice and case studies, this book helps you think like a futurist and shape the future
you want. Buy the book >>

The Toolkit Includes


- Key trend forecasting methods
- How to spot trends and make sense of them
- How to create your own Trend Atlas
CONNECTED LIFESTYLES MEANINGFUL EXPERIENCES
- Navigating the future - using a Trend Toolkit
The Internet of Everything (IoE) is bringing connectivity Conventional ways of measuring success corporate
- Major trends to 2030+
on a grand scale with 50 billion devices connected and individual are increasingly being re-evaluated, but
- Future scenarios - meet tomorrows people
by 2020 according to a recent forecast. Phones, our goal remains achieving Meaningful Experiences. All
wearables, consumer devices and other smart objects the trends in this forecast relate back to a fundamental - Practical trend mapping
are already having silent conversations with each principle of the good life. As Umair Haque put it: We - Build the business case
other in the background, opening up a whole new need to rethink the future of human exchange. We need - Trend Management in action
understanding of human behaviour with huge potential to get out of business and into betterness That means - Industry case studies
to facilitate meaningful experiences and better lives. organisations should focus on holistic value propositions
Already, almost 70% of Americans are taking control of to build a lasting legacy. One thing is clear: brands that Book a Consultation with a Futurist
their well-being through digital health monitoring. The engage in meaningful exchange through a purposeful
Why not book a trend management consultation, a talk or a workshop with one of our futurists to get inspired? You
key word here is collaboration, since Smart Living is strategy, and then deliver on their promises to internal
an opportunity for business to collaborate with people and external stakeholders, are best prepared to survive can contact us on +44 (0)20 7607 6521 or e-mail us on info@kjaer-global.com To stay informed and up-dated on
to build better life, health and job outcomes. the challenges of tomorrows business environment. new trends and their impact; please follow us on our Global Influence >> blog, on Twitter >> and Facebook >>

12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL


1 TOTAL TRANSPARENCY
DRIVERS: Reputation Management & Radical Openness
www.kjaer-global.com

GE which has

78% 300,000
of buying decisions are based on
employees
48%
in multiple locations provides a great example of how
social media can be a strong driver for collaboration and

building trust
of people globally

reputation

IF YOU CARE, PEOPLE CARE would not


Reputation is your most valuable asset, but building trust recommend
only works if employees understand your goals and care the organisation they work for
enough to be brand ambassadors.

12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL


2 DIGITAL TRANSFORMATION
DRIVERS: Access Anywhere & Multi-Channel
www.kjaer-global.com

DELL GETS

26,000
ONLINE POSTS DAILY

related to its marketing

and its products

DIGITAL HOME MAKEOVERS

IKEAs AR app
helps people visualise
a product in their home space.

The benefit for IKEA is nearly

15%
fewer returns

KOREAN VIRTUAL STORES

Homeplus Shops
you use a smartphone app to scan goods

while on-the-go
MAKE A POSITIVE DIFFERENCE
The benefit is that you spend
Its not enough to embrace digital tools, you have to use them creatively to
make a positive difference to peoples lives. That means fast, accessible LESS TIME SHOPPING
and multi-channel platforms that bring tangible benefits for your customers.
12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL
3 LIGHTWEIGHT NOMADS
DRIVERS: Global Citizens & Hyper Mobility
www.kjaer-global.com

People
want to know

WHY 33%
they should of

ENGAGE MILLENNIALS
think that
IMPROVING SOCIETY
should drive business

By

2020
MILLENNIALS
will make up

50%
OF THE WORKFORCE

ENGAGE TOMORROWS CHANGE MAKERS


The Lightweight Nomads are Millennials who see a world without borders.
These mobile and tech savvy global citizens are vital influencers so you
need to make them part of your community, as customers and employees.
12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL
4 BETAPRENEURS
DRIVERS: Creative Hubs & Disruptive Innovation
www.kjaer-global.com

Googles
20% TIME
invites in-house
entrepreneurial thinking
and collaboration.

iFixIt
A global online

REPAIR COMMUNITY

SLOGAN: 3Ms

15%
Lets fix the world,
one device at a time.

TIME TO THINK
cultivates intrapreneurship
encouraging people to

INNOVATE
ENGAGE TOMORROWS CHANGE MAKERS
A spirit of Betapreneurship is empowering people and businesses
to make change happen by fostering collaboration around a new
redesign and rethink culture.

12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL


5 SMART CITIES
DRIVERS: Intelligent Systems & Real-Time Offerings
www.kjaer-global.com

Copenhagen Connecting delivers


economic benefits of $726 million
when fully implemented.
Copenhagen Connecting uses
Big Data from mobile phones, Smart traffic management means
GPS in buses and sensors in Copenhagens cyclists and bus
garbage bins and the sewerage passengers will have 10% faster
system to reduce congestion, journeys, while the commute
pollution and carbon emissions. remains unchanged for motorists.
World Smart Cities Award The global market for smart
went to Copenhagen in Smart Cities collect and use The Internet of Things will make everyday urban services will reach $400
2013 and 2014. data to create a green city, objects, transport, services and people billion per annum by 2020.
improving quality of life and smarter and safer by connecting everything
the business climate. in the city via sensor chips.

2013-2014 2015 2016 2017 2018 2019 2020

2014 was the year of Low-cost sensor chip Wi-Fi will be 5 times faster Near-Field Communication Long Term Evolution In Western Europe, LTE will Mini-Me devices and
self-monitoring and technology will fuel the by 2016. Samsungs new (NFC) technology will be LTE 4G penetration reach 50% penetration by protection as wearables
wearable technology. Internet of Things and Wi-Fi technology is expected commonplace, making your becomes widespread 2019 and smartphone traffic will be the norm.
connectivity in 2015. to be available in consumer mobile phone the only tool in North America. will have grown 7x from 2013.
devices by 2015. you need by 2017.

LIVING, INTELLIGENT NETWORKS


Tomorrows Smart Cities have the potential to be living organisms
that act as intelligent and automated distribution networks between
buildings, transportation, goods, products and services, connecting
people and businesses instantaneously.
12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL
6 CONNECTED LIFESTYLES
DRIVERS: The Internet of Everything & Meaningful Analytics
www.kjaer-global.com

IMAGINE A SCENARIO WHERE...


Everything is connected: phones, wearables, consumer devices and products have conversations
with our living environments and each other, facilitating a whole new understanding of our behaviour,
and needs while predicting our next move and suggesting smarter solutions and options.

THE INTERNET OF THINGS (IOE)


During 2008, the number of things connected to the
internet exceeded the number of people on Earth.

...your Sweet Dream App allows ...you are going on a


you 10 minutes extra sleep business trip
2003 2010 2015 2020 This is communicated
to your alarm clock... ...your train is 2 hours
delayed - your hotel
gets notified

25 billion 50 billion
things things PEOPLE

THINGS
The Internet of Everything (IoE) is bringing ...your meet- ...an accident ...signals your ...tells your electric ...your bathroom ...your meditation
connectivity on a grand scale 50 billion devices will ing was pushed causes a 15 coffee maker to car to melt overnight gives you a smart app selects a
be connected by 2020 according to a recent forecast back 45 minutes minute detour turn on ice before departure health scan de-stress program

12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL


7 CIRCULAR ECONOMY
DRIVERS: Social Capital & Sharing Solutions
www.kjaer-global.com

78%
20TH CENTURY
Credit + Advertising
21ST CENTURY
Reputation + Community
SAY
3 in 5
think
+ Individual ownership + Shared access
SOCIAL MEDIA SHARING IS BETTER
and online interactions
for the environment
have made them
MORE OPEN TO SHARING
HELP PEOPLE LIVE BETTER LIVES
Business needs to be at the centre of the communities it serves and that means
developing new systems and innovation models that take account of how our lives are
changing. This invites new approaches in marketing, products and services.

12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL


8 MEANINGFUL EXPERIENCES
DRIVERS: Authentic Storytelling & Betterness Communities
www.kjaer-global.com
MINDFULNESS CHANGES YOUR BRAIN

8 WEEKS
of meditation
can lead to structural brain
changes like increased grey-matter
density, known to be important for
learning, memory, self-awareness,
compassion and introspection.

We need to rethink the


future of human exchange

In short, we need to
GET OUT OF BUSINESS AND INTO BETTERNESS
says Umair Haque

ECONOMICS FOR HUMANS


One thing is clear: brands that engage in empathic leadership through a
purposeful strategy, and then deliver on their promises, are best prepared to
survive in tomorrows business environment.

12_2014 | KEY TRENDS 2015-2020 | KJAER GLOBAL

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