SOCIETY TRENDS 2015+

Emotional Consumption and Tomorrow’s People

Futurist Anne Lise Kjaer at

15th BledCom – Lake Bled, Slovenia, July 2008
Society Trends 2015+ THE JOURNEY

• THE EVOLUTION OF SOCIETY

• TREND MAPPING

• KEY SOCIETY DRIVERS

• TOMORROW’S PEOPLE

• SCENARIOS & CASES

• CONCLUSION

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Society Trends 2015+ THE EVOLUTION OF SOCIETY
TIME LINE

Emotional Empowerment
Consumption The 21st century Branding
Social
Sustainability Today Responsible
kjaer global © 1999 evolution of needs

Self-Realisation 1980s – 2000s Brand Equity

Mass Consumption 1950s – 1970s Product is king

1930s – 1940s Mass Market &

Socialism Henry Ford and Bernays Public Relation

Security 1910s Pre-Ford More Choice

Sustenance pre 1900 and 1900 Basic Products

INDIVIDUAL CORPORATE

We are entering a new era where value sets are shifting

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Society Trends 2015+ THE EMPOWERMENT ERA

Companies and organisations must facilitate, educate, inspire and an

ethical message to meet the needs of tomorrow’s emotional consumers
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Society Trends 2015+ CONTRASTS CO-EXIST

Saving the World Budget Consumption

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Society Trends 2015+ THE WHOLE BRAIN

RIGHT BRAIN

Synthesises
4 The Bigger Picture

3 3. EMOTIONAL 4. SPIRITUAL

2 2. SOCIAL 1. SCIENTIFIC

1 Analyses
Details

LEFT BRAIN

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Society Trends 2015+ TREND ATLAS

GLOBAL SUSTAINERS

1 2 3 4
SCIENTIFIC SOCIAL EMOTIONAL SPIRITUAL
Society Trends 2015+ NAVIGATING COMPLEXITY

Without a trend atlas navigating the future is like embarking

on a trip to an unknown location without your GPS
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Society Trends 2015+ KEY DRIVERS

* Convergence Technology

* Co-creation

* Glocalisation

* Power Economies

* Convenience Culture

* New Authenticity

* Global Sustainers

* Health & Wellness

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Society Trends 2015+ CONVERGENCE TECHNOLOGY

Word of mouth empowerment 24/7 connectivity Information and shopping on the go

Freedom or just another form of bondage? See something interesting? – Get the mobile-info!

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
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Society Trends 2015+ CO-CREATION

Can you survive off-line?

Second Life have 7.1 million registered The YouTube Generation and Content sharing

Social networks and user created content connect people across age, gender and
conventional border. People want co-creation and personal interaction - they want a stake
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Society Trends 2015+ GLOCALISATION

Global trade restriction / local values Connectivity and integration drives globalisation

Connectivity and integration drive globalisation. But local cultural capital

is attractive to consumers and may have the edge over global giants
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Society Trends 2015+ POWER ECONOMIES

China is an economic superpower, just behind USA, Japan & Germany New power economies will set tomorrow's agenda

Emerging economies and a rapidly growing middleclass with money

and aspirations offer the greatest growth opportunities - and challenges
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Society Trends 2015+ CONVENIENCE CULTURE

Compact solutions

24/7 speed society

On the go consumption Instant recovery

We hate inconvenience. In jumbo-sized SUVs, with a micro mobile and a skinny latte,we
order super-sized drive-thru meals, using our Palm Pilot to clothes shop while we wait
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Society Trends 2015+ NEW AUTHENTICITY

Wholesome and authentic More and more people are leaving the big cities to live life in the ‘slow lane’

Yet in a society of mass consumption we crave authenticity. We want the

real thing: experiences that enhance our lives and tell a story about the past
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Society Trends 2015+ GLOBAL SUSTAINERS

Fair trade: are the benefits fact or fiction?

Wealth are now measured by how Ethical living as an experiment

you can afford to give away

The influential and informed individual practises sustainability by “doing”.

Businesses must have a genuine ethical dimension and caring attitude
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Society Trends 2015+ HEALTH & WELLNESS

Living longer - a holistic approach

Luxury spas for personal pampering to improve health

Health concerns have changed the face of the Western culture with some health issues
at epidemic levels. Health and wellbeing is top of the agenda in the century ahead
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Society Trends 2015+ TOMORROW’S PEOPLE

Key trends clearly show a

polarised society - sharing
lifestyles and value sets across
conventional borders
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Society Trends 2015+ CONTRASTING MINDSETS

The WE people The ME People

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Society Trends 2015+ Emotional CONSUMER BEHAVIOUR

ETHICAL MEANINGFUL
Global Sustainers New Authenticity

ETHICAL MEANINGFUL

HOLISTIC
GLOCAL Health & Wellbeing
Glocalisation
Key
Gatherers Consumer Hunters
Messages
(WE) (ME)
TRANSFORMABLE PREMIUM
Convenience Culture Power Economies

INTERACTIVE EMPOWERING
Co-Creation Convergence Technology

INTERACTIVE EMPOWERING

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Rational
Society Trends 2015+ SCENARIO: EMPOWERING

People demand smart and empowering solutions to fit their complex

lifestyles. Allow people knowledge and through that ownership
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Society Trends 2015+ SCENARIO: INTERACTIVE

Intrepid Travel, Australia and UK (Photos GDR GDR - London)

Social networks connect people, allowing them to share. Provide

an enhanced experience for exchange of ideas and bespoke solutions
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Society Trends 2015+ SCENARIO: ETHICAL

The Emotional society demands transparent services and sustainable

products that appeal to personal ethics as well as practical needs
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Society Trends 2015+ SCENARIO: MEANINGFUL

Meaning wins out in an emotionally starved and speed obsessed society.

People crave inspiration and sublime moments
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Society Trends 2015+ CONCLUSION

To reach tomorrow’s people, deliver empowering and interactive messages with an

ethical foundation. Above all, convert your knowledge into a meaningful strategy
www.kjaer-global.com SOCIAL EMOTIONAL