the next big thing: exploring tomorrow's consumers
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The Big Thing
Presentation to IAA, 03.10.13William Higham, Next Big Thing
Next
will motivate the consumer?
What
Current
economy
Saving Money
Future
Economy
Greater
Efficiency
Increased
Data
Constant
Connection
Global Politics
Big Business
Environment
Comfort
Stability
Security
Influencers
Seeking value
Price
Budgeting
Comparison
Free
Shared
Motive #1
Seeking value
Security
Trust
Quality
Privacy
Safe Storage
Convenience
Frictionless
Compatible
Simple
Curated
Motive #1
Seeking control
Declining trust in institutions
Motive #2
Purchasing
Finances
Skills
Career
Health
Little influence over events
Fear of what’s to come in future
Recession Generation
TODAY
Greater Fear
Less Hedonism
Less Spending
TOMORROW
Planning
Seriousness
Saving
YESTERDAY
Paranoid Parenting
Parental Hedonism
Recession
“The recession’s created a frugality and conservative approach to investing in them they’ll carry through their lives”
Mintel
“We are endlessly trying to upgrade ourselves.” Kim Ju-Min, South Korea
“Geek means dirty glasses and computers?? That’s out! Now, SMART is the new sexy!”, ‘ Young blogger, China
“I definitely see a return to more conservative moral values.” Sigurd Kjelgaard, blogger, Berlin
“They feel motivated by learning new skills and find empowerment in discovering things on their own.” Box 1824
Agency, Brazil
“
Seeking ‘belonging’Motive #3
FamiliesJigsaw FamiliesFamwichesHome Sweet Home
LocalityNeighbourhoodCity / RegionCountry
FriendsFramiliesAcquaintancesCommunity
RootsHeritageTraditionOld Skills
Seeking calmEconomy Data Overload Product Turnover
FOMO Constant Connection Famwiches
Culture Of Fear Volatility Longer Hours
Distrust Over-Marketing Uncertainty
More Fear Greater Uncertainty More Data Even Longer Hours
Motive #4
RELAX!
will the consumer behave?How
INFLUENCERS
Volatility
Fear
Empowerment
Budgeting
MOTIVATORS
Calm
Belonging
Control
Value
BEHAVIOURS
Leisure
Purchase
&
Media
Predicting Behaviours
Leisure Behaviours
STATUS
EXCLUSIVES
FESTIVALS
MORE-PLEASURE
COMMUNAL
PLATONIC DATING
CONSERVATIVE
RETRO-LEISURE
INTERACTION
TELEVISION
PAMPERING
HEALTH/FOOD
HEALTH/FOOD
Purchase Behaviours
Trust
P2P
Brand
Virtual
Subscription
Access
Online
Offline
Virtual
Human
Future-
Proofed
Connoisseu
r
Where HowWhat Why
Media Behaviours
Choice
Both/And
Forever Flux
Hybrids
On-Demand
Media Behaviours
ConvenienceCurated
Simple
Intuitive
Brand Aid
Media Behaviours
Social TV
Media Behaviours
Digi
Detox
are the key trends?What
Community Comfort
Trust
Belonging
Locality
Families
Social Status
Choice
Customisation
Price
Security
Knowledge
Convenience
Simplicity
Relaxation
Humanness
Detoxification
Control
Community Comfort
Build ‘Brand Family’
Empower &
Assist
Smooth The
Journey
Control
William Higham Consumer strategist, futurist, author & CEO
020 3542 1900
www.next-big-thing.net The Hub, 5 Torrens St, London EC1V 1NQ
07710 452962
william@next-big-thing.net @nextbigthingco
Thank you
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