union autumn 2016

Engaging with Millenials

13th of October 2016Impact HUB, Geneva

#UnionGVA

19/10/2016 3

Be social – but not in a way you think

19/10/2016

>200m >100m >550m

Be authentic- Genuinely

Authenticity (43%) is more

important than quality (32%)

62% will become more loyal if a brand engages with them online

95% of Millennials say that friends are the most credible source of product information, and 98% are more likely to engage with a friend's post versus a brand's post,

Let them do the talking!

Be visual

4 out of 5 during intial product research.

They are X3 more likely than baby boomers to engage in video on mobile

19 October 2016 5

The Union Suisse(some of our lovely members)

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Give / Get

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Zsuzsanna Varga – Knock on WoodNathalie Favre – H&MVicky Nef – Logitech

David Simoes-Brown – 100%OpenAriane Mellenthin - Fuenfwerken

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Zsuzsanna Varga

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Watertherootssothatthe

leavesaregreen

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Claudiaisaphysicist.Sheworkedallherlifewithherhead.Shespendslonghoursinfrontofhercomputer.Sherealisedthatsomethingwasmissingtogiveherbalanceineverydaylife.Soshetookupwoodworkingandtheresultis........

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KNOCKONWOODGENEVAtakessmallgroupsofpeopleintofully-equippedwoodworkshopsandmostparticipantsareMillennials.

"Watertherootssothattheleavesaregreen"Tobecreativeandinnovativeinthehead,youneedtogobacktotherootsanduseyourhandsAGAIN.

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● Ifyou’dliketoincorporateouractivitiesintoyourinnovationorcorporatelabprogrammes,

● Ifyou'dliketobringyourteamtoanatelier,● Ifyou'dliketobeauseryourselfanddosomethingoutofthe

ordinary,● Orifyou'dliketolearnmoreaboutourfindingsonhowweengage

withMillennials,we'llbehappytotalkandtellyouallaboutit.

Thankyouforyourattention.

Nathalie Favre

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Interact with Millennialsin the fashion industry

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Seamlessonline experience

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Prio to social networks

Importance of both global and local content

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The power of or from ambassadors

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The importance of Time and consumer experience

New trend – Instant consumption

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Have you been inspired ?

My question …

What about millenials and the food sector ?

Vicky Nef

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MILLENNIALS & GEN C

CREATIVE ME

I VALUE MORE CREATIVE WAYS OF THINKING AND

DOING

FROM: EFFICIENCY, KNOWLEDGE, CAPACITY

TO: INSPIRATION, TALENT, UNIQUE EXPRESSION

CREATIVE ME - MANIFESTATIONS

CREATIVE ME - MANIFESTATIONS

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David Simoes-Brown

Cars are going out of fashion

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Ford asked 100%Open to help find new ideas, initiatives and business partners that could answer the unmet mobility needs of of the New York and Detroit communities.

From motors to mobility

From motors to mobility

• Car ownership is decreasing and low in cities - 50% in NYC

• If drivers (in the US) haven’t got licences by the age of 20, they’re unlikely to ever do so

• Millennials are moving to transit-friendly environments, coined ‘millennial-friendly cities’

• 77% of millennials aged 18-35 plan to live in urban centers - in ‘vibrant, compact and walkable communities full of economic, social and recreational activities’

North American Millennials

• They aren’t very environmentally conscious with only 21% thinking that taking care of the environment was critical

• In a 2011 poll, only 16% of millennials strongly agreed with the statement, “I want to protect the environment, so I drive less.”

• When asked to identify the top five reasons for transportation choices or routines, millennials place “I care about the environment” dead last, behind saving money, simple convenience or the opportunity to exercise

North American Millennials

1 9 / 1 0 / 2 0 16

36

Mobilize New York

P r o j e c t 1

A crowdsourcing competition to look for ideas from residents, visitors and entrepreneurs in response to four mobility challenges;Equal Access, Smarter

Travel, City Collaborators, New York Character

Ford Hub

• Each weekday the population of Manhattan almost doubles from 1.6 million to 3.1 million people

• 5.5 million new yorkers rely on the subway everyday.

• New Yorkers have the largest commute in the US – an average of 6.5 hours per week

• The number of cycling commuters has doubled in the last 5 years but still represents only 1% of total commuters.

• In January, the yellow taxies made 60 000 fewer trips than in the previous year; Uber made 70 000 more

New York Mobility Facts

Go Detroit.An innovation competition to stimulate new

ideas and to find ways to better connect Detroit communities through three mobility themes

Safety, Access and Utilization.

Do you know any mobility entrepreneurs or social enterprises?

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Thank you

Ariane Mellenthin

19/10/2016 44

Thank you

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Thank you

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Fuenfwerken Design AG Weber Gold 2

Fuenfwerken - Who we are

We are a 17-year-old fiercly independent agency with offices in Wiesbaden and Berlin.

We are a business design solutions provider, offering services to create long-term consumer relevance and help our clients grow. We do this through through a process called the 5W Mix

Thank you

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Fuenfwerken Design AG Weber Gold 3

„Millennials in developed markets are less interested in senior positions“ Deloitte Millennial Survey

Thank you

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Fuenfwerken Design AG Weber Gold 4

INFANT PHASE ADOLESCENT PHASE MATURE PHASE SENIORITY PHASE> > >

• Desire to succeed• Consumption

• Fear to fail• Statement products

• Consumption tiredness• Experience

• Time• Purpose

MORE IS MORE MORE IS A MUST MORE IS LESS LESS IS MORE

The 4 phases of luxury Martina Kühne „ The next luxury“, GDI Impuls

„If luxury doesnt’t mean to possess something anymore, actually a lot of industries should be worried.“

Katrin Kruse

1 2 3 4

Thank you

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Fuenfwerken Design AG Weber Gold 5

Freedom <> Security… the highest value … the strongest desire

Millennials - A hybrid lifestyle …?!

Thank you

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Fuenfwerken Design AG Weber Gold 6

Orchestrate <> Expertise… a solution … collaborate

How we work - Hybrid

Thank you

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Fuenfwerken Design AG Weber Gold 7

FROM UPRIGHT CITIZEN TO FIRESTARTER

22%82%

IN 2010 IN 2015

B RA N D AWA R E N ES S S U P P O RT E D

10%56%

IN 2010 IN 2015

B RA N D AWA R E N ES S N O T S U P P O RT E D

Thank you

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Legal noticeThe concepts, ideas and promotional and advertising materials included in this presentation are the intellectual property of Fuenfwerken Design AG and are subject to the applicable copyright laws.

The execution of ideas and approaches is only possible with a prior contractual agreement with the lawful owner. Complete or partial reproduction and any disclosure to third parties are not permitted. The recipient of this concept shall be liable in the event of unauthorized use or disclosure to third parties for any damages arising from them. 

The recipient of this concept confirms by accepting the concept the maintenance of absolute confidentiality and absolute silence in relation to the ideas and proposals stated in them. Furthermore the recipient is obliged in the event they or only parts of the concept are executed to pay a licensing or consulting fee at the normal market rate.

Fuenfwerken Design AG Titel PräsentationMonat 2016 8

Thank you

13th October 2016

100%Open

Somerset House

Strand

London, WC2R 1LA

+44 (0)20 7759 1050

david@100open.com

100open.com

@100open

Kontakt Fuenfwerken Design AG

Wilhelmstraße 30 65183 Wiesbaden t +49 611 58027-0 f +49 611 58027-26

Paul-Lincke-Ufer 42 10999 Berlint +49 30 629089-0f +49 30 629089-055

Fuenfwerken Design AG Titel PräsentationMonat 2016 9

Thank you very much!

We are looking forward to welcoming you here once again for the UNION WINTER 2016