blurring the boundaries and keeping it real

Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyondBlurring the boundaries

and keeping it real: consumer mindsets for 2010 and beyond

Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond

www.MiriamRayman.com

Shapeshifters

Eroding the traditional distinctions between business and leisure, public and private, real and virtual

Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond www.MiriamRayman.com2 / 29

Business vs Leisure?

55% of adults work whilst on holiday 40% take work calls and answer emails by the pool

— Hotels.com, July 09

◀ Distrito capital mexico city


40% of 18 – 35 year old UK females say work and leisure time are blurred

—The Future Laboratory, December 09

◀ ‘Biz Center’ at Ace Hotel, Portland, Oregon


On vs off - line?

“Our young consumers aged 18 – 25 don’t distinguish between being on or offline to them it’s just life they don’t compartmentalize things.”

—Rob Bready ASOS.com CEO


Public vs Private

100m blogs, 200m social networkers broadcasting to a global audience.

Mobile internet, Fotolog, Twitter, Bambuser ...


“Slash/slash generation”

—Steve Slocombe Founder of Supersuper and x-editor of Sleazenation

Designer/dj /promoter/curator


“The five-channel generation ”

—Martin Lindstrom author and branding guru


“Homo hedonists”

“Those who have grown up in the digital age, with computers, video games, mobile phones and the internet (often being used simultaneously), exhibit new behaviours defined by a need for instant gratification, constant stimulation, and more risk taking.”

—Baroness Greenfield


Convergence

Technology: Pico projector; iphone; Android; open source

Hangouts: Ace Hotels; Shoreditch House; Mamma Shelter

Media: Monocle; Intelligent life; FT Weekend

◀ Set&Sekt Switzerland


Friction free

Myspace/Easyjet set blurring geographical boundaries

Kiosk, New York

Minimum possessions, on demand, no packaging

◀ Professor Richard Horden’s Micro compact home


Augmented

Networked books

Living Identity by Moving brands; Esquire magazine; Colours magazine

Brand New in Amsterdam; hyper real retail experience RFID - Nike Air; Fitbit


high velocity . multi channel . always on . no boundaries mobile . fast . ultra efficient . fluid . blurred . hyper real . live converged . friction free . control . networked . augmented easyjetset . instant gratification . on demand . crave stimulation . tech-fuelled . intangible

Is this your future?

The minivists

Mini activists, These people aren’t angry and shouty. Their disillusionment is very personal and is informing their lifestyle decisions on a very intimate level.


“People aren’t prepared to put up with the contradiction and lies anymore, they want their lives to feel authentic.”

—David Boyle author, Authenticity: Brands, Fakes and Spin and the Lust for real life


How do I know this trainer hasn’t come from a sweatshop using child labour?

How do I know if it really is as healthy as it says it is on the box?

How do I know my government is making the right decisions?

How do I know my money will be safe in this investment scheme?

69% of the UK public trust the government less now than at the start of 2009.

76% said they didn’t trust financial institutions who had taken bail-out money to use it responsibly.

—The Edelman mid-year polling figures

◀ ‘Local’ Starbucks, Seattle


We’ve reached crisis point

“Lack of trust and cynicism seem to be widespread in Britain as we draw to the end of 2009... A succession of failings involved everyone from politicians to policemen, from bankers to the BBC, from social workers to sportsmen, and has left the population in a state of anger, contempt and disillusion.”

—Anthony Seldon, author, Trust: How we lost it and how to get it back


To create a trusting world we must start with ourselves: we cannot look to others

58% have volunteered and donated to charity in the last 12 months

81% have given to charity within the last four weeks

—Helping Out: A National Survey Of Volunteering and Charitable Giving 2008.

◀ Merci, philanthropic retail store, Paris


Tesco Allotments, Lancashire; live chickens to be sold at Dobbie Garden Centres

US: farming interns. 1,400 farms sought interns this year almost triple the number 2 years ago.

Hugh Fernley whittingstall’s Facebook for Gardners (check)

◀ Ian Cheney and Curt Ellis roaming truck farm

Food chain activists


1. ‘I’m an ass – I park wherever I like’. Street Panthers in Greece, encourage local residents to discipline bad behaviour by sticking rude stickers on offending cars.

2. Women’s Institute rise in members wanting to connect to their community

3. The people’s Supermarket: Arthur Potts Dawson, shoppers donate a few hours a month in exchange for cheap food yet well sourced food.◀ urban repair squad, Toronto

Community activists


Bartercard: 100 new UK members a month

Local Exchange Trading Scheme (LETS)

Local currencies in Lewes; Totnes; and Brixton

Financial activists


local . ethical . authentic . transparent . honest . slow community . volunteering . activist . grassroots . civic responsibility

altruistic . local . communal . neighbourhood . producers . trade by hand . charity . shared . farmer . trust . considered

high velocity . multi channel . always on . no boundaries mobile . fast . ultra efficient . fluid . blurred . hyper real . live converged . friction free . control . networked . augmented easyjetset . instant gratification . on demand . crave stimulation . tech-fuelled . intangible

local . ethical . authentic . transparent . honest . slow community . volunteering . activist . grassroots . civic responsibility

altruistic . local . communal . neighbourhood . producers . trade by hand . charity . shared . farmer . trust . considered

Le Verdure Del Mio OrtoVirtual farmers, ‘build your own’ organic farm + photos + weekly deliveries


Hub CultureGlobal networking hubs; digital currency Ven


The Fun theoryDevised by VW to engage and entertain the community


Thank you

www.MiriamRayman.com