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