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THE GOOD LIFE 2020+

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‘Tomorrow’s Consumer Behaviour and Purpose Driven Leadership’

06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


THE EVOLUTION OF CONSUMPTION

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TIME LINE

Meaning (WE) & Wellbeing

Mobility & Diversity

2020+ The Good Life & New Models 2000+ The Networked Society

Open Dialogue & Engagement

Access & Services

90s-00s Knowledge Era & Sustainability

Agility & Expertise

Status

70s-80s Post-Fordism & Oil Crisis

Automation

Materialism

50s-60s Mass Consumption

Product is King

Social Attachment

20s-40s Keynesianism & Fordism

Specialisation

Security

1910s Militarism

More Choice

Sustenance

Pre - 1900 Industrialisation

Basic Products

INDIVIDUAL

SOCIETY

The Evolution of Consumption– Kjaer Global © 2013

Individualisation (ME)

CORPORATE

Keynes predicted that by 2030 we would only work a 15-hour week as we would have ‘enough to lead the Good Life’ 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


NAVIGATING COMPLEXITY

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Hotspring - Photo: Kjaer Global FamilyIcelandic HolidayNatural in Norway – Photo: Harald Brekke

San Francisco Museum of Modern Art - Rendering: Snøhetta

FAST: Hyper Connectivity and Materialism

SLOW: Happiness and Meaning 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


MEANINGFUL BRAND EXPERIENCES

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The National Gallery London and GE - Photo: Harald Brekke

Only 20% of brands globally are perceived to have a notable impact on our sense of wellbeing and quality of life 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


MULTIDIMENSIONAL THINKING

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4. SPIRITUAL 3. EMOTIONAL

2. SOCIAL

3. EMOTIONAL RIGHT

• Facts • Logic • Pragmatist

• Intuition • Vision • Possibilist

1. SCIENTIFIC

4. SPIRITUAL

Trends Filter

1. SCIENTIFIC

Whole Brain Thinking – Kjaer Global © 2013

2. SOCIAL

LEFT

‘Meaningful Brand Performance’ means delivering value in all dimensions in order to engage with people 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


TREND ATLAS 2020+

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The Good Life

3. EMOTIONAL

POSITIVE WELLBEING

Active Leisure

Foodie Culture

Happiness Hunting

Mindfulness

2. SOCIAL

Education 4.0

Alternative Treatments

Transmedia Platforms

Cultural Consumption

1. SCIENTIFIC

Internet of Things

Clean Tech

Empathic Leadership

The Big Society

‘Deep’ Storytelling

Collaborative Consumption

Inclusive Design

A BETTER WORLD

The Real Thing

Intelligent Reduction

Considered Consumption

Biomimicry

Social Entrepreneurship

PATCHWORK TRIBES

Cloud Intelligence

EMERGENT TECHNOLOGIES

Bio Revolution

Enoughism

MEANINGFUL EXPERIENCES

COMMUNICATION NATION

Dialogue Driven

UNIVERSAL VALUES

No Age Society

Redefined Families

Digital Natives

ECONOMIC DRIVERS

New Models

Turbulent Markets

Rising Economies

Innovation Hubs

Global Citizens

Creative Class

Soft Power

Good Cause

One Planet Living

CARING ORGANISATIONS

Female Empowerment

Learning Communities

Free-Range Parents

Work/Life Balance

GLOBAL POLITICS & LEGISLATIONS

Resource Shortage

Trend Atlas – Kjaer Global © 2012

4. SPIRITUAL

QUALITY OF LIFE

Health Challenges

Geopolitical Issues


Public Policies

Total Transparency

Social Capital

Brand Convenience Engagement Society

ENVIRONMENT ISSUES

Climate Change

Bio Diversity

Urbanisation

Alternative Energies

Crowded Planet

06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


KEY SOCIETY TRENDS

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* REPUTATION ECONOMY * WECONOMICS * GLOBAL CITIZENS * GLOCALISATION * CONSCIOUS CONSUMPTION * SOCIAL CAPITAL * SMART WELLBEING * THE GOOD LIFE 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


REPUTATION ECONOMY – Renegotiating Consumer Trust

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Globally, 65% of people said transparent and honest business practices are key to corporate reputation 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


WECONOMICS – Multi-channel Brand Experiences

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‘Collaborative-Consumption’ is already redefining how we consume - a new economic model based on sharing 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


GLOBAL CITIZENS – The Rising Middle Class

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1985-2010 GLOBAL WORKFORCE 2.0

Source: Global Talent Rally, CIFS, 2010

2010-2020 GLOBAL WORKFORCE 3.0

The culturally open, mobile global citizens are setting new standards in virtually all areas of society and business 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


GLOCALISATION – ‘Deep’ Meaningful Storytelling

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Be it food, travel or culture – embracing provenance and regional identity is essential to delivering meaning 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


CONSCIOUS CONSUMPTION – Invite Consumer Participation

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Jensen and Skodvin Landscape Hotel Norway - Photo: kjaer global

It is recognised that business, not government, should be the primary driver behind a sustainable future 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


SOCIAL CAPITAL – Human Centric Experiences

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A strong culture is key to ‘real’ brand experiences – fostering innovation and enabling communities to flourish 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


SMART WELLBEING – Inclusive Solutions

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The Nest Learning Thermostat

Nike’s High-Tech Fuel Wristband

Sense of Purpose Photograph by David McLain, National Geographic

Google Glasses

Health concerns continue to impact society and wellbeing is big business as more people look for quality of life 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


THE GOOD LIFE – Building Meaningful Connections

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Photo: The School of Life London

As the definition of the ‘Good Life’ goes public, we start to question the conventional way of measuring success 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


THE ‘GOOD LIFE’ VALUE SYSTEM

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WE

HAPPY BOHEMES NARRATIVE Glocalisation

PARTICIPATION Conscious Consumption

BETTERNESS Social Capital

MULTI-CHANNEL Weconomics

People

RATIONAL

THE

4Ps

Profit

Planet

EMOTIONAL

Purpose MEANING

CONNECTIVITY Global Citizens

The Good Life

INCLUSIVE Smart Wellbeing

ME

WELLBEING HUNTERS 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL

Mindset Map Illustration 2013 © Kjaer Global

TRUST Reputation Economy

PREMIUM PROFESSIONALS

GLOBAL SUSTAINERS


PREMIUM PROFESSIONALS

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AMBITIOUS

PROGRESSIVE

NeoNest by dbox for The Future Laboratory

Photo: Level Orange Architects

INFORMED

High Achiever & Aspirational

Smart Connectivity

Mobility & Global Citizenship 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


HAPPY BOHEMES

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COLLABORATIVE

ENTREPRENEURIA L

NARRATIVE

Adventurous & Creative

Sharing Networks

‘We’ time over ‘Me’ time 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


GLOBAL SUSTAINERS

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Photo: The Selby

COMMUNITY

Eagle Ridge Photo: Gary Gladwish Architecture

Perfect work/Life balance Photo: Medicon Valley marketing material

RELAXED

WHOLESOME

Pro-active & Informed

Authentic Narratives

Better World & Ethics 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


WELLBEING HUNTERS

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MEANING

INTELLIGENT

4 Corners House by Avanto Architects

TOTAL TRANSPARENCY

Meaning & Mindfulness

Intelligent Reduction

‘Me’ time over ‘We’ time 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


CONCLUSION

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Photo: The Treehotel in Harads North Sweden

Winners of the future will be the organisations that are agile enough to adopt the 4Ps 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


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My ‘TRENDS MANAGEMENT TOOLKITS’ book is published by Palgrave Macmillan Business in 2014 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


REPUTATION ECONOMY – Renegotiating Consumer Trust

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Globally, 65% of people said transparent and honest business practices are key to corporate reputation 06_2013 | IGI | THE GOOD LIFE 2020+ | © KJAER GLOBAL


THE GOOD LIFE 2020+