Presentation made by global futurist & visionary Anne Lise Kjaer as part of Enterprising Donegal Business Week 2010 on Friday 12th March 2010

1. DYNAMICS OF TRENDS 2015+
Tomorrow’s People & Emotional Consumption
Futurist Anne Lise Kjaer
MOTION September 9, 2009

2. Society Trends 2015+ THE JOURNEY
• TODAY’S SOCIETY
• TREND MAPPING
• KEY SOCIETY DRIVERS
• TOMORROW’S PEOPLE
• CONCLUSION
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3. Society Trends 2015+ THE SUSTAINABILITY AGE
Sustainability is our new religion - transforming our world, society and how we do business
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4. Society Trends 2015+ EMPATHIC LEADERSHIP
Companies and organisations must facilitate, educate, inspire and
convey an ethical message to meet the needs of tomorrow’s people
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5. Society Trends 2015+ CONTRASTS CO-EXIST
Giving away to good causes Budget Consumption
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6. Society Trends 2015+ THE WHOLE BRAIN
RIGHT BRAIN
Synthesises
4 The Bigger Picture
3 3. EMOTIONAL 4. SPIRITUAL
2 2. SOCIAL 1. SCIENTIFIC
1 Analyses
Details
LEFT BRAIN
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7. Society Trends 2020+ TREND ATLAS
4. SPIRITUAL PERSONAL FULFILMENT UNIVERSAL AWARENESS
Alternative Inner Rediscovered Spiritual Anxiety Spirituality/Science
Therapies Silence Wisdom Intelligence Society Convergence
HEALTH & WELLNESS EMOTIONAL CONSUMPTION GLOBAL SUSTAINERS
3. EMOTIONAL
Personal Foodie Perma Personalised Quiet Cultural Authenticity Intelligent Conscious One Planet A Better
Pampering Culture Youth Everything Luxury Consumption Hunting Reduction Consuming Living World
CARING COMPANIES PATCHWORK SOCIETY WORK/LIFE BALANCE COMMUNICATION NATION
2. SOCIAL
Empowerment Transparency Grey Redefined Creative Female Five Star Convenience Rethinking Convergence Co-Creation
Brands Seniors Families Class Empowerment Youth Culture Work/Leisure Technologies
SUSTAINABILITY AGE GLOBAL POLITICS ECONOMIC DRIVERS EMERGENT TECHNOLOGIES
1. SCIENTIFIC
Climate Bio Urban Surveillance Glocalisation Health Resource Living the Credit Emerging Clean Smart Space
Creative
Change Diversity Living Society Burden Shortage Brand Crunch Economies Tech Everything Exploration
Capital
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8. Society Trends 2015+ NAVIGATING COMPLEXITY
Trends can present new opportunities. However without a Trend Atlas navigating
the future is like travelling to an unknown location without your GPS switched on
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9. Society Trends 2015+ KEY DRIVERS
* Convergence Tech
* Co-creation
* Convenience Culture
* Glocalisation
* Creative Class
* ‘No Age’ Society
* Global Sustainers
* Personal Wellbeing
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10. Macro Trends 2015+ CONVERGENCE TECHNOLOGY
BIG Kazakhstan’s new National Library
BIG Kazakhstan’s new National Library
Kazakhstan’ s
Applications software to run our life
Technology and Architecture convergence will continue to affect our environment on every level
The biggest benefit of convergence technology is the empowerment of the individual.
Today we manage our lives and environment in ways previously undreamt of
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11. Society Trends 2015+ CO-CREATION
The Facebook or Youtube Generation favour content sharing
Virtual societies presents new brand presence opportunities Comparison sites enables people to get the best deal
In a network society we connect across conventional borders. It empowers people to
co-create product and services. We want influence and clear value definition
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12. Society Trends 2015+ CONVENIENCE CULTURE
On the go consumption
McDonalds is the new health conscious fast-food choice
‘Easy & Cheap’ shows the way ahead Fast everything: Work, Infotainment and instant recovery
In a fast society ‘Time-saving’ is a magic word. Why wait if I can have it now?
Offer fast, easy and empowering solutions or your customer will turn to your competitor.
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13. Macro Trends 2015+ GLOCALISATION
iittala Group’s head office in Helsinki
Global trade / local values
Saville Row tailors
‘Still Made Here’ – home-grown creative capital gains currency Story telling, especially about origin and people is vital
Connectivity and integration drives globalisation. Local cultural capital reflected in the
brand is attractive to tomorrow’s people and gives an edge over global competition
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14. Macro Trends 2015+ THE CREATIVE CLASS
Google in Zurich
Tate Modern
Creative entrepreneurship influences society
Cultural consumption is now available for the masses
High-achieving skilled individuals forms a responsible, cohesive Creative Class.
This group profoundly influences work, product offerings and lifestyle issues
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15. Macro Trends 2015+ ‘NO AGE’ SOCIETY
The SYLO generation (Staying Younger Longer) has emerged – it’s cool to be an active senior Living longer with a holistic approach
The ageing society may soon see the workforce span four generations.
We already see a shift towards a more positive cultural and corporate mindset of aging
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16. Society Trends 2015+ GLOBAL SUSTAINERS
Wealth is measured by how much you give away
Conscious and ethical ‘One Planet Living’ for global change
The influential and informed individual practises sustainability by ‘doing’ and this is filtering
through every level of society. Businesses must have a ‘genuine ethical and caring attitude’
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17. Society Trends 2015+ PERSONAL WELLBEING
Foodie Junkies
From yoga to Botox Luxury spas for personal pampering to improve health
Health concerns have changed the west, with some health issues at epidemic levels.
Personal wellbeing and ‘good karma’ hunting has become big business
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18. Society Trends 2015+ TOMORROW’S PEOPLE
The key trends clearly indicate a
polarised society – sharing
lifestyles and value sets
across conventional borders
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19. Society Trends 2015+ CONTRASTING MINDSETS
The WE people The ME People
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20. Society Trends 2015+ Emotional EMOTIONAL CONSUMPTION
GLOCAL ENERGETIC
Glocalisation ‘No age’ Society
SCENARIO 3 SCENARIO 4
ETHICAL MEANINGFUL
Global Sustainers Personal Wellbeing
Gatherers Key Brand Hunters
(WE) Experiences (ME)
INTERACTIVE EMPOWERING
Co-Creation Convergence Tech
PROGRESSIVE CONNECTIVITY
Convenience Culture Creative Class
SCENARIO 2 SCENARIO 1
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Rational

21. Society Trends 2015+ SCENARIO 1: EMPOWERING
People bond with empowerment brands that provides knowledge, inspiration and
personal ownership. Unconventional thinking engages and cements lasting relationships
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22. Society Trends 2015+ SCENARIO 2: INTERACTIVE
Intrepid Travel, Australia and UK
Encourage exchange of ideas such as co-reviewing and co-creation.
Inspire people by offering customisation and intelligent choice
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23. Society Trends 2015+ SCENARIO 3: ETHICAL
Take a lead as an ethical organisation and the worthwhile choice,
but never overplay sustainable or ethical credentials
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24. Society Trends 2015+ SCENARIO 4: MEANINGFUL
We want to learn about ourselves and find greater meaning in life.
Create inspiring and meaningful propositions to empower and change lives
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25. Society Trends 2015+ CONCLUSION
To lead have perspective and be people-centric - truly empower people on all levels. Only
then can you create successful products to engage tomorrow’s emotional experience hunters
www.kjaer-global.com SOCIAL EMOTIONAL