13th German Trend Day + Workshop
“Identity Management – Recognition instead of Attention”
Identity Management
Manifesto
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Why this manifesto exists:
Trendbuero is observing a new kind of consumer behaviour:
Identity is becoming designable and turning into a management assignment
The manifesto pools the research, interviews and lectures pertaining to the
13th German Trend Day
Trendbuero discusses the consequences for communication with sectoral experts:
Recognition is becoming more important than attention
The manifesto summarises the workshop on the 13th German Trend Day and uses these
results to derive measures for tomorrow’s communications
Key Questions
– Why is identity becoming a management assignment? How is this manifesting
itself in consumers’ behaviour?
– What are the resulting challenges and measures for companies an