Future of Branding - Social Demographic Trend Insight on the New Marketplace
Publication!Culture of Future has captured inﬂuential western
demographic trends driving consumption to date,
showing how the marketplace is shifting radically
into an exciting opportunity-scape for brands.!
The challenge and tension for brands today!
The biggest Macro Trends of today!
What do people expect from brands?!
What top brands are doing to address their end users!
Demographics and their engagements with brands!
Conclusion, next steps!
New jobs are emerging old ones are fading.
New ways of working are rampant with
demands for differing skill sets and newer sets
of tools. New generations are entering the
workforce with different expectations and
inﬂuences shifting the scope. Entrepreneurial
businesses tip the scales; new manufacturing,
new ways of funding, new ways to innovate
and new ways of getting the word out the front
door challenge old structures. !
Education is shifting to lifelong learning with
content streams emerging to address
economic challenges and the need for new
skill set content. The balance of male female
shows more women in college in primary
subjects in the US and Europe than men.
Aging generational demographics, new family
constellations and the increase of the single
demographic all inﬂuence the marketplace
broadly. Digital natives are driving the family
decision making purchase power younger and
younger while their generation has not yet
even been deﬁned, named or tagged. !
These changes inﬂuence the focus of design,
innovation and media communication in the
current to future marketplace.!
Growing Life Expectancy.!
Gender & Cultural Rebalancing.!
Economic Challenge & Transformation.!
Globalization & Localization.!
Climate Changes & Challenges. !
Robert Montgomery, The Concrete Poet
of London shows here a style of grafﬁti
known as Brandalism. The advent of
web and mobile social media has given
voice to the consumer; people are turning
to each other in a consumer-led market
of reviews, innovations and inﬂuences.
It’s a time of the inventive entrepreneur
and the solopreneur whose passionate
ideas and solutions that serve people well
guides and directs the future marketplace.!
Word On The Street!
People are no longer buying into brands;
rather brands have to ﬁnd new ways
of buying into people.!
LMGTFY (Let me Google That For You)!
In an app-sourced world, the consumer
understands more and more what is
going on behind the scene. This makes
the local, agile company better suited to
meet the needs of the interested and
invested modern consumer – that is
unless the larger companies adopt new
behaviors aligning their passions with
the passions of their end demographic.!
It’s a Humanly
It’s a Digitally
The tension between the crafted and digital worlds is creating a dynamic reinvention marketplace across demographics.!
People are on a path of reinvention, drawing on successful past ways of living, combining into modern lifestyle solutions.!
Crossing lines and borders, people are manifesting lifestyle choices in unexpected ways, pinning/blogging/tweeting the results
challenging and growing each other and the brands that serve them.!
Brands that support investigative reinventions ﬁnd connection to what matters most to end-users today.!
What Do People Expect
Brand is the storyteller of commerce; it is what we rely on to know what is available in the
marketplace. Today brands can call us to be better versions of ourselves… if they know how
to be better versions of themselves. Brand PR and marketing cannot be rote today or say one
thing and be another.!
A brand today is no longer seen as just a logo or a ‘mark’. A brand that connects and conveys
its true passion purpose ﬁnding where it aligns with the passion of its demographic end-user
is on the road to meeting needs and expectations authentically.!
Everything is ampliﬁed, best not to try and control it, open up, converse and contribute in an
ongoing relationship build. Ride the wave with everyone else, exploring what you are good at,
adding it into the mix. !
For brands to do well they need to realize the power they have today to create and recreate
industries anew. With the walls of the past coming down and dissolving into integrative ideas
of wide spread innovation, brands have more freedom than ever before to return to a more
authentic exploration ignition. The end user today deﬁnes the modern brand in this light.!
How are brands responding to this?!
The Emerging Ecosystem
of Consumer Habitats.!
Whether creating a full range of innovative products, experiences
and services or buying up agile beta-styled startups brands are addressing
needs of the end-user through collections of niche services.!
It is no coincidence that Apple, Google, Amazon and Microsoft compete
at generating just such habitats.!
A life in reinvention is less focused on the perfect solution and more on
the experimental process that gets us there. New brand products, services
and experiences are being provided to support lives in reinvention. Digital
genius Tim Leake of Hyper Island Digital School calls it, LIVING LIFE IN BETA. !
To build the perfect habitat that addresses and meets the needs of today’s
end-user an understanding of the social demographics of the day is crucial. !
Apple iTunes, Passbook, AppleTV, iPhone FaceTime,
App Store, Newsstand iBook, iCloud,
Apple Store, ipad, Mac air, laptops / towers!
Google Google Play, Google Plus, Google Hangout,
Google Now, Google Drive, Google Maps,
YouTube (working now on retail, hardware)!
Amazon Amazon Instant Video, Web Services,
Media Group, Digital and Hardbound Book
Publishing, Product Marketplace Aggregate!
Microsoft Bing, MSN, Skype, Xbox Live, SkyDrive Kinect!
Facebook Facebook Social, Facebook Data Services,
An integrative mind emerges.!
New tools of connectedness combined with
crafted living, ask the brain to ﬁre right AND
left in an integrated fashion.!
You might say the social brain that is
required today is not industrial left brained
or creative right but functions with a mix of
both. A combination of demands ignites
cross thinking and being and is literally a
Generational Analysis –
How we use the brain is socially driven.!
“I believe you have to HAVE money
to make money to DO what you love
and BE who you are supposed to
be. I am about building a legacy.”!
“BE who you are now, DO what you
love today and from there deﬁne
what HAVING is to you. I am about
being legacy, sharing my best now
Ever Bigger Life !
A More Intimate Life !
Creatively Engaged Life !
An All of the Above, Integral Life!
LEFT BRAIN HIERARCHY!
Industrial, Hierarchy, Working
RIGHT BRAIN CREATIVE!
Rebels to Overworking Parents
Culture, into Senses/Experience!
LEFT + RIGHT TOGGLING !
Social, Connected, Creative,
Loves Vintage and New!
FLOW & INTEGRATION!
Seeks Value, Sharing, Leading
Surﬁng the WWW!
I have tech!
I use Tech!
Compact Disc !
I share Tech!
MP3/MP4 playlist downloads!
Want to be Seen
IDEALISTIC / REALISTIC!
Works With What is!
I am Tech!
Live, iCloud/SkyDrive, Spotify!
Want to Make/Create Value
Generational Analysis –
Western Behavioral Demographics.!Each generation creates social behaviors to address challenges of the times. Generation gaps were ﬁrst noted in the west in the 60s;
today worldwide gaps are emerging between elder non-digital natives and younger digital natives. Future reports will address these
evolving global generations with a focus on BRIC countries.!
Of note, social speculation models exist for abstract understanding of broad social waves; no human can fully ﬁt into a category. !
Not shown here are the ‘between’ generations who have their own behavioral inﬂuences that broaden the behavior list considerably.!
COLLECTIVE ME !
CONNECTION - !
expression of self,
Go to the brand for
info on the brand!
Don’t commodify life!
Cool design kids!
Limited edition ﬁnds!
with a good idea!
Helps in reframing self!
Reinvents with you!
Leader via design!
Makes you an insider
A seen contributor !
New skill sets share
Supports passions in
reinventing the world
The Applied Marketplace!
In retail the older model was to provide
curated products brick and mortar style.
One person entered and another sold,
this could be called The Touch of One.!
Enter the Touch of Many. With current
digital story building tools brands now
have story engaging options. Socially
connected products, experiences and
services allow brands to create a long-
term build and track with social impact.
End users are now providing curation
stories of what they love through unique
online retail tools. Pinning becomes a
point of pride, a point of identity building,!
a way to communicate to your community
a vital connectedness to brands.!
Tracking social demographics helps
brands engage in living conversations.
Generational Analysis –
Social Brand Behaviors!
Generational Analysis –
Understanding Brands Within
Nike and sports within social demographics.!
Boomer Era – A focus on the iconic symbols of sport.!
Athlete as hero, leader, something to aspire to but not necessarily attain. Jordan era. !
Gen X – Design engagement in sport.!
Limited edition sneaker culture, specialty ﬁnds, hidden stores, urban design house experiences. !
Gen Y– Communal contribution in sport.!
Democratized appeal – everyBODY is an athlete; everyone can be motivated and inspired to move and engage.
Lance Armstrong Beneﬁt Bracelet era, community running, addition of cross ﬁtness categories from golf to yoga to dance.!
Next Gen – Inventiveness in sport. (digital+craft)!
Inventing better tools to live by and with, elevating community connected wellness.
Nike+ Fuelband tech inventiveness, personal/communal connected wellness tracking and motivation, accelerator programs.
Nike Fly Knit sustainable material invention, Fly Knit Collective London, crafted art performances of the product innovation pillars. !
Integration of Xtreme Sport into mass categories.!
Each generation, country, family or friend group is a social demographic in the making;
each has their own social soup that drives their choices and behaviors. To understand
your end user, we invite you to swim in their cultural soup.!
We have taken a look at western social demographics, their origins and directional
inﬂuences inspirational to brands, their cultural soup. But this is not the full story. !
Of note is the reinvention focus that emerges across generations begging
for new approaches, new insights and new applications.!
For that feel free to contact us. We look forward to working with you
in expanding this story to suit your needs.!
ACKNOWLEDGMENT: We thank HUB COLLECTIVE for their design contribution.!
Continue the Conversation!
One Fee, Three Reports –!
If you liked our intro report, purchase our TRI-ANNUAL publication featuring:!
A continuation of the report with in-depth global content & how-to trend speciﬁcs.!
Branding secrets of trend application through process insights & charting.!
Analysis and application across industries of wellness, health, beauty, design, sport, fashion, banking, technology, media and social digital.!
Uniquely, each report focuses on the track and ﬂow of trends over time helping you know how trends break, peek and recede.!
WE PROVIDE A RESOURCE TOY BOX FOR YOU TO PLAY WITH, A GIFT THAT KEEPS ON GIVING!!
FOR MORE INFORMATION CONTACT JodyTurner@CultureofFuture.com.!