Blurring
     the it
boundaries
    and
 keeping
and real:
 consumer
 mindsets
  Blurring the boundaries


  forbeyond
   ...
Shapeshifters



                                                                   Eroding the traditional distinctions
 ...
Business vs Leisure?


                                                                   55% of adults work whilst on
   ...
40% of 18 – 35 year old UK females
                                                                   say work and leisure...
On vs off - line?



                                                                   “Our young consumers aged 18 – 25
...
Public vs Private



                                                                   100m blogs, 200m social networkers...
“Slash/slash generation”
                                                                                      —Steve Sloc...
“The five-channel generation ”
                                                                                     —Marti...
“Homo hedonists”

                                                                   “Those who have grown up in
         ...
Convergence

                                                                   Technology:
                              ...
Friction free


                                                                   Myspace/Easyjet set blurring
          ...
Augmented

                                                                   Networked books

                           ...
high velocity . multi channel . always on . no boundaries
mobile . fast . ultra efficient . fluid . blurred . hyper real ....
Is this your future?
The minivists



                                                                   Mini activists, These people
         ...
“People aren’t prepared to put up
                                                                   with the contradictio...
How do I know this trainer hasn’t come
 from a sweatshop using child labour?

How do I know if it really is as healthy
   ...
69% of the UK public trust the
                                                                   government less now than...
We’ve reached
                                                                        crisis point

                      ...
To create a trusting world we must
                                                                   start with ourselves...
Food chain activists

                                                                   Tesco Allotments, Lancashire;
   ...
Community activists

                                                                   1. ‘I’m an ass – I park wherever I...
Financial activists


                                                                   Bartercard: 100 new UK members
  ...
local . ethical . authentic . transparent . honest . slow
community . volunteering . activist . grassroots . civic respons...
high velocity . multi channel . always on. .authentic . transparent . honest . slow
                              local . ...
Le Verdure Del Mio Orto
                                                                   Virtual farmers, ‘build your ow...
Hub Culture
                                                                   Global networking hubs;
                   ...
The Fun theory
                                                                   Devised by VW to engage and
            ...
Thank you




www.MiriamRayman.com
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Blurring The Boundaries And Keeping It Real

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Blurring The Boundaries And Keeping It Real

  1. 1. Blurring the it boundaries and keeping and real: consumer mindsets Blurring the boundaries forbeyond 2010 and keeping it real: consumer mindsets for 2010 and beyond www.MiriamRayman.com
  2. 2. Shapeshifters Eroding the traditional distinctions between business and leisure, public and private, real and virtual Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 2 / 29 www.MiriamRayman.com
  3. 3. Business vs Leisure? 55% of adults work whilst on holiday 40% take work calls and answer emails by the pool — Hotels.com, July 09 ◀ Distrito capital mexico city Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 3 / 29 www.MiriamRayman.com
  4. 4. 40% of 18 – 35 year old UK females say work and leisure time are blurred —The Future Laboratory, December 09 ◀ ‘Biz Center’ at Ace Hotel, Portland, Oregon Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 4 / 29 www.MiriamRayman.com
  5. 5. On vs off - line? “Our young consumers aged 18 – 25 don’t distinguish between being on or offline to them it’s just life they don’t compartmentalize things.” —Rob Bready ASOS.com CEO Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 5 / 29 www.MiriamRayman.com
  6. 6. Public vs Private 100m blogs, 200m social networkers broadcasting to a global audience. Mobile internet, Fotolog, Twitter, Bambuser ... Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 6 / 29 www.MiriamRayman.com
  7. 7. “Slash/slash generation” —Steve Slocombe Founder of Supersuper and x-editor of Sleazenation Designer/dj /promoter/curator Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 7 / 29 www.MiriamRayman.com
  8. 8. “The five-channel generation ” —Martin Lindstrom author and branding guru Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 8 / 29 www.MiriamRayman.com
  9. 9. “Homo hedonists” “Those who have grown up in the digital age, with computers, video games, mobile phones and the internet (often being used simultaneously), exhibit new behaviours defined by a need for instant gratification, constant stimulation, and more risk taking.” —Baroness Greenfield Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 9 / 29 www.MiriamRayman.com
  10. 10. Convergence Technology: Pico projector; iphone; Android; open source Hangouts: Ace Hotels; Shoreditch House; Mamma Shelter Media: Monocle; Intelligent life; FT Weekend ◀ Set&Sekt Switzerland Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 10 / 29 www.MiriamRayman.com
  11. 11. Friction free Myspace/Easyjet set blurring geographical boundaries Kiosk, New York Minimum possessions, on demand, no packaging ◀ Professor Richard Horden’s Micro compact home Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 11 / 29 www.MiriamRayman.com
  12. 12. Augmented Networked books Living Identity by Moving brands; Esquire magazine; Colours magazine Brand New in Amsterdam; hyper real retail experience RFID - Nike Air; Fitbit Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 12 / 29 www.MiriamRayman.com
  13. 13. high velocity . multi channel . always on . no boundaries mobile . fast . ultra efficient . fluid . blurred . hyper real . live converged . friction free . control . networked . augmented easyjetset . instant gratification . on demand . crave stimulation . tech-fuelled .
  14. 14. Is this your future?
  15. 15. The minivists Mini activists, These people aren’t angry and shouty. Their disillusionment is very personal and is informing their lifestyle decisions on a very intimate level. Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 15 / 29 www.MiriamRayman.com
  16. 16. “People aren’t prepared to put up with the contradiction and lies anymore, they want their lives to feel authentic.” —David Boyle author, Authenticity: Brands, Fakes and Spin and the Lust for real life Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 16 / 29 www.MiriamRayman.com
  17. 17. How do I know this trainer hasn’t come from a sweatshop using child labour? How do I know if it really is as healthy as it says it is on the box? How do I know my government is making the right decisions? How do I know my money will be safe in this investment scheme?
  18. 18. 69% of the UK public trust the government less now than at the start of 2009. 76% said they didn’t trust financial institutions who had taken bail-out money to use it responsibly. —The Edelman mid-year polling figures ◀ ‘Local’ Starbucks, Seattle Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 18 / 29 www.MiriamRayman.com
  19. 19. We’ve reached crisis point “Lack of trust and cynicism seem to be widespread in Britain as we draw to the end of 2009... A succession of failings involved everyone from politicians to policemen, from bankers to the BBC, from social workers to sportsmen, and has left the population in a state of anger, contempt and disillusion.” —Anthony Seldon, author, Trust: How we lost it and how to get it back Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 19 / 29 www.MiriamRayman.com
  20. 20. To create a trusting world we must start with ourselves: we cannot look to others 58% have volunteered and donated to charity in the last 12 months 81% have given to charity within the last four weeks —Helping Out: A National Survey Of Volunteering and Charitable Giving 2008. ◀ Merci, philanthropic retail store, Paris Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 20 / 29 www.MiriamRayman.com
  21. 21. Food chain activists Tesco Allotments, Lancashire; live chickens to be sold at Dobbie Garden Centres US: farming interns. 1,400 farms sought interns this year almost triple the number 2 years ago. Hugh Fernley whittingstall’s Facebook for Gardners (check) ◀ Ian Cheney and Curt Ellis roaming truck farm Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 21 / 29 www.MiriamRayman.com
  22. 22. Community activists 1. ‘I’m an ass – I park wherever I like’. Street Panthers in Greece, encourage local residents to discipline bad behaviour by sticking rude stickers on offending cars. 2. Women’s Institute rise in members wanting to connect to their community 3. The people’s Supermarket: Arthur Potts Dawson, shoppers donate a few hours a month in exchange for cheap food yet well sourced food. ◀ urban repair squad, Toronto Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 22 / 29 www.MiriamRayman.com
  23. 23. Financial activists Bartercard: 100 new UK members a month Local Exchange Trading Scheme (LETS) Local currencies in Lewes; Totnes; and Brixton Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 23 / 29 www.MiriamRayman.com
  24. 24. local . ethical . authentic . transparent . honest . slow community . volunteering . activist . grassroots . civic responsibility altruistic . local . communal . neighbourhood . producers . trade by hand . charity . shared . farmer . trust . considered
  25. 25. high velocity . multi channel . always on. .authentic . transparent . honest . slow local . ethical no boundaries mobile . fast . ultra efficient . fluid . blurred . hyper real . livecivic responsibility community . volunteering . activist . grassroots . converged . friction free .. local . communal . neighbourhood . producers . trade altruistic control . networked . augmented easyjetset . instant gratification . on demand . crave. stimulation . tech-fuelled . by hand . charity . shared farmer . trust . considered
  26. 26. Le Verdure Del Mio Orto Virtual farmers, ‘build your own’ organic farm + photos + weekly deliveries Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 26 / 29 www.MiriamRayman.com
  27. 27. Hub Culture Global networking hubs; digital currency Ven Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 27 / 29 www.MiriamRayman.com
  28. 28. The Fun theory Devised by VW to engage and entertain the community Blurring the boundaries and keeping it real: consumer mindsets for 2010 and beyond 28 / 29 www.MiriamRayman.com
  29. 29. Thank you www.MiriamRayman.com
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