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

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

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

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

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

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

“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

“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

“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

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

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

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

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 .

Is this your future?

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

“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

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?

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

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

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

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

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

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

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

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

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

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

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

Thank you
www.MiriamRayman.com