work
life
change

Workstyle

Transformation of Economy
Complexity
Creative worker
Knowledge worker
Industrial worker
Farmer
Agricultural economy Industrial economy Knowledge economy Creative economy Time

Transformation of Economy
Structure of employment, Denmark, 1901 - 2020
100
Industry, Handicrafts, Building Industry
90
80
70
60
Knowledge, IT,
50 Teaching
Staging,
40 Emotions
30
20
Agriculture Markets of Care, Welfare
10
0
1901 1911 1921 1930 1940 1950 1960 1970 1980 1990 2000 2010 2020
Source: Dansk Historisk Statstik, stat. yearbook; Forcast by The Copenhagen Institute for Future Studies

Lifestyles

Changing Biographies
The industrial biography
23 60
Childhood Work
Retirement
Adolescence or Family Life

Lifestyle Typology 2020
Young
Globalists
Super
Super
Daddys Tiger
CommuniTeens Grannies
Ladys
Second
Post-
RUSH HOUR Re-Awakening
Childhood Adolescence
Beginning
Adolescence
Grey
VIB Hopper
Inbetweens Families Silver
Network Preneurs
Latte- Families
Macchiato-
Families
23 60

40 year-olds
1940

Megatrend
Do!aging

The comming HIGH AGE
100
2.2 million over 100 in 2030
90
Japan
80 Schweiz
Switzerland
70
Iceland
Island
Neuseeland
New Zealand
60 (Nicht-Maori)
(without Maori)
50
Norwegen
Norway
40
1840 1860 1880 1900 1920 1940 1960 1980 2000 2020

The Myth of Aging
More years more suffering!
Handicap-
Phase
Source: OECD

ome Style

Security
Shelter
Community
Caves and huts

„90% in rooms“
SELF-ESTEEM
COCOONING
house

Life-
Management
Selfdesign
MEDICINE
Place to
De-stress
SMART BEING

housing as medicine

Health
Importance of health for Germans:
40%
38%
35%
33,0%
30,1%
30%
26,8%
26,8%
26,4%
25,3%
24,8%
24,2%
25%
20%
1992 1994 1996 1998 2000 2002 2004 2007 2010
Source:
Quelle: Allensbacher Markt- und Werberträgeranalysen, AWA 1992-2007 (Basis: Deutsche Bevölkerung ab 14 Jahre); Prognose Zukunftsinstitut

HEALTH is ...
Phase 1 Phase 2 Phase 3
Health Health Health
= = =
Absence of Active fitness Holistic self-
disease & well-being competence
Soul
Body
Job
Mind Learning
Family

individualiSation

1900 Houshold types
5+
3
2
4
1
domination of
extended
families

2010 variety of household types
couple with
5+ retro-extended family
two children
= strong growth
couple with
4
4 network family
one child
4 new 3 generationen family
single-parent
3
2
with a child
3 single-parent with
2
other families two children
single senior
citizens
1 2
2 homosexual nomadic household
1-4
couple (several centres of life)
couple
single
1 DINK
DINS
without child
Network
Society

More space for individuality
50
42
Germany
34
15
/ Austria
1950 1980 2000 2020

Einzigartigkeit
eXtrEme living

A question of style?
Men becoming more fashion-conscious: “agree completely / mostly“
68%
62%
Ich will meinen to develop my own style
I want eigenen Stil entwickeln
52%
47%
Also in my freetime I want willbe dressed fashionably
Auch in der Freizeit to ich gut gekleidet sein 43%
38%
35%
When I am shoppingKauf auf Marken, I already know
Ich achte beim I look for brands die ich schon
33%
kenne
29%
30%
Mit Kleidung kann ich meinen Typ zur Geltung
27%
With my colthes I underline my type
bringen
23%
20%
17%
Ich probiere gerne neue Mode aus
I like trying new fashion trends
13%
2012
15%
2007
Ich will mich durch Kleidungto stand out from others
With my clothes I want von anderen abheben 12%
9% 1999
Source: Communication Neworks 3.0 und 11.0; Prognose: Zukunftsinstitut

Individual, but how?
my Way

Individual, but how?
i Way

complexity

A home of clutter
5.000

Private outsourcing increases
War Zone
Home Services
appliance women men
Sourche: Karin Frick, Wie sich Männer und Frauen die Hausarbeit teilen, Trendstudie, Duttweiler Institut 2006

Many Places Job
School Job
Second Home
Family Hotel
Transfer
Management Shopping
Old people´s homes Third-Place
Day care
Second Life
School friend
Anti-Routine
Home
Hotel
Source: Lifestyle Foundation 2008

Super Places Job
School Job
Second Home
Family Hotel
Transfer
Management Shopping
Old people´s homes Third-Place
Day care
Second Life
School friend
Anti-Routine
Home
Hotel
Source: Lifestyle Foundation 2008

Creativity

Kreativität

work
life
change
www.zukunftsinstitut.de www.lifestylefoundation.com