The Next Big Thing: New Youth Trends

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How are today's young consumers thinking and behaving; how is that likely to change in future; and how can brands respond

How are today's young consumers thinking and behaving; how is that likely to change in future; and how can brands respond

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  • 1. CHANGE SO? ATTITUDES OPEN CLOSED CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ YOUTH OF … TOMORROW UNDERSTANDING TOMORROW’S CUSTOMERS TODAY WILLIAM HIGHAM, NEXT BIG THING Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good
  • 2. CHANGE SO? ATTITUDES OPEN CLOSED CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good
  • 3. CHANGE SO? ATTITUDES OPEN CLOSED CONTACT US “Nothing endures but change" Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ H Heraclitus, c.500 BC Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good
  • 4. CHANGE SO? ATTITUDES OPEN CLOSED CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good
  • 5. CHANGE SO? ATTITUDES OPEN CLOSED External Drivers CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ Changing Attitudes Future Behaviours Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good
  • 6. CHANGE SO? ATTITUDES OPEN CLOSED Prosperity CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ Hope Spending Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good
  • 7. CHANGE SO? ATTITUDES OPEN CLOSED CONTACT US MILLENNIALS Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ AGE: 16-30 BORN: 1983-1997 RECESSION GENERATION AGE: 0-15 BORN: 1998-2013 Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good
  • 8. CHANGE SO? ATTITUDES OPEN CLOSED CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ DRIVERS (TECHNOLOGY) INFORMED, COMMUNAL, COMMUNICATING OPEN / MOBILE DRIVERS (SOCIETY / ECONOMY) RISK AVERSE, TRADITIONAL, ENCLOSED CLOSED / FIXED Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good
  • 9. CHANGE SO? ATTITUDES OPEN CLOSED Never Say Never Global Citizens Extra Pleasure Leisure Geek Chic Cool Connoisseurs Skill-ebrity Next Big Thing @NextBigThingCo CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ >> Tomorrow’s World June 2013 >> Change is good
  • 10. CHANGE SO? ATTITUDES OPEN CLOSED Do It Fluid Non Friction Nones & Neutrals Go Rental Swap Shop No Purchase Necessary Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ >> Change is good
  • 11. CHANGE SO? ATTITUDES OPEN CLOSED Happy Families Home Sweet Home New Puritans Play & Display Social Downsizing Communal Commerce Next Big Thing @NextBigThingCo CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ >> Tomorrow’s World June 2013 >> Change is good
  • 12. CHANGE SO? ATTITUDES OPEN CLOSED More To Life Tradition With A Twist Patriot Gains Simple Life Digital Detox Spiritual Life? Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ >> Change is good
  • 13. CHANGE SO? ATTITUDES OPEN CLOSED CONTACT US Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ So what does this mean? Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good
  • 14. CHANGE SO? ATTITUDES OPEN CLOSED CONTACT US Brand Aid: knowledge, support, inspiration Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ Brand Families: honesty, community Novelty + Reliability Technology + Humanity Fluidity + Heritage Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good
  • 15. CHANGE SO? ATTITUDES OPEN CLOSED CONTACT US Thank you Telephone: 020 3539 1398 Email: info@next-big-thing.net Twitter: @Nextbigthingco LinkedIn: William Higham Office: The Hub, 5 Torrens St, Islington, London EC1V 1NQ Next Big Thing is one of Britain’s most respected trend & consumer strategy consultancies. It was founded by consumer trends expert and author William Higham in 2002. Since then, we’ve worked with diverse blue chip clients across a wide range of sectors: BBC to HSBC, AOL to Universal. Higham is one of Europe’s foremost trends experts and a popular conference speaker and media interview subject. He is also the author of The Next Big Thing: Spotting & Forecasting Consumer Trends for Profit (Kogan Page, 2009). Next Big Thing @NextBigThingCo >> Tomorrow’s World June 2013 >> Change is good