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The Next Big Thing: Exploring Tomorrow's Consumers
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The Next Big Thing: Exploring Tomorrow's Consumers

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How will future consumers think and behave

How will future consumers think and behave


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  • 1. The Next Big Thing Presentation to IAA, 03.10.13 William Higham, Next Big Thing
  • 2. What will motivate the consumer?
  • 3. Influencers Current Global Politics economy Big Business Saving Money Environment Future Economy Greater Efficiency Increased Data Constant Connection Comfort Stability Security
  • 4. Seeking value Motive #1 Price Budgeting Comparison Free Shared
  • 5. Seeking value Motive #1 Security Convenience Trust Frictionless Quality Compatible Privacy Simple Safe Storage Curated
  • 6. Seeking control Motive #2 Purchasing Little influence over events Finances Declining trust in institutions Fear of what’s to come in future Skills Career Health
  • 7. Recession Generation YESTERDAY TODAY TOMORROW Paranoid Parenting Greater Fear Planning Parental Hedonism Less Hedonism Seriousness Recession Less Spending Saving “The recession‟s created a frugality and conservative approach to investing in them they‟ll carry through their lives” Mintel “We are endlessly trying to upgrade ourselves.” Kim Ju-Min, South Korea “Geek means dirty glasses and computers?? That‟s out! Now, SMART is the new sexy!”, „ Young blogger, China “I definitely see a return to more conservative moral values.” Sigurd Kjelgaard, blogger, Berlin feel motivated by learning new skills and find empowerment in discovering things on their own.” Box 1824 Agency, Brazil “
  • 8. Seeking ‘belonging’ Motive #3 Roots Heritage Tradition Old Skills Locality Neighbourhood City / Region Country Families Jigsaw Families Famwiches Home Sweet Home Friends Framilies Acquaintances Community
  • 9. Seeking calm Motive #4 Economy Data Overload Product Turnover FOMO Constant Connection Famwiches Culture Of Fear Volatility Longer Hours Distrust OverMarketing Uncertainty RELAX! More Fear Greater Uncertainty More Data Even Longer Hours
  • 10. How will the consumer behave?
  • 11. Predicting Behaviours INFLUENCERS MOTIVATORS BEHAVIOURS Volatility Calm Leisure Fear Belonging Purchase Empowerment Control & Budgeting Value Media
  • 12. Leisure Behaviours MOREPLEASURE COMMUNAL INTERACTION FESTIVALS RETROLEISURE TELEVISION PLATONIC DATING STATUS PAMPERING EXCLUSIVES HEALTH/FOOD HEALTH/FOOD CONSERVATI VE
  • 13. Purchase Behaviours What Human FutureProofed Connoisseur Why Where How Trust Online Virtual P2P Offline Subscription Brand Virtual Access
  • 14. Media Behaviours Choice Both/And Forever Flux Hybrids On-Demand
  • 15. Media Behaviours Convenience Curated Simple Intuitive Brand Aid
  • 16. Media Behaviours Social TV
  • 17. Media Behaviours Digi Detox
  • 18. What are the key trends?
  • 19. Community Control Comfort Trust Choice Convenience Belonging Customisation Simplicity Locality Price Relaxation Families Security Humanness Social Status Knowledge Detoxification
  • 20. Community Control Comfort Build ‘Brand Family’ Empower & Smooth The Assist Journey
  • 21. Thank you William Higham Consumer strategist, futurist, author & CEO 020 3542 1900 www.next-big-thing.net The Hub, 5 Torrens St, London EC1V 1NQ 07710 452962 william@next-big-thing.net @nextbigthingco