PROsumer.NETNetworking European Technology Platforms addressingDesign-based Consumer Goods Industries and RelatedResearch and Technology Fields1st Public Seminar22 June 2011 - BrusselsWelcome & IntroductionLutz Walter, Euratex Lutz Walter, Euratex, 1st PROsumer.NET public seminar, 22 June 2011, Brussels
Design-based Consumer Goods IndustryIncluded:- Textiles and clothing- Leather and footwear products- Sporting & playing goods, toys- Interior products made of different materials such as furniture, sanitary products, floor, wall and window coverings- Table, kitchen and glassware- Spectacles, watches, jewellery- Bags and accessories- Various wellness, cosmetic and beauty products- Design-oriented packaging of these and other productsNo included:- Motor vehicles- Consumer electronics- White goods Lutz Walter, Euratex, 1st PROsumer.NET public seminar, 22 June 2011, Brussels
CG - Economic Figures EU-27, based on EUROSTAT data 2006 % of total manu- facturing industryIndustry Turnover ~500 bn € 7.5%Economic Value Added 150+ bn € 8.5%Employment ~5 million 15.5%Number of Companies > 500,000 22.0%Capital Investment ~18 bn € 7.5% Lutz Walter, Euratex, 1st PROsumer.NET public seminar, 22 June 2011, Brussels
Common socio-economic drivers & challenges Safety & sustainability in production and consumption Health, well-being & activity of an aging & individualising population Satisfying needs & desires of a growing global consumer class Lutz Walter, Euratex, 1st PROsumer.NET public seminar, 22 June 2011, Brussels
Common Strategic Research ThemesSRT1 (Multi)functional products forspecific applications and usesSRT2 Intelligent manufacturing &the smart value chainSRT3 New design and product life-cycle conceptsSRT4 Customisation, Personalisation& Consumer Empowerment Lutz Walter, Euratex, 1st PROsumer.NET public seminar, 22 June 2011, Brussels
Common innovation-related issuesEDUCATIONPreserving & enhancingknowledge & skillsOPERATIONAL FRAMEWORKRegulation, standardisation& best practisesFINANCEAccess to research andinnovation funding Lutz Walter, Euratex, 1st PROsumer.NET public seminar, 22 June 2011, Brussels
Rationale for the PROsumer.NET Initiative Design-based consumer goods industry: • is a vital and vibrant part of the EU economy • is highly creative & innovative • is a strong user of advanced technologies • has common research and technological development needs • innovation challenges need appropriate political action • Fragmentation has prevented effective communication of these needs in the past Results of PROsumer.NET should ensure a joint strong contribution of Consumer Goods industries to EU research, innovation and industrial policies Lutz Walter, Euratex, 1st PROsumer.NET public seminar, 22 June 2011, Brussels
PROsumer.NETEuropean Consumer Goods Research Initiative Networking EuropeanTechnology Platforms addressing Design-based Consumer GoodsIndustries and Related Research and Technology FieldsEuropean Seminar on Consumer Goods Research22th of June - BruxellesGlobal Challenges forEuropean Consumer Goods IndustryEmanuele Carpanzano – ITIA-CNR
Global Challenges forEuropean Consumer Goods Industry• Global population trends• Global life style trends
Global population trends – Ageing• 379 Millions people aged 80 or over are expected for 2050• The rate of world population aged 65 and over in 2050 is expected to be 29%.• The life expectancy for women and men is expected respectively to be 89 and 84,5 years in the 2060 in Europe. Department of Economic and Social Affairs Population Division Dedicated products should be • Highly comfortable • Supporting healing processes • Integrating new services for Health • Not constrictive nor harmful for existing health problems • Access to new functionality • Support in maintaining previous lifestyle World population aged 80 or over: Proportion of population aged 60 or World, 1950-2050 over: world and development regions, 1950-2050
Global population trends – disabled• Disability affects hundreds of millions of families in developing countries.• Currently around 10 per cent of the total worlds population, or roughly 650 million people, live with a disability.• In most of the OECD countries, females have higher rates of disability than males. Dedicated products should be “smart” in order to •support functional recovery (i.e high perf. materials, ICT solutions, medical systems) •support individual independency •support healing processes •enable contact with an help system (i.e. ICT) Key Findings and Recommendations from the first World Report on People with Disabilities.
Global population trends – obesity and overweight• Worldwide obesity has more than doubled since 1980. In 2008 1,5 billion adults, 20 and older, were overweight. Of these over 200 million men and nearly 300 million women were obese.• 65% of the world’s population live in countries where overweight an obesity kills more people Dedicated products should than underweight - be highly comfortable and not constrictive• Nearly 43 million children under age of five were - support adequately size and weight overweight in 2010 - support healing processes (diabetes, cardiovascular)• Overweight and obesity are major risk factors for - remotely support obese people a number of chronic diseases, including diabetes, - contribute to health monitoring cardiovascular diseases and cancer. - prevent obesity• Overweight and obesity are now dramatically on the rise also in low- and middle-income countries, particularly in urban settings.• Obesity is preventable
Global population trends – new workers• The labor force over 50 accounts for 1/5 of the total European labor force and it is expected to change and become 1 to 4. The overall activity of elderly will increase by 2.6% points by the year 2020. Dedicated products should• 23 million persons in the EU27 have a - create a protective environment in daily conditions work-related health problem - about 60% - be highly performing (new materials, design solutions) of them suffer with musculoskeletal - be highly comfortable (light & high perf. materials) - adequate to different use conditions (customizable) problems - make use of smart devices and services• Policy options include an increase in the participation of women in the work force , adoption of technological solutions to improve labour productivity and a better utilization of the domestic work force.
Global population trends – Children• Current OECD policies emphasize the importance of measuring the well-being of children in industrialized countries.• Obesity is a growing concern in industrialized countries and the developing world. Data from a subset of 10 developing countries show that the New dedicated products should percentage of girls aged 15–19 who are - designed to be safe and not invasive overweight ranges between 21 and 36 %. - highly customizable• Increased prevalence of allergy in - free from toxic substances “westernised” countries in children and - easy to be applied adolescent. - make use of smart systems to support safety and growth• The benefits of far-reaching digital technologies extend beyond learning to promoting creativity, entrepreneurship and activism. Adolescents and young people are using these technologies to express themselves through videos, audio recordings and games.
Global Challenges forEuropean Consumer Goods Industry• Global population trends• Global life style trends
Global lifestyle trends – urbanization• For the first time in history, the majority of people live in urban areas. The proportion of the world’s population which is urban has been growing rapidly.• In 2004 almost 65% of China’s GDP was produced in its 53 metropolitan regions. New needs for products: - New social areas (ICT, networking technologies) - Continuous urban mobility - Reduced interpersonal spaces (lean products) - New sociability - Environmental stress factors (smog, pollutants, over-information) and dietary problems - Time and space management
Global lifestyle trends – individualization 1. Product are custom-designed and marketed to ever-smaller segments of consumers, even to the individual level. This customization has transformed manufacturing, marketing, and retailing. 2. Immediacy - Successful businesses deliver products and services at the convenience of the consumer rather than the producer. 3. Businesses must be price competitively or create innovative products that can command premium prices. •Individualized and customized products for different styles and needs • Personalized services • Custom health needs • Product choice compliant with cultural attitudes • Smart and intelligent services • Support to independent and self-reliant sphere
Global lifestyle trends – sustainability “Sustainability can be a prerequisite for profitable growth” WEF New consumer market for “green “ product is worldwide increasing. - No direct danger for consumer - Use of green processes and green materials - Requirements for firm reliability (i.e. labels, sustainability report) - Quantitative assessments of beneficial measures - New smart and efficient solutions - Compliance with international regulation
Global lifestyle trends – high performancesHigh performing products are new products that In order to be “High performing” they- maximize a product or service performance - make use of advanced materials- introduce new functions - make use of advanced life cycle solutions and tools- integrate advanced component and materials -make use of innovative design solutions- integrate new design solution -make use of advanced ICT solutions- maximize their use efficiency - integrate key enabling technologies (e.g. nano & bio)- be part of a total service system
PROsumer.NETEuropean Consumer Goods Research Initiative Networking EuropeanTechnology Platforms addressing Design-based Consumer GoodsIndustries and Related Research and Technology FieldsEuropean Seminar on Consumer Goods Research22th of June - BruxellesForward strategy of PROsumer.NETEmanuele Carpanzano – ITIA-CNR
Global Challenges forEuropean Consumer Goods Industry Global population trends Global life style trends
Strategic Research Themes for Consumer GoodsSRT1 (Multi)functional products forspecific applications and usesSRT2 Intelligent manufacturing & thesmart value chainSRT3 New design and product life-cycle conceptsSRT4 Customisation, Personalisation& Consumer Empowerment
Major OutcomesFrom research to innovation roadmap:- All phases along the innovation chain from knowledge to market: pilots!- All levels from European, to National, to Regional, to Local: what? where? when?- All actors: Research, Business (Large and small- medium enterprises) and Authorities.- All drivers: education and training, frameworks & rules, regulations and standards, finance & funding
Complex Prosumer Roadmapping Process Experts Experts Experts
Industry, technology and business experts will beinvited at different workshop and meetings to validate andevaluate the general outcomes on technology and markettrends.Such a pilot group of experts will have also a fundamental roleduring the roadmapping activities.