The New Consumer Agenda 2013-2015 by Peter Fisk

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What are the trends and practices that are transforming your consumers' expectations and aspirations?

The New Consumer Agenda 2013-2015 by Peter Fisk

  1. 1. the new consumer agenda 2013-15 Peter Fisk peterfisk@peterfisk.com+genius www.theGeniusWorks.com
  2. 2. Tribal niches Connecting Building a people movement Simple Doing Inspiring Natural Pleasure good meaning authentic Me to We Smart Provoking Good Statement value Products to debate to to people Great Stories Being Human Special Products Consistent to to editions People Deviant Branded Places Curated From the Twist solutions fringes and fuse Passive Selling to to Participating Enabling Creating Do more content together Being a Enable member me Made by me Right here© Peter Fisk 2012 Right nowwww.thegeniusworks.com +genius
  3. 3. What do consumers want In a VUCA WORLD? VolatileUncertain ComplexAmbiguous +genius
  4. 4. GDP GROWTH Source: OECD +genius
  5. 5. How are brands adapting To this new world? Vibrant UNREAL CRAZYASTOUNDING +genius +genius
  6. 6. CONSUMER CONFIDENCE Source: Neilsen +genius
  7. 7. FROM few ...+genius ... To many
  8. 8. FROM PUSH ... $ $+genius ... To pull
  9. 9. Emerging segments+genius
  10. 10. Millenials SO-LO-MO’s Alpha Women+genius Boomers Emerging Middle Down shifters
  11. 11. +genius Consumer world Consumer broader view Business Business narrow narrow view view Business Consumer© GeniusWorks 2012. All rights reserved.
  12. 12. Me to We Good Statement Products to to to people Great StoriesProducts Consistent to to People Deviant Passive Selling to to Participating Enabling +genius
  13. 13. 1 me to we +genius
  14. 14. 1 me to we Tribal niches Connecting people Building a movement Me to We Good Statement Products to to to people Great Stories Products Consistent to to People Deviant Passive Selling to to Participating Enabling +genius
  15. 15. togetherness+genius
  16. 16. FAN TWEET-UPS +genius
  17. 17. Tribal places +genius
  18. 18. Connecting people +genius
  19. 19. NIKE+ +genius
  20. 20. NIKE+... Nike helps people run
  21. 21. NIKE+ +genius
  22. 22. NIKE+ +genius
  23. 23. Creating MOVEMENTs RELEVANCE +genius
  24. 24. COLLABORATION
  25. 25. 2 Good to Great +genius
  26. 26. 2 Good to Great Dream Doing possible good Me to We Smart Good Statement value Products to to to people Great Stories Products Consistent to to People Deviant Passive Selling to to Participating Enabling +genius
  27. 27. DREAM REALITY +genius
  28. 28. SMART DESIGN +genius
  29. 29. SMART VALUE
  30. 30. FRUGAL INNOVATION +genius
  31. 31. GREEN AND SEXY +genius
  32. 32. 3 Products to People+genius
  33. 33. 3 Products to People Me to We Good Statement Products to to to people Great Stories Being Human Products Consistent to to People Deviant Branded Places Curated solutions Passive Selling to to Participating Enabling +genius
  34. 34. Being human +genius
  35. 35. Playing games +genius
  36. 36. +genius BRAND SPACES
  37. 37. ULTRA 10+genius
  38. 38. simplicity +genius
  39. 39. HUMAN CURATING SOLUTIONS +genius +genius
  40. 40. Getting PERSONAL +genius
  41. 41. ZAPPOS, SELLING SHOES? +genius
  42. 42. … delivering happiness
  43. 43. DELIVERING HAPPINESS
  44. 44. Happiness Tour +genius
  45. 45. 4 PASSIVE to PARTICIPATE+genius RENTAL
  46. 46. 4 PASSIVE to PARTICIPATE Me to We Good Statement Products to to to people Great Stories Products Consistent to to People Deviant Passive Selling to to Participating Enabling Creating content Being a member Made by me +genius
  47. 47. THREADLESS +genius
  48. 48. Crowdsourcing +genius
  49. 49. CrowdSELLING +genius
  50. 50. +genius
  51. 51. customising
  52. 52. Co-creating +genius
  53. 53. RENTAL+genius
  54. 54. +genius RENTAL subscription
  55. 55. GIFTING +genius
  56. 56. 4 Selling to enabling +genius
  57. 57. 4 Selling to enabling Me to We Good Statement Products to to to people Great Stories Products Consistent to to People Deviant Passive Selling to to Participating Enabling Do more together Enable me Right here Right now +genius
  58. 58. DRAMATICENABLING MORE +genius +genius
  59. 59. TWO Square METRE +genius
  60. 60. Wear Cosmetics +genius
  61. 61. Umpqua Bank +genius
  62. 62. Supporting you +genius
  63. 63. MORE TOGETHER +genius
  64. 64. DOING MORE +genius
  65. 65. more Dramatic +genius
  66. 66. 5 CONSISTENT TO DEVIANT +genius
  67. 67. 5 CONSISTENT TO DEVIANT Me to We Good Statement Products to to to people Great Stories Products Consistent Special to to editions People Deviant From the Twist fringes and fuse Passive Selling to to Participating Enabling +genius
  68. 68. UNLIKE OTHERS
  69. 69. ABSOLUTELY UNIQUE +genius
  70. 70. ASIAN FUSION +genius
  71. 71. RADICAL CONCEPTS+genius
  72. 72. RAPHA + PAUL SMITH +genius
  73. 73. PANTy BY POST Community SUBSCRIPTION+genius
  74. 74. 6 STATEMENT TO STORIES
  75. 75. 6 STATEMENT TO STORIES Inspiring Natural meaning authentic Me to We Good Statement Provoking Products to debate to to people Great Stories Products Consistent to to People Deviant Passive Selling to to Participating Enabling +genius
  76. 76. heritage +genius
  77. 77. +genius ADDING MEANING
  78. 78. Abercrombie & Fitch
  79. 79. WOrld’s biggest vlogger +genius
  80. 80. Future proofedSocial currency +genius
  81. 81. BEING PROVOCATIVE +genius
  82. 82. Creating DEBATE +genius
  83. 83. the new consumer agenda+genius
  84. 84. Tribal niches Connecting Building a people movement Simple Doing Inspiring Natural Pleasure good meaning authentic Me to We Smart Provoking Good Statement value Products to debate to to people Great Stories Being Human Special Products Consistent to to editions People Deviant Branded Places Curated From the Twist solutions fringes and fuse Passive Selling to to Participating Enabling Creating Do more content together Being a Enable member me Made by me Right here© Peter Fisk 2012 Right nowwww.thegeniusworks.com +genius
  85. 85. WHAT ABOUT YOUR CONSUMERS?
  86. 86. DEEPER insight Energisers “Aspirations” “Distinguishers” What would excite me? Enablers “Wants” “Differentiators” What do I want to be able to do? Essentials “Needs” What is necessary and expected? “Must Dos”© GeniusWorks 2012. All rights reserved.
  87. 87. WHAT ABOUT YOUR brands? +genius
  88. 88. REFRAMING CONTEXT Enablement Benefit Product© GeniusWorks 2012. All rights reserved. © GeniusWorks
  89. 89. How can you fuse ideas? +genius
  90. 90. Creative Fusion Existing Parallel Creative business: world: fusion: Silent Silent Silent Cashiers Cashiers Cashiers Bars Bars Bars Long Queues Long Queues Long Queues Finance Finance Finance Complicated Complicated Complicated Transactions Transactions Transactions Boring Boring Boring© GeniusWorks 2012. All rights reserved.
  91. 91. And new business models? +genius
  92. 92. Business models© GeniusWorks 2012. All rights reserved.
  93. 93. CAN THEY BE PART OF IT TOO? +genius
  94. 94. Co-marketing© GeniusWorks 2012. All rights reserved.
  95. 95. How do you enable more? +genius
  96. 96. Enabling more Passive experience Brand as an Brand as an Scripted educator entertainer Unscripted delivery delivery Brand as a Brand as a guide coach Active experience © GeniusWorks
  97. 97. VolatileUncertain ComplexAmbiguous +genius
  98. 98. VibrantUnREALCrazyAstounding +genius
  99. 99. Peter Fisk is a customer, innovation and branding expert, making sense of a rapidly changing business world, learning from a new generation of business, digital and physical, large and small … inspiring and enabling you to innovate and win in the new marketspaces. He is a bestselling author and inspirational speaker, and consultant to leading companies around the world . Peter is the Founder and Creative Director of the GeniusWorks, a strategic innovation business with offices in London and Budapest, Dubai and Istanbul, that works with senior management to “see things differently” – to develop and implement more inspired strategies for brands, innovation and marketing. Gamechanger is a strategy accelerator for leadership teams, Innolab is a facilitated innovation process based on deep customer insights and creative thinking, and BrandOptima is a platform to develop better brands and brand portfolios. His latest book Creative Genius brings together entrepreneurs and artists, rockstars and rockets scientists, in "the essential guide to innovation for visionaries, border crossers and game changers". From Air Asia to Virgin Galactic, Gaga to Miyamoto, it offers 50 inspirational tracks to inspire your ideas, and make them happen. Marketing Genius explores the left and right-brain approaches to competitive success (translated into 35 languages), Customer Genius describes how to build a customer-centric business, Business Genius is about inspired leadership and strategy, whilst People Planet Profit explains how to grow, and do good. Peter grew up in the remote farming community of Northumberland, in the North East of England, and after exploring the world of nuclear physics, joined British Airways at a time when it was embarking upon becoming “the world’s favourite airline” with roles in sales, marketing and brand management. He went on to work with many of the world’s leading companies, helping them to grow more profitably by becoming more customer-centric in their structure, operations and leadership. He works across sectors, encouraging business leaders to take a customer perspective, and learning from different types of experiences. His clients include American Express and Aeroflot, Coca Cola and Cooperative Bank, HSBC and Lastminute.com , Marks & Spencer and Microsoft, O2 and Orange, Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and Vodafone. He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest marketing organisation. He led the strategic marketing consulting team of PA Consulting Group, was MD of Brand Finance and partner of The Foundation, before founding his own business. He waspeterfisk@peterfisk.com recently described by Business Strategy Review as “one of the best new business thinkers” and is inwww.theGeniusWorks.com demand around the world as an expert advisor and energising speaker.
  100. 100. Bolder Winning brands strategies Smarter Creative innovation solutions Better Inspiring Accelerating Optimising marketing ideas growth performance Conference Cambridge Energising Developing keynotes academy events people One-day Expert seminars workshops Leadership CEO retreats mentoring© Peter Fisk 2012www.thegeniusworks.com +genius
  101. 101. +genius

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