The document highlights the evolving landscape of future consumers and their relationship with technology and society, encompassing changes in lifestyle, automation, and consumer trust. It discusses narrative trends such as the 'age of surplus', 'age of meaning', 'age of Africa', and 'age of real Internet', emphasizing the implications of these trends for brands and consumer behavior. It suggests a need for new stories and perspectives as society braces for transitions driven by technological advancements and shifting consumer dynamics.

1. Future
Consumers
and Internet
Roope Mokka
Demos Helsinki
This presentation includes material
from:
Sustainable lifestyle 2050 -tutkimus
Maabrändityö
Olimme kuluttajia -skenaariotyö,
Sitra energia-ohjelman tutkimus,
Peloton tuotekehitys
Low2No esseet
Metropolialueen kilpailukyky,
Valtioneuvoston kanslian tulevaisuusselonteko,
Helsingin Energia - seuraavat 50 vuotta skenaariot.
Greater Helsinki Vision työ (2. Palkinto)
Allianz / Markku Wilenius -yhteistyö
Partners include:
Fazer -konsernin johtoryhmä
Helsingin Energian johtoryhmä,
Valtioneuvoston kanslia,
Sitran energiaohjelma,
Ympäristöklusteriohjelma,
Espoon Kaupungin johtoryhmä,
Peloton yhteistyökumppanit:
Bonnier, K-Ryhmä, S-Ryhmä, Sitra, Starkki, Puukeskus, A-Lehdet, Sub (TV),
Fazer Amica, MEK, Stora-Enso, Anton & Anton, Pöyry, Stockmann, Aalto,
Ilmastotalkoot yhteistyökumppanit
Sek, Bob Helsinki, PHS, N2, Speakers Forum, Hill&Knowlton, Drum, Avalon, VR,
Taitomylly,
Luennointi:
TEDx Amazonia, Rautakirja Consumer Day, IBM Software Day, YLE
Päällikköpäivä, IIR Kuluttajatrendit 2010, Lappeenranta Summit, Helsingin Energia 1
100 Vuotisjuhlat, Aalto-yliopisto, Sosiaali- ja terveysalan keskusliitto, Vanhus- ja
lähimmäishoidon liitto, Ortodoksinen kirkko, Kokoomuksen puoluevaltuusto,
Keskustan puoluekokous, Oranssi ry:n Valvomo-julkistus, Opetusministeriö
Koulutus 2030 seminaari, Tallinnan taideakatemia, Metsäteollisuus ry,

2. What important new
kind of internet users
do you foresee?
Why are they
important?

3. The universe is
made of stories,
not atoms.
Muriel Rukeyser

4. Do future consumers look like this?

5. Or this?

6. Or this?

7. Or this?

8. What is the story
of the internet?

9. The story of liberation
and coming together
without gatekeepers
1968-2008

10. The story of
segregated people,
dumming services, run
by oligopolies, leaving
the world cyber-
balkanized.
2008-2012

11. The story
of new revolutions.
2012-
Green tech waiting for its ”PC-revolution”
Social tech waiting for its public / civic revolution

12. Internet is dead

13. Source: Wired

14. four new stories
- narrative trends
1. The age surplus
2. The age of meaning
3. The age of africa
4. The age of real internet

15. four new stories
- narrative trends
1. The age surplus

16. There will be
fundamental shifts in
use of time

17. time = the most
fundamental resource in
the information age.

18. The most
disruptive
technology
known
to man
agriculture employs
before 70%
after 10%

19. In the next ten years time the global employment
market will have 1.3 billion under 30 year olds.
Unemployment can hit the billion mark.

20. who makes the iPad?

21. Foxconn makes the iPad
Foxconn makes electronic products for many global brands, including the iPhone and
the iPad. It is the largest exporter in Greater China and the second largest
exporter in the Czech Republic. However, despite its scale, Foxconn is still under
pressure to minimise unit costs in order to maintain profitability. Recently it has
begun relocating factories to lower-cost locations in China. (IMS Research.)

22. Foxconn announced plans to increase the automation in its Chinese plants. It
has about 10,000 industrial robots now but intends to have 300,000 in place by
the end of 2012 and to have one million in place by the end of 2013. (IMS
Research.)
A million robots
make the iPad

23. Also cognitive tasks
can be broken
down, industrialized
and outsourced.

24. deep automation. automation of services.
When farm jobs disappeared, we still had manufacturing jobs,
and when these disappeared we migrated to service jobs.
McKinsey Quarterly, W. Brian Arthur
... some cognitive
tasks can be
automated.

25. the whole world will be old until you die.

26. almost the whole world will be old until you die.

27. = an unforeseen
surplus of
”free”time.

28. "What's hard to explain is
how, in the space of a
generation, watching
television became a part-
time job for every citizen
in the developed world …
Americans watch roughly
two hundred billion hours
of TV every year. That
represents about two
thousand Wikipedias'
projects' worth of free
time annually"
Two thousand
Wikipedias' projects = more
”content” than possible to ”consume”

29. four new stories
- narrative trends
2. The age of meaning

30. There will be
fundamental shift from
experience to ability to
act differently

31. Money
Me
Markets
Howard Gardner
offer

32. Excellence
Ethics
Engamement
Howard Gardner
demand

33. User experience
=
Behaviour change

34. Why the shift?
I.e. who do we trust?
34

35. The elites?

36. ”parties have distanced from
the lives of people” 78%
EVAn arvo- ja asennetutkimus 2011: “Maailman paras maa”
Politicians?

37. Q: Is work central to your life?
The younger one is the less central is work Eva 2010
Work?

38. 45%
41%
37%
33%
29%
1980 1990 2000 2008
Share of single person households % (Tilastokeskus) Family?

39. ”...consumer trust in brands
has declined by 50%
in a decade,
down from 52% to 25%.”
Brands?

40. techies cyclists
Pyöräilijät
It’s a Peer Coup, Baby!
Piraatit
you name it...
Persut
some- vegans
people
prekariat
Wii-players

41. Peer Coup
in a Filter
Bubble?
Internet has become
”a web of one”
Algorhytms predict what
we want by what we wanted.
Result = we will only see
things we already
knew/liked/agree
Social Segregation.

43. Under 30’s party support 1996-2010 %
Under 30’s party support 1996-2010 %
Growing:
”Tea Party”
”Urban elitists”

44. How are consumer
brands reacting?

45. New megabrands Behaviour
are based on change
giving us an ability
to act in a new
unique feeling Not just
way: iPad, Google, experience and
Facebook. brand
differentations

46. who can?
New megabrands I can we can?
are based on
giving us an ability who is we?
to act in a new
unique feeling Wow
way: iPad, Google,
Facebook.

47. four new stories
- narrative trends
3. The age of africa

50. Depicts 426,000 cell phones, equal to the number
of cell phones retired in the US every day.
Globally the total number per year = 1000 000 000

51. They end up in ”afrika”
(= young, urban, growing, developing, informal,
ungoverned, low-high-tech)

52. They end up in ”afrika”
(= young, urban, growing, developing, informal,
ungoverned, low-high-tech)
2.

53. the whole world will be old until you die.
not in africa though.

54. What does african consumer product
innovation look like?

55. four new stories
- narrative trends
4. The age of real internet

56. Amount of users

57. GDP

58. Number of cars

59. iPhones

60. Animal protein consumption

61. TEDx’s seminars

62. Consumption of energy

63. Airmiles

64. Animal protein consumption

65. Base-stations

66. Solar panels installed base

67. CO2 emissions

68. CO2 emissions
You are here

69. CO2 emissions

70. 1968 1990 2010 2030 2050

71. 1968 1990 2010 2030 2050

72. 1968 1990 2010 2030 2050

73. a historic change
1968 1990 2010 2030 2050

74. a historic change
1968 1990 2010 2030 2050

75. a historic change
??
? ?
?? ?
? ??
?? ?
? ? ? ?
? ? ??? ?
1968 1990 2010 2030 2050

77. Cr lt
Pho spo u ivate
d lan
d
r
pe
op
l
W
Oi
C
ate
Na
r
tur
gas
al

79. Le
ng
ht
o f li
ve
W
ea
lth
I
n nova
s
tionFreed
om
Ha
pp
ine
ss
Lo
ve

81. GROWTH vs. BELL CURVE

82. arvittavista kasvihuonekaasupäästöjen vähennyksistä.
What changes the most?
Asuminen
Liikkuminen
Ruoka
Kuluttaminen
Vapaa-aika
Matkustaminen
0 10 % 20 % 30 % 40 %
Yksityisen kulutuksen päästöt Suomessa
Lähde: Envimat-projekti; www.ymparisto.fi/syke/envimat

83. The story of two new
revolutions.
2012-

84. The story
of new revolutions.
2012-
Green tech waiting for its ”PC-revolution”
Social tech waiting for its public / civic revolution

85. Green tech waiting for the
PC- revolution
"No one will need more than 637 kb of memory for a personal computer",
"There is no reason anyone would want a computer in their home"
“I think there is a world market for maybe five computers”.
technology does not touch
people.

86. Green tech waiting for the
PC- revolution
"No one will need more than 637 kb of memory for a personal computer",
"There is no reason anyone would want a computer in their home"
“I think there is a world market for maybe five computers”.
technology does not touch
people.

87. Green tech waiting for the
PC- revolution
"No one will need more than 637 kb of memory for a personal computer",
"There is no reason anyone would want a computer in their home"
“I think there is a world market for maybe five computers”.
technology does not touch
people.

88. What are the services that
enable us to live in a new
way in a resource strung
world?
technology does not touch
people.

89. Social tech waiting for the
public / civic revolution
technology does not touch
people.

90. The universe is
made of stories,
not atoms.
Muriel Rukeyser