This document provides an agenda for an event organized by Creafutur Foundation titled "Teens 2010: How are teens today and how will their consumer habits evolve". The event will feature presentations on trends related to teenagers and young adults, identifying business opportunities arising in the near future. Panel discussions will involve experts and opinion leaders to discuss views on these topics. The intended audience are managers from businesses and institutions, as well as marketing and innovation professionals seeking an in-depth understanding of teenage and young adult consumer needs and behaviors of the future. Benefits of attending include learning about key trends, opportunities, and expert perspectives.

1. Programa
Com són els
adolescents d’avui
i com evolucionaran
els seus hàbits
de consum
How are teens
today and how
will their consumer
habits evolve
4 de Març de 2010
ESADEFORUM

2. Programa
BENVINGUTS a “Teens 2010: Com WELCOME to “Teens 2010: LA FUNDACIÓ Creafutur es constitueix el 2006 com Creafutur was set up in 2006 as a
són els adolescents d’avui i com how are teens today and how will CREAFUTUR a fundació privada promoguda pel private foundation promoted by the
evolucionaran els seus hàbits de their consumer habits evolve”. THE Departament d’Economia i Finan- Department of the Economy and
consum”. CREAFUTUR ces de la Generalitat de Catalunya i Finance of the Government of Cata-
FOUNDATION l’escola de negocis ESADE, institu- lonia and ESADE Business School.
L’estudi realitzat per Creafutur ana- The study carried out by Creafutur cions que regeixen el seu patronat en Both institutions currently sit at
litza en profunditat els adolescents makes an in-depth analysis of l’actualitat. Creafutur’s board.
d’avui i projecta els seus compor- teenagers today and projects their
taments de consum en els propers consumption behaviour over the La seva activitat es centra en l’anàlisi Its activity is focused on analysing
10 anys, identificant oportunitats de next 10 years, identifying specific de macrotendències de consum que macrotrends in consumption, leading
negoci concretes per a empreses business opportunities for compa- originen oportunitats de negoci futures to future business opportunities.
que operen als mercats globals. nies operating in global markets. i la identificació i divulgació d’aquestes
oportunitats entre el teixit empresarial. Creafutur issues a number of reports
every year, mainly on consumer
De les seves activitats i serveis destaca trends and the business opportunities
l’elaboració d’estudis sobre tendències related. It also provides consulting
de consum i oportunitats de negoci services to companies and institu-
derivades, la realització de seminaris i tions.
A QUI VA Directius d’empreses o Managers from businesses or insti-
workshops, i l’assessorament a empreses
DIRIGIT institucions i professionals tutions and marketing or innovation
Some of the studies carried
dins el seu àmbit d’actuació.
WHO del marketing o de la innovació que professionals who want to achieve an
out by Creafutur are:
SHOULD vulguin conèixer en profunditat les in-depth knowledge of the needs of
Alguns dels treballs realitzats
BE necessitats del consumidor adolescent teenagers and the young adults of the
per Creafutur són: “Sustainability and business
INTERESTED i del jove-adult del futur. future. opportunities”
“Sostenibilitat i oportunitats
de negoci” “The future of leisure
and entertainment in Europe”
“El futur de l’oci i l’entreteniment
QUINS - Conèixer les principals - Discover the main trends related a Europa” “The future of social services”
BENEFICIS tendències relacionades amb to teenagers and young adults
OBTINDRÁ els adolescents i els joves-adults - Identify the main business “El futur dels serveis socials” “Social habits and the new
L’ASSISTENT - Identificar les principals opportunities that will arise information technologies: trends”
WHAT oportunitats de negoci que in the near future “Els hàbits socials i les noves
BENEFITS sorgiran en un futur proper - Learn about the views of experts tecnologies d’informació: “The future of food, main trends”
WILL THOSE - Conèixer la visió d’experts and opinion leaders tendències”
ATTENDING i líders d’opinió
OBTAIN “El futur de l’alimentació,
principals tendències”
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3. Agenda
9.00 - 9.30 h Acreditacions 12.30 - 13.45 h Taula Rodona Round Table
Accreditations
Cafè de benvinguda Welcome coffee Amb la participació de: With the participation of:
Sr. Stephen Dunbar-Johnson, Mr. Stephen Dunbar-Johnson,
Publisher, The International Publisher, The International
9.30 - 10.00 h Benvinguda Welcome Herald Tribune Herald Tribune
Prof. V. Kasturi Rangan Prof. V. Kasturi Rangan
Sr. Ferran Rodés, Mr. Fernando Rodés, Prof. Mònica Casabayó, Prof. Mònica Casabayó,
President de Creafutur Chairman, Creafutur Doctora en Marketing PhD in Marketing and Professor
Sr. Carlos Losada, i Professora titular at Esade Business School
Mr. Carlos Losada,
Director General, Managing Director, d’Esade Business School
Moderator: Cristina Puig,
EsadeBusiness School Esade Business School Modera: Cristina Puig, Journalist
Hble. Sr. Antoni Castells, The Hon. Mr. Antoni Castells, Periodista
Dialogue with the participation
Conseller d’Economia i Finances Minister of Economy and Finance Diàleg amb la participació of the sponsors:
de la Generalitat de Catalunya of the Government of Catalonia de les empreses patrocinadores: Puig, Nike, Yahoo!, Damm, Des-
Puig, Nike, Yahoo!, Damm, igual, Agrolimen, El Corte Inglés,
10.00 - 11.15 h “Teens 2010: Com són els “Teens 2010: How are teens Desigual, Agrolimen, Nestlé, Havas Media, Telefónica,
adolescents d’avui i com today and how will their consumer El Corte Inglés, Nestlé, Havas Spanair, Cultura 03, Universia, La
evolucionaran els seus hàbits habits evolve” Media, Telefónica, Spanair, Vanguardia and The International
de consum” Cultura 03, Universia, Herald Tribune
Mr. Guillermo Ricarte,
Sr. Guillem Ricarte, Managing Director, Creafutur La Vanguardia i The International
Director General de Creafutur Herald Tribune
Prof. José Luis Nueno,
Prof. José Luis Nueno, ABN Metrics 13.45 - 14.00 h Cloenda Closure
ABN Metrics Sr. Ferran Rodés Mr. Fernando Rodés
11.15 - 11.45 h Pausa - Cafè Coffee break 14.00 - 15.00 h Còctel Cocktail
11.45 - 12.30 h “Business at the Base of the “Business at the Base of the
Teenage Pyramid: a Silver Lining Teenage Pyramid: a Silver Lining
in the Clouds” in the Clouds”
Prof. V. Kasturi Rangan, Prof. V. Kasturi Rangan,
Malcolm P McNair Professor
. Malcolm P McNair, Professor
.
of Marketing at the Harvard of Marketing at the Harvard
Business School Business School
4 5

4. KASH RANGAN is the Malcolm P. McNair Professor of Marketing at
the Harvard Business School. Until recently the chairman of the Marke-
ting Department (1998-2002), and a faculty director of the School’s Re-
search Division (2004-2009), he is now the co-chairman of the school’s
Social Enterprise Initiative. He has taught in a wide variety of MBA
courses, including the core First-Year Marketing course (as its course
head across multiple sections from 1993-1996), and the second-year
electives, Business Marketing and Channels-to-Market. He has also
V. KASTURI taught marketing in the Advanced Management Program for senior
RANGAN managers. Currently Rangan teaches the elective MBA courses:
(KASH Commerce and Society:
RANGAN) How Business can Integrate Economic and Social Value and, Business
Malcolm P. Approaches and Solutions to Base-of-the-Pyramid. In addition, he tea-
McNair Professor ches in a number of focused executive programs, including the three he
of Marketing created: Business Marketing Strategy, Strategic Perspectives on Nonpro-
Co-Chair Social fit Management, and Corporate Social Responsibility.
Enterprise
Initiative Professor Rangan’s Business Marketing and Channel Strategy research
have appeared in management journals such as Journal of Marketing,
Harvard Business Review, California Management Review, Sloan Ma-
nagement Review, Journal of Retailing, Management Science, Marke-
ting Science and Organization Science. Rangan has co-authored several
books, which include: 1) Going to Market, which deals with distribution
systems for industrial products and 2) Business Marketing Strategy,
which presents approaches for managing industrial products and markets
over their life cycle. Rangan’s latest book, Transforming Your Go-to-
Market Strategy, presents a unique three step framework on how to
evolve and steward a firm’s go-to-market strategy. Rangan has served on
the editorial board of Journal of Retailing and Journal of Marketing.
Rangan has a Bachelor of Technology from I.I.T. (Madras), 1971; an
MBA from I.I.M. (Ahmedabad), 1973; and a Ph.D. in marketing from
Northwestern University (Evanston, Illinois), 1983. Before he joined the
Ph.D program at Northwestern University, Rangan held several sales and
marketing positions for a large multinational company in India for over
six years. Rangan has engaged in a variety of executive education pro-
grams, consultancies, and advisory activities for numerous commercial
and nonprofit enterprises. Rangan has been on the faculty of the Harvard
Business School since 1983.
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5. Edifici Esadecreapolis T +34 932 061 750
Av. de la Torre Blanca 57, local1A3 F +34 932 059 611
08173 - Sant Cugat del Vallès contact@creafutur.com
BARCELONA www. creafutur.com
Registra’t a www.creafutur.com Register at www.creafutur.com
per veure l’estudi i tornar a to see the study and enjoy
gaudir de les ponències d’avui. today’s lectures again.
Patrons
Amb el suport de
Paper ecològic