Seven core drivers of consumer behaviour that will shape g.docx

Seven core drivers of
consumer behaviour that
will shape global markets
over the next 10 years.
Consumer
Trends 2030
20
30
As experts in what
consumers want and
why, we’re best suited
to accurately predict
the future of consumer
behaviour and what
that means for brands.
This year, we’re taking a
bold approach with our
predictions about the future
of global consumer markets
by incorporating seven key
factors that drive consumer
spending decisions:
wellbeing, surroundings,
technology, rights, identity,
value, and experiences.

Grounded by these seven
drivers of consumer
behaviour, and backed
by our robust consumer
and market data, we layer
economic, demographic,
technological, political,
and sociological (to name
a few) data sets to analyse
the impact that internal
and external environmental
change has on consumer
motivation and choice, and
the behaviour that comes
from that.
From there, we observe and
identify crucial connections
between developments,
patterns, and disruptions
in consumer behaviour.
We put this into context to
better understand what
it means for – and how it
could inspire – our clients’
business decisions across
industries, categories,
demographics, and amid
global themes.
It’s an approach that’s
uniquely Mintel. The
combination of consumer
and market data,
predictive analytics, expert

recommendations, and
action-oriented insights will
enable you to make better
business decisions.
While extensive, what
you’ll read here isn’t
exhaustive. For full and
in-depth insight and
analysis of the Mintel
Trends 7 Drivers, please
visit mintel.com and get
in touch.
Consumer
Trends 2030
20
30
Editor’s Note:
Matthew Crabbe
Director of Mintel
Trends, APAC
Gabrielle Lieberman
Director of Mintel Trends
and Social Media
Research, Americas
Simon Moriarty
Director of Mintel
Trends, EMEA

Contents
PAGE 6
Wellbeing
Seeking physical and
mental wellness.
PAGE 18
Surroundings
Feeling connected
to the external
environment.
PAGE 44
Rights
Feeling
respected,
protected, and
supported.
PAGE 56
Identity
Understanding
and expressing
oneself and one’s
place in society.
PAGE 68
Value
Finding

tangible,
measurable
benefits from
investments.
PAGE 80
Experiences
Seeking and discovering stimulation.
PAGE 30
Technology
Finding solutions through
technology in the physical
and digital worlds.
Wellbeing
Seeking physical and mental wellness.
01
W
e
llb
e
in
g
01
6

Wellbeing is no longer
about simply wanting
to look after oneself in
broad terms, nor is it
about the extremes of a
total lifestyle change or
commitment to an intense
regime. Instead, a holistic
approach is becoming a
key motivator of consumer
behaviour, underpinned by
convenience, transparency,
and value. People are
becoming more familiar
with, and questioning,
products and ingredients
that promise previously-
niche or unheard of
solutions. At the same time,
there is a growing demand
for products that enhance
life rather than simply
make superficial changes.
We are seeing the roles of
mindfulness and conscious
movement become more
prevalent in busy lifestyles,
and barriers to talking
about and understanding
emotional and mental
wellbeing are being
torn down.

There are opportunities
for brands to become
wellbeing partners with
their customers. While the
mass-market and ‘one-
size-fits-all’ approach will
still have value, we will
see the emergence of
bespoke solutions that aim
to fit the many disparate
needs of consumers. As
lifestyles become more
fluid and non-linear, we will
see solutions targeted at
different life stages instead
of those that reframe or
address specific wellbeing
needs based solely on age.
A holistic approach is
becoming a key motivator
of consumer behaviour,
underpinned by convenience,
transparency, and value.
The Anantara Spa in Bangkok offers an anti-pollution
beauty treatment using Biologique Recherche products.
Source: Anantara
The Pet Loss Café, for grieving pet
owners in Tokyo, offers guests the
opportunity to share memories and
recover from their loss.

Source: The Japan Times
8
French tech
start-up WINTUAL
creates virtual
windows
that connect
windowless spaces
to the outside with
the purpose of
improving people’s
moods and
ecosystems.
Source: wintual.fr
Optune, from
Japanese skincare
company Shiseido,
offers personalised
skincare regimens
by monitoring
the user’s skin
condition, health,
and environment.
Source: Cosmetics
Design Asia

A sunflower installation in São
Paulo’s Largo da Batata in
September 2019 aimed to raise
awareness of the importance
of breaking down the social
stigma of depression.
Source: salvadepalmas.com.br
What’s happening now?
Consumers are seeking
holistic solutions that move
away from instant results.
Looking good is important
to many consumers, but
considerations of longer-
term physical, mental, and
emotional health benefits
are growing. Greater
awareness of environmental
factors is creating
demand for products that
preemptively guard against
these concerns. As
stress becomes more
and more recognised as
a key health concern, the
emphasis is on brands
and organisations to help
consumers deal with the
causes. Finally, technology
in fitness is creating
opportunities as people
look to maintain health in
smaller spaces, while also

connecting with others.
There are opportunities for
brands to become wellbeing
partners with their customers.
10
IN 2020, EXPECT TO SEE:
Convenient, non-obtrusive
wellness solutions in
the home, from water-
filtering and water-saving
showerheads to noiseless
filtration fans.
Beauty and personal
care products move
away from improving or
changing appearance
and toward internal and
external wellbeing.
Products touting
mental health benefits
gain traction.
Widespread adoption
of synthetic and lab-
created ingredients.

Alcohol consumption
continue to decline
among young people,
with functional drinks
increasing in popularity
at a rapid pace.
Greater
awareness of
environmental
factors is
creating
demand for
products that
preemptively
guard against
these concerns.
What’s next?
Longevity and convenience will
converge, with consumers looking for
wellbeing across everything they do.
Automation will create job security
pressures but also opportunities for
healthier working patterns. Clean
air and water will become selling-
points and demand for convenience
will see the growth of in-home
filtration systems to create safe
environments. We’ll also see the
demand for individual solutions start
to impact traditional models of food
consumption, with personalised meal
kits and meal substitutes becoming
mainstream. Conscious movement
and mindful exercise will become as

important as physical fitness.
12
IN 2025,
EXPECT
TO SEE:
Benefits of blood-based
solutions in beauty,
drink, food and personal
care become widely
acknowledged.
Alternative ways of
working and studying
emerge to counter
the stress of the
automation threat.
At-home
DNA testing
kits become
mainstream
for
personalised
wellness,
from diet to
skin and hair
solutions.
Government-
led changes
to water

consumption,
focusing on
filtration and
preservation.
Red meat consumption
move from mainstream
to luxury to taboo.
14
IN 2030,
EXPECT
TO SEE:
Vehicle ownership
shrink as physical
space and the
environmental
impact of air
pollution become
a priority.
Development
of micro-
robotics in the
bloodstream to
proactively and
preemptively
fight threats.

Clean air as a selling
point for high-street
retailers, venues, and
public buildings.
Over-
population
and geo-
political
changes
create new
ways of
existing in
communities,
with shared
facilities and
resources
becoming
essential.
16
Surroundings
Feeling connected to the external environment.
02
Su
rr
o
un

d
in
g
s
02
18
If, as predicted by the
United Nations, thehuman
population reaches 8.5
billion by 2030, we’ll all
be seeking better ways to
maximise the space we
have and create better
ways to share limited
resources. Necessity will
drive politics, societies,
science, and economics
to innovate along more
ethical lines. That necessity
will be driven not only
by population stress
but also by the need to
learn to deal with a new
climate reality. While
communications technology
will make it easier for
Saudi Arabia’s futuristic megacity NEOM is 33 times
the size of New York City; set to debut in 2020.

Source: kcrw.com
people to collaborate
across national boundaries,
the tech will increasingly be
used to share knowledge
about how locally-focused
social disruptor enterprises
can create sustainable
economies at the
grassroots level.
Necessity will drive politics,
societies, science, and
economics to innovate
along more ethical lines.
The first-ever mile-long
floating eco-park containing
gardens and forests, 'Wild
Mile' will debut on the
Chicago River in 2020.
Source: wildmilechicago.org
20
Evermore crowded cities
will increase the price of
space, while people will
need to be more mobile
as they shift to working in
project-based ways, rather

than as employees doing
one job. This will push urban
development into smaller
hubs in suburban areas,
made up of vertical forest
buildings that are energy
self-sufficient.
Homes will need to get
smaller and less cluttered,
for both affordability and
flexibility of movement,
and will have shared living
spaces. This will alter
how cities are organised,
relying more on carbon-
neutral public transport and
allowing for more shared-
use space that is suitable
for those with limited
mobility. Shared space will
be used to incubate new
enterprises, share learning,
create urban agriculture
and ‘rewild’ recreation
spaces within local
communities.
The increased
global
population and
climate crisis are
forcing people
to reduce their
consumption,

waste, and
energy use.
Green Farm, a start-up in Ho Chi Minh City, uses aeroponic
technology
to help consumers grow their own vegetables in small
apartments.
Source: Green Farm via Facebook
The increased global
population and climate
crisis are forcing people to
reduce their consumption,
waste, and energy use.
They are learning to
share limited space more
efficiently and to work
more collaboratively
towards mutual gain rather
than commercial profit.
People are rethinking how
communities work and how
urban space is designed
and used, giving people
more say in how shared
resources can be used for
local community benefit.
How unpaid workers are
properly remunerated is
also up for discussion.
As carbon dioxide levels
rise, the ‘rewilding’ of
suburbs is kicking into full
swing, creating more

green spaces to help
cool local climates.
Downtown Oslo
is nearly car-free
after eliminating
parking spots and
banning cars on
certain streets,
which is part of its
long-term plan to
be carbon-neutral
by 2030.
Source: oslo.
kommune.no
22
A reimagining of
corporate purpose and
push-back against
open-office layouts, robot,
urban, and warehouse
farming, and a reclaiming
of public space.

Critical stages for
political problems
stemming from the
income gap, social media
misinformation, the climate
crisis, and the continued
rise in nationalism.
Home ownership out of
reach of more people,
more home working, and
commercial domination
of public space.
Wilderness and
biodiversity on
the decline.
Sharing living, working,
learning, and leisure spaces
is creating new community-
based organisations,
where people collaborate
to create new products
and services suited
to local needs. Better
and more affordable
telecommunication
technology allows flexible
work conditions, enabling
consumers to become
digital nomads. Workplaces
will increasingly be
required to offer services
to cater to specific needs,

like childcare for working
parents. Public spaces
provide better, on-demand
lighting to increase security,
with discrete, privacy-
assured surveillance. This
will allow public transport
to take priority, resulting in
many roads and parking
lots being converted
into urban farms, pop-up
markets, or green areas.
What’s next?
If we don’t reduce our consumption,
waste, and energy use, urban
areas will become increasingly
polluted, choked with waste, and
gridlocked with traffic. With more
people crammed into less space,
social tensions will only increase as
competition for resources increases.
This will create more walled
communities for the privileged,
greater stratification of society along
the lines of wealth, and failure to
tackle the need for more efficient
use of resources and better urban
planning. This will consequently put
pressure on cities to continue to
expand, further encroaching into
remaining wildernesses and rural
farming areas, further exacerbating
the cost of growing, watering, and
transporting food – making even

basic products more expensive for
most people.
24
IN 2025,
EXPECT
TO SEE:
Broadening focus on human
rights by consumers, especially
in developing nations, more
local social enterprise,
and young people become
economic migrants.
Universal work-from-home policies,
the explosion of the gig economy,
work and social lives intertwine,
and shopping spaces become
multi-sensory, social sanctuaries.
Transnational
grassroots civil
organisations, as
well as cleaner
energy generation
and storage that
will change living
conditions.
The growth of data-as-currency
as consumers demand more

value from social media in
exchange for their data.
26
IN 2030,
EXPECT
TO SEE:
The
‘rewilding’
of both rural
and urban
spaces
continue to
expand.
More public spaces
as the result of smaller
roads because more
people have switched
to public transport.
Modular, movable, and
micro homes available
to buy or rent, for
flexible, possession-
and location-light living.
Political, social, scientific,
and economic ethics drive
the direction of innovation,
while people learn to deal
with a new climate reality.

More publicly owned, shared,
and pop-up commerce, recreation
spaces fostering local, micro-
business, and shared gardening
and agricultural space.
Social disruptor
enterprises
create new
wealth at local
grassroots levels.
Tribes of
like-minded
interest groups
form globally
via the internet.
28
Technology
Finding solutions through technology in the
physical and digital worlds.
03
Te
ch
no
lo

g
y
03
30
With 5G expected to link
125 billion devices by
2030 (11 billion in 2019),
mobile technology will
blur the lines between
time, travel, and location
for work, learning, and
leisure. This will increasingly
incorporate elements of
virtual and augmented
reality (VR/AR) into
various industries, like
tourism and entertainment,
and virtual esports will
rival physical sports in
popularity. Urban design
will increasingly be driven
by public transportation,
using fleets of autonomous
vehicles for last-mile
connections. Developments
in home-setting apps and
smart furniture will mean
people can recreate their
preferred home settings
wherever they are, to suit

their mood, comfort, and
media consumption habits.
The exploitation of gig-
economy workers could
force the creation of
unionised freelance
workers, who use
technology to work
across organisations like
consultants rather than
traditional employees.
‘Phygital’ local community
services will transcend retail as
consumers pushback against
cashless payments and fully-
unmanned stores, demand more
data privacy, and seek more
‘human’ interaction.
A start-up from technology
entrepreneur and engineer
Elon Musk, Neuralink wants to
hack the human brain with an
implanted computer chip.
Source: boldbusiness.com
Yongin Severance Hospital in
South Korea is designed as
the first ‘5G digital innovation
hospital’ with AI, AR and IoT.
Source: itpro.co.uk

32
‘Phygital’ local community
services will transcend
retail as consumers
pushback against cashless
payments and fully
unmanned stores, demand
more privacy, and seek
more ‘human’ interaction.
Community-based
economies, including
urban, vertical, and
micro farms, will provide
for the people living
there, including artisanal
and upcycled products.
Meanwhile, healthcare
will rely more on online
specialist consultations
aided by intravenous
nanobot health-monitoring
technology, increasingly
aimed at mitigating the
negative health effects
of ageing.
Researchers at the Massachusetts Institute of Technology (MIT)
are working on a 'cyborg botany'
project intended to replace artificial devices with cyborg plants
to reduce e-waste.
Source: nbcnews.com

If climate crisis mitigation
works, it will spur activity
in other areas of global
common-interest, aided by
faster, more democratised
communications technology.
This will extend to using
technology to further
bridge the gap between
consumers and brands,
helping the spread of
ideas and innovations, and
making economies more
equal. It will also result in a
more collaborative,
global approach to
innovating new products
and services, and applying
new technologies.
People will become less attracted to
fixed work employment and desire
more flexible freelance opportunities
where technology facilitates project
work across organisations.
Nissan in Japan has engineered golf balls with self-driving
technology to control the ball's path towards the hole.
Source: caranddriver.com
34

VR and AR travel
and navigation
apps, tech designed
specifically for senior
care, urban and
vertical farming, and
autonomous cars.
Biometric
technology,
unmanned stores,
and AI home
assistants.
Mainstream
penetration
globally of mobile
audiobooks,
e-sports, cashless
payments, and
media streaming.
The nature of
white-collar
jobs shift as
AI streamlines
administrative and
data entry functions.
People will become less
attracted to fixed work

employment and desire
more flexible freelance
opportunities where
technology facilitates
project work across
organisations. If population
growth slows, expect to
see older people delay
retirement or pursue partial
retirement so companies
can continue to benefit
from their experience,
creating the need for new
technologies to meet the
new set of needs.
Mexican archaeological site Chichén Itzá will be digitised in
2020 in order to
better interpret and share the sacred geography of the Maya
Culture.
Source: chichenitza.com
What’s next?
The worst-case scenario is that
climate crisis action fails to gain
enough momentum, resulting in
people needing new technologies
to mitigate the effects and help
them live with the consequences.
One of those consequences will be
climate migration, which will make
economies even more unequal,
and nation states and communities
more insular. We’ll see technologies
developed to mitigate the effects of

migration and displacement, amidst
the broader challenges of economic
inequality and an ageing society.
36
IN 2025,
EXPECT
TO SEE:
Fully unmanned retail
operations limited to discount
and convenience stores as more
consumers demand human
interaction when shopping.
Reduced business
travel thanks to better
video conferencing.
More
AI-enabled
autonomous
public
transportation
systems thanks
to improved
energy storage.
5G reach half of all mobile users
globally, 4D VR experiences as ‘the

new luxury’, bluetooth monitors replace
TVs, and AR navigation and online
medical consults become the norm.
Cashless
biometric
payments
and urban
vertical farms
widely used.
38
IN 2030,
EXPECT
TO SEE:
Urban and vertically
farmed food and local
micro farms produce
the majority of the
food people consume.
Subcultures
identify
with media-
stream
brands.
Cashless
payment
pushback.

5G-enabled
virtual esports
overtake
physical sports
in popularity.
Entire cities
designed around
autonomous
transportation with
built-in AR features.
A decline in retail store
branding in favour of
branding the seamless
online-to-offline
(O2O) retail services.
VR/AR as
the norm for
tourism and
entertainment.
5G blurring the
lines between
work, learning,
leisure, and
travel time.
Intravenous
nanobots that

continuously
monitor body
functions
and vitals.
Home-setting
apps meant
to recreate
preferred
home settings.
40
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Rights
Feeling respected, protected, and supported.
04
R
ig
ht
s
04
44
‘Cancel culture’ or ‘call
out culture’, is on the rise.
Upset about the lack of
data privacy and security,
government accountability,
and trust in brands,
consumers are lashing out.
No company, brand, or
person is safe in today’s
social-media-driven world.
However, consumers want

companies and brands to
stand for something. Expect
to see a rise in consumer
backlash over the next
10 years as consumers
continue to find their voice
in the digital era. We will
also see pushback against
the backlash emerge by
2030, as consumers tire of
the seemingly endless cycle
of reactive discourse.
Based in Singapore, Ocean Protocol is an ecosystem that
connects data providers and
consumers, allowing data owners to give value to and have
control over their data.
Source: medium.com
Expect to see a rise in consumer
backlash over the next 10 years as
consumers continue to find their
voice in the digital era.
46
These consumer
voices aren’t always
negative—consumers want
to support causes and
brands they believe in,
and activism is on the rise.
People are finding that

not only is activism deeply
satisfying and empowering
at an individual level, but
it’s fun to be a part of
something bigger, joining
together with others around
a shared cause.
Lastly, as consumers begin
to gain more control of
their own voice, we’ll begin
to see the social power
of the individual through
technology. Consumers
will move towards a more
conscious approach to
data sharing in 2030.
People will begin to
demand digital privacy
and freedom of identity
and start to ask for more
in exchange for access to
their digital identities.
Durex India launched a brand campaign aimed at creating
awareness about orgasm inequality.
Source: newsroompost.com
What’s
happening
now?
‘Cancel culture’ is growing
as consumers feel
increasingly empowered to

call out companies, brands,
and people they disagree
with, greatly shifting
influence into the hands of
the collective consumer.
SÜK is an Australian workwear brand
that caters to women’s bodies in a way
that is both comfortable and practical.
Source: sukworkwear.com.au
48
Activism as a whole is
becoming more about
having a shared experience
that’s Instagram-worthy,
moving away from the
traditional protest and the
desire for transformative
social change. A more
human-centric approach
to data is emerging that
empowers people to
control how their personal
data is collected and
shared. As consumers start
to gain more access to their
personal data and begin to
realise it’s true value, they
are demanding more for it.
Founded by Sir Tim Berners-Lee, Solid gives data ownership
back to the user, allowing them to choose where to store and

manage date - like a secure USB stick for the web.
Source: solid.inrupt.com
Immigration and access
to basic amenities (ie,
water, housing, sanitation)
highlight issues of inclusivity
and diversity.
Fault lines appear in
the ethical applications
of technology.
Consumers demand the
right to play, tell stories, and
switch off.
‘Cancel culture’ create
rifts between consumers
and brands.
Activism centred around
shared experiences and
people speak about the
‘joy’ of joining a protest.
What’s next?
Consumers will get tired of the
never-ending race of ‘cancel
culture’, making room for a change
in narrative to emerge, with power in

voice given back to companies and
brands. Public demand for action
will peak as more global social
movements develop. Youth activism
will take the lead in drawing public
awareness of causes and will push
legislative leaders to develop and
enact ideas to make real change.
We will see a shift in the control of
personal data from the platform to
the person. The exchange of personal
data will become more popular,
given that total control related to the
collection, storage, and setting of
it will lie in the hands of consumers.
Similarly, blockchain technology will
change data ownership, empowering
consumers to put the control back in
their hands by determining who has
access to their information online.
50
IN 2025,
EXPECT
TO SEE:
Consumers
demand stronger
ethics and
greater equality
- from each other
and brands.

Movement away from the traditional
protest model and movement toward
a more personal commitment in
activism efforts, empowering the
individual beyond the collective.
Corporate
responsibility as
the norm and
key measure of
performance.
52
IN 2030,
EXPECT
TO SEE:
Personal data exchanges
widely used, putting control
in the hands of consumers
to collect, store, and sell
their personal data.
Corporations shape
transnational politics.
Consumers demand
freedom of identity, culture,
economics, and ecosystems.

More
targeted
and defined
objections
in protest
groups.
Technology
further
enhance the
effectiveness
and success
in pushing for
social change.
54
Identity
Understanding and expressing oneself
and one’s place in society.
05
Id
e
nt
ity
05

56
Chicago-based Rebirth Garments
offers gender non-conforming
wearables and accessories for
people on the full spectrum of
gender, size, and ability.
Source: rebirthgarments.com
Q is the first genderless
voice, created to end
gender bias in AI assistants.
Source: geek.com
Identity is uniquely
personal. Consumers are
challenging the status quo,
moving away from the rigid
definitions of race, gender,
and sexuality, and choosing
a more self-defined, fluid
approach to identity. Teens,
in particular, are leading
the charge in changing
how they see themselves,
their actions, and the world,
creating new vocabularies
and taxonomies along
the way.
The Phluid Project is a gender-free brand that sells clothing,

accessories, and beauty for the LGBTQIA+ community in New
York City.
Source: thephluidproject.com
People are
more connected
today than
ever before,
but feelings of
loneliness and
isolation are on
the rise and will
reach epidemic
proportions
by 2030.
58
Gender is the most common
category where this
fluidity is taking shape,
as more young teens
identify themselves with
nontraditional gender
labels such as transgender
or gender-fluid. Expect
to see this fluidity evolve
across all aspects of
identity, and into new
product categories, over
the next 10 years.
As consumers seek to
redefine their identities,

rising fears of loneliness
and isolation can make
them feel like they are
losing their sense of self,
for which they have fought
so hard. People are more
connected today than
ever before, but feelings of
loneliness and isolation are
on the rise and will reach
epidemic proportions
by 2030. Consumers are
replacing emotional
connections with digital
ones, and losing the
sensation of being present
and feeling alive. As the
push for more flexible and
remote working situations
continues, technology
will remove the need for
in-person interactions.
Furthermore, loneliness
among the elderly is among
the most pressing issues in
the next decade. Income
inequalities among seniors
and a lack of resources are
only making the issue worse.
Expect to see companies,
brands, social organisations,
and governments create
technology-based solutions
to help combat loneliness.

ElliQ is a social companion
robot and voice assistant
aimed at combatting
loneliness in older adults, from
Israel-based Intuition Robotics.
Source: elliq.com
The BESPOKE refrigerator from
Samsung South Korea offers
customisable colours, sizes, and
textures appealing to diverse
consumer needs and tastes.
Source: samsung.com
60
Gender and sexual
identity fluctuate
as teens challenge
the meanings
and traditional
constraints of
these concepts.
Continued
backlash against
Photoshopping,

retouching filters,
and AI apps in
favour of a more
authentic self.
The rise of ‘anti-tech
tech’ that rewards
users for not going
on their phones.
People find
ays to disconnect
from social media,
encouraged by tech
companies offering
solutions that
allow for more
mindful usage.
Loneliness
combatted
through alternative
therapies, including
cry therapy, cuddle
therapy, and
happiness classes.
Consumers are moving
away from the rigid
definitions of gender, race,
and ethnicity. In its place,
a movement is emerging
toward more fluid, self-
selected identities. As the
movement grows, rising

feelings of loneliness
and isolation are making
people feel like they are,
in fact, losing their identity.
Loneliness is increasingly
viewed as a threat to
public health.
What’s next?
As more people move away
from rigid definitions of identity,
companies and brands will respond
with more inclusive images and
messaging that speaks to the
authenticity consumers crave.
Consequently, there will be
considerable challenges in how
this fluidity aligns with the rigidness
of rapidly developing identity
technology. The push to create digital
identities will be met with challenges
as consumers work through the fluidity
of their social identities. However,
as more people work and socialise
from disparate locations, and seek
to create the same fluidity in their
digital identity, they will be faced
with considerable challenges in
how this aligns with rapidly evolving
identity technology.
Despite concerns about technology
pushing people further apart, it
will also have a positive impact on
loneliness, which will reach epidemic

proportions by 2030. Expect to
see companies, brands, social
organisations, and governments
create technology-based solutions
to help combat loneliness and fight
the epidemic.
62
IN 2025,
EXPECT
TO SEE:
Gender-
fluid fashion
continue
to evolve.
Broad usage
of gender-
inclusive
voice
assistants.
A push
towards
communal
living in
an effort
to combat
feelings of
loneliness
and isolation.

Alternative therapies
integrate with
advanced technology
to create solutions for
loneliness, anxiety,
and depression,
including VR therapy
incorporating
voice analysis via
smartphones and
machine learning to
study vocal patterns to
identify triggers.
Ecotherapy,
a series of
nature-based
exercises
intended
to address
both mental
and physical
health, gain
widespread
appeal.

People identify
by their
experiences,
not their
material
possessions.
Workplaces enact
‘tech-free’ times
during the workday to
encourage workers to
reconnect in person.
64
IN 2030,
EXPECT
TO SEE:
More
subtle
gender
labels
emerge.
People living together
according to their
‘tribe’ – dictated by
their mindsets and
hobbies – rather than

their family.
Workplaces further
adjust for the non-
binary future.
Identity fluidity persist beyond
social identity to online identity.
Widespread use of robots to
reduce anxiety and encourage
social interaction.
66
Value
Finding tangible, measurable benefits
from investments.
06
V
a
lu
e
06
68
The current era is one

of excessive and
unsustainable consumption.
Social media’s ‘swipe up’
culture has perpetuated
the chase for buying more
and buying better. With
climate change as one
of the defining issues of
modern society, consumers
are taking a closer look
at their own consumption
habits, and looking to make
changes today that lead to
a better future.
Taking a closer look at
consumption habits will
change consumer opinion
about the value of goods
and services.
Depop is a peer-to-peer shopping app, headquartered in London,
that
allows users to buy and sell clothing, and follow sellers of
influence.
Source: tempocap.com
Paired with rapid
urbanisation, with 68%
of the world’s population
projected to live in urban
areas by 2050 (United
Nations Population Fund),
consumer preferences
will dramatically shift.

Many countries will be
challenged to meet the
needs of their rapidly
growing urban populations,
so consumers will be at
the forefront of redefining
value through tomorrow’s
sustainability needs.
Driven by a desire for more
environmentally-conscious
purchases, consumers are in
search of more affordable used
items, leading to growth in the
second-hand economy.
Sharing Cities Sweden seeks notoriety as a country that
actively and critically works with the sharing economy.
Source: @sharing_sweden via Twitter
70
The sharing economy is
well positioned to help
consumers navigate their
desire for convenience
and more sustainable
consumption.
This closer look at
consumption habits is
changing consumer

opinion about the value of
goods and services. While
consumers are in search of
a more mindful approach
to their spending, they also
desire something that is
authentic and unique to
them, that fits within their
ever-evolving identity and
desire for non-conformity.
Source: @muglifecafe via Instagram
Sydney-based Mug Life, a hip-hop
café, partners with Sneaker Laundry,
a Melbourne-based sneaker cleaning
company, to offer customers a thorough
sneaker cleaning with their coffee.
While consumers are in search
of a more mindful approach to
their spending, they also desire
something that is authentic and
unique to them.
Mercedes-Benz offers a subscription
service in a handful of cities worldwide
that enables drivers to change car
models without any additional costs.
Source: Mercedes-Benz
72

Radical transparency
in the value of clean
products, services,
and places.
The desire to
find what ‘sparks
joy’continue to
dominate the
consumer mindset.
Interest in fast-
fashion diminish as
consumers demand
greater longevity
from their purchases.
Consumers are redefining
value through the lens of
the impact their purchases
have on the world. Driven
by a desire for more
environmentally-conscious
purchases, consumers are in
search of more affordable
used items, leading to
growth in the second-
hand economy. Companies
are moving beyond the

functional benefits to
the emotional benefits
of a purchase.
What’s next?
Consumers will distance themselves
from fast-paced lifestyles and excess
consumption and move toward
slower, minimal consumerism that
emphasises durability, protection,
and functionality. Rapid urbanisation
will shrink available space in
the home, office, and shared
environments, demanding consumers
buy less ‘stuff’. The movement away
from a ‘swipe up’ culture will see
influencers lose their influence.
74
IN 2025,
EXPECT
TO SEE:
Greater value placed on
inner journeys rather than
outer appearances.
The luxury goods market
grow as more consumers
opt for longer-lasting,
sustainable goods.
Brands

prioritise
people
and the
planet over
profitability.
Purposefulness and ethical
business philosophy rise
to the top.
Rapid,
mainstream
growth in the
second-hand
economy.
Sharing economy
services continue
to evolve, moving
beyond economic
benefits to the
environmental and
social benefits.
76
IN 2030,
EXPECT
TO SEE:

Consumers embrace
creative, artisan values
and genuine, quality,
and durability products.
The sharing
economy force
urban planners
to focus on
efficient use of
resources within
the concept of
‘sharing’ cities.
Consumer spending
focused on public
utility rather than
private exclusivity.
‘Slowness’
become
an ideal
state, with
consumers
completely
turning
away from
any desire
for speed.
78

Experiences
Seeking and discovering stimulation.
07
Ex
p
e
ri
e
nc
e
s
07
80
While the demand for
stimulation is not new, the
role it plays in consumer
decision-making is
evolving. No longer
should ‘the experiential’
be diminished as a mere
marketing tool or a fad;
instead, consumers are
experiencing powerful
emotional connections to

brands that are creating
a point of differentiation.
Technology has made
experiences available
to the masses, while
simultaneously creating a
counter demand for offline
interaction with brands.
Technology
has made
experiences
available to the
masses, while
simultaneously
creating a
counter demand
for offline
interaction
with brands.
KFC Australia offers a fried chicken-themed wedding service,
complete with a KFC-themed
celebrant, food truck, photo booth, music, and customised
chicken buckets for guests.
Source: kfc.com.au
82
Both act as a means for
consumers to feel like they
are stepping out of their
comfort zones.

The tenets that make
up experiences enable
consumers to feel like
they are in control of
their lives and enriching
their lives in the ways that
matter to them. People are
challenging themselves in
more demanding ways than
ever before; meanwhile
others seek thrills in the
‘nothing experience’ and
the importance of shutting
down, switching off, or
simply not doing anything
at all.
Traditional
boundaries like
age and gender
that dictate who
should experience
what, when, and
how are falling by
the wayside.
SK Telecom launched South Korea's first AR zoo accessible by
smartphone.
Source: sktelecom.com
Technology is driving
experiences, from leisure
to retail, and has become

the norm both in the
home and at work. But
the constant connectivity
is also causing demand
for offline interactions to
become more extreme and
boundary-pushing.
Traditional boundaries
like age and gender
that dictate who should
experience what, when,
and how are falling by
the wayside. Meanwhile,
nostalgia is playing an
essential role as consumers
increasingly seek comfort
and security.
e-ZONe Denno Kukan is Japan's first esports-dedicated hotel.
Source: kotaku.com
84
Mainstream activities
like escape rooms
become more challenging
and extreme.

Interest in purposeful travel
and leisure activities surge.
Life stage and
generational boundaries
shift as ‘childishness’
and ‘playfulness’
become the key to
relaxing and escaping.
A more holistic approach to
experiences where being in
the moment of a mindfulness
activity is as important as
the end benefit.
A renewed focus on
older traditions and
celebrations that are
centred around heritage
and nostalgia, as they bring
communities together.
The cycle of nostalgia
become shorter as
consumers yearn for the
not-so-distant past.
The mission of The Sweet Art Museum in São Paulo is to
‘spark the imagination, cultivate happiness, and promote
the sharing of good memories’.
Source: @thesweetartmuseum via Facebook
Chinese bubble tea chain HEYTEA offers a series of snacks
and accessories, including stinky tofu and smelly socks.

Source: internationalsupermarketnews.com
What’s next?
Collective experiences will gain
more and more popularity. At-home
experiences will shift to meet the
needs of more single-dwellers and
multi-generational households. At
the same time, people will start
to redefine what experiences
they want as individuals. This will
include the experience of doing
nothing as people make more
mindfulness decisions about what to
do with their time. Education as an
experience rather than a necessity
will develop as people seek the
new and non-traditional.
86
IN 2025,
EXPECT
TO SEE:
Esports rise to the
top as one of the
most lucrative
entertainment
markets, with
competitiveness
being the
core driver.

Growing uncertainty,
pressure, and stress
create demand for
brands and organisations
to provide support
through experiences as a
channel for escapism.
Online
providers
takeover
existing
bricks-and-
mortars
to bring
services such
as Netflix
Cinemas.
The growth in single households drive
further demand for pets and the smart
technology to help care for them.
88
IN 2030,
EXPECT
TO SEE:
Traditional education
routes become

immaterial as consumers
prioritise their own
happiness and explore
new pathways to
education and career.
Greater importance
placed on ‘shutting down’
for pleasure.
An emphasis on
reaping physical
and emotional
benefits from ‘nothing
experiences’, in
particular, the impact
on work and
life priorities.
90
Mintel has been at the
forefront of predicting
the consumer trends that
matter most, calling them
early and accurately, for
over 15 years.

You know your market.
We know where it’s
heading next.
YOU HEARD
IT HERE FIRST.
mintel.com
About Mintel
Mintel is the expert in what
consumers want and why.
As the world’s leading market
intelligence agency, our
analysis of consumers, markets,
new products and competitive
landscapes provides a unique
perspective on global and
local economies. Since 1972,
our predictive analytics and
expert recommendations
have enabled our clients to
make better business decisions
faster. Our purpose is to help
businesses and people grow.
To find out how we do that,
visit mintel.com.
©
2
0
19

M
in
te
l G
ro
up
L
td
. A
ll
ri
g
ht
s
re
se
rv
e
d
.
Soil Science and Plant Nutrition (2008) 54, 253–258 doi:
10.1111/j.1747-0765.2007.00234.x

© 2008 Japanese Society of Soil Science and Plant Nutrition
Blackwell Publishing Ltd
ORIGINAL ARTICLE
Temperature and photosynthesis in rose shootsORIGINAL
ARTICLE
Effects of temperature on photosynthesis and plant growth in
the assimilation shoots of a rose
Ayuko USHIO1,2, Tadahiko MAE2 and Amane MAKINO2
1National Institute of Floricultural Science, National
Agriculture and Food Research Organization, Ibaraki 305-8519
and
2Graduate School of Agricultural Science, Tohoku University,
Sendai 981-8555, Japan
Abstract
The effects of temperature on photosynthesis, ribulose-
bisphosphate carboxylase (Rubisco) content and
whole plant growth were investigated in the assimilation shoots
of a rose (Rosa hybrida L.). Assimilation
shoots were grown at two different day/night temperature
regimes of 20/15°C (LT) and 30/25°C (HT) for
42 days after 1-month growth. Although LT initially suppressed
the photosynthetic rate during the first
7 days, prolonged growth at LT enhanced potential
photosynthesis. This was associated with increases in
Rubisco and N contents at the level of a single leaf. Rubisco
content and the photosynthetic rate at 25°C
were 2.8-fold and 1.6-fold higher in the LT plants than in the
HT plants at day 42, respectively. The relative
growth rate at the level of the whole plant was lower in the LT

plants during the first 28 days and the leaf
area ratio was smaller in the LT plants throughout the
experiment. However, enhanced photosynthesis
during growth at LT led to increases in the net assimilation rate
at the level of the whole plant, and final
biomass at day 42 did not differ between the two temperature
treatments. To enhance the photosynthetic
capacity in assimilation shoots of a rose, cultivation at 20/15°C
is better than cultivation at 30/25°C.
Key words: biomass, growth rate, photosynthesis, Rosa hybrida
L., Rubisco, temperature.
INTRODUCTION
Roses are one of the most popular plants in greenhouse
cultivation. In rose cultivation, the basal shoots emerging
in the early stage of growth are artificially bent down as
assimilation shoots to effectively catch sunlight, and
then new shoots emerging successively are harvested
as cut flowers for rose products (Okawa and Suematsu
1999). This “shoot-bending” (or “arching”) cultivation
technique leads to a higher yield and high quality of
the flowering shoot (Okawa and Suematsu 1999). This
technique makes it possible that higher amounts of
carbohydrate are transported to flowering shoots from
the leaves of bent shoots.
To attain high yields of cut flowers using the shoot-
bending technique, a few important approaches are
proposed. One is to optimize the leaf area index (LAI) of
the bent-shoot canopies, and the others are to enhance
the photosynthetic capacity of the assimilation shoots
before shoot bending and to maintain a high photosyn-
thetic capacity in the shoots after bending. For example,

it is proposed that an LAI of 3.0 should be optimal for the
production of the shoot-bending technique (Shimomura
et al. 2003). However, it is not known how photosynthesis
can be enhanced in the assimilation shoots before bending
and how it can be maintained at a high capacity after
bending. Many cultural environments, such as nutrition,
temperature and sunlight, may affect the photosynthetic
capacity of rose leaves. As roses are generally grown in
soil-less culture under sufficient nutritional conditions,
nutrition does not limit plant growth and the photosyn-
thetic capacity of the leaves. In conventional greenhouse
cultivation, temperature largely changes throughout
the year, and the difference in average temperature in a
greenhouse between summer and winter is approximately
10°C. However, it is unknown how temperature affects
photosynthesis and rose growth.
In the present study, we examined the effects of growth
temperature on the photosynthetic capacity at a single
leaf level in the assimilation shoots of rose before shoot
bending. The uppermost, young leaf was used throughout
the experimental period. As roses are generally cultivated
over a range of 20 –30°C for day temperature and 18 –20°C
Correspondence: A. MAKINO, Graduate School of
Agricultural Science, Tohoku University, Tsutsumidori-
Amamiyamachi, Sendai 981-8555, Japan. Email:
[email protected]
biochem.tohoku.ac.jp
Received 6 July 2007.
Accepted for publication 4 November 2007.
254 A. Ushio et al.

for night temperature (Beeson 1990; Bredmose 1998;
Gonzalez-Real and Baille 2000; Jiao and Grodzinski
1998; Kim and Lieth 2003; Kool et al. 1996), we grew
the assimilation shoots at two different day/night
temperature regimes of 20/15°C and 30/25°C. We analyzed
the difference in the growth rate of the assimilation shoots
under these different temperatures.
MATERIALS AND METHODS
Plant culture
Rosa hybrida L. cv. Asami Red (Roterose) plants were
used. Three rooted single-node cuttings with a five-leaflet
leaf grown on rockwool blocks (5 cm × 5 cm × 5 cm)
were planted on a rockwool plate (30 cm length × 20 cm
width × 7.5 cm height). The rooted cutting plants had a
5– 6 cm new shoot. Two plates were placed in a plastic
container. The plants were cultivated in a greenhouse
at Tsukuba, Japan. The plants were fertilized with a
nutrient solution containing 0.3 mmol L–1 KH2PO4,
0.5 mmol L–1 MgSO4, 1 mmol L
–1 CaCl2, 1 mmol L
–1 KCl,
0.5 mmol L–1 NH4NO3, 1 mmol L
–1 KNO3, 50 μmol L
–1
Fe-ethylenediaminetetraacetic acid, 50 μmol L–1 H3BO3,
9 μmol L–1 MnSO4, 0.3 μmol L
–1 CuSO4, 0.8 μmol L

–1
ZnSO4 and 0.1 μmol L
–1 Na2MoO4. The nutrient solution
(2 L per plastic container) was renewed once (0 –2 weeks
after plantation) or twice (2– 4 weeks after plantation)
per week. When the solution was renewed the pH was
adjusted to 5.3 with HCl.
After 1 month, the plants (approximately 25 cm shoot
length and 5–8 five-leaflet leaves) were transferred to
temperature-controlled growth chambers operating at
two different day/night temperature regimes of 20/15°C
(LT) and 30/25°C (HT) under natural sunlight condi-
tions. The plants were fertilized with the same nutrient
solution. The nutrient solution (5 L per plastic container)
was renewed twice per week, and the pH was adjusted
to 5.3 with HCl. The plants were grown for 42 days and
all rose buds were removed throughout the experimental
period.
Growth analysis
Plants were harvested every 2 weeks between day 0 and
day 42 after transfer to different growth temperatures.
The harvested plants were divided into leaves and stems.
The leaf area was measured. The leaves and stems were
oven-dried at 80°C for more than 3 days. The rockwool
plates were oven-dried at 80°C for more than 7 days,
and then the roots were carefully picked out with
tweezers. The leaves, stems and roots were weighed and
milled. Relative growth rate (RGR), net assimilation
rate (NAR), leaf area ratio (LAR), leaf weight ratio
(LWR) and specific leaf area (SLA) were calculated
from total dry weight and leaf area.

Determination of chlorophyll, Rubisco and
total leaf N in a leaf
The uppermost, young leaf was cut at day 0, 14 and 42
after transfer to the different growth temperatures and
stored at −80°C. The chlorophyll (Chl) and total leaf
N contents were determined according to the method
of Makino and Osmond (1991), except that a buffer
of 100 mmol L–1 Na-phosphate, pH 7.5, 0.8% (v/v) 2-
mercaptoethanol, 4 mmol L–1 iodoacetic acid and 20%
(v/v) glycerol was used.
Rubisco contents were also determined according to
the method of Makino and Osmond (1991) with some
modifications. One leaf was powdered in liquid N2 in a
mortar with a pestle and sea sand, and then homogenized
in 100 mmol L–1 Na-phosphate buffer, pH 7.5, containing
0.8% (v/v) 2-mercaptoethanol, 4 mmol L–1 iodoacetic acid,
20% (v/v) glycerol and 2% (w/v) polyvinylpyroridone.
The homogenate was treated with a lithium dodecyl-
sulfate solution (4% [w/v] final concentration) and 2-
mercaptoethanol (2% [v/v] final concentration) at 100°C
for 90 s. After centrifugation at 10,000 g for 8 min the
supernatant fluid was stored at −30°C until analysis by
sodium dodecylsulfate-polyacrylamide gel electrophoresis
(SDS-PAGE).
Gas exchange measurements
Gas exchange rates were measured at the level of a single
leaf with a LI-6400 portable photosynthesis system
(Li-Cor, Lincoln, NE, USA). All measurements were
made at a photosynthetical photon flux density (PPFD)
of 1,000 μmol quanta m−2 s−1 (10% blue light-emitting
diodes [LEDs] in red LEDs), a leaf-to-air vapor pressure
difference of 1.0–1.2 kPa and a partial pressure of CO2
of 37 Pa between 09:00 and 12:00 hours. To measure
the rates at growth temperature, the rates were measured

at a leaf temperature of 20°C for the LT plants and at
30°C for the HT plants, respectively. A young, expanding
leaf was used for the measurements between day 0 and
day 10 after transfer to the different growth temperatures,
and then a young, fully expanded leaf was used between
day 14 and day 42. In addition, the rates at a leaf
temperature of 25°C were also measured for both
treatments.
RESULTS
Photosynthesis, total N and Rubisco contents
in a leaf
Changes in the rates of photosynthesis measured at
growth temperature are shown in Fig. 1. The photosyn-
thetic rate was higher in the HT plants than in the LT
plants during the first 7 days, and then the rates were
Temperature and photosynthesis in rose shoots 255
not significantly different between day 10 and day 18
after transfer to the different growth temperatures.
However, the photosynthetic rate at day 42 was sig-
nificantly higher in the LT plants than in the HT plants
(P < 0.01). Table 1 shows the rates of CO2 assimilation
measured at the same leaf temperature of 25°C. The
rates at 25°C were slightly higher at day 14 in the LT
plants, and the difference became greater at day 42.
Stomatal conductance tended to show a similar response
to that of photosynthesis. No difference in the intercellular

CO2 partial pressure was found at day 14, but it was
higher in the HT plants at day 42.
Table 2 shows the changes in total N, Chl and Rubisco
contents. Total leaf N and Rubisco contents were slightly
greater in LT plants at day 14. At day 42, all parameters
were markedly higher in the LT plants than in the HT
plants. Among them, the Rubisco content was 2.8-fold
greater in the LT plants. Thus, all parameters increased
in the LT plants over the experimental period, and
decreased in the HT plants after day 14.
Plant growth
Table 3 shows the changes in plant mass at the whole
plant level, the dry weight of each organ, and the total
leaf area. The total plant mass was greater in the HT
plants than in the LT plants between day 0 and day 28,
but the final biomass at day 42 was not significantly
different. The total leaf area per plant was greater in the
HT plants than in the LT plants throughout the experi-
mental period. The root biomass was not different
between the LT and HT plants.
The growth rate was analyzed at the level of the
whole plant (Fig. 2). The RGR, which is defined as the
Figure 1 Changes in the photosynthetic rate measured at
growth temperature after transfer to two different day/night
temperatures of 20/15°C (�) and 30/25°C (�). Measurements
were made at a photosynthetical photon flux density of
1,000 μmol quanta m−2 s−1 (10% blue light-emitting diodes
[LEDs] in red LEDs), a leaf-to-air vapor pressure difference of
1.0–1.2 kPa and a partial pressure of CO2 of 37 Pa. Each point
represents the mean ± standard deviation of the measurements
on the different leaves (n = 6, 8, 6, 11, 5, 3 and 17 at day 5, 7,
10, 14, 16, 18 and 42 for 20/15°C [LT] plants, respectively;

n = 5, 7, 7, 7, 5, 4 and 20 at day 5, 7, 10, 14, 16, 18 and 42
for 30/25°C [HT] plants, respectively). The data were fitted
with a second-order polynomial between day 5 and day 18.
*P < 0.05; **P < 0.01.
Table 1 Photosynthetic rate, stomatal conductance and
intercellular CO2 partial pressure measured at 25°C in a young
rose leaf
after transfer to two different temperatures of 20/15°C and
30/25°C (day/night)
Day
Photosynthesis
(CO2 μmol m
−2 s−1)
Stomatal conductance
(mol m−2 s−1)
Intercellular
CO2 (Pa)
14 30/25°C 18.3 ± 1.4
*
0.35 ± 0.06 27.3 ± 1.4
20/15°C 20.3 ± 2.1 0.37 ± 0.05 26.7 ± 1.4
42 30/25°C 15.5 ± 1.7
**
0.24 ± 0.03
**
24.6 ± 1.5

**20/15°C 24.8 ± 1.3 0.30 ± 0.03 22.1 ± 1.3
Data are mean ± standard deviation (n = 5–14). *P < 0.05; **P
< 0.01.
Table 2 Total leaf N, chlorophyll and Rubisco contents in a
young rose leaf after transfer to two different temperatures of
20/15°C and 30/25°C (day/night)
Day
Total N
(mmol m−2)
Chl
(mmol m−2)
Rubisco
(g m−2)
0 112 ± 20
*
0.36 ± 0.04 1.8 ± 0.1
14 30/25°C 139 ± 7 0.65 ± 0.05 3.7 ± 0.1
20/15°C 171 ± 10 0.68 ± 0.03 4.5 ± 0.6
42 30/25°C 104 ± 9
**
0.45 ± 0.01
**
2.0 ± 0.1
**20/15°C 187 ± 31 0.75 ± 0.11 5.5 ± 0.3

Data are mean ± standard deviation (n = 3 – 4). *P < 0.05; **P
< 0.01.
Chl, chlorophyll.
256 A. Ushio et al.
Table 3 Total plant mass, dry weight of each organ and total
leaf area of rose after transfer to two different temperatures of
20/
15°C and 30/25°C (day/night)
Day
Total dry
weight (g)
Leaf dry
weight (g)
Stem dry
weight (g)
Root dry
weight (g)
Leaf area
(m2 plant−1)
0 1.41 ± 0.16 0.53 ± 0.11 0.40 ± 0.08 0.48 ± 0.04 0.013 ± 0.003
14 30/25°C 3.45 ± 0.24
**
2.16 ± 0.18

**
0.80 ± 0.12
**
0.50 ± 0.10 0.049 ± 0.009
**20/15°C 2.68 ± 0.46 1.42 ± 0.40 0.61 ± 0.11 0.65 ± 0.03
0.029 ± 0.009
28 30/25°C 8.71 ± 1.34
**
5.68 ± 0.89
**
2.13 ± 0.51
**
0.91 ± 0.04 0.112 ± 0.016
**20/15°C 5.61 ± 0.69 3.64 ± 0.54 1.18 ± 0.18 0.79 ± 0.08
0.078 ± 0.018
42 30/25°C 15.94 ± 2.26 10.46 ± 1.63 4.06 ± 0.73 1.41 ± 0.15
0.223 ± 0.033
20/15°C 14.56 ± 1.77 9.11 ± 1.30 3.71 ± 0.53 1.74 ± 0.19 0.144
± 0.016
Data are mean ± standard deviation (n = 17 at day 0, n = 11–12
between day 14 and day 28 and n = 5 at day 42). *P < 0.05; **P
< 0.01.
Figure 2 Changes in relative growth rate (RGR), net
assimilation rate (NAR), leaf area ratio (LAR), leaf weight ratio
(LWR) and
specific leaf area (SLA) for successive 14-day periods after

transfer to two different day/night temperatures of 20/15°C (�)
and 30/
25°C (�). Each point represents the mean ± standard deviation
of the measurements on the different plants. For the 20/15°C
(LT)
plants, n = 11 between days 0 and 15, n = 11 between days 14
and 28 and n = 5 between days 28 and 42. For the 30/25°C (HT)
plants, n = 12 between days 0 and 15, n = 12 between days 14
and 28 and n = 5 between days 28 and 42. *P < 0.05; **P <
0.01.
Temperature and photosynthesis in rose shoots 257
dry weight increment per dry weight per day, was
higher in the HT plants than in the LT plants during the
first 14 days, but this difference became smaller between
day 14 and day 28, and was reversed between day 28
and day 42 (i.e. was higher in the LT plants). The
change in NAR was similar to that of RGR, and NAR
between day 28 and day 42 was also higher in the LT
plants. The LAR was greater in the HT plants throughout
the period. This was caused by greater LWR and SLA in
the HT plants, although the difference between day 14
and day 28 was not significant.
DISCUSSION
Our results with rose assimilation shoots indicate that
low growth temperature (20/15°C) initially suppressed
the photosynthetic rate during the first 7 days, but pro-
longed growth at low temperature enhanced potential
photosynthesis (Fig. 1, Tables 1,2). Similar trends have

been reported for several cold-habitat plants, such
as spinach (Holaday et al. 1992), Arabidopsis (Strand
et al. 1999), winter rye (Hurry et al. 1994), winter
wheat and winter rape (Hurry et al. 1995). In these
plants, low temperature increases the activities of
several photosynthetic enzymes, such as Rubisco, stromal
fructose-1,6-bisphosphatase and sucrose-phosphate
synthase. Yamori et al. (2005) also reported that the
amount of Rubisco increased in spinach leaves grown
under low temperature. In addition, Sage and Kubien
(2007) have recently pointed out that plants acclimated
to cooler temperatures often exhibit enhanced Rubisco
content. As shown in Table 2, as low temperature
enhanced total leaf-N content, such increases in the
photosynthetic components may have been associated
with an increase in leaf-N content at low temperature.
In our case, however, the photosynthetic rate at growth
temperature was lower in the LT plants just after
transfer to the low temperature. According to Kim and
Lieth (2003), the photosynthetic rate in rose does not
differ between 20 and 30°C. Therefore, an increase in the
amount of Rubisco as well as in the photosynthetic
capacity during growth at low temperatures can be one
of acclimation phenomena to low temperatures in rose.
Actually, in rice, which belongs to a typical summer
crop, the photosynthetic rate continuously decreased
during growth at 20/17°C and was never restored
(Hirotsu et al. 2004).
Rubisco is a limiting factor for light-saturated photo-
synthesis under atmospheric CO2 levels (Evans 1986;
Makino et al. 1985). However, although Rubisco content
at day 42 was 2.8-fold greater in the LT plants (Table 2),
the photosynthetic rate at 25°C was only 1.6-fold higher
(Table 1). Similarly, total leaf N and Chl contents were
1.8-fold and 1.7-fold greater in the LT plants than in

the HT plants. Thus, the increase in Rubisco content
during the growth at low temperature did not quantita-
tively lead to an increase in potential photosynthesis.
The reason for this discrepancy is not known, but one
possible explanation is an increase in the resistance to
CO2 diffusion from the intercellular airspace to the
chloroplasts in the low-temperature-grown rose. Makino
et al. (1994) suggested the possibility that the conduct-
ance to CO2 diffusion between the intercellular airspace
and the chloroplasts decreases when rice is grown under
low temperature. However, although Makino et al. (1994)
observed a large decrease in stomatal conductance during
growth at low temperature, stomatal conductance in
rose increased (Table 1). Thus, an increase in the stomatal
conductance at low growth temperatures may also be
one of acclimation phenomena to low temperatures in
rose. Another possibility is that Pi regeneration limitation
occurred in the LT plants. A selective enhancement of
Rubisco content often leads to a photosynthetic limitation
in Pi regeneration (Makino and Sage 2007).
The RGR was higher in the HT plants during the first
28 days and LAR was higher in the HT plants throughout
the experimental period (Fig. 2). Total leaf area was
also always greater in the HT plants (Table 3). These
results indicate that it can take less time to obtain
appropriate leaf area of the bent shoots in 30/25°C
cultivation than in 20/15°C cultivation (Fig. 2, Table 3).
In fact, the expansion rate of the leaf was faster in the
HT plants (data not shown). Thus, HT led to a rapid
leaf expansion and resulted in a higher initial growth
rate. However, because potential photosynthesis was
not enhanced, we conclude that HT does not suit the
growth of the assimilation shoots of rose before shoot
bending. In sweet pepper (Nilwik 1981) and Secale cerea

(Huner 1985), low temperature also led to decreases in
the LAR and the SLA. In these plants, narrower and
thicker leaf development was observed. Such morpho-
logical characteristics were similar to those found for
rose (Fig. 2).
Loveys (2002) reported that there is a species-dependent
difference in temperature response of NAR and it deter-
mines a difference in RGR under different temperatures.
In rose, NAR increased during growth at low temperatures
(Fig. 2), and this increase led to a large increase in RGR
during the late growth. In addition, the increase in NAR
compensated for a decrease in LAR over the whole
growth period. This increase in NAR may have been
caused by an increase in the amount of Rubisco during
growth at the low temperature (Table 2).
Conclusions
Our results clearly indicate that the photosynthetic capacity
in rose strongly depends on the growth temperature even
if the nutrition conditions are the same. Photosynthetic
258 A. Ushio et al.
capacity is initially suppressed under growth at 20/
15°C, but prolonged growth at a low temperature
enhances potential photosynthesis. This is associated
with increases in Rubisco and N contents in a leaf. In
addition, enhanced photosynthesis leads to increases in
NAR and RGR at the level of the whole plant. Thus, to
enhance the photosynthetic capacity in rose assimilation
shoots, cultivation at 20/15°C is better than cultivation

at 30/25°C.
ACKNOWLEDGMENTS
We thank Mr Hideo Shimaji for his valuable comments
and support over the period of this research.
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Strategic Marketing
Chapter 1 – An introduction and overview
Strategy points of view
“Strategy is a framework which guides those choices that
determine the nature and direction of an organization.”
- Benjamin B. Tregoe and John W. Zimmerman, “Top
Management Strategy”
“Strategy is the creation of a unique and valuable position,
involving a different set of activities.”
-Michael Porter, “What is Strategy?,” Harvard Business
Review
“In terms of the three key players (competitors, customers,

company) strategy is defined as the way in which a corporation
endeavors to differentiate itself positively from its competitors,
using its relative corporate strengths to better satisfy customer
needs.”
-Kenichi Ohmae, “The Mind of the Strategist”
What is a business strategy?
A business strategy is defined by four dimensions—the product-
market investment strategy, the customer value proposition,
assets and competencies, and functional strategies and
programs. The first specifies where to compete, and the
remaining three indicate how to compete to win.
What is a marketing strategy?
A business strategy is more comprehensive and contains
significant financial data. A marketing strategy has a narrow
focus and is driven more by targeting a customer and
developing a needs-satisfying marketing mix.
This book, Strategic Market Management, has a point of view
that is customer-driven.
Important elements of strategy
Product-market investment—it is important to emphasize that
knowing which product markets your company does NOT serve
is equally as important as knowing which product markets your
company does serve. Otherwise your valuable resources may be
used inefficiently.
Customer value proposition—this concept of a strategy is
market-driven and the value proposition is a central part of it—
it also serves as an umbrella concept that summarizes the
strategy.

Assets and competencies—the key to a long-term investment
perspective (vs. a short-term fixation).
Functional strategies—needed to support and implement.
Strategy development approach
Strategy development needs to reflect the fact that markets are
dynamic. There are implications to this reality. You need to be
good at strategic analysis, innovation, managing multiple
businesses, creating SCAs (sustainable competitive advantages),
and developing growth platforms in the context of dynamic
markets.
All markets are dynamic - In all industries it will be easy to
identify areas of dynamics—there will be emerging submarkets,
opportunities, threats, new competitors, changing faces of
existing competitors, global realities, etc.
Strategic analysis, customer value, innovation, multiple
business (to participate in emerging new markets and
submarkets), SCAs (that work in dynamic times), and the need
for growth platforms (that work in dynamic environments).
Measuring what success looks like
Strategies, should turn into goals that should have metrics
associated with them. This ensures that you can define what
success looks like and what it doesn’t look like.
Increase our retention rate by X percent by the end of the year.
Increase sell-through of a particular item by X percent by the
end of the quarter.
Increase our monthly leads by X percent by the end.
Increase our open rate by X percent by the end of the week.
These goals will turn into expectations and will often have
financial growth associated with them.

Discussion Question
Should marketing have a seat at the table? Why or why not?
Does it matter what company or what strategy?
In Class – Activity
Consider one of the firms. Go to the firm’s website and annual
report to gain an understanding of its business strategy. Look at
elements such as the products and services offered, the history
of the firm, and its values. What is the business strategy? What
product markets does the firm serve? What are its value
propositions? What assets and competencies are important to
this strategy? What outstanding functional programs and
strategies exist?
a. Dell
b. Zappos
c. Visa
d. A firm of your choice

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