Retail2013 persgroep future_consumer

The new frugality: vision on the future consumer

Katja van Putten - @katjavanputtenstrategic communication consultant

based on:

Fé. Vrouwen- & Mannenrapport 2012 in cooperation with the Persgroep and IKEA.

&Community platform for people to share views, insights and ideas about the now and the future. A network based organisation with a quarterly magazine, yearbook, academy and a research & information service division for consulting. Second Sight provides access to multi various foresights.

methodology

• representative for Belgium• iVOX panel• 4.143 people, 15+• extensive socio-demo• +300 research topics on values, insights

and motivations

crisis ?

the crisis is concrete

the crisis is concrete

29% has difficulties to make

ends meet

budget

• 8 to 10 pays more attention to what they buy• 8 to 10 watches more closely their use of energy• 6 to 10 buys in cheaper stores than they used to

budget

66% buys a mix of known brands and cheaper retailer brands

budget

would save on:46% holidays38% going out34% clothing29% savings27% renovations

permanent disruption

scared belgians

• I’m afraid that in 20 years time countries like China and India will rule the world

• Sooner or later the tensions between the west and the Islam will hurt us

• Our frontiers are too open to newcomers

24% totally agree– 32% rather agree



gloomy future

• the prosperity in this country is under pressure

• it will be much more difficult for our children to buy their own house

• I worry about my pension




distrust rules

• in generally people are to be trusted3% totally agree– 27% rather agree

a general feeling of anxiety

Eerder angstig Heel angstig

27%

11%

rather anxious very anxious

the existing potting cultureis a consequence of this anxiety

a new normal

there is a group op people that responds differentlywith resilience and creativitytaking matters in their own handsseeing and grasping challenges

1 in 2 buys st organicbuys st fairtradebuys st ecological detergents

micro gardening is huge

growing intrest in sharing & tradingdon’t know it

never do this

might do this

love to do it

I do this allready

co-housing

11% 69% 16% 3% 1%

car-sharing

10% 46% 35% 7% 3%

grouped purchases

9% 44% 36% 9% 3%

trading toys & clothing

12% 34% 39% 8% 7%

frugality or common sense ?

a network economy

as a consequence of the complete digitalization, fed by the crisis, distrust in governments and global organisations, thanks to the resilience and creativity of people … the network economy evolves at an accelerating pace

take into considerationsome major consequences

the end of top down

it starts from within

activism is becoming normal

total transparancy

not afterwards …value dressing is lethal

parallel initiatives & networks

in search for quality, connectivity & experience

focussing on risk avoidanceis useless

a new tomorrowor rather a new NOW

flexible to the context

dynamic & flowing

complex

omni present

opportunity:connecting with the localcommunity

growing neighbourhoodfeeling

78% has a ratherto very positive feelingabout their neighbourhood

child friendliness

safety

cleanliness

socialcontactNEIGHBOURHOOD

[email protected] - @katjavanputtensecondsight.nl

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Retail2013 persgroep future_consumer