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8/9/2019 The New Whitespaces
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WHITESPACES
As the world emerges from economic crisis, how have markets and consumers changed?
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futureagenda.org
wired
. o a pa erns
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West East
Masses Niches
Business Customers
Volume Value
o a pa erns ... power s s acce era e y econom c cr s s
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• Authenticity
•
• oney• Transport
• Choice
•
• a a
• Energy
• Identity
•
• oo
• Waste
• Cities•
• a er• Work
o a pa erns ... u ure agen as or nnova on an ea ers p
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Your phone will tell you when you’re in lovePeople will download and print their own products
Young people will read more
Old people will play more
Algae may become the new oil
Radical methods to rebalance climate changeThe existence of extraterrestrial life confirmed
o a pa erns ... u ure emes an w car s
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o a pa erns ... pr or es or us ness ea ers
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Now & Next
nVision
Future Network
Future Foundation
ar e pa erns
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Attitudes to risk
Attitudes to
spending
ar e pa erns ... u es o r s an spen ng
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Confidence to deliver promise
ar e pa erns ... on ence n us ness o e ver e r prom se
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Trust in businesses
Trust in tech companies Trust in banks
ar e pa erns ... rus n us ness, an spec ca y an s
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ar e pa erns ... s reng an va ue o an ran s
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“If we use credit cards (or phones) for paying for things thenthe salience of spending money is a lot lower so we tend to
’spen more as we on ee e pa n o par ng w cas .
“This generation has moved from calling borrowing debit(borrowing perceived as a bad thing) to credit (a good thing)”
“Previous enerations saved the Chinese still do ”
“Will the $ be replaced as the global currency... The ACU?”
“Money is how we value market transactions but not socialtransactions (volunteering etc)”
’ar e pa erns ... everyone s a ng a ou u ure o money
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1.Fi Life
2 Intuit.Intuit
3.Yodlee
4.Triodos
5 E te ise.Enterprise
6.Itau Unibanco
7.Credit.com8.Vancity
9.SimpliFi
10.Vittana
ar e pa erns ... mos nnova ve nanc a serv ce compan es
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Now & Next
NowandNext
nVision
Future Exploration Network
Future Network
Trendwatching
Trendwatching.com
Future Network
onsumer pa erns
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Being green Simplicity
Caring about
ourworld ... Easy
and
simplifymy life ...
Before After Before After
Dislike of greed
Happier with what we have ...
Distrust in brands
Companies cant
be trusted ...
Being ethical
Less carin about
More real
More wholesome,
Before After Before After
others ... less wasteful...
Before After Before After
Less frivolous
More authentic
Experiences ...In control
Intelligent, promiscuous
shoppers ...Before After Before After
onsumer pa erns ... e mpac o econom c cr s s
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onsumer pa erns ... es a s e an emerg ng emes
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onsumer pa erns ... ren s, a s an as ons
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onsumer pa erns ... we come o e era o consequences
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onsumer pa erns ... ren map, o spo s, r s s an u ure
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born in aeBay
MTV
2001
born in a
recession
1981Microsoft
recession
1975
GEborn in a
recession
born in arecession
1929
theGeniusWorks.com
r s s s a es mar e s up
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as e consumer c ange
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oney ma ers ess, w a you o w ma ers more
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oney ma ers ess, w a you o w ma ers more
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... a a e ur erry e ec
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as e consumer c ange
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Women. e r se o women
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Women. e r se o oomers
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. e r se o ne -gen
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Consumerbroader
view
narrowview
us nessnarrowview
Business Customer
e n ng e a consumer ...
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RESOURCEFUL
CONSIDERED
Res onsible
HUMAN ESCAPIST
EmpoweredCapableSelfless
CollaborativeContributing
Meaningful
Caring
e e ng
IndividualisedHappiness
n u gen
ExpressiveQuirky
e new w espaces ....
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Fragile worldTrade-offs
Superficiality
ResponsibleMeaningful
Carin
Social
Purposeful
. onsumers are more
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. onsumers are more ... eg e s sus a na e nnova on
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. onsumers are more ... eg -c o nano ec an r en y
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. onsumers are more ... eg er ro a s new energy
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PracticalEconomic
Materialism
RESOURCEFUL
EmpoweredCapableSelfless
EnablingDIY
. onsumers are more
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. onsumers are more ... es uy, ena ng peop e
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. onsumers are more ... asy e , re n ng w a va ue s
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. onsumers are more ... r pa v sor, peop e rus peop e
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Globalameness
Extravagance
HUMAN
Wellbeing
IndividualisedHappiness
HealthPersonal
Provenance
. onsumers are more
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. onsumers are more ... ar uc s, oca an e ran e
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. onsumers are more ... rg n c ve, oo ng a er yourse
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. onsumers are more ... pcars, us w en nee
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TribalConnectedUntrusting
PARTICIPATIVE
CollaborativeContributing
Sharing
User generatedNetworked
Rental
. onsumers are more
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. onsumers are more ... ego, connec ng e r ans
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. onsumers are more ... rea ess, es gne y me
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. onsumers are more ... urren , user-gen
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AbundanceExtrovertedFrustrated
ESCAPIST
IndulgentExpressive
Quirky
EmotionalSimplicity
Iconic
. onsumers are more
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. onsumers are more ... n en o , c ang ng es y es
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. onsumers are more ... a , e new errar
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. onsumers are more ... mov es, as ma as a a er
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RESOURCEFUL
CONSIDERED
Res onsible
HUMAN ESCAPIST
EmpoweredCapableSelfless
CollaborativeContributing
Meaningful
Caring
e e ngIndividualised
Happiness
n u genExpressive
Quirky
e new w espaces ....
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a o you n
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