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The Emergence of

the New Consumer

Remko Herremans

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The Emergence of the New Consumer

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The Emergence of the New Consumer

2020

Disease #1

Depression

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The Emergence of the New Consumer

Source: Euro RSCG, 2009

Crisis?

valuesfinance

51% 49%

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The Emergence of the New Consumer

What are we looking for?

The Emergence of the New Consumer

Prosumers®

6–18 months

100%

U.S.n=1,500

Braziln=700

Francen=700

Chinan=700

Japann=700

Netherlandsn=700

U.K.n=700

20-25%

Prosumer-report Emergence of the New Consumer (2010)

● In-depth online survey (Market Probe International)

● Extensive secondary research into trends

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The Emergence of the New Consumer

Happiness

Trust

Power

Three fundamental shifts

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The Emergence of the New Consumer

Happiness

The Emergence of the New Consumer

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‘Happiness is the smell of a new car’

Don Draper, Mad Men

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The Emergence of the New Consumer

…move in the wrong

direction… 58%

focusing on things

that don’t really matter… 69%

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The Emergence of the New Consumer

…loosing our ability to

work together… 57%

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The Emergence of the New Consumer

…Recession is an

opportunity to step

back and rethink …

58%

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The Emergence of the New Consumer

…actively trying to figure

out what makes me

happy…

50%

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The Emergence of the New Consumer

Declutter my life!

50%

Groninger Museum , okt 2008

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The Emergence of the New Consumer

No bells and whistles.

68%

Fixie

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The Emergence of the New Consumer

24%

76%The live we aspire

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The Emergence of the New Consumer

HappinessMaximizing

Luxury

RightsizingReal

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The Emergence of the New Consumer

Trust

The Emergence of the New Consumer

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The Emergence of the New Consumer

…skeptical

about everything

they tell me…

87%

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The Emergence of the New Consumer

…I trust customer

reviews more than

‘expert’ reviews…

57%

The Exactitudes Project

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The Emergence of the New Consumer

…Prefer connection

with

local producers…57%

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The Emergence of the New Consumer

TrustPerfectionInstitutional

RealityPersonal

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The Emergence of the New Consumer

Power

The Emergence of the New Consumer

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The Emergence of the New Consumer

…am making an effort to improve the way I live 72%

I71%…am making an effort to be a better person

54%…am paying more attention to the

environmental impact of products I buy

65%…have a responsibility to censure unethical

companies

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The Emergence of the New Consumer

…I feel good about

reducing the amount of

waste I create

72%

Piet Hein Eek

The Emergence of the New Consumer

The Emergence of the New Consumer

The Emergence of the New Consumer

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The Emergence of the New Consumer

PowerEliteThem

PeopleMe

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The Emergence of the New Consumer

Happiness

Trust

Power

MaximizingPerfect

InstitutionalThem

RightsizingRealPersonalMe

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The Emergence of the New Consumer

Brands that seize the Momentum

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The Emergence of the New Consumer

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The Emergence of the New Consumer

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The Emergence of the New Consumer

Span Air

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The Emergence of the New Consumer

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The Emergence of the New Consumer

What’s your spinach factor?