How are today's young consumers thinking and behaving; how is that likely to change in future; and how can brands respond

1. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
YOUTH OF … TOMORROW
UNDERSTANDING TOMORROW’S CUSTOMERS TODAY
WILLIAM HIGHAM, NEXT BIG THING
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good

2. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good

3. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
CONTACT US
“Nothing
endures
but change"
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
H Heraclitus, c.500 BC
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good

4. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good

5. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
External Drivers
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
Changing Attitudes
Future Behaviours
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good

6. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
Prosperity
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
Hope
Spending
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good

7. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
CONTACT US
MILLENNIALS
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
AGE: 16-30
BORN: 1983-1997
RECESSION GENERATION
AGE: 0-15
BORN: 1998-2013
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good

8. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
DRIVERS (TECHNOLOGY)
INFORMED, COMMUNAL, COMMUNICATING
OPEN / MOBILE
DRIVERS (SOCIETY / ECONOMY)
RISK AVERSE, TRADITIONAL, ENCLOSED
CLOSED / FIXED
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good

9. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
Never Say Never
Global Citizens
Extra Pleasure Leisure
Geek Chic
Cool Connoisseurs
Skill-ebrity
Next Big Thing @NextBigThingCo
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
>>
Tomorrow’s World June 2013
>>
Change is good

10. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
Do It Fluid
Non Friction
Nones & Neutrals
Go Rental
Swap Shop
No Purchase Necessary
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
>>
Change is good

11. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
Happy Families
Home Sweet Home
New Puritans
Play & Display
Social Downsizing
Communal Commerce
Next Big Thing @NextBigThingCo
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
>>
Tomorrow’s World June 2013
>>
Change is good

12. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
More To Life
Tradition With A Twist
Patriot Gains
Simple Life
Digital Detox
Spiritual Life?
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
>>
Change is good

13. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
So what does this mean?
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good

14. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
CONTACT US
Brand Aid: knowledge, support, inspiration
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
Brand Families: honesty, community
Novelty + Reliability
Technology + Humanity
Fluidity + Heritage
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good

15. CHANGE
SO?
ATTITUDES
OPEN
CLOSED
CONTACT US
Thank
you
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
Next Big Thing is one of Britain’s most respected
trend & consumer strategy consultancies.
It was founded by consumer trends expert and
author William Higham in 2002. Since then, we’ve
worked with diverse blue chip clients across a wide
range of sectors: BBC to HSBC, AOL to Universal.
Higham is one of Europe’s foremost trends experts
and a popular conference speaker and media
interview subject. He is also the author of The Next
Big Thing: Spotting & Forecasting Consumer Trends
for Profit (Kogan Page, 2009).
Next Big Thing @NextBigThingCo
>>
Tomorrow’s World June 2013
>>
Change is good