How will future consumers think and behave

1. The Next Big Thing
Presentation to
IAA, 03.10.13
William Higham, Next Big
Thing

4. What will motivate the consumer?

5. Influencers
Current
Global Politics
economy
Big Business
Saving Money
Environment
Future
Economy
Greater
Efficiency
Increased
Data
Constant
Connection
Comfort
Stability
Security

6. Seeking value
Motive #1
Price
Budgeting
Comparison
Free
Shared

7. Seeking value
Motive #1
Security
Convenience
Trust
Frictionless
Quality
Compatible
Privacy
Simple
Safe Storage
Curated

8. Seeking control
Motive #2
Purchasing
Little
influence
over events
Finances
Declining
trust
in
institutions
Fear of
what’s to
come in
future
Skills
Career
Health

9. Recession Generation
YESTERDAY
TODAY
TOMORROW
Paranoid Parenting
Greater Fear
Planning
Parental Hedonism
Less Hedonism
Seriousness
Recession
Less Spending
Saving
“The recession‟s created a frugality and conservative approach to investing in them they‟ll carry through their lives” Mintel
“We are endlessly trying to upgrade ourselves.” Kim Ju-Min, South Korea
“Geek means dirty glasses and computers?? That‟s out! Now, SMART is the new sexy!”, „ Young blogger, China
“I definitely see a return to more conservative moral values.” Sigurd Kjelgaard, blogger, Berlin
feel motivated by learning new skills and find empowerment in discovering things on their own.” Box 1824 Agency, Brazil
“

11. Seeking ‘belonging’
Motive #3
Roots
Heritage
Tradition
Old Skills
Locality
Neighbourhood
City / Region
Country
Families
Jigsaw Families
Famwiches
Home Sweet
Home
Friends
Framilies
Acquaintances
Community

12. Seeking calm
Motive #4
Economy
Data Overload
Product
Turnover
FOMO
Constant Connection
Famwiches
Culture Of Fear Volatility Longer
Hours
Distrust OverMarketing Uncertainty
RELAX!
More Fear Greater Uncertainty
More Data Even Longer Hours

14. How will the consumer behave?

15. Predicting Behaviours
INFLUENCERS
MOTIVATORS
BEHAVIOURS
Volatility
Calm
Leisure
Fear
Belonging
Purchase
Empowerment
Control
&
Budgeting
Value
Media

16. Leisure Behaviours
MOREPLEASURE
COMMUNAL
INTERACTION
FESTIVALS
RETROLEISURE
TELEVISION
PLATONIC
DATING
STATUS
PAMPERING
EXCLUSIVES
HEALTH/FOOD
HEALTH/FOOD
CONSERVATI
VE

17. Purchase Behaviours
What
Human
FutureProofed
Connoisseur
Why
Where
How
Trust
Online
Virtual
P2P
Offline
Subscription
Brand
Virtual
Access

18. Media Behaviours
Choice
Both/And
Forever Flux
Hybrids
On-Demand

19. Media Behaviours
Convenience
Curated
Simple
Intuitive
Brand Aid

20. Media Behaviours
Social TV

21. Media Behaviours
Digi Detox

22. What are the key trends?

23. Community
Control
Comfort
Trust
Choice
Convenience
Belonging
Customisation
Simplicity
Locality
Price
Relaxation
Families
Security
Humanness
Social Status
Knowledge
Detoxification

24. Community
Control
Comfort
Build ‘Brand
Family’
Empower &
Smooth The
Assist
Journey

25. Thank
you
William Higham
Consumer strategist, futurist, author & CEO
020 3542 1900
www.next-big-thing.net
The Hub, 5 Torrens St, London EC1V 1NQ
07710 452962
william@next-big-thing.net
@nextbigthingco