Vision on the future consumer and some major consequences which have an impact on the business of retailing and the relationship with the consumer .

1. The new frugality:
vision on the future consumer
Katja van Putten - @katjavanputten
strategic communication consultant

2. 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.

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

4. crisis ?

5. the crisis is concrete

6. the crisis is concrete
29% has
difficulties
to make
ends meet

7. 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

8. budget
66% buys a mix of
known brands and
cheaper retailer brands

9. budget
would save on:
46% holidays
38% going out
34% clothing
29% savings
27% renovations

10. permanent disruption

11. 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
40% totally agree– 32% rather agree
56% totally agree– 24% rather agree

12. 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
30% totally agree– 46% rather agree
54% totally agree– 35% rather agree
27% totally agree– 33% rather agree

13. distrust rules
• in generally people are to be trusted
3% totally agree– 27% rather agree

14. a general feeling of anxiety
27%
11%
Eerder angstig Heel angstigrather anxious very anxious

15. the existing potting culture
is a consequence of this anxiety

16. a new normal

17. there is a group op people that responds differently
with resilience and creativity
taking matters in their own hands
seeing and grasping challenges

18. 1 in 2
buys st organic
buys st fairtrade
buys st ecological detergents

19. micro gardening is huge

20. growing intrest in sharing & trading
don’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%

21. frugality or common sense ?

22. a network economy

23. 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

27. take into consideration
some major consequences

28. the end of top down

29. it starts from within

30. activism is becoming normal

32. total transparancy

33. not afterwards …
value dressing is lethal

34. parallel initiatives & networks

36. in search for quality,
connectivity & experience

39. focussing on risk avoidance
is useless

40. a new tomorrow
or rather a new NOW

41. flexible to the context
dynamic & flowing
complex
omni present

42. opportunity:
connecting with the local
community

43. growing neighbourhoodfeeling
78% has a rather
to very positive feeling
about their neighbourhood
child
friendliness
safety
cleanliness
social
contactNEIGHBOURHOOD

44. katja@principessa.be - @katjavanputten
secondsight.nl