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Consumers, trends, families,
children, the future shop and
strategic challenges for Norstar
Futurist Marianne Levinsen,
M.Sc. Political Science
Centre for Future Studies http://uk.fremforsk.dk/
Norway 3,15%.p.a. 2,6 % i DK og SE
Kilde: Danmarks Statistik
We get richer and richer in the long
Denmark and Finland
We buy by
inspiration and temptation
Private consumption will rise from 25 to 40 % in the
nordic region the next ten years
Our wealth and prosperity have several impacts on the ways we buy things.
We do not buy out of basic need but increasingly by inspiration, temptation or simply by coincidence
Shopping for fun or shopping as entertainment
Since 2008 we focus on price, security, and savings both as private and business costumers
Nordic Population Growth
The Silver Tsunami
Increase in population the next 25 years.
Norway 28 %, Dk 9 %, Finland 10 % and
Sweden 16 %
a global trend in a wealthy
World Becoming richer and richer
Our body in a runaway world the new
Health as an important issue at many agendas
Family: Food diet, exercise, lifestyle optimizing
your health especially family issue.
Focus on health in schools, coorporations, retail,
Health and health easy is business
Many gurus and prophets to come!
The new luxury
Things we feel we do not
have! Time: Decoupling, disconnection, having time for
yourself, free time.
Attention A luxury to be free of mass media, internet and cell phones
Full attention from a person a good friend or family
Space and room Goodbye to monkey-class, traffic jam on freeways, simplifying
your life, back to nature
Peace and quietness
Nature and a sense of cleaness: clean air, clean water, clean food.
Safety in our house, for a long and healthy life
Consumers have since the 1990s a global
focus on whats going on out-there
They expect coorporations to work with
ensuring the best and most secure methods for
productions and transportation with respect to
the people(kids) and the environment involved
in Europa, Asia or South America.
Sustainability is steady work for you in the
future. Its a company responsibility!
Consumers will not pay for it, they just expect !
Time and Energy, Space
Shortage of time and
Retailing will be in
staying abroad or
The new consumers
Unique or very
Abercrombie & Fitch,
The new paradigm
Discount goes mainstream
Ikea, H&M and Lidl will expand futher
New high quality discount
Up-market set back luxury will have to create a new
platform in the future
(greed is not so good anymore)
Middle-market platforms eroding
Brands in trouble new branding strategies needed
The old world will never come back again changes as
profound as going from the 1970s to the 1980s.
Families in the future
The New Phases of Life
0 20 40 60 80
0 20 40 60
Freedom 1 Senior
Types of Families!
The modern male
in the family - Men wants to be part of their childrens life
- They spend much moore time with them
- Marriage and being a family is very important to
- Knausgaard My struggle 6 volumes,
and in the future
As long as the children are satisfied, we are
The health and well-being of the children is a
matter of great importance to them
Food, leisure, activities,
No talent must be wasted!
A Garantee for that the kind of toy, game or
device I invest in will develop my childs talents
and skills !
Six generations: from digital
immigrants to digital natives
The large postwar generation, 68-generation
The pill, television and radio, the phone
Solidarity and collectivenes
A huge generation but invisible generation
Old time values but
Career and money
A small generation after the pill, the first individualists
Harmony, society and respect .
Small generation(women and the workforce)
The Personal computer and the cell phone
Born between the end of the Cold War and 9-11
Whats in it for me?
Efter 9-11 generationen
WiFi (Wireless internet) born 2002
Generation Y & Z
Social shoppers shopping for fun
Inhabitant of the internet and internet shopping malls: The digital natives Cant remember a life without a pc and a cell-phone
Lets find the best price of a product world wide
Without the cell-phone I feel Naked
Social networking is a must in life
Personal recognition for what I say or do Whats in it for me !
Personal style over Brands Loves to create their own products, music, way of doing things
Mobil Digital Now or
invisible in 2020
The Digital World
Not only a sales channel- Retail.
But an interesting place to visit
Interactive and drags you or your children into
exiting and new universes or worlds
Guide you to the relevant informations
Its can be sustainalibity, rewards for toy of the
year, a special device to develop your childs
fantasy, musical skills .
Direct personalised service 24/7
Web 2.0 to 3.0
Situational Shopping impulses via the web, cell phones etc
Social meeting places a significant media factor
Facebook, YouTube, special tv channels and even to some extend brand channels
Pop-up Retail will be online
Consumers will receive offers while they are walking around
Like Lonely Planet on iPhone
E-mail and other forms of communication takes place in social venues
Apps that help to compare prices, product and places
Involvement, open source and transparency
If you want loyalty - go
buy a dog (A student , London College of Fashion)
Brn og Unge
The new millinium
Generation born after 2001
They play on the i-pad or i-phone from a very
early age without being able to read or write
It must be interactive when I touch it
Trained in finding interesting games or
challenges and making hard and fast choices
of what is interesting or not
Build or create something that is my project
Let me try and play before I buy ! Trysumers!
Children as Costumers
Talk to me and my desires as we know it from
Build A Bear and American girl
Individual attitude to me not my parents
A shop that have me and my favorite toys as
the most importantin the world
A place I feel at home
Restaurant, cafe and playground
Girls or Boys World
Tendenser om tid
Danske mnd og kvinder bruger begge