the futures company enterprise week 2014

Welcome!

The Futures Company 2012 © ׀ 2

DRAFT

GlobalEnergies

© 2013 THE FUTURES COMPANY 32013/14

Customer connections exercise

Who Are Your Main Customers?

Why Do They Buy Your Products Or Services?

Why Do Your Customers Buy From You Rather Than From Your Competitors?

Your Competitors?

Price Value

Quality Other factor

What are consumer trends?

GlobalEnergies


Trends exist on different levels

Macro

Micro

Type o

f tr

ends

MACROSocial, technological, environmental,

economic, political and organisational trends that shape the operating

environment

MICROTrends in consumer or brand behaviour

within specific categories

GlobalEnergies


Consumer trends provide an understanding of how macro trends can link to business trends

Macro

Micro

Type o

f tr

ends

MACROSocial, technological, environmental,

economic, political and organisational that shape the operating environment

MICROOn the ground manifestations of

consumer, citizen or brand behaviour often* in response to macro trends

pressures

CONSUMER TRENDSSustained shifts in consumer attitudes and

behaviours

GlobalEnergies


Why do organisations use trends?

Trends help you make sense of change

Trends provide inspiration for new ideas

and innovation

GlobalEnergies


What are the benefits of using trends?

Trends help you to become more:

• Outward looking• Forward looking• Consumer focused

Consumer ‘big picture’ trends

Andrew Curry

GlobalEnergies


Six faces of the global consumer exercise

Positive Why? What can you do?

Negative

March 2014

The six faces of the global consumerA presentation to Enterprising Donegal 2014

GlobalEnergies


Organisat-ionalenvironment

Operatingenvironment

Contextualenvironment

Thinking in futures

Six Faces of the Global Consumer

Face One:The Urban Consumer

+57%

+78%

+231%

+39%

+6%

-1%

Household income of $10 to $100 dollars a day PPP

From $7 trillion to $20 trillion? The new middle class

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Win

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Face Two:The Female Consumer

$5 trillion

Face Three:The Older Consumer

Face Four:The Connected Consumer

• But its arrival is slow and erratic• It needs reasonable 4G takeup to create

markets• Opportunities for monetisation are still

unclear• Locational services appear to represent a

significant opportunity• Mobile advertising is overhyped

Face Five:The Aware Consumer

“In a digital world, truth has gone round the world before the corporate affairs department has got its boots on.”

The Futures Company: Global MONITOR survey 2012

Brands - with benefits?

Images: {left) www.primark.com; (right) www.wikipedia.org

Face Six:The Activist Consumer

The Futures Company: Global MONITOR survey 2012

28% of all Global MONITOR respondents feel ‘a LOT’ of anger about all four of these issues: ‘the Global Enraged’

Six Faces of the Global Consumer

GlobalEnergies


Six faces of the global consumer exercise

Positive Why? What can you do?

Negative

The Futures Company 2013 © | 39

Consumer attitudes and behaviours

Vera Kiss

GlobalEnergies


Innovation and proposition development

Innovation

Proposition

What would you do?

How would you do it?

Why would you do it?

The Futures Company 2013 © | 41 41© 2013 THE FUTURES COMPANY

The emergence of more savvy definitions of value and ownership that help consumers gain the most from each shopping decision

GlobalEnergies


Considered Consumers

Consumers are changing how they define ownership and

measure value, in order to thrive in the "new

normal" of economic austerity.

© 2013 THE FUTURES COMPANY 44

GlobalEnergies

2013/14

Considered Consumers: Drivers and opportunities

Global MacroDynamics:

Key opportunity areas for businesses and brands

Forces of change inconsumers’ lives

New models of ownership Giving consumers alternatives to

full ownership as a way of reaping the benefits of goods and services

The new barter economy Giving consumers the chance to use the residual value of things

they already own to access things that they want

Premium economy Giving consumers access to

premium options at lower prices

Opportunities:

The continuing softness of the global economy

The rising middle class in emerging economies

Increasingly squeezed middle classes in developed markets

Growth of Internet-enabled devices

The increased socialization of online commerce

Declining trust in businesses

Global Energy

GlobalEnergies


Opportunity areas

New models of ownership Giving consumers alternatives to

full ownership as a way of reaping the benefits of goods and services

The new barter economy Giving consumers the chance to use the residual value of things

they already own to access things that they want

Premium economy Giving consumers access to

premium options at lower prices

Mexico: Sampled ownership

Canada: Recycle clothing for credit

France: Direct access to unique products


Finding reassurance in the authentic, amidst a continuing explosion of choice

GlobalEnergies


Seeking the Genuine Article

Consumers everywhere face an explosion of choice in their lives,

driving them to look for reassurance in what they perceive

as authentic or genuine.


GlobalEnergies

2013/14

Seeking the Genuine Article: Drivers and opportunities

Genuine provenanceOffering consumers the reassurance of a well-made product by leveraging an

authentic story of where it’s made

The bigger, the betterOffering consumers the reassurance of

a well-made product/well-delivered service by leveraging size and scale

Global Energy

Genuine passionOffering consumers the reassurance of an honest and passionate human force

behind a brand




Opportunities:

Low trust in businesses and government

Growing awareness of organized crime and counterfeiting

Growing pressure from NGOs on businesses

The rising availability of information on products and businesses

More and more choices in more and more categories

Growing perceived risk from unsafe, unhealthy or otherwise fake products

GlobalEnergies


Opportunity areas

Genuine provenanceOffering consumers the reassurance of a well-made product by leveraging an

authentic story of where it’s made

The bigger, the betterOffering consumers the reassurance of

a well-made product/well-delivered service by leveraging size and scale

Genuine passionOffering consumers the reassurance of an honest and passionate human force

behind a brand

France:Genuine sourcing

Russia: Deep origins

China: Reliable international service


Enriching daily life with fun and fulfilling experiences that provide an antidote to the pressures of modern living

GlobalEnergies


Seeking Experiences

Consumers continue to look for small thrills and pleasures to escape from the pressures of

everyday life, but there’s also a resurgence of interest in bigger, once-in-a-lifetime experiences.


GlobalEnergies

2013/14

Seeking Experiences: Drivers and opportunities

Everyday playEncouraging playfulness and frivolity

to make life more fun

Once-in-a-lifetime thrills Offering people life-changing, eye-

opening experiences that take them out of the ordinary everyday

Global Energy

Simple pleasuresSmall indulgences and modest experiences to rediscover the

more profound joys of life

Missions with visionGiving people the opportunity to

engage in big, purpose-driven activities that reaffirm their connection to others




Opportunities:

Growing use of new measures of social progress

The expanding middle class in emerging markets

Increasingly squeezed middle class in developed markets

Increasing prominence of online social networks

More and more choices in more and more categories

Increased affordability of travel

GlobalEnergies


Opportunity areas

Everyday playEncouraging playfulness and frivolity

to make life more fun

Once-in-a-lifetime thrills Offering people life-changing, eye-

opening experiences that take them out of the ordinary everyday

Simple pleasuresSmall indulgences and modest experiences to rediscover the

more profound joys of life

Missions with visionGiving people the opportunity to

engage in big, purpose-driven activities that reaffirm their connection to others

U.K.: The joy of silence

Spain: Pajama Party for Vouchers

USA: Travel Roulette

China: Personal life journeys


Participating in trusted and active networks that are reciprocal in nature, and leveraging them in everyday life

GlobalEnergies


Networked Lives

As social networks have reached ubiquity in many markets, consumers are

stepping back and taking a more mindful, self-aware approach to the way they

participate in the networks they are embedded in—and

sometimes trapped in.


GlobalEnergies

2013/14

Networked Lives: Drivers and opportunities

Global Energy




Opportunities:

Monetizing networkedness

Giving people the opportunity to derive financial gain or advantage from their

data and networkedness

Networked shoppingHelping consumers tap into their networks in order to make better-

informed purchases

The fight for privacyHelping people take control of their

data to keep what should be private, private

Increasing supply of, and access to, information

Changing household structures and family roles

Increasing prominence of online social networks

The proliferation of smartphones

Growing focus on privacy and the security of personal data

Increasing distance within relationships of all kinds

GlobalEnergies


Opportunity areas

Monetizing networkedness

Giving people the opportunity to derive financial gain or advantage from their

data and networkedness

Networked shoppingHelping consumers tap into their networks in order to make better-

informed purchases

The fight for privacyHelping people take control of their

data to keep what should be private, private

U.K.: Networked wardrobes

Colombia, Philippines: Loans based on online

reputation

Global: Safeguarding personal data


The new ways of exploring, expressing and experiencing identity through personal demographics and beyond

GlobalEnergies


Dynamic Identities

The more consumers have the opportunity to experience life beyond

their age, gender and culture, the more they seek the security of being

anchored to a core identity that's grounded in those demographics.


GlobalEnergies

2013/14

Dynamic Identities: Drivers and opportunities

Anchoring rootsProviding anchor points based on

tradition, religion or cultural heritage in fast-changing times

Fusion selvesHelping people incorporate and

integrate aspects of "other" identities into who they are.

Global Energy

Exploring othernessHelping people expand their identities

by experiencing life beyond their gender, age or cultural background.




Opportunities:

Changing household structures and family roles

Changing definitions of ageing

Increasing empowerment of women

The increased ease of digital cultural exchange

The increased affordability of travel

GlobalEnergies


Opportunity areas

Anchoring rootsProviding anchor points based on

tradition, religion or cultural heritage in fast-changing times

Fusion selvesHelping people incorporate and

integrate aspects of "other" identities into who they are.

Exploring othernessHelping people expand their identities

by experiencing life beyond their gender, age or cultural background.

Spain: Exploring foreign traditions

Australia: Traditional male heritage

China: Fused luxury

GlobalEnergies


Navigating Wellbeing: Headline story for 2013

There is a growing gap between how

healthy and well consumers want to feel, and what they can actually achieve through

their daily actions


GlobalEnergies

2013/14

Navigating Wellbeing: Drivers and opportunities

Short-term health horizonsOffering consumers a concrete

promise of better health in the short term,

rather than the long term

Microspecific measuresGiving consumers personalized and/or

hyper-specific indicators of health improvement

Global Energy

Step-by-step to better healthGuiding consumers to the next, easily

manageable step on their wellness journey




Opportunities:

Global rise in costly lifestyle diseases

Increasing use of new measures of social progress

The rapid growth of the health and wellness business

The emergence of personalized approaches to medicine

Increasing supply of, and access to, health information

GlobalEnergies


Opportunity areas

Global: Getting fit, one milestone at a time

UK: Personal vitamin pouches

Short-term health horizonsOffering consumers a concrete

promise of better health in the short term,

rather than the long term

Microspecific measuresGiving consumers personalized and/or

hyper-specific indicators of health improvement

Step-by-step to better healthGuiding consumers to the next, easily

manageable step on their wellness journey

Global: Instant smoking cessation

Innovation or proposition ideas


INNOVATION

Are there ways that you can change the way you make or sell your products or services so they appeal more to customers? Or offer more value to your customers? Or are more convenient for them?

For example:

In the US, Dollar Shave Club delivers razors through the post to men in exchange for a small monthly fee. So they don’t have to remember to buy them when out shopping.

1. WHAT would you do?

2. How would you do it?

3. WHY would you do it?

Exercise: Using ONE Energy, design an innovation or a change to your proposition

PROPOSITION

Are there ways in which you can change the way you position your products or services (i.e. the way you talk about them to customers) so they’ll make an easier connection to why they are worth buying?

For example:

In the UK, the newly created TSB bank emphasises its localness, in contrast to the other high street banks.

Thank you

Andrew CurryDirector

[email protected]


Afternoon: session 1

GlobalEnergies


Exercise 1: STEP exerciseB

usi

nes

sO

rgan

isat

ion

External Environment

Internal Environment

Structure People

Task


Afternoon: session 2

GlobalEnergies


Exercise 2: Planning exercise

What does success look

like

What do we have to do next

(in 12-14 months)

What do we have to do now

(in next 12 months)

Where are we now?

the futures company enterprise week 2014

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