union autumn 2016
TRANSCRIPT
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Engaging with Millenials
13th of October 2016Impact HUB, Geneva
#UnionGVA
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19/10/2016 3
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Be social – but not in a way you think
19/10/2016
>200m >100m >550m
Be authentic- Genuinely
Authenticity (43%) is more
important than quality (32%)
62% will become more loyal if a brand engages with them online
95% of Millennials say that friends are the most credible source of product information, and 98% are more likely to engage with a friend's post versus a brand's post,
Let them do the talking!
Be visual
4 out of 5 during intial product research.
They are X3 more likely than baby boomers to engage in video on mobile
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19 October 2016 5
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The Union Suisse(some of our lovely members)
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Give / Get
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Zsuzsanna Varga – Knock on WoodNathalie Favre – H&MVicky Nef – Logitech
David Simoes-Brown – 100%OpenAriane Mellenthin - Fuenfwerken
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Zsuzsanna Varga
19/10/2016 11
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Watertherootssothatthe
leavesaregreen
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Claudiaisaphysicist.Sheworkedallherlifewithherhead.Shespendslonghoursinfrontofhercomputer.Sherealisedthatsomethingwasmissingtogiveherbalanceineverydaylife.Soshetookupwoodworkingandtheresultis........
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KNOCKONWOODGENEVAtakessmallgroupsofpeopleintofully-equippedwoodworkshopsandmostparticipantsareMillennials.
"Watertherootssothattheleavesaregreen"Tobecreativeandinnovativeinthehead,youneedtogobacktotherootsanduseyourhandsAGAIN.
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● Ifyou’dliketoincorporateouractivitiesintoyourinnovationorcorporatelabprogrammes,
● Ifyou'dliketobringyourteamtoanatelier,● Ifyou'dliketobeauseryourselfanddosomethingoutofthe
ordinary,● Orifyou'dliketolearnmoreaboutourfindingsonhowweengage
withMillennials,we'llbehappytotalkandtellyouallaboutit.
Thankyouforyourattention.
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Nathalie Favre
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Interact with Millennialsin the fashion industry
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Seamlessonline experience
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Prio to social networks
Importance of both global and local content
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The power of or from ambassadors
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The importance of Time and consumer experience
New trend – Instant consumption
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Have you been inspired ?
My question …
What about millenials and the food sector ?
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Vicky Nef
19/10/2016 23
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MILLENNIALS & GEN C
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CREATIVE ME
I VALUE MORE CREATIVE WAYS OF THINKING AND
DOING
FROM: EFFICIENCY, KNOWLEDGE, CAPACITY
TO: INSPIRATION, TALENT, UNIQUE EXPRESSION
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CREATIVE ME - MANIFESTATIONS
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CREATIVE ME - MANIFESTATIONS
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David Simoes-Brown
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Cars are going out of fashion
13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
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Ford asked 100%Open to help find new ideas, initiatives and business partners that could answer the unmet mobility needs of of the New York and Detroit communities.
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From motors to mobility
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From motors to mobility
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• Car ownership is decreasing and low in cities - 50% in NYC
• If drivers (in the US) haven’t got licences by the age of 20, they’re unlikely to ever do so
• Millennials are moving to transit-friendly environments, coined ‘millennial-friendly cities’
• 77% of millennials aged 18-35 plan to live in urban centers - in ‘vibrant, compact and walkable communities full of economic, social and recreational activities’
North American Millennials
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• They aren’t very environmentally conscious with only 21% thinking that taking care of the environment was critical
• In a 2011 poll, only 16% of millennials strongly agreed with the statement, “I want to protect the environment, so I drive less.”
• When asked to identify the top five reasons for transportation choices or routines, millennials place “I care about the environment” dead last, behind saving money, simple convenience or the opportunity to exercise
North American Millennials
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Mobilize New York
P r o j e c t 1
A crowdsourcing competition to look for ideas from residents, visitors and entrepreneurs in response to four mobility challenges;Equal Access, Smarter
Travel, City Collaborators, New York Character
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Ford Hub
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• Each weekday the population of Manhattan almost doubles from 1.6 million to 3.1 million people
• 5.5 million new yorkers rely on the subway everyday.
• New Yorkers have the largest commute in the US – an average of 6.5 hours per week
• The number of cycling commuters has doubled in the last 5 years but still represents only 1% of total commuters.
• In January, the yellow taxies made 60 000 fewer trips than in the previous year; Uber made 70 000 more
New York Mobility Facts
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Go Detroit.An innovation competition to stimulate new
ideas and to find ways to better connect Detroit communities through three mobility themes
Safety, Access and Utilization.
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Do you know any mobility entrepreneurs or social enterprises?
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13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
Thank you
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Ariane Mellenthin
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Thank you
13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
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Thank you
13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
Fuenfwerken Design AG Weber Gold 2
Fuenfwerken - Who we are
We are a 17-year-old fiercly independent agency with offices in Wiesbaden and Berlin.
We are a business design solutions provider, offering services to create long-term consumer relevance and help our clients grow. We do this through through a process called the 5W Mix
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Thank you
13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
Fuenfwerken Design AG Weber Gold 3
„Millennials in developed markets are less interested in senior positions“ Deloitte Millennial Survey
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Thank you
13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
Fuenfwerken Design AG Weber Gold 4
INFANT PHASE ADOLESCENT PHASE MATURE PHASE SENIORITY PHASE> > >
• Desire to succeed• Consumption
• Fear to fail• Statement products
• Consumption tiredness• Experience
• Time• Purpose
MORE IS MORE MORE IS A MUST MORE IS LESS LESS IS MORE
The 4 phases of luxury Martina Kühne „ The next luxury“, GDI Impuls
„If luxury doesnt’t mean to possess something anymore, actually a lot of industries should be worried.“
Katrin Kruse
1 2 3 4
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Thank you
13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
Fuenfwerken Design AG Weber Gold 5
Freedom <> Security… the highest value … the strongest desire
Millennials - A hybrid lifestyle …?!
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Thank you
13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
Fuenfwerken Design AG Weber Gold 6
Orchestrate <> Expertise… a solution … collaborate
How we work - Hybrid
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Thank you
13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
Fuenfwerken Design AG Weber Gold 7
FROM UPRIGHT CITIZEN TO FIRESTARTER
22%82%
IN 2010 IN 2015
B RA N D AWA R E N ES S S U P P O RT E D
10%56%
IN 2010 IN 2015
B RA N D AWA R E N ES S N O T S U P P O RT E D
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Thank you
13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
Legal noticeThe concepts, ideas and promotional and advertising materials included in this presentation are the intellectual property of Fuenfwerken Design AG and are subject to the applicable copyright laws.
The execution of ideas and approaches is only possible with a prior contractual agreement with the lawful owner. Complete or partial reproduction and any disclosure to third parties are not permitted. The recipient of this concept shall be liable in the event of unauthorized use or disclosure to third parties for any damages arising from them.
The recipient of this concept confirms by accepting the concept the maintenance of absolute confidentiality and absolute silence in relation to the ideas and proposals stated in them. Furthermore the recipient is obliged in the event they or only parts of the concept are executed to pay a licensing or consulting fee at the normal market rate.
Fuenfwerken Design AG Titel PräsentationMonat 2016 8
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Thank you
13th October 2016
100%Open
Somerset House
Strand
London, WC2R 1LA
+44 (0)20 7759 1050
100open.com
@100open
Kontakt Fuenfwerken Design AG
Wilhelmstraße 30 65183 Wiesbaden t +49 611 58027-0 f +49 611 58027-26
Paul-Lincke-Ufer 42 10999 Berlint +49 30 629089-0f +49 30 629089-055
Fuenfwerken Design AG Titel PräsentationMonat 2016 9
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Thank you very much!
We are looking forward to welcoming you here once again for the UNION WINTER 2016