THE NEWTHE NEW WHITESPACES

As the world emerges from economic crisis, how have markets and consumers changed? Where are the new opportunity spaces for innovation and growth?Where are the new opportunity spaces for innovation and growth?

futureagenda.org

wired

The FuturistThe Futurist

1 Global patterns1. Global patterns

West East

Masses

Big

Niches

SmallBig

Business

Small

Customers

Volume Value

Global patterns power shifts accelerated by economic crisisGlobal patterns ... power shifts accelerated by economic crisis

M• Authenticity• Health

• Money• Transport D t

Health• Choice• Connectivity

• Data• Energy F d

Connectivity• Identity• Migration

• Food• Waste W t

Migration• Cities• Currency

• Water• Work

Currency

Global patterns future agendas for innovation and leadershipGlobal patterns ... future agendas for innovation and leadership

Your phone will tell you when you’re in lovePeople will download and print their own products

Young people will read moreOld people will play more

Algae may become the new oilRadical methods to rebalance climate change

Global patterns future themes and wildcards

The existence of extraterrestrial life confirmed

Global patterns ... future themes and wildcards

Global patterns priorities for business leadersGlobal patterns ... priorities for business leaders

Now & Next

nVision

Future Network

Future Foundation

Market patternsMarket patterns

Attitudes to risk

Attitudes tospending

Market patterns Attitudes to risk and spendingMarket patterns ... Attitudes to risk and spending

Confidence to deliver promise

Market patterns Confidence in business to deliver their promiseMarket patterns ... Confidence in business to deliver their promise

Trust in businesses

Trust in tech companies Trust in banks

Market patterns trust in business and specifically banksMarket patterns ... trust in business, and specifically banks

Market patterns strength and value of bank brandsMarket patterns ... strength and value of bank brands

“If we use credit cards (or phones) for paying for things then the salience of spending money is a lot lower so we tend to spend more as we don’t feel the pain of parting with cashspend more as we don’t feel the pain of parting with cash.

“This generation has moved from calling borrowing debit (borrowing perceived as a bad thing) to credit (a good thing)”

“Previous generations saved (the Chinese still do)”Previous generations saved (the Chinese still do)

“Will the $ be replaced as the global currency... The ACU?”

“Money is how we value market transactions but not social transactions (volunteering etc)”

Market patterns everyone’s talking about future of moneyMarket patterns ... everyone’s talking about future of money

1.Fi Life2 Intuit2.Intuit3.Yodlee4.Triodos5 E te ise5.Enterprise6.Itau Unibanco7.Credit.com8.Vancity9.SimpliFi10.Vittana

Market patterns most innovative financial service companiesMarket patterns ... most innovative financial service companies

Now & Next

NowandNext

nVision

Future Exploration Network

Future Network

TrendwatchingTrendwatching.com

Future Network

Consumer patternsConsumer patterns

Being green SimplicityCaring about ourworld ...

Easy and simplifymy life ...

Before After Before After

Dislike of greedHappier with what we have ...

Distrust in brandsCompanies cantbe trusted ...

Being ethicalLess caring about

More realMore wholesome, 

Before After Before After

gothers ...

,less wasteful...

Before After Before After

Less frivolousMore authenticExperiences ...

In controlIntelligent, promiscuousshoppers ...

Before After Before After

Consumer patterns the impact of economic crisisConsumer patterns ... the impact of economic crisis

Consumer patterns established and emerging themesConsumer patterns ... established and emerging themes

Consumer patterns trends fads and fashionsConsumer patterns ... trends, fads and fashions

Consumer patterns welcome to the “era of consequences”Consumer patterns ... welcome to the “era of consequences”

Consumer patterns Trend map hotspots risks and futureConsumer patterns ... Trend map, hotspots, risks and future

born in a recession

eBay

MTVborn in a

recession2001

born in a

born in a recession1981

Microsoft

HP

born in a recession1975

GEborn in a recession1876

HPborn in a recession1929

1876

Crisis shakes markets up

theGeniusWorks.com

Crisis shakes markets up

Has the consumer changed?Has the consumer changed?

“Money matters less what you do with it matters more”“Money matters less, what you do with it matters more”

“Money matters less what you do with it matters more”“Money matters less, what you do with it matters more”

aka “the Burberry effect”... aka “the Burberry effect”

Has the consumer changed?Has the consumer changed?

Women1 The rise of women1. The rise of women

Women2 The rise of boomers2. The rise of boomers

3 The rise of net gen3. The rise of net-gen

Consumer

BusinessB i

broaderview

Businessnarrowview

Businessnarrowview

Business Customer

Rethinking like a consumerRethinking like a consumer ...

RESOURCEFULPARTICIPATIVE

CONSIDERED

Responsible

HUMAN

W llb i

ESCAPIST

I d l t

EmpoweredCapableSelfless

PARTICIPATIVE

CollaborativeContributing

SharingpMeaningful

Caring

WellbeingIndividualised

Happiness

IndulgentExpressive

Quirky

Sharing

The new whitespacesThe new whitespaces ....

Fragile worldTrade-offs

CONSIDERED

Superficiality

CONSIDERED

ResponsibleMeaningful

Caringg

SocialEnvironmentalEnvironmental

Purposeful

1 Consumers are more CONSIDERED1. Consumers are more CONSIDERED

1 Consumers are more CONSIDERED eg Nike’s sustainable innovation1. Consumers are more CONSIDERED ... eg Nike’s sustainable innovation

1 Consumers are more CONSIDERED eg E cloth nanotech and friendly1. Consumers are more CONSIDERED ... eg E-cloth nanotech and friendly

1 Consumers are more CONSIDERED eg Iberdrola’s new energy1. Consumers are more CONSIDERED ... eg Iberdrola’s new energy

PracticalEconomic

Materialism

RESOURCEFUL

EmpoweredCapableSelfless

EnablingDIY

Self serviceSelf service

2 Consumers are more RESOURCEFUL2. Consumers are more RESOURCEFUL

2 Consumers are more RESOURCEFUL BestBuy enabling people2. Consumers are more RESOURCEFUL ... BestBuy, enabling people

2 Consumers are more RESOURCEFUL Easyjet rethinking what value is2. Consumers are more RESOURCEFUL ... Easyjet, rethinking what value is

2 Consumers are more RESOURCEFUL Tripadvisor people trust people2. Consumers are more RESOURCEFUL ... Tripadvisor, people trust people

GlobalSSameness

Extravagance

HUMAN

WellbeingIndividualised

Happiness

HealthyHealthyPersonal

Provenance

3 Consumers are more HUMAN3. Consumers are more HUMAN

3 Consumers are more HUMAN Starbucks local and debranded3. Consumers are more HUMAN ... Starbucks, local and debranded

3 Consumers are more HUMAN VirginActive looking after yourself3. Consumers are more HUMAN ... VirginActive, looking after yourself

3 Consumers are more HUMAN Zipcars just when I need it3. Consumers are more HUMAN ... Zipcars, just when I need it

TribalConnectedUntrusting

PARTICIPATIVE

CollaborativeContributing

Sharing

User generatedNetworked

Rental

4 Consumers are more PARTICIPATIVE4. Consumers are more PARTICIPATIVE

4 Consumers are more PARTICIPATIVE Lego connecting their fans4. Consumers are more PARTICIPATIVE ... Lego, connecting their fans

4 Consumers are more PARTICIPATIVE Threadless designed by me4. Consumers are more PARTICIPATIVE ... Threadless, designed by me

4 Consumers are more PARTICIPATIVE Current TV user gen TV4. Consumers are more PARTICIPATIVE ... Current TV, user-gen TV

AbundanceExtrovertedFrustrated

ESCAPIST

IndulgentExpressive

Quirky

EmotionalSimplicity

Iconic

5 Consumers are more ESCAPIST5. Consumers are more ESCAPIST

5 Consumers are more ESCAPIST Nintendo Wii changing lifestyles5. Consumers are more ESCAPIST ...Nintendo Wii, changing lifestyles

5 Consumers are more ESCAPIST Fiat 500 the new Ferrari5. Consumers are more ESCAPIST ... Fiat 500, the new Ferrari

5 Consumers are more ESCAPIST 3D movies as mad as a hatter5. Consumers are more ESCAPIST ... 3D movies, as mad as a hatter

RESOURCEFULPARTICIPATIVE

CONSIDERED

Responsible

HUMAN

W llb i

ESCAPIST

I d l t

EmpoweredCapableSelfless

PARTICIPATIVE

CollaborativeContributing

SharingpMeaningful

Caring

WellbeingIndividualised

Happiness

IndulgentExpressive

Quirky

Sharing

The new whitespacesThe new whitespaces ....

What do you think?What do you think?

peterfisk@peterfisk.com

th G ni sW kswww.theGeniusWorks.com