Retail2013 persgroep future_consumer
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Transcript of Retail2013 persgroep future_consumer
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The new frugality: vision on the future consumer
Katja van Putten - @katjavanputtenstrategic communication consultant
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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.
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methodology
• representative for Belgium• iVOX panel• 4.143 people, 15+• extensive socio-demo• +300 research topics on values, insights
and motivations
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crisis ?
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the crisis is concrete
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the crisis is concrete
29% has difficulties to make
ends meet
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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
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budget
66% buys a mix of known brands and cheaper retailer brands
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budget
would save on:46% holidays38% going out34% clothing29% savings27% renovations
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permanent disruption
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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
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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
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distrust rules
• in generally people are to be trusted3% totally agree– 27% rather agree
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a general feeling of anxiety
Eerder angstig Heel angstig
27%
11%
rather anxious very anxious
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the existing potting cultureis a consequence of this anxiety
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a new normal
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there is a group op people that responds differentlywith resilience and creativitytaking matters in their own handsseeing and grasping challenges
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1 in 2 buys st organicbuys st fairtradebuys st ecological detergents
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micro gardening is huge
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growing intrest in sharing & tradingdon’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%
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frugality or common sense ?
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a network economy
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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
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take into considerationsome major consequences
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the end of top down
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it starts from within
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activism is becoming normal
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total transparancy
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not afterwards …value dressing is lethal
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parallel initiatives & networks
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in search for quality, connectivity & experience
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focussing on risk avoidanceis useless
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a new tomorrowor rather a new NOW
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flexible to the context
dynamic & flowing
complex
omni present
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opportunity:connecting with the localcommunity
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growing neighbourhoodfeeling
78% has a ratherto very positive feelingabout their neighbourhood
child friendliness
safety
cleanliness
socialcontactNEIGHBOURHOOD
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[email protected] - @katjavanputtensecondsight.nl