SHIFTING GENERATIONS
Different generations are taking new positions in our society. Demographic and cultural shifts, driven by technological advancement, will significantly impact consumption patterns, leaving the status quo, as we know it, behind for good.
Rejection of ownership
Shift in primary needs
Millennials and Gen Z already have a different relationship with ownership than their parents. They value experience, purpose and belonging over material possessions. Driving the sharing and subscription-based economy, making room for various new business models.
The rise of the digital consumer
Shift in use of technology
An entire generation of digital natives is settling into a new stage of life, transforming the way we connect, play, share and consume online. Raising the bar for digital, and offline, experiences and platforms that deliver curated convenience and thoughtful personalization.
New Attitudes to Growing Old
Shift in mindset
As populations have aged and society has become more liberal, attitudes towards youth, middle- and old-age have changed markedly, blurring the traditionally-perceived boundaries of age-appropriate fashion and lifestyles shifting consumer behaviour.
Data dilemmas
Shift in value of privacy
Consumers want and expect brands to tailor their products and services to them. To do this, they must share personal information. This conflicts with their privacy. New standards and solutions will arise respecting the ownership of personal data.
Multicultural and global society
Cultural shift
Societies are becoming more multicultural as developed markets see an influx of migrant workers and international students while existing ethnic populations expand. Consumers want to experience more variety in all areas of their lives, what they wear, eat, do and where they go.