The document discusses the emergence of the "new consumer" in recent years. It identifies three fundamental shifts in consumer behavior and attitudes: (1) a focus on happiness and life satisfaction over material goods; (2) declining trust in large institutions and preference for local, personalized experiences; (3) consumers asserting more power and responsibility through ethical purchasing and reducing environmental impact. Market research data is presented showing changes in consumer values around these themes in various countries. The emergence of this new consumer mindset presents challenges and opportunities for brands to adapt.

1. The Emergence of
the New Consumer
Remko Herremans
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2. The Emergence of the New Consumer
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3. The Emergence of the New Consumer
2020
Disease #1
Depression
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4. The Emergence of the New Consumer
Crisis?
51% 49%
finance values
Source: Euro RSCG, 2009
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5. The Emergence of the New Consumer
What are we looking for?
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6. The Emergence of the New Consumer
Japan U.S. Brazil China France Netherlands U.K.
n=700 n=1,500 n=700 n=700 n=700 n=700 n=700
Prosumer-report Emergence of the New Consumer (2010)
100%
● In-depth online survey (Market Probe International)
● Extensive secondary research into trends
Prosumers®
20-25% 6–18 months

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Three fundamental shifts
Happiness
Trust
Power
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8. The Emergence of the New Consumer
Happiness
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9. The Emergence of the New Consumer
‘Happiness is the smell of a new car’
Don Draper, Mad Men
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10. The Emergence of the New Consumer
…move in the wrong
direction… 58%
focusing on things
that don’t really matter… 69%
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11. The Emergence of the New Consumer
…loosing our ability to
work together… 57%
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12. The Emergence of the New Consumer
…Recession is an
opportunity to step 58%
back and rethink …
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13. The Emergence of the New Consumer
…actively trying to figure
out what makes me 50%
happy…
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14. The Emergence of the New Consumer
Declutter my life!
50%
Groninger Museum , okt 2008
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15. The Emergence of the New Consumer
No bells and whistles.
68%
Fixie
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16. The Emergence of the New Consumer
The live we aspire
76%
24%
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Maximizing Rightsizing
Happiness
Luxury Real
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18. The Emergence of the New Consumer
Trust
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…skeptical
about everything 87%
they tell me…
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21. The Emergence of the New Consumer
…I trust customer
reviews more than 57%
‘expert’ reviews…
The Exactitudes Project
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22. The Emergence of the New Consumer
…Prefer connection
with 57%
local producers…
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23. The Emergence of the New Consumer
Perfection Reality
Trust
Institutional Personal
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24. The Emergence of the New Consumer
Power
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25. The Emergence of the New Consumer
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26. The Emergence of the New Consumer
I
…am making an effort to improve the way I live 72%
…am making an effort to be a better person 71%
…am paying more attention to the
54%
environmental impact of products I buy
…have a responsibility to censure unethical 65%
companies
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27. The Emergence of the New Consumer
…I feel good about
reducing the amount of 72%
waste I create
Piet Hein Eek
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31. The Emergence of the New Consumer
Elite Power People
Them Me
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32. The Emergence of the New Consumer
Maximizing Happiness Rightsizing
Perfect Trust Real
Institutional Personal
Power
Them Me
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33. The Emergence of the New Consumer
Brands that seize the Momentum
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36. The Emergence of the New Consumer
Span Air
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37. The Emergence of the New Consumer
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38. The Emergence of the New Consumer
What’s your spinach factor?
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