The New Consumer, so what?

1. So what ?
Using this research
opens the door to new ways of thinking
about media usage, market sizing,
ideation, concept testing, product
positioning, and other aspects of
innovation

2. See the change.
Make it happen.
@katrienbarrat

3. 75% household budget
14%
10%
10%
22%
17%
8%
20%

5. Making segmentation actionable
“my way” “sell it to me”
do it myself do it for me
5
prosperous
“from me to you” “I’m in your hands”
less prosperous

6. 80% self-reliant New Consumers
56%
is constantly looking for
new and better solutions

7. For 2 out of 5 Belgians reality has become very
harsh …
Find solutions, come
into action
Out of necessity though
passive, very
bleak outlook on
future
overwhelmed by
the situation

8. A generational thing
54-70
driven by
opportunity
Young split in 2
!
Overwhelmed
!
Or
!
‘change is our
middle
name’
35-54
make drastic choices
drive the change
are in control

9. From throw in the towel to self-reliant
and pragmatic fixing
Seriously
pragmatically
self-reliant
Fix old things
in new ways
Self-reliant
thanks
to techno
Throw in
the towel
Self-reliant
thanks
to group

10. From individual responsibility to
collectivity
We
We
We
Me We Me

11. 1 clear group of change makers though changing
behaviour on all fronts
influencing those
round them,
collectivity solutions

12. since long
recently
maybe
next year
never
changing behaviour

13. autodelen
fairtrade, etisch
openbaar vervoer, multimodaal
slimme meters, slimme toestellen
online kopen
100% online bank
investeren in projecten van vrienden, familie, crowdfunding
13
zelf energie opwekken
wonen waar werk, ontspanning dichtbij zijn
kleiner wonen
minder of geen vlees

14. with quality products
good for me & world
making me
self-reliant
& resilient

15. So what ?
Using this research
opens the door to new ways of thinking
about media usage, market sizing,
ideation, concept testing, product
positioning, and other aspects of
innovation

16. Media - example
Internet + Television +
Print
On demand …
Traditional media via
internet platforms

17. Media - example
Different aspirations, needs and
expectations
Peace of mind
Escapism
Entertainment
Protection
Exploration
Opens my world
Experiences
Empowerment

18. Positioning - example
Paying by Smart Phone
Because it e nables me to
beat the market

19. Positioning - example
Public Transport
“out of pleasure, not necessity”

20. Innovation - example
prosperous
do it myself do it for me
less prosperous
http://www.forumforthefuture.org/

21. See the change.
Make it happen.
@katrienbarrat