What will our customers want in the future
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A talk for RARE forum in London on 3 November - the audience was made up of entrepreneurs and SME owners
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What will our customers want in the future
- 1. What will our customers want in the future? Jemima Gibbons AAB Engage @JemimaG RARE Forum, London 3 November 2011
- 8. “The ethical movement has crossed into the mainstream and become a central issue for everyone from politicians to retailers.” Lucy Siegle, Observer Photo: Abby Lanes
- 11. “It’s not just conducting a tree- planting event once a year...you actually have to make your products greener.” Archie Rastorguev, MMD Photo: freefotouk
- 17. “Gen Y has grown up sharing - files, video games, knowledge - it’s second nature. We, the Millennials, are foot soldiers, moving us from a culture of me, to a culture of we.” Rachel Botsman Photo: Clicksy
- 19. Trend 5 Humility and honesty
- 22. We seek a bleach free teeth-whitening formula We are interested in technologies that deliver cleaning with shine and gloss on We are looking for a hard surfaces method/ device to remove hairs from the root without pain Photo: metamerist
- 24. Trend 6 An easy life
- 26. Customers want... 1. Respect 2. Eco-friendly business 3. True stories 4. Community 5. Humility and honesty 6. An easy life
- 27. Thank you Jemima@aabengage.com 07958 357 334 @jemimag
Notes de l'éditeur
- SLIDE 1: TITLE SLIDE\nI can’t talk about one specific sector so I’m going to be looking at consumers as a whole\nThis talk is more about what people in general want in future but I’ll stick to the essay title!\nI”ve got six trends I’d like to talk to you about. All stuff that’s happening now but set to get bigger\nBear with me during the talk, and think about how your company can start adapting\n\n
- SLIDE 2: VISIONARIES WHO’VE BEEN INSPIRING ME\n\n Stowe Boyd - eco-friendly, social-savvy, futurist\n Tessy Britton - author of Handmade: learning/ sharing/ making\n Douglas Rushkoff - coined terms like ‘viral media’ and ‘social currency’\n Josephine Green - Gave Philipps their new focus on health + wellness\n JP Rangaswami - Confused of Calcutta\n Rachel Botsman - Collaborative Consumption\n Clay Shirky - every organisation is a media org\n Umair Haque - ethical capitalism\n David Cushman - the power of the network\n\n
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- SLIDE 4: ARAB SPRING\n\nAnti-Mubarak protestors in Egypt earlier this year.\nWhat’s now known as the Arab Spring started with protests in Tunisia in December 2010. And has so far resulted in revolutions in three countries: Tunisia, Egypt and Libya. Protests are still taking place in Bahrain, Yemen and Syria.\nYouth unemployment, satellite TV and social networks have been credited for spreading the unrest. At the time of Mubarak’s resignation in Feb, banners saying thank you Facebook\nSo, what does all this mean for consumers back in the UK?\n\n
- SLIDE 5: SOCIAL MEDIA V THE NEWS OF THE WORLD\n\nFunnily enough, when people on started reacting on Twitter to the NOTW hacking scandal back in July, it wasn’t long before American journalists were talking about the “British Spring” as us poor downtrodden Brits also rose up in unison against our oppressors.\nOn Monday 4 July, a campaign was started on Twitter and Facebook to dissuade advertisers from using the NOTW \nAmazingly, this gathered so much momentum that on 7 July, the following Thursday, it was announced that that Sunday’s NOTW would be the last ever.\n\n
- SLIDE 6: THE DRAMA UNFOLDS\n\nAnd as we know, that was just the start.\nMore revelations followed, and high profile resignations including those of News International CEO Rebekah Brooks, Metropolitan Commissioner Sir Paul Stephenson. Former NOTW Editor Andy Coulson and Rebekah Brooks were arrested, and Rupert Murdoch and his son James were summoned to give evidence before a parliamentary media committee. \nconsumers were demanding respect through social media. The fact that the UK’s best-selling - and 168 year old - newspaper could be closed down in a matter of days is astounding.\nFive years ago, this simply would not have been possible.\nBusinesses who ignore this new surge of people power do so at their peril.\n\nIn the future, our customers will expect to be listened to.\n\n
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- SLIDE 8: LUCY SIEGLE QUOTE\n\nThis quote is from Lucy Siegle, the Observer’s Environmental Correspondent\nIn the 1970s, concepts like recycling and alternative energy were the preserve of tree hugging hippies - now they are something we all need to think about. \n\n
- SLIDE 9: \n\nUnsurprisingly, companies are falling over themselves to in an effort to show their green credentials. It’s a kind of CSR on steroids.\nCause-related marketing has become big business.\nPRODUCT RED is an example of one the largest cause-related marketing campaigns ever. \nCreated to support The Global Fund to Fight AIDS, Tuberculosis and Malaria.\nIncludes companies such as The Gap and Apple among its participants.\nLast year, Procter + Gamble teamed up with Salma Hayek and UNICEF to fund tetanus vaccinations for babies through sales of Pampers nappies. \nAnd businesses are innovating in ethical ways:\nIn January, instead of spending money on Superbowl ads, PepsiCo launched the Pepsi Refresh Project: doing good by spending more than $20m on crowdsourced community projects.\nM&S have launched Plan A: 180 commitments to help it become the world’s most sustainable major retailer by 2015\nChase Bank’s Community Giving project gives grants to S/M charities ($3m this year)\nGoogle launched Google for Good; Ebay set up World of Good; Microsoft profits fuel the Bill & Mel Gates foundation\nAnd so on...\n\n
- SLIDE 10: THE GREEN GAP\n\nof course, we’ve a way to go before consumers will really start putting their money where their mouths and by boycotting environmentally unfriendly goods altogether. Currently around, 22% say they will pay more for eco-friendly products\nBut the trend is that customers are increasingly considering long-term value over price.\n\n
- SLIDE 11: TREE PLANTING QUOTE\nThis consumer trend is backed up by business trend: as social tools and technologies enable businesses to become more customer, more people-centric, issues which currently matter to us, such as sustainability and ethical living, inevitably move centre-stage.\nThe panopticon effect of social media means that there’s no point in simply “astro-turfing” - posing as someone who believes in grassroots causes, you’ve actually got to BE that person.\nAs my friend Archie at MMD in Moscow puts it.\n\nIn the future, our customers will look for more eco-friendly approaches.\n\n
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- SLIDE 13: DOUGLAS RUSHKOFF\n\nDouglas Rushkoff author and theorist\nHis first book on cyberculture, Cyberia, due to be published in 1992 but cancelled because the publisher was scared internet would be ‘over‘ by 1993. \nDouglas talks about difference between C20th mass advertising + the social internet now\nBrand images like Colonel Saunders and Ronald McDonald became more powerful than images/ stories of the craftspeople down the road\nNow, thanks to the social web, we’re reconnecting with real people again.\nIf we make/ care about something - that’s what we should be sharing with our customers.\nFor Kentucky Fried Chicken, it’s not about Colonel Saunders, it’s all about the chicken crust!\n\n
- SLIDE 14: BRACKENBURY VILLAGE\n\nLondon is filled with villages like this: with a deli / butcher/ ironmonger\nThe wierd thing is, this local village is doing okay, despite the downturn.\nWhy? Because the people who live here don’t go to supermarkets any more. They get everything delivered. And then pop round the corner to top up.\nThey don’t mind paying extra because they love the theatrics/ DIY advice/ gossip\nAnd the devotion these guys have to what they do.\n\n
- SLIDE 15: CAKES\n\nThis is the counter in Brackenbury’s deli\nAll these cakes are organic and homemade.\nBut customers don’t care paying extra because they’re paying for quality and a little bit of love\nFunnily enough, it’s these sorts of local shops and services that do just brilliantly on social media\nBecause they’re passionate about what they do, they’ve got plenty to talk about.\n\nIn the future our customers will want to see the whites of the eyes of the real people behind the corporate facade.\n\n
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- SLIDE 17: RACHEL BOTSMAN QUOTE\n\nThis is a great quote from Rachel Botsman, author of “What’s mine is yours: the rise of Collaborative Consumption”.\nQ: When you’re using a social network, how do you assess people? [SHARE vs OWN]\n\n
- SLIDE 18: COLLABORATIVE EXAMPLES\n\nRachel’s Collaborative consumption website lists a whole load of start-ups that put community and sharing at the heart of what they do. The internet is enabling trust between strangers.\nKickstarter: crowdsources funding for creative projects\nLucy in Disguise: rents out vintage clothing\nFashionstake: a groupon for desirable designer clothing\nTaskrabbit: outsource your every day chores to a community of time-rich helpers\nCouchsurfing: puts people with spare beds/ sofas in touch with people who are travelling\nAir BNB: private individuals renting out their houses, apartments or rooms\nThe Make Lounge: join other people to knit, sew and create stuff together\nStreetcar: ditch your car and join a car club\nThreadless: crowdsourced T-shirt designs\nThe reason this trend is so powerful is because when you share the same platform as your customer, you need a more inclusive strategy.\nThe internet is enabling trust between strangers.\n\nIn the future, our customers will become even more networked, and even more used to collaborating, especially when social problems are being solved as a by-product of them having fun!\n \n\n
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- SLIDE 20: CEOs SAY SORRY\n\nI’m not sure which CEO originated the YouTube apology: David Neeleman of JetBlue?\nValentines Day 2007: JetBlue passengers stranded for 8 hours on a runway\nAs they blogged/ tweeted about their ordeal, Neeleman took to YouTube to apologise\nJan 2010: Akio Toyoda: Toyota recalls 7m vehicles due to clutch and engine problems: \nSep 2011: Reed Hastings of Netflix posted a public apology on his blog after changes resulted in an up to 60% price increase for some customers \nLast month: RIM’s CEO Mike Lazaridis aplogised for Blackberry outages.\n\n
- SLIDE 21: BP GLOBAL PR\n\nFor today’s C-level executives, being a part of the conversation around your brand is essential\nJust look at what happened to BP in the vacuum was created by its lack of engagement.\nRemember, if you don’t apologise - there’s always a chance someone else might do it for you!\n\n
- SLIDE 22: P+G CONNECT\n\nHumility is one thing. What about honesty?\nWe’re also seeing a trend in open innovation - where companies share information about the problems they are having in the hope that they can procure a solution.\nThese quotes are all actual requirements on P+G’s connect and develop website.\nWhat is interesting is the problems they reveal.\nWe can presume, for example, that P+G currently use bleach in all their teeth-whitening products and that all their hair removal treatments are painful.\nOkay, so we may know this, but the fact that this is being publically admitted?\nIt’s light years away from the controlled advertising messages of the past.\n\n
- SLIDE 23: SECURITY GUARDS\n\nThe security measures and defenses traditionally put up by business seem in some ways to be becoming less relevant.\nThe walls of the corporation are certainly becoming more permeable. Everything is hackable.\nIn the future, our customers will demand transparency.\n\n
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- SLIDE 25: THINGS THAT MAKE US GO ‘OOH’\n\nIn the future, it’s said that we wont’t even notice how we connect with each other + things\nThe semantic web will interpret our desires; interfaces will be almost imperceptible; sharing will be truly “frictionless”.\nIn some ways, things will become easier.\nAnd that’s what I wanted to focus on for the final trend.\nMany best innovations of recent years have been time-saving, effort-saving devices\nIn the future, our customers will want to do more with less.\n\n
- SLIDE 26: \n\nFinal word: don’t become *too* fixated on the customer. \nRemember how Steve Jobs loved to quote that famous saying by Henry Ford, inventor of the Model T: If I asked my customers what they wanted, they’d have said a faster horse\nDon’t forget to trust your own drive and intuition!\n\n\n
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