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Steven French | @NMITWEETS
Natural Marketing Institute
Market Insights from Top Researchers: The Latest
Intelligence on Cu...
The Future of Living Spaces and
Workplaces!
Sustainable Brands London
November 2015
The future of living spaces and workpl...
Selling
sustainability
vs
riding on
underlying
Selling
sustainability
vs riding on
underlying
drivers of
change?
3
Research into consumer interest in different circular concepts
Many different facets of
a more ‘circular’ way of
living ...
4
Making circularity desirable
Committed
caretakers (15%)
Progressive
purchasers (19%)
Casually
conscious
consumers (19%)
...
5
Making circularity happen | who is most likely to adopt?
Committed
caretakers (15%)
Progressive
purchasers (19%)
Casuall...
Underlying drivers will
create more opportunities
for more sustainable living
than finding compelling
messages
7
Technology, demographics, economics are shaping how we live and work
Emergent trends
Squeeze on space
Urban populations ...
9
Squeeze on space
Springhill Cohousing
scheme, Gloucestershire,
was first cohousing project
to be completed in the UK.

Af...
Squeeze on space
Copper Lane, North London, has no private gardens or washing
machines, but shared open spaces, a laundry ...
Squeeze on space
57%
Of people say that they do
not have enough storage for
all of their possessions.
Business equals pleasure
55%
Percentage of 16-25 year-olds
who want to set up their own
business
Business equals pleasure
14%
Percentage of 16-25 year-olds
who have already begun to set
up their own business, up from
8%...
Business equals pleasure
ContainerVille is a new
home for start-ups and
small businesses. 30
shipping containers are
arran...
17
The responsive environment
Homes will be as smart as
phones
18
The responsive environment
The Samsung WW9000 is
the first connected washing
machine to be sold in the
UK.

It can autom...
The responsive environment
12.5 billion connected
devices are expected to be
embedded in buildings by
2020.
“The ‘Home of ...
The maker movement
22
The maker movement
The answer to affordable
housing?

A 3D printer that can build
a 230 square-meter house
in 24 hours.
23
The maker movement
Repairs on us

At selected Nudie Jeans
stores around the world,
people can get their jeans
customise...
Sugru

Sugru is a multi-purpose brand of silicone rubber that resembles modelling
clay, but dries to a very durable finish....
We need to use the
underlying drivers of
behaviour change that
indirectly support more
sustainable living and
working
Spotting opportunities to
align people’s emerging
needs with business
opportunities
27
The Future of Living Spaces and
Workplaces!
Sustainable Brands London
November 2015
Thank you
d.mackenzie@dragonrouge.com
...
Market Insights from Top Researchers: The Latest Intelligence on Customer Attitudes and Behavior
Market Insights from Top Researchers: The Latest Intelligence on Customer Attitudes and Behavior
Market Insights from Top Researchers: The Latest Intelligence on Customer Attitudes and Behavior
Market Insights from Top Researchers: The Latest Intelligence on Customer Attitudes and Behavior
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Market Insights from Top Researchers: The Latest Intelligence on Customer Attitudes and Behavior

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Market Insights from Top Researchers: The Latest Intelligence on Customer Attitudes and Behavior

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Market Insights from Top Researchers: The Latest Intelligence on Customer Attitudes and Behavior

  1. 1. Steven French | @NMITWEETS Natural Marketing Institute Market Insights from Top Researchers: The Latest Intelligence on Customer Attitudes and Behavior Raphael Bemporad | @rbemporad BBMG Dorothy Mackenzie | @DragonRogueUK Dragon Rogue Lucy Shea | @swishinglucy Futerra Kristoph Kahlert Serviceplan Corporate Reputation Dan Gavshon Brady | @DanBG88 Wolff Colins
  2. 2. The Future of Living Spaces and Workplaces! Sustainable Brands London November 2015 The future of living spaces and workplaces Dorothy Mackenzie Sustainable Brands London November 2015
  3. 3. Selling sustainability vs riding on underlying Selling sustainability vs riding on underlying drivers of change?
  4. 4. 3 Research into consumer interest in different circular concepts Many different facets of a more ‘circular’ way of living – and many different attitudes and motivations Behave " sustainably Think" sustainably Novelty Seekers 24% Casually Conscious Consumers 19% Progressive Purchasers 19% Committed Caretakers 15% Savvy Economisers 24%
  5. 5. 4 Making circularity desirable Committed caretakers (15%) Progressive purchasers (19%) Casually conscious consumers (19%) Savvy economisers (24%) Novelty seekers (24%) Make it easy. Make it as fun as buying stuff. Help them to afford having it all. Price simply and transparently. Commit to a fixed price over the long- term. Help them to make more from what they already have. Take away the pain of low-interest purchases. Offer them opportunities to change and upgrade. Position new models as clever, novel initiatives from familiar brands. Make it as original, personal and unique as possible. Tell them a story. Repay them with social currency. Show them where things come from and where they go. Help them to get more from other people’s stuff. Help them to foster a community of purpose.
  6. 6. 5 Making circularity happen | who is most likely to adopt? Committed caretakers (15%) Progressive purchasers (19%) Casually conscious consumers (19%) Savvy economisers (24%) Novelty seekers (24%)
  7. 7. Underlying drivers will create more opportunities for more sustainable living than finding compelling messages
  8. 8. 7 Technology, demographics, economics are shaping how we live and work Emergent trends Squeeze on space Urban populations will continue to swell and age, changing the way we live, work, travel and have fun. Business equals pleasure The boundaries between work and play are blurring, as a result of more fluid time management. The responsive environment The planning of buildings and places will become more complex and dynamic. The rise of community Complex global networks and supply chains will give way to more localised, more meaningful interaction. The maker movement People will become more involved in the design and maintenance of the material world. Zero waste society The reality of resource scarcity will hit home, prompting more efficient use of energy and materials.
  9. 9. 9 Squeeze on space Springhill Cohousing scheme, Gloucestershire, was first cohousing project to be completed in the UK. Affordability Convenience Access to space
  10. 10. Squeeze on space Copper Lane, North London, has no private gardens or washing machines, but shared open spaces, a laundry and a communal room for parties, music and games, which have to be collectively managed and maintained.
  11. 11. Squeeze on space 57% Of people say that they do not have enough storage for all of their possessions.
  12. 12. Business equals pleasure 55% Percentage of 16-25 year-olds who want to set up their own business
  13. 13. Business equals pleasure 14% Percentage of 16-25 year-olds who have already begun to set up their own business, up from 8% 7% of over-50s in the UK are engaged in entrepreneurial activity
  14. 14. Business equals pleasure ContainerVille is a new home for start-ups and small businesses. 30 shipping containers are arranged over 2 floors and up-cycled into modern work spaces by the Regents Canal.
  15. 15. 17 The responsive environment Homes will be as smart as phones
  16. 16. 18 The responsive environment The Samsung WW9000 is the first connected washing machine to be sold in the UK. It can automatically assess the optimal cycle to use, based on the weight and dirtiness of the laundry.
  17. 17. The responsive environment 12.5 billion connected devices are expected to be embedded in buildings by 2020. “The ‘Home of the Future’ will adapt to user needs through three key attributes: §  Show me: it will make complex data visible and useful to make better choices §  Know me: it will learn consumer needs and recognise lifestyle patterns §  Tell me: it will proactively adjust to their needs and provide suggestions without being asked.” Boo-Keun Yoon, CEO Samsung Electronics
  18. 18. The maker movement
  19. 19. 22 The maker movement The answer to affordable housing? A 3D printer that can build a 230 square-meter house in 24 hours.
  20. 20. 23 The maker movement Repairs on us At selected Nudie Jeans stores around the world, people can get their jeans customised or repaired for free. They also offer extensive tips and advice on how to repair garments yourself, and offer a free repair kit with all purchases.
  21. 21. Sugru Sugru is a multi-purpose brand of silicone rubber that resembles modelling clay, but dries to a very durable finish. Can be used across a wide range of appliances, from dishwashers to reading glasses.
  22. 22. We need to use the underlying drivers of behaviour change that indirectly support more sustainable living and working
  23. 23. Spotting opportunities to align people’s emerging needs with business opportunities
  24. 24. 27
  25. 25. The Future of Living Spaces and Workplaces! Sustainable Brands London November 2015 Thank you d.mackenzie@dragonrouge.com @DorothyMackenz1

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