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Demographics are dead. Adapt your strategy or perish.

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  1. POST- DEMOGRAPHIC IMPERATIVES Demographics are dead. Adapt your strategy or perish. GLOBAL TREND BRIEFING SEPTEMBER 2015
  2. NIELSEN, NOVEMBER 2012 “...real-world situations and authenticity appeal most to consumers between 35-54.” POST-DEMOGRAPHIC IMPERATIVES 2www.trendwatching.com/trends/post-demographic-imperatives
  3. NIELSEN, AUGUST 2014 “Millennials put a premium on authenticity…” POST-DEMOGRAPHIC IMPERATIVES 3www.trendwatching.com/trends/post-demographic-imperatives
  4. ADWEEK, MAY 2015 “...for brands looking to engage Gen Z, authenticity rules” POST-DEMOGRAPHIC IMPERATIVES 4www.trendwatching.com/trends/post-demographic-imperatives
  5. And you can stop panicking about how the next generation is even more entrepreneurial and even more connected. If you try to delight consumers with insights attributed to groups of 80 million plus, you won’t get to know them very intimately <cough> Whole Foods’ millennial play <cough>. Shocked to hear a trend firm advise against generational generalizations? Not if you read our November 2014 Trend Briefing POST-DEMOGRAPHIC CONSUMERISM (PDC), which outlined why the traditional demographic model of consumer behavior is broken. In it we said… Gen X, Y, Zzz... You needn’t be a futurist to predict whether a chorus of market research is going to announce the generation after Gen Z “craves authenticity”. They will. POST-DEMOGRAPHIC IMPERATIVES 5www.trendwatching.com/trends/post-demographic-imperatives
  6. People – of all ages and in all markets – are constructing their own identities more freely than ever. As a result, consumption patterns are no longer defined by ‘traditional’ demographic segments such as age, gender, location, income, family status and more. POST-DEMOGRAPHIC IMPERATIVES 6www.trendwatching.com/trends/post-demographic-imperatives
  7. 67% of men have changed jobs or said they would be willing to do so to better balance family life, versus 57% of women. EY AND HARRIS INTERACTIVE, APRIL 2015 POST-DEMOGRAPHIC IMPERATIVES 7www.trendwatching.com/trends/post-demographic-imperatives
  8. Asked to plot themselves on a ‘sexuality scale’, 49% of British 18-24 year olds choose something other than 100% heterosexual. YOUGOV, AUGUST 2015 POST-DEMOGRAPHIC IMPERATIVES 8www.trendwatching.com/trends/post-demographic-imperatives
  9. 74% of Chinese shoppers are likely to consider whether a product is fair trade, environmentally friendly or donates a portion of proceeds to charity when buying, a higher proportion than in Australia or New Zealand. MASTERCARD, APRIL 2015 POST-DEMOGRAPHIC IMPERATIVES 9www.trendwatching.com/trends/post-demographic-imperatives
  10. Out of the thousands of applicants on a waitlist for free coding classes at New York Public Library, 73% are women. NY PUBLIC LIBRARY, JUNE 2015 POST-DEMOGRAPHIC IMPERATIVES 10www.trendwatching.com/trends/post-demographic-imperatives
  11. 1. NEW NORMAL: Embrace and celebrate new racial, social, cultural and sexual norms. 2. HERITAGE HERESY: Be prepared to re-examine or even overturn your brand heritage. 3. CROSS-DEMOGRAPHIC FERTILIZATION: Look to seemingly foreign or disparate demographics for inspiration. 4. HYPER-DEMOGRAPHIC IRONY: Focus on ever smaller niches of interest rather than circumstance. Let’s take a look at some recent examples of brands pursuing these four opportunities: Four POST- DEMOGRAPHIC strategies In last November’s Trend Briefing we identified four areas of innovation opportunity in a POST- DEMOGRAPHIC world. POST-DEMOGRAPHIC IMPERATIVES 11www.trendwatching.com/trends/post-demographic-imperatives
  12. 1. NEW NORMAL & Other Stories Campaign’s models and creative team are transgender POST-DEMOGRAPHIC IMPERATIVES 12www.trendwatching.com/trends/post-demographic-imperatives
  13. 2. HERITAGE HERESY Eton UK-based boarding school provides online courses specifically for Chinese students POST-DEMOGRAPHIC IMPERATIVES 13www.trendwatching.com/trends/post-demographic-imperatives
  14. 3. CROSS-DEMOGRAPHIC FERTILIZATION Public Dance Classics App teaches people to dance like Chinese grannies POST-DEMOGRAPHIC IMPERATIVES 14www.trendwatching.com/trends/post-demographic-imperatives
  15. 4. HYPER-DEMOGRAPHIC IRONY Lululemon & Vancouver’s Stanley Park Brewing Collaboration leads to limited edition beer for yoga enthusiasts POST-DEMOGRAPHIC IMPERATIVES 15www.trendwatching.com/trends/post-demographic-imperatives
  16. BUT WAIT, THERE’S MORE! Those strategies remain rich in opportunity, but now let’s examine three further POST-DEMOGRAPHIC IMPERATIVES. These underline why PDC is perhaps our most important trend yet, and why you urgently need it on your radar. POST-DEMOGRAPHIC IMPERATIVES 16www.trendwatching.com/trends/post-demographic-imperatives
  17. (i) The accelerating development of new technologies (from algorithms to big data to programmatic) gives brands the power to treat customers as the individuals they are, rather than as members of generic segments. (ii) Continued urbanization means ever more people have the social freedom, economic means and diversity of product/service/experience choices they need to be themselves. Urbanites are your early adopters and your toughest critics. Meet their accelerating expectations or perish. (iii) But remember, despite people’s heightening aspirations, there are still repressed groups who are ignored or purposefully sidelined by institutions and brands. Recognize them, and then empower them to be themselves. Yes, we know it can be hard to throw off the demographic blinkers and see a more complex reality. But looking away is no answer. DEFINITION POST-DEMOGRAPHIC IMPERATIVES The rapid embrace of new technologies, rampant global urbanization and the expectation that everyone should be empowered to live the way they want. Three strands of the POST-DEMOGRAPHIC world that demand you take action! POST-DEMOGRAPHIC IMPERATIVES 17www.trendwatching.com/trends/post-demographic-imperatives
  18. . . FIND OUT MORE » FREE PUBLICATIONS PREMIUM SERVICE Monthly publication featuring selected trends. On-demand access to all our trends & tools. A standalone, actionable opportunity. Static content. Read online or as a PDF. Understand the big picture of consumerism. Search & filter the innovation database by trend/ industry/ region. Download trend & industry reports or create custom PPTs. FIND OUT MORESUBSCRIBE FOR FREE TR15 PPTPDF PPTPDF TR15 Framework Formats Industry Focus Tools Framework Formats Industry Focus Tools
  19. THREE IMPERATIVES Utilize the power of new technologies. Tackle the skyrocketing expectations of urbanites. Empower those who aren’t able to pursue their identity. These POST-DEMOGRAPHIC IMPERATIVES insist you answer their call! POST-DEMOGRAPHIC IMPERATIVES 19www.trendwatching.com/trends/post-demographic-imperatives
  20. When NikeID launched in 1999 (yep, last century!), customization was a surprising, fun status play. Since then, it’s gone from ‘nice to have’ to vital. Consumers with POST- DEMOGRAPHIC expectations are accustomed to brands that speak to and serve them at a personal level. The good news? The ability and POST-DEMOGRAPHIC imperative to target a ‘segment of one’ is finally becoming a real possibility, thanks to new technologies and the vast amounts of personal data that they’re spinning off. You must use this data and tailor your offering accordingly. Not one of you is safe from this expectation. Bespoke offerings may come more easily to etailers or digital media providers (from Netflix to Spotify), but even physical products will soon evolve beyond customization at the moment of production (like these custom grip knives), to become rich, contextual, dynamic experiences* that are unique to the individual. * Yup, all the trend buzzwords, but that’s where things are headed ;) IMPERATIVE 1/3 TASTE-LED TARGETING Use technology to tailor your marketing, products and services so that no consumer experiences them the same way. POST-DEMOGRAPHIC IMPERATIVES 20www.trendwatching.com/trends/post-demographic-imperatives
  21. TODD YELLIN, NETFLIX “Everyone’s instinct was, ‘Yeah, if you find out their age and gender data, that’s fantastic’. But what we learned is: it’s almost useless...” POST-DEMOGRAPHIC IMPERATIVES 21www.trendwatching.com/trends/post-demographic-imperatives
  22. TODD YELLIN, NETFLIX “...it’s not who they are in a superficial sense – like gender, age, even geography. It’s not even what they tell you. It’s what they do.” POST-DEMOGRAPHIC IMPERATIVES 22www.trendwatching.com/trends/post-demographic-imperatives
  23. FEATURED INNOVATION: TASTE-LED TARGETING Spotify Personal playlists delivered weekly to users POST-DEMOGRAPHIC IMPERATIVES 23www.trendwatching.com/trends/post-demographic-imperatives
  24. FEATURED INNOVATION: TASTE-LED TARGETING Axe Online film changes to match viewer’s interests POST-DEMOGRAPHIC IMPERATIVES 24www.trendwatching.com/trends/post-demographic-imperatives
  25. FEATURED INNOVATION: TASTE-LED TARGETING TAM Airlines Airline produces personalized on-board magazines for each passenger POST-DEMOGRAPHIC IMPERATIVES 25www.trendwatching.com/trends/post-demographic-imperatives
  26. FEATURED INNOVATION: TASTE-LED TARGETING Knewton Personalized, adaptive learning platform is free to access POST-DEMOGRAPHIC IMPERATIVES 26www.trendwatching.com/trends/post-demographic-imperatives
  27. Cities are one of the central drivers of POST- DEMOGRAPHIC CONSUMERISM, and they are also where this trend finds its purest expression. In large and rapidly growing cities, consumers can pursue the lifestyles they desire: not only are cities more permissive of tradition-eschewing pursuits than rural areas, they also provide access to a diverse range of products, services and experiences. Meanwhile, greater economic opportunities and higher incomes increase residents’ ability to pay for these lifestyles, and a competitive culture around collecting unique experiences enhances the desire for them. The tribes within cities are delightfully diverse, yet there are common pursuits (for convenience, unique experiences, and for holistic self-improvement) and shared problems (congestion, pollution, time-constraints and stress) that can be catered to: by you! IMPERATIVE 2/3 POST-DEMOGRAPHIC CITYSUMERS Urban-dwellers share passions, pain points, high expectations and a hunger for new offerings. POST-DEMOGRAPHIC IMPERATIVES 27www.trendwatching.com/trends/post-demographic-imperatives
  28. FEATURED INNOVATION: POST-DEMOGRAPHIC CITYSUMERS Factory Fresh Locally-sourced healthy meals delivered daily to customers’ doorsteps POST-DEMOGRAPHIC IMPERATIVES 28www.trendwatching.com/trends/post-demographic-imperatives
  29. FEATURED INNOVATION: POST-DEMOGRAPHIC CITYSUMERS UberRELAX On-demand massages available through app POST-DEMOGRAPHIC IMPERATIVES 29www.trendwatching.com/trends/post-demographic-imperatives
  30. FEATURED INNOVATION: POST-DEMOGRAPHIC CITYSUMERS Public Transport Victoria Commuters tap transport cards to donate to homelessness POST-DEMOGRAPHIC IMPERATIVES 30www.trendwatching.com/trends/post-demographic-imperatives
  31. FEATURED INNOVATION: POST-DEMOGRAPHIC CITYSUMERS Bybi City residents invited to create ‘Bee Superhighway’ POST-DEMOGRAPHIC IMPERATIVES 31www.trendwatching.com/trends/post-demographic-imperatives
  32. There are billions of individuals around the world – from a female entrepreneur facing gender bias from investors, to an undocumented migrant in a new city – who face obstacles and are unable to pursue their desired lifestyles. The causes of these restrictions, such as poverty, corruption or discrimination, vary wildly. But those facing obstacles still yearn for the POST-DEMOGRAPHIC freedom to choose their own lives – and it’s an IMPERATIVE that you listen and act! People will celebrate brands that empower them to realize their aspirations. In some cases it’s as simple as your business paying attention to a section of society that is overlooked (by you and your competitors). That’s right, we aren’t yet in a world of total POST- DEMOGRAPHIC CONSUMERISM. But you can get us closer, and build a better world – and a more powerful brand – in the process. IMPERATIVE 3/3 POST-DEMOGRAPHIC EMPOWERMENT We are still far from a world where every consumer can freely pursue their own identities. Bring this freedom to those who lack it. POST-DEMOGRAPHIC IMPERATIVES 32www.trendwatching.com/trends/post-demographic-imperatives
  33. FEATURED INNOVATIONS POST-DEMOGRAPHIC EMPOWERMENT KPN People from repressive countries able to virtually participate in gay pride parade POST-DEMOGRAPHIC IMPERATIVES 33www.trendwatching.com/trends/post-demographic-imperatives
  34. FEATURED INNOVATIONS POST-DEMOGRAPHIC EMPOWERMENT LA Times Newspaper hires journalist to cover Black Twitter POST-DEMOGRAPHIC IMPERATIVES 34www.trendwatching.com/trends/post-demographic-imperatives
  35. FEATURED INNOVATIONS POST-DEMOGRAPHIC EMPOWERMENT Always Personal care brand’s educational program boosts girls’ confidence POST-DEMOGRAPHIC IMPERATIVES 35www.trendwatching.com/trends/post-demographic-imperatives
  36. FEATURED INNOVATIONS POST-DEMOGRAPHIC EMPOWERMENT Alibaba and Blued Competition brings Chinese LGBT couples to California to wed POST-DEMOGRAPHIC IMPERATIVES 36www.trendwatching.com/trends/post-demographic-imperatives
  37. NEXT! POST-DEMOGRAPHIC IMPERATIVES 37www.trendwatching.com/trends/post-demographic-imperatives
  38. POST-DEMOGRAPHIC IMPERATIVES 38www.trendwatching.com/trends/post-demographic-imperatives NEXT There are many routes to POST-DEMOGRAPHIC success... We’re not saying that you’ll never again use research that applies at a nationwide, generational, or even global level. Sometimes that’s necessary, and it might even lead to a great new product idea. But the idea of forcing all your thinking into the outdated frameworks of yesteryear should now feel wholly inadequate, if not downright dangerous.
  39. POST-DEMOGRAPHIC IMPERATIVES 39www.trendwatching.com/trends/post-demographic-imperatives NEXT It’s IMPERATIVE you act! Instead, embrace the freedom, creativity and opportunities available to those who dive into the POST-DEMOGRAPHIC reality. Treat your customers like the multi-faceted people they are. They deserve it, and increasingly, they demand it. Good luck!
  40. If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Head of Client Services paul@trendwatching.com ABOUT US Established in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries. More at www.trendwatching.com Want more? Free Publications Premium Service LIVE: Keynotes & Workshops