Sociocultural trends Changing needs and behavior of people. Product - PowerPoint PPT Presentation

Be more than a Chief Gadget Officer. Aljan de Boer Aljan de Boer Head of Inspiration Head of Inspiration @aljandeboer @aljandeboer @trendsactive @trendsactive Some cases DIGITALIZING BREAKING CUSTOMER We add Providing brands with BARRIERS INTERACTIONS human a future proof frame context. for innovation. “Develop our global “Develop a vision on “Activate our “Reposition Donald “Help us to innovation theme digitalizing health-insurance Duck in a relevant become more to activate our 2022 customer strategy by creating way for todays customer centric” strategy” interactions” our proposition” consumers” Sociocultural trendmodel Macro trends Sociocultural trends Changing needs and behavior of people. Product & market trends LACK OF TRUST

Can Do we technology want what do what we technology want? can do? LACK OF TRUST LACK OF TRUST INTRODUCTION | TRENDS LACK OF TRUST Societal trend Lack of trust 1. Authenticity Societal trend 2. Purposeful actions Lack of trust 3. Humanize LACK OF TRUST Driver 1 Lack Uncertain times of Trust Driver 2 Mental overload LACK OF TRUST LACK OF TRUST LACK OF TRUST

174 Newspapers a day Welcome to the information & advertising age The Telegraph - Februari 2017 LACK OF TRUST LACK OF TRUST LACK OF TRUST Driver 1 Lack Uncertain times of Trust Driver 2 Mental overload LACK OF TRUST LACK OF TRUST LACK OF TRUST COMPETENCE BENEVOLENCE COMPETENCE COMPETENCE COMPETENCE (rational) (rational) (emotional) (rational) (rational) LACK OF TRUST LACK OF TRUST LACK OF TRUST

Societal trend Societal trend Lack of trust Lack of trust BENEVOLENCE BENEVOLENCE (emotional) (emotional) (emotional) 1. Authenticity 1. Authenticity 2. Purposeful actions 2. Purposeful actions 3. Humanize 3. Humanize Make your money make a difference Europas Führende Nachhaltigkeitsbank LACK OF TRUST Being one of the oldest car brands, Š koda is showing its roots using VR technology. The Being one of the oldest car brands, Š koda is showing its roots using VR technology. The Š KODA Š KODA IKEA IKEA founders of the car brand Š koda, gentlemen Laurin and Klement, give a guided tour of \ founders of the car brand Š koda, gentlemen Laurin and Klement, give a guided tour of \ Prague’s Old Town's most fascinating sights in their first produced cars. Prague’s Old Town's most fascinating sights in their first produced cars. LACK OF TRUST | AUTHENTICITY XX - XX Societal trend Lack of trust Environmental Internship Program 1. Authenticity 2. Purposeful actions 3. Humanize Nordea shows a side of the bank that rarely reaches the headlines. The campaign highlights Patagonia is moving beyond making a profit to creating a more sustainable NORDEA IKEA PATAGONIA the bank's ideology of being attentive and that an open mind to think outside the norm \ world by inspiring consumers not to buy jackets, but by repairing or recycling makes it possible to drive change alongside societal development, in the past and future. them. They don’t support nature parks, they just buy and take care of it. NOW WHAT? – THREE TACTICS ROOTED IN RESEARCH SOCIETAL TREND | LACK OF TRUST

Societal trend Lack of trust 1. Authenticity 2. Purposeful actions 3. Humanize Coolblue has loads of data, but decided to take a different approach. They KOPPERT Koppelt Cress is a micro-vegetable innovator who believe their creations could https://www.youtube.com/watch?v=xwx7NnPQ44U COOLBLUE asked their customers what they love doing the most, when online. The answer CRESS help the developing world avoid heart disease and cancer. is watching cat pics and videos. So now the app shows… BUILDING TRUSTWORTHY BRANDS SOCIETAL TREND | LACK OF TRUST NOW WHAT? – THREE TACTICS ROOTED IN RESEARCH DRIVER DRIVER Uncertain times Overload Be more SOCIOCULTURAL TREND Lack of trust than a Chief Gadget STRATEGY (re)Build trust by showing benevolence Officer. GUIDING PRINCIPLE 1 GUIDING PRINCIPLE 2 GUIDING PRINCIPLE 3 Triodos uses morality as a compass for investing. It shows that it’s not algorithms and https://www.youtube.com/watch?v=xwx7NnPQ44U Be authentic Engage in purposeful actions Humanize TRIODOS robots who decide where to invest, but rather, Triodos uses real people to invest in real people. Aljan de Boer +31(0)6 3190 7499 Aljan@trendsactive.com Download this presentation at: Let’s connect in trendsactive.com/downloads/cxtrust on LinkedIn