Aljan de Boer Head of Inspiration Bernhard Scholz Senior Brand Consultant @aljandeboer @trendsactive @brand_trust Aljan de Boer Head of Inspiration CONNECTED SOCIETY | CONTROL LACK OF TRUST | PURPOSEFUL ACTIONS LACK OF TRUST INTRODUCTION | TRENDS Clients We add Providing brands with human a future proof frame context. for innovation.
Some cases TrendsActive Trendmodel TrendsActive Trendmodel Gender trends Generation trends Societal trends 55-73 39-54 Macro trends Baby Lack of Visual Women boomers Generation X trust culture In charge Proud Authenticity Sociocultural trends Skeptical Visual Overload Conscious Third Age Purposeful actions Pragmatic Experiential Social Concerned Humanize Work-life balance Smart & playful Changing needs and behavior of people. 22-38 4-21 Connected Quest for “Develop our “Enable us to “Reposition Men “Create a relevant “Activate our Millennials Generation Z society happiness consumer reconnect with the Donald Duck in Product & market trends health insurance innovation and segmentation and consumer through a relevant way strategy by creating brand to attract Modern hunter Me-centric Realistic Interact Meaning help us to activate repositioning and for today’s our proposition.” Millennials” rebranding- consumers.” it internally ” Multidimensional Networked Make it happen Instant gratification Best of both worlds Counter Reaction Optimistic Pluralistic Control Mindful Generation Z Millennials 4-21 22-38 Understanding generations Formative years Between 10-25 years old LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD VISUAL CULTURE - SMART & INTELLIGENT MILLENNIALS | INTERACTIVE & NETWORKED
MILLENNIALS MILLENNIALS 22- 38 YEARS 22- 38 YEARS MILLENNIALS MILLENNIALS BORN BETWEEN 1981 - 1997 BORN BETWEEN 1981 - 1997 BORN BETWEEN 1981 - 1997 BORN BETWEEN 1981 - 1997 INSIGHT ONE INSIGHT ONE Formative years Me-centric Me-centric BETWEEN 10-25 YEARS OLD INSIGHT TWO INSIGHT TWO Networked Networked INSIGHT THREE INSIGHT THREE Optimistic Optimistic LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD INTRODUCTION INTRODUCTION LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD INTRODUCTION WORKHOP LIANDER | OPDRACHT | RONDE 1 | WORKHOP LIANDER | OPDRACHT | RONDE 1 | WORKHOP LIANDER | OPDRACHT | RONDE 1 | 5 WORLD FERTILITY RATE 4 3 2 1950-55 65-70 80-85 95-2000 2010-15 25-30 45-50 MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC VISUAL CULTURE - SMART & PLAYFUL MILLENNIALS | ME-CENTRIC VISUAL CULTURE - SMART & PLAYFUL MILLENNIALS | ME-CENTRIC
MILLENNIALS ARE MILLENNIALS ARE tion Z, society and the world tion Z, society and the world erm vision erm vision tion Z can benefit by tion Z can benefit by w society benefits w society benefits e. e. Me-centric Me-centric , because they will see right , because they will see right te. Instead, offer a te. Instead, offer a SO A BRAND SHOULD: Make them feel special ING is speaking the visual dialect of the younger generations. They use this dialect, not just in ING the online world, but also in the offline world. That is smart because it makes their TV ad stand out compared to their competitors. MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC SOCIETAL TREND | VISUAL CULTURE In order to provide better access to financial advice, NTUC created the Adviser FORWARD With a more strict focus on millennials, TeamBank plans to focus its offering Combing tech and human touch to facilitate consumers to give them financial FYMIO NTUC NTUC IKEA Connect. With this Tinder- style chat tool you can choose a financial adviser who suits \ Every week, Spotify offers its customers a me-centric playlist. towards the most attractive and promising target group within Germany and Europe. YOU advice. The whole CX is trying to get people in touch with the financial advisor. you best, based on their profile and interests. GENERATION Z GENERATION Z 4-21 YEARS 4-21 YEARS GENERATION Z GENERATION Z GENERATION Z BORN BETWEEN 1998 & 2015 BORN BETWEEN 1998 & 2015 BORN BETWEEN 1998 & 2015 BORN BETWEEN 1998 & 2015 BORN BETWEEN 1998 & 2015 INSIGHT ONE INSIGHT ONE INSIGHT ONE Formative years Realistic Realistic Realistic BETWEEN 10-25 YEARS OLD INSIGHT TWO INSIGHT TWO INSIGHT TWO Make it happen Make it happen Make it happen INSIGHT THREE INSIGHT THREE INSIGHT THREE Pluralistic Pluralistic Pluralistic LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD INTRODUCTION INTRODUCTION LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD INTRODUCTION LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD WORKHOP LIANDER | OPDRACHT | RONDE 1 | WORKHOP LIANDER | OPDRACHT | RONDE 1 | WORKHOP LIANDER | OPDRACHT | RONDE 1 |
“We are the first generation to feel the impact of climate change and the last generation who can do something about it.” Barack Obama LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z | REALISTIC GENERATION Z | REALISTIC VISUAL CULTURE - SMART & INTELLIGENT VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z | REALISTIC Question Who drinks the A. Generation Z most alcohol? B. Millennials % stating they drink at least once a week. C. Babyboomers Source: Snap Inc & GWI N=46,030 internet users aged 18-22 (excl. U.S.) GlobalWebIndex & Snap inc. LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD GENERATION Z | REALISTIC VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z | REALISTIC GENERATION Z | REALISTIC Question GENERATION Z IS GENERATION Z IS tion Z, society and the world tion Z, society and the world erm vision erm vision tion Z can benefit by tion Z can benefit by w society benefits w society benefits e. e. Realistic Realistic , because they will see right , because they will see right te. Instead, offer a te. Instead, offer a Who drinks the A. Generation Z 15% most alcohol? B. Millennials 28% % stating they drink at SO A BRAND SHOULD: least once a week C. Babyboomers 36% Cater to their realistic mindset Source: Snap Inc & GWI N=46,030 internet users aged 18-22 (excl. U.S.) GlobalWebIndex & Snap inc. GENERATION Z | REALISTIC GENERATION Z | REALISTIC VISUAL CULTURE - SMART & INTELLIGENT LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z | REALISTIC
Doconomy is a fintech company founded in Sweden in 2018. Doconomy wants to inspire change BANCO BANCO Banco Colombia is one of the most sustainable banks in the world. To make this more Banco Colombia is one of the most sustainable banks in the world. To make this more in behaviour and reduce unsustainable consumption and carbon emissions. The creditcard DOCONOMY IKEA \ tangible they invented the School of Sustainability. tangible they invented the School of Sustainability. COLOMBIA COLOMBIA tracks the carbon footprint of daily purchases and allows customers to compensate for their impact. Download this presentation at: www.trendsactive.com/download/banking Nordea shows a side of the bank that rarely reaches the headlines. The campaign highlights the TRIODOS Triodos uses morality as a compass for investing. It shows that it’s not algorithms and robots NORDEA bank's ideology of being attentive and that an open mind to think outside the norm makes it who decide where to invest, but rather, Triodos uses real people to invest in real people. possible to drive change alongside societal development, in the past and future. Aljan de Boer Bernhard Scholz +31(0)6 3190 7499 +49 (0) 170 9269119 Aljan de Boer aljan@trendsactive.com bernhard.scholz@brand-trust.de www.trendsactive.com www.brand-trust.de +31(0)6 3190 7499 Aljan@trendsactive.com Let’s connect in Let’s connect on LinkedIn in on LinkedIn
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