THE NEW

WHITESPACES

As the world emerges from economic crisis, how have markets and consumers changed?
Where are the new opportunity spaces for innovation and growth?
 futureagenda.org

wired

The Futurist

1 Global patterns
1.
 West East

Masses Niches

Big Small

Business Customers

Volume Value

Global patterns ... power shifts accelerated by economic crisis

 • Money
M
• Authenticity
• Transport
• Health
• Data
D t
• Choice
• Energy
• Connectivity
• Food
F d
• Identity
• Waste
• Migration
• Water
W t
• Cities
• Work
• Currency

Global patterns ... future agendas for innovation and leadership

Your phone will tell you when you’re in love
People will download and print their own products
Young people will read more
Old people will play more
Algae may become the new oil
Radical methods to rebalance climate change
The existence of extraterrestrial life confirmed

Global patterns ... future themes and wildcards

Global patterns ... priorities for business leaders
 Now & Next

nVision

Future Network

Future Foundation

Market patterns
 Attitudes to risk

Attitudes to
spending

Market patterns ... Attitudes to risk and spending

 Confidence to deliver promise

Market patterns ... Confidence in business to deliver their promise

 Trust in businesses

Trust in tech companies Trust in banks

Market patterns ... trust in business

business, and specifically banks
Market patterns ... strength and value of bank brands
 “If we use credit cards (or phones) for paying for things then
the salience of spending money is a lot lower so we tend to
spend more as we don’t feel the pain of parting with cash
cash.

“This generation has moved from calling borrowing debit

(borrowing perceived as a bad thing) to credit (a good thing)”

“Previous
Previous generations saved (the Chinese still do)”
do)

“Will the $ be replaced as the global currency... The ACU?”

“Money is how we value market transactions but not social

transactions (volunteering etc)”

Market patterns ... everyone’s talking about future of money

 1.Fi Life
2 Intuit
2.Intuit
3.Yodlee
4.Triodos
5 E te
5.Enterprise
ise
6.Itau Unibanco
7.Credit.com
8.Vancity
9.SimpliFi
10.Vittana

Market patterns ... most innovative financial service companies

 Now & Next

NowandNext

nVision
Future Exploration Network

Future Network

Trendwatching.com
Trendwatching

Future Network

Consumer patterns
 Being green Simplicity
Caring about our Easy and simplify
world ... my life ...
Before After Before After

Dislike of greed Distrust in brands
Happier with what  Companies cant
we have ... be trusted ...

Before After Before After

Being ethical More real
Less caring about
g More wholesome, ,
others ... less wasteful...

Before After Before After

Less frivolous In control
More authentic Intelligent, promiscuous
Experiences ... shoppers ...

Before After Before After

Consumer patterns ... the impact of economic crisis

Consumer patterns ... established and emerging themes
Consumer patterns ... trends,
trends fads and fashions
Consumer patterns ... welcome to the “era of consequences”
Consumer patterns ... Trend map,
map hotspots,
hotspots risks and future
 eBay
born in a
recession
2001

MTV
born in a
recession
1981
Microsoft
born in a
recession
1975

HP
born in a
GE recession
born in a
recession 1929
1876

Crisis shakes markets up

theGeniusWorks.com
Has the consumer changed?
“Money matters less,
less what you do with it matters more”
“Money matters less,
less what you do with it matters more”
... aka “the Burberry effect”
Has the consumer changed?
Women
1 The rise of women
1.
Women
2 The rise of boomers
2.
3 The rise of net
3. net-gen
gen
 Consumer
broader
view

Business
Business
B i
narrow
narrow
view
view

Business Customer

Rethinking like a consumer ...

 RESOURCEFUL
PARTICIPATIVE
Empowered
CONSIDERED Capable Collaborative
HUMAN ESCAPIST
Selfless Contributing
Responsible
p Sharing
Wellbeing
W llb i IIndulgent
d l t
Meaningful
Individualised Expressive
Caring
Happiness Quirky

The new whitespaces ....

 Fragile world
Trade-offs
Superficiality

CONSIDERED

Responsible
Meaningful
g
Caring

Social
Environmental
Purposeful

1 Consumers are more CONSIDERED

1.
1 Consumers are more CONSIDERED ... eg Nike’s sustainable innovation
1.
1 Consumers are more CONSIDERED ... eg E-cloth
1. E cloth nanotech and friendly
1 Consumers are more CONSIDERED ... eg Iberdrola’s new energy
1.
 Practical
Economic
Materialism

RESOURCEFUL

Empowered
Capable
Selfless

Enabling
DIY
Self service

2 Consumers are more RESOURCEFUL

2.
2 Consumers are more RESOURCEFUL ... BestBuy,
2. BestBuy enabling people
2 Consumers are more RESOURCEFUL ... Easyjet,
2. Easyjet rethinking what value is
2 Consumers are more RESOURCEFUL ... Tripadvisor,
2. Tripadvisor people trust people
 Global
Sameness
Extravagance

HUMAN

Wellbeing
Individualised
Happiness

Healthy
Personal
Provenance

3 Consumers are more HUMAN

3.
3 Consumers are more HUMAN ... Starbucks,
3. Starbucks local and debranded
3 Consumers are more HUMAN ... VirginActive,
3. VirginActive looking after yourself
3 Consumers are more HUMAN ... Zipcars,
3. Zipcars just when I need it
 Tribal
Connected
Untrusting

PARTICIPATIVE

Collaborative
Contributing
Sharing

User generated
Networked
Rental

4 Consumers are more PARTICIPATIVE

4.
4 Consumers are more PARTICIPATIVE ... Lego,
4. Lego connecting their fans
4 Consumers are more PARTICIPATIVE ... Threadless,
4. Threadless designed by me
4 Consumers are more PARTICIPATIVE ... Current TV
4. TV, user-gen
user gen TV
 Abundance
Extroverted
Frustrated

ESCAPIST

Indulgent
Expressive
Quirky

Emotional
Simplicity
Iconic

5 Consumers are more ESCAPIST

5.
5 Consumers are more ESCAPIST ...Nintendo
5. Nintendo Wii,
Wii changing lifestyles
5 Consumers are more ESCAPIST ... Fiat 500,
5. 500 the new Ferrari
5 Consumers are more ESCAPIST ... 3D movies
5. movies, as mad as a hatter
 RESOURCEFUL
PARTICIPATIVE
Empowered
CONSIDERED Capable Collaborative
HUMAN ESCAPIST
Selfless Contributing
Responsible
p Sharing
Wellbeing
W llb i IIndulgent
d l t
Meaningful
Individualised Expressive
Caring
Happiness Quirky

The new whitespaces ....

What do you think?
peterfisk@peterfisk.com

www.theGeniusWorks.com
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