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

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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


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Aljan de Boer Head of Inspiration @aljandeboer @trendsactive

Be more than a Chief Gadget Officer.

Aljan de Boer Head of Inspiration @aljandeboer @trendsactive

We add human context. Providing brands with a future proof frame for innovation.

Some cases

“Develop a vision on digitalizing customer interactions” “Reposition Donald Duck in a relevant way for todays consumers” “Develop our global innovation theme to activate our 2022 strategy”

BREAKING BARRIERS

“Help us to become more customer centric”

DIGITALIZING CUSTOMER INTERACTIONS

“Activate our health-insurance strategy by creating

  • ur proposition”

Changing needs and behavior of people. Sociocultural trendmodel

Sociocultural trends

Macro trends Product & market trends

LACK OF TRUST

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LACK OF TRUST

Do we want what technology can do? Can technology do what we want?

LACK OF TRUST INTRODUCTION | TRENDS LACK OF TRUST

Societal trend

Lack of trust

Societal trend Lack of trust

  • 3. Humanize
  • 2. Purposeful actions
  • 1. Authenticity

LACK OF TRUST

Lack

  • f Trust

Driver 1

Uncertain times

Driver 2

Mental overload

LACK OF TRUST LACK OF TRUST LACK OF TRUST

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SLIDE 3

LACK OF TRUST LACK OF TRUST

Welcome to the information & advertising age

The Telegraph - Februari 2017

174

Newspapers a day

LACK OF TRUST LACK OF TRUST LACK OF TRUST

Lack

  • f Trust

Driver 1

Uncertain times

Driver 2

Mental overload

LACK OF TRUST LACK OF TRUST

COMPETENCE

(rational) (rational) (emotional)

COMPETENCE BENEVOLENCE

LACK OF TRUST

COMPETENCE

(rational)

LACK OF TRUST

(rational)

COMPETENCE

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SLIDE 4

(emotional)

BENEVOLENCE

(emotional) (emotional)

BENEVOLENCE

LACK OF TRUST Europas Führende Nachhaltigkeitsbank

Make your money make a difference

Societal trend Lack of trust

  • 3. Humanize
  • 2. Purposeful actions
  • 1. Authenticity

Societal trend Lack of trust

  • 3. Humanize
  • 2. Purposeful actions
  • 1. Authenticity

XX - XX LACK OF TRUST | AUTHENTICITY

\

IKEA

Being one of the oldest car brands, Škoda is showing its roots using VR technology. The founders of the car brand Škoda, gentlemen Laurin and Klement, give a guided tour of Prague’s Old Town's most fascinating sights in their first produced cars.

ŠKODA

\

IKEA

Being one of the oldest car brands, Škoda is showing its roots using VR technology. The founders of the car brand Škoda, gentlemen Laurin and Klement, give a guided tour of Prague’s Old Town's most fascinating sights in their first produced cars.

ŠKODA

\

IKEA

Nordea shows a side of the bank that rarely reaches the headlines. The campaign highlights the bank's ideology of being attentive and that an open mind to think outside the norm makes it possible to drive change alongside societal development, in the past and future.

NORDEA

Societal trend Lack of trust

  • 3. Humanize
  • 2. Purposeful actions
  • 1. Authenticity

Environmental Internship Program

SOCIETAL TREND | LACK OF TRUST NOW WHAT?– THREE TACTICS ROOTED IN RESEARCH

Patagonia is moving beyond making a profit to creating a more sustainable world by inspiring consumers not to buy jackets, but by repairing or recycling

  • them. They don’t support nature parks, they just buy and take care of it.

PATAGONIA

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SLIDE 5

BUILDING TRUSTWORTHY BRANDS

Koppelt Cress is a micro-vegetable innovator who believe their creations could help the developing world avoid heart disease and cancer.

KOPPERT CRESS

Societal trend Lack of trust

  • 3. Humanize
  • 2. Purposeful actions
  • 1. Authenticity

SOCIETAL TREND | LACK OF TRUST NOW WHAT?– THREE TACTICS ROOTED IN RESEARCH

https://www.youtube.com/watch?v=xwx7NnPQ44U

Coolblue has loads of data, but decided to take a different approach. They asked their customers what they love doing the most, when online. The answer is watching cat pics and videos. So now the app shows…

COOLBLUE

https://www.youtube.com/watch?v=xwx7NnPQ44U

TRIODOS

Triodos uses morality as a compass for investing. It shows that it’s not algorithms and robots who decide where to invest, but rather, Triodos uses real people to invest in real people.

DRIVER

Uncertain times

DRIVER

Overload

SOCIOCULTURAL TREND

Lack of trust

STRATEGY

(re)Build trust by showing benevolence

GUIDING PRINCIPLE 1

Be authentic

GUIDING PRINCIPLE 2

Engage in purposeful actions

GUIDING PRINCIPLE 3

Humanize

Be more than a Chief Gadget Officer.

Download this presentation at: trendsactive.com/downloads/cxtrust

Aljan de Boer +31(0)6 3190 7499 Aljan@trendsactive.com

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