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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 |
@aljandeboer @trendsactive @brand_trust
Aljan de Boer Head of Inspiration Bernhard Scholz Senior Brand Consultant
CONNECTED SOCIETY | CONTROL INTRODUCTION | TRENDS LACK OF TRUST LACK OF TRUST | PURPOSEFUL ACTIONS
Aljan de Boer Head of Inspiration
Clients
Some cases
“Reposition Donald Duck in a relevant way for today’s consumers.” “Enable us to reconnect with the consumer through repositioning and rebranding- “Create a relevant innovation and brand to attract Millennials” “Develop our consumer segmentation and help us to activate it internally ” “Activate our health insurance strategy by creating
Changing needs and behavior of people. TrendsActive Trendmodel
Macro trends Product & market trends
Men Millennials Generation Z Connected society Quest for happiness
In charge Conscious Social
Women
Modern hunter Multidimensional Counter Reaction Proud Third Age Concerned Realistic Make it happen Pluralistic Authenticity Purposeful actions Humanize Visual Overload Experiential Smart & playful Meaning Best of both worlds Mindful Interact Instant gratification Control Skeptical Pragmatic Work-life balance Me-centric Networked Optimistic
Baby boomers Generation X Lack of trust Visual culture
Gender trends Generation trends Societal trends
55-73 39-54 4-21 22-38
TrendsActive Trendmodel
4-21 22-38
Between 10-25 years old
LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD VISUAL CULTURE - SMART & INTELLIGENT MILLENNIALS | INTERACTIVE & NETWORKED
INTRODUCTION
| WORKHOP LIANDER | OPDRACHT | RONDE 1
LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD
Me-centric
INSIGHT ONE
Networked
INSIGHT TWO
Optimistic
INSIGHT THREE
MILLENNIALS 22- 38 YEARS
BORN BETWEEN 1981 - 1997 INTRODUCTION
| WORKHOP LIANDER | OPDRACHT | RONDE 1
LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD
Me-centric
INSIGHT ONE
Networked
INSIGHT TWO
Optimistic
INSIGHT THREE
MILLENNIALS
BORN BETWEEN 1981 - 1997
MILLENNIALS 22- 38 YEARS
BORN BETWEEN 1981 - 1997 INTRODUCTION
| WORKHOP LIANDER | OPDRACHT | RONDE 1
LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD
Formative years
BETWEEN 10-25 YEARS OLD
MILLENNIALS
BORN BETWEEN 1981 - 1997 MILLENNIALS | ME-CENTRIC 1950-55 65-70 2 3 4 5 80-85 95-2000 2010-15 25-30 45-50 WORLD FERTILITY RATE 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
tion Z, society and the world erm vision tion Z can benefit by w society benefits e. , because they will see right
MILLENNIALS | ME-CENTRIC
SO A BRAND SHOULD:
MILLENNIALS ARE
tion Z, society and the world erm vision tion Z can benefit by w society benefits e. , because they will see right
MILLENNIALS | ME-CENTRIC
SOCIETAL TREND | VISUAL CULTURE
ING is speaking the visual dialect of the younger generations. They use this dialect, not just in the online world, but also in the offline world. That is smart because it makes their TV ad stand
ING
With a more strict focus on millennials, TeamBank plans to focus its offering towards the most attractive and promising target group within Germany and Europe.
FYMIO
Combing tech and human touch to facilitate consumers to give them financial
FORWARD YOU
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IKEA
Every week, Spotify offers its customers a me-centric playlist.
NTUC
In order to provide better access to financial advice, NTUC created the Adviser
you best, based on their profile and interests.
NTUC
INTRODUCTION
| WORKHOP LIANDER | OPDRACHT | RONDE 1
LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD
Realistic
INSIGHT ONE
Make it happen
INSIGHT TWO
Pluralistic
INSIGHT THREE
GENERATION Z 4-21 YEARS
BORN BETWEEN 1998 & 2015 INTRODUCTION
| WORKHOP LIANDER | OPDRACHT | RONDE 1
LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD
Realistic
INSIGHT ONE
Make it happen
INSIGHT TWO
Pluralistic
INSIGHT THREE
GENERATION Z
BORN BETWEEN 1998 & 2015
Realistic
INSIGHT ONE
Make it happen
INSIGHT TWO
Pluralistic
INSIGHT THREE
GENERATION Z
BORN BETWEEN 1998 & 2015
GENERATION Z 4-21 YEARS
BORN BETWEEN 1998 & 2015 INTRODUCTION
| WORKHOP LIANDER | OPDRACHT | RONDE 1
LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD
GENERATION Z
BORN BETWEEN 1998 & 2015
Formative years
BETWEEN 10-25 YEARS OLD
“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 VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z | REALISTIC LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z | REALISTIC LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z | REALISTIC LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z | REALISTIC GENERATION Z | REALISTIC
Question
GlobalWebIndex & Snap inc.
% stating they drink at least once a week.
Source: Snap Inc & GWI N=46,030 internet users aged 18-22 (excl. U.S.)
GENERATION Z | REALISTIC
Question
GlobalWebIndex & Snap inc.
% stating they drink at least once a week
15% 28% 36%
Source: Snap Inc & GWI N=46,030 internet users aged 18-22 (excl. U.S.)
GENERATION Z | REALISTIC
GENERATION Z IS
tion Z, society and the world erm vision tion Z can benefit by w society benefits e. , because they will see right
LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z | REALISTIC
SO A BRAND SHOULD:
GENERATION Z IS
tion Z, society and the world erm vision tion Z can benefit by w society benefits e. , because they will see right
LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z | REALISTIC
Banco Colombia is one of the most sustainable banks in the world. To make this more tangible they invented the School of Sustainability.
BANCO COLOMBIA
Banco Colombia is one of the most sustainable banks in the world. To make this more tangible they invented the School of Sustainability.
BANCO COLOMBIA
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IKEA
Doconomy is a fintech company founded in Sweden in 2018. Doconomy wants to inspire change in behaviour and reduce unsustainable consumption and carbon emissions. The creditcard tracks the carbon footprint of daily purchases and allows customers to compensate for their impact.
DOCONOMY NORDEA
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.
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.
Aljan de Boer +31(0)6 3190 7499 aljan@trendsactive.com www.trendsactive.com Bernhard Scholz +49 (0) 170 9269119 bernhard.scholz@brand-trust.de www.brand-trust.de Let’s connect
Aljan de Boer +31(0)6 3190 7499 Aljan@trendsactive.com
Let’s connect